FARM^IQ: ADDING VALUE, FROM BEGINNING TO END

Farm^IQ has been established to create something which doesn’t currently exist: a demand-driven integrated value chain for New Zealand red meat.

What does this mean? It means listening to the end consumer, understanding what they want – and will pay more for – then working together back along the value chain to ensure those expectations are met.

This model is not new. But it is new for the red meat industry. What better country to take this premium position in the global market than New Zealand? Meeting the consumers’ requirements will add value – from the beginning of the supply chain to the end – and for New Zealand as a whole.

Paul and Prue Ensor have been running their merino-based high country property in the Rakaia Gorge since 2004. Now covering an area of 1035ha, following the release of 3000ha under Tenure Review, they lease the property from a family trust and own the stock. They're committed to maximising the potential of both - and are among the first merino farmers to join FarmIQ.

Brothers John and Peter Douglas-Clifford are the fifth generation of their family to farm the 2830ha of coastal Canterbury, known as Stonyhurst. The operation has a little of everything - sheep, wool, beef, deer and cropping - and uses this diversity to its advantage. As Electronic Identification (EID) stalwarts of eight seasons, the Douglas-Cliffords have experimented more than most. John introduces us to the property and its policies.

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FARMIQ: ADDING VALUE, FROM BEGINNING TO END

FarmIQ has been established to create something which doesn’t currently exist: a demand-driven integrated value chain for New Zealand red meat.

What does this mean? It means listening to the end consumer, understanding what they want – and will pay more for – then working together back along the value chain to ensure those expectations are met.

This model is not new. But it is new for the red meat industry. What better country to take this premium position in the global market than New Zealand? Meeting the consumers’ requirements will add value – from the beginning of the supply chain to the end – and for New Zealand as a whole.

FARM^IQ: ADDING VALUE, FROM BEGINNING TO END

Farm^IQ has been established to create something which doesn’t currently exist: a demand-driven integrated value chain for New Zealand red meat.