Wat we van de Nieuw-Zeelanders kunnen leren, schrijft deze Welshman. Daar kunnen wij Nederlanders ook ons voordeel mee doen. Ze zijn ‘landbouwmarketeers’: “The key to understanding the economy of New Zealand is that it’s an industry cluster, and the industry in question is agriculture. Or, and this might be a bit more controversial, the industry in question is agriculture marketing, the most perfect example of which being the way in which the Chinese gooseberry was renamed the “kiwifruit” and production ramped up exponentially to meet US and European demand. At some point, if they can transport them without bruising, I’d guess that they’ll have a go at doing the same thing with the Feijoa, a kind of South American guava that’s very popular domestically. Marketing isn’t looked down on as a frivolous activity for people not clever enough to do science in New Zealand, as far as I can see – farmers, if they want to enjoy middle-class incomes, have to be very aware about the difference between the stuff that comes out of the ground or off the animal, and the sort of thing that people want to see in their shops.
They are really very snappy about working out what the world wants and how to give it to them. Australian wine starts selling in the UK? Bang – New Zealand plants a load of vines. The Marlborough region develops a brand premium for Sauvignon? Bish bosh, ship truckloads of chardonnay grapes from Hawke’s Bay down to Marlborough and you can sell Marlborough Chardonnay too. Craft beer, did someone say? New Zealand agriculture is on the case, digging up the less successful vineyards and ramping up on a dozen new specialty varieties of hops. It is one of the few agricultural industries in the world which has basically no subsidies or tariff protections, and as a result they are just so much sharper and more responsive; it’s a perfect example for anyone wanting to talk about X-inefficiency in their economics class.’(schrijver Daniel Davies is analist en beurshandelaar in Londen geweest. Dit is onderdeel van een lange reisblog)