Why being a middle-of-the-road brand sucks

Middle children complain they don’t get the same love and attention their younger or older siblings did. And they’re right because they weren’t the first. Or the last. The problem is when you pursue two opposing sides, the sum is the... Read more


NZ Ag: Why Maoridom alone won’t fix our brand

Some think Maoridom and our indigenous culture could be the panacea for NZ Ag’s current brand identity crisis. 100% Pure won’t work because of the slow degradation of our rivers and water quality and our reliance on supplementary feed... Read more


NZ Ag: why our co-operatives need to fail fast

A few weeks ago I spent the third phase of my Kellogg Programme privileged to be in the company of many dairy farmers. They know the problem is commodity leading to volatility and not enough value add. The sheep farmers weren’t feeling that... Read more


What David Bowie can teach business about being brave

David Bowie was a brave man. He didn’t believe in playing it safe. He was happy to fail. He even turned down a knighthood (alongside Stephen Hawking and Rudyard Kipling). He was also growth mindset, not fixed. He was a music legend and a... Read more


How a Line of Sight will add value to NZ Ag

We need to get more specific about how we define the economic concept of “value add” rather than continue to trot it out as some vague soul-appeasing by-line. Here at Tracta we think part of the solution, or value equation (because we... Read more


Why big might not be best for NZ Ag

There’s a beauty in small and commercial opportunities in exploiting market niches. Just ask Manuka Honey Comvita shareholders or NZ Merino growers. NZ Ag is not a big player worldwide. Sometimes we seem to draw ourselves into a false sense... Read more


Don’t mention the C word!

C as in Commodity. NZ Ag is feeling it right now and tough questions are being asked about how resilient and diversified our Ag sector is (something I blogged about around this time last year). Whilst the latest Statistics NZ figures tell us... Read more


Why soft is the new hard for the primary sector

The soft stuff is always the hard stuff. That’s why so few companies do it well. In the primary sector it’s much easier to invest in some new kit on the farm or factory rather than invest in a developing a new brand after discovering a... Read more

Rural Commentary

Why New Zealand dairy must get smarter

When our economy and standard of living is heavily reliant on the primary sector, and especially dairy, it’s important we get it right and start being smarter in the way we produce and market. The question is have we been too slow to adapt?... Read more