The horticulture sector needs to look at trends such as ‘flexitarian’ and ‘transumer’ if it is to stay competitive, growers were told at a conference.
The Horticulture Conference 2018 was held in Christchurch from July 23-25.
Horticulture New Zealand CEO Mike Chapman told RadioLIVE the conference looked towards the future, which included the eating and buying trends of 20 to 35-year-olds.
Younger Kiwis will be a crucial group to understand when looking towards consumer preferences, Mr Chapman said.
The conference looked at key terms used by the young demographic, like flexitarian and transumer.
Mr Chapman defines a flexitarian as a person who primarily consumes a plant-based diet, but will eat meat a few times a week.
On the other end of the spectrum, a transumer is a person who seeks out exciting experiences rather than a “fixed” lifestyle.
“Both the flexitarians and the transumers are going to be the powerhouse of our industry,” he said.
In other news, the horticulture membership levy has gone unchanged after growers were consulted.
Mr Chapman says the result is that priorities and goals have been set to keep the arrangement disciplined.
"This is how much money we need to do it. We don't want to overcharge our growers. We want to make sure we're giving them the best possible value for money."
Watch the full interview with Mike Chapman above.
Rural Exchange with Hamish McKay, Sarah Perriam and Richard Loe, 5-7am Saturday and Sunday on RadioLIVE