Consumers, farmers and the future of New Zealand hill country farming

Abstract

The future of hill country farmers depends on constructive engagements with international consumers and domestic values and politics. Antifragility, being at worst unharmed by or benefiting from stresses or shocks, involves both reducing system downside and maximising the upside potential. Antifragility is enhanced by farmers selecting partners with which they align in transparent relationships. Farmers should consider integration or collaboration rather than selfsufficiency. Maintaining an element of flexibility within the farm system is also essential. In addressing the market it is not appropriate to focus on the average consumer. New Zealand producers should target those who care about what is good for them with what is good for the world and good quality; listen to them and deliver what they want. Delivering on what is wanted requires farmers to "farm like they are watching you". They are. Farmers and companies need to be able to verify what they claim and celebrate an honest story. Keywords: antifragility, consumers, flexibility, honesty, quality, transparency Key messages • Establish aligned, transparent partnerships

Developing a Landscape Design Approach for the Sustainable Land Management of Hill Country Farms in New Zealand

“…Subsequently, environmental and sustainability standards are being added to the traditional quality and health standard requirements for produce. As a result of changes in consumers' preferences, NZ hill country farmers are required to adopt more sustainable farming systems that take into account the impact of their practices on the environment [151,152]. Adopting more sustainable farming practices will not only improve the environmental health of NZ hill country; it also presents an opportunity for farmers to capitalize on the growing market for environmentally-friendly products.…”