CLEAN, GREEN MARKETING ISSUES FOR THE NEW ZEALAND DAIRY INDUSTRY
J W Barnett & J M Russell
New Zealand Dairy Research Institute, Private Bag 11029, Palmerston North
The New Zealand dairy industry continues to expand its consumer added value product range. These products are often marketed using the clean green message. In these markets, the supermarket and manufacturers want assurance of the quality of the environment in which the product was produced. The dairy industry is developing an Environmental Quality System for dairy farms which is being driven by both New Zealand regulations and marketing requirements.
The dairy industry is also proposing to develop "model" catchments, where research on soil quality and protection of water quality will be undertaken. The catchments will be located in various regions in New Zealand.
The industry is looking for win/win solutions where soil and water quality indicators will show improving trends whilst, at least, maintaining milk yields (and returns to the farmer).