24th-25th of October, Crowne Plaza, Auckland
Draft Agenda Updated: 23/03/2016 13:58:18
DAY 1 – 24th October
8.30
Registration and coffee
9.00
Opening remarks from the Chair
Professor Mike Boland, Principal Scientist and Executive Officer, Riddet Institute
9.10
Ministerial Address
Hon Steven Joyce under invitation
9.40
Keynote Address: Envisioning your company’s growth
David Irving, Chairman of the Board, Prolife Foods
10.20
Panel discussion: Developing a standardised national food strategy for the F &
B industry
 What should the plan entail?
 Who takes the responsibility?
 Is there a necessity for a standardised food strategy?
Prof. Jacqueline Rowarth, Professor of Agribusiness, University of Waikato
Andrew McCallum, Chief Adviser Sector Policy Team, Ministry of Business
Innovation & Employment
David Irving, Chairman of the Board, Prolife Foods
11.05
Morning Tea
11.25
The value of Made in New Zealand
The value for NZ made products at the international markets is exceptional and more
companies in this arena can use this as a great opportunity to excel. Bringing ideas
from past experiences as the General Manager of Global Strategy at NZ King Salmon
and Deputy Chairman of Omega-3 Centre, Don will discuss the cultural and social
aspects that go into building platforms for high value growth within companies.
Don Everitt, Deputy Chairman, Omega-3 Centre; Board Member, Nutrigenomics
New Zealand
12.10
Getting the price right for your product
Moving from commodity to premium can be quite challenging and it is vital to get the
pricing strategy right especially if you are doing it for the first time. This session will
aim to give you a checklist on getting the pricing right before slotting your product for
the premium top end consumers of the market.
12.50
Lunch
Export Intelligence
1.40
Opportunities for high margin products in the Chinese Markets
Envision future opportunities for your company through this session which aims to
explore the ever burgeoning Chinese landscape. Understand how companies who
have already entered this vast market have created a place and niche for high
margin, premium products.
Graham Kearns, Executive Director, New Zealand China Trade Association
Representative from GMP Pharmaceutics
2.20
Choose the Roundtable of your Choice: The following roundtable sessions will
be conducted to answer specific questions around the export markets of your
interest.
Roundtable A:
Realising Opportunities
for high margin products
at the Indian export
market: Is the rising
middle class willing to pay
the premium?
Don Rae, International
Market Manager, New
Zealand Trade
Enterprise
3.00
Roundtable B:
Southeast Asia
OR
Facilitator To be Confirmed
Roundtable C
Turkey and the Middle
East
OR
Facilitator to be
Confirmed
Afternoon Break and refreshments
Commercialisation of your product
3.15
From ideation to execution to commercialisation: Taking the product from the
laboratory to the store shelf
This session will take you through the cycle of realising the potential of your ideas;
starting from the execution phase to eventually the commercialising phase. Stuart will
discuss examples and give top tips on making most out of the facilities available at
the Foodbowl.
Stuart Walker, Director, Carrol Industries & Former CEO, Foodbowl
3.55
Case Study: The story of how I went from being a chef to a food manufacturer
Bevan Gray was a chef working at some of the leading restaurants in the country, but
his passion to develop foods has turned him into a manufacturer today, with his new
products being sold at the New World supermarket stores in Auckland and Hamilton.
Bevan will share his journey, the challenges he faced and how Foodbowl played an
important role in this journey.
Bevan Gray, Owner, Hoola Food Products
4.35
Commercialisation of IP in Food & beverage: An overview of common
challenges and best practices
 Strategies to achieve better commercial goals
 Leveraging the competitive advantage of your product and positioning it as
high margin- how IP will play a vital role
 Knowing your IP rights while exporting your products
Kate Wilson, Partner IP Strategy Team, James & Wells
5.20
Networking Drinks
DAY 2 – 25th October
9.00
Welcome back from the Chair
Professor Mike Boland, Principal Scientist and Executive Officer, Riddet Institute
Support Systems
9.05
Advancing and supporting the F & B industry: The role of the Auckland
Tourism, Events and Economic Development (ATEED)
David will discuss the continuing work that ATEED is doing to support and nurture
innovations within the F & B industry. He will also be covering plans and pathways
under review for the future and will touch upon what the industry can expect from the
ATEED going ahead.
David Anstice, Sector Specialist Food & Beverage, ATEED
9.45
The role of university research commercialisation wings in the F & B industry
 The need for cross-sector collaboration: What the academic research
facilities can offer the businesses?
 How this collaboration will add value to the bottom line of both parties
involved
Karl Crawford, Business Manager, Food & Health, Auckland UniServices
10.25
Morning Tea
10.40
Looking at open innovations from both sides
Continuing from the how-to aspect of cross sector collaboration, this case study
explores how businesses that develop an open innovation relationship with the
academic research institutions can enhance the value of their product. Professor
Boland’s presentation will be based on his experiences on working with Fonterra and
Zespri.
Professor Mike Boland, Principal Scientist and Executive Office, Riddet Institute
Marketing your product: Branding, research, new findings and customer engagement
11.20
Case study: Gold Kiwifruits for the premium markets
This session will study the complete cycle starting from the ideation, to the execution
up until the commercialisation of the Gold kiwifruit that was developed specifically for
the premium export market.
 Challenges encountered during the commercialisation process
 Recognising opportunities in international markets
 Top tips to lead your product through successful commercialisation
Bryan Parkes, Innovation Manager, ZESPRI International
12.00
Lunch Break
1.00
Real food, real results: Studying the health benefits of NZ grown blueberries
The superior anthocyanin content of the New Zealand blueberry fruit interacting with
and assisting the body's natural antioxidant mechanisms is found to hasten recovery
amongst athletes. Through this session gain deeper insights on opportunities ahead
to commercialise and incorporate these benefits into your products
Prof. Stephen Stannard, Head of School, Sport & Exercise, Massey University
1.40
The consumers know best (Or do they?)
The decision to commercialise an innovative idea is often affected by the fear of the
outcome. This session will trigger your thoughts around the concept “if you build, they
will come” and will ask the question of whether consumers always know what’s best
for them. Engage in this session to find out how owners can have more control over
the fate of their new business or product with the right attitude to risk and success.
Greg Hall, Ice Cream Maker, Kohu Road
2.20
Afternoon Break & refreshments
2.35
Harnessing the “Brand NZ”: The role of branding and advertising in securing
the high margin for food exports
While health benefits and functional qualities of a food product can help you secure
that extra margin, the role of branding and advertising is equally important and cannot
be undermined. Engage in this session to find out how.
Ralph Walker, Director, Onemata
3.20
Case study: Smart Marketing: Engaging international consumers and
influencing brand perception
 Community engagement: How we engage our Asian customers
 Delivering top quality customer experience: From NZ to Asia
 Brand perception and how it plays an important role in positioning your
products at a high value
 Staying abreast with consumer needs and changing behaviours: Best
practises at Villa Maria
Charlotte Read, Asia/Middle East Marketing Manager, Villa Maria Estate
4.00
Case Study: Using market research to shape the marketing strategy for your
product
 Studying the role research can play in enhancing the strategic outcome of
your product and shaping your market strategy
 What was our strategy before the research and how we changed it
 How the new research made tangible difference to our sales outcomes
Paul O’ Brien, Chief Executive Officer, EasiYo
4.30
Closing remarks from the Chair and end of conference
Day 3: Separately bookable workshops
9.00 a. m – 12.30 p. m
China under the lens: Best practices while exporting and the “Chinese” way of doing
business
 Markets within markets: Understanding various segments within the society and
studying their daily needs and purchase behaviours
 Comparing statistics: How is the market different from what it was five years ago
 Predicting trends: How can we expect the market to change in five years?
 Knowing your Intellectual Property rights when exporting to China
 Mastering the “Chinese way” of doing business: the right etiquette, cultural
sensibilities and social responsibilities
 Legal Update: Stay abreast of latest regulations
Bo Yu, Principal Consultant, Euroasia Ltd
1.30p. m – 5.00 p. m
Your success in developing new export markets is only as good as your market
research
 Creative and cost-effective methods to undertake market research and analysis for
the food & beverage industry
 How to develop an effective export market strategy
 How to research what export market is best for your product
 How to incorporate pricing strategy as a part of your marketing strategy
 The importance of networking in establishing new markets
 Identifying appropriate tradeshows to attend
 The importance of being in-market on a regular basis
Lucy Cruickshank, Owner and Founder, Innov8 Aotearoa