Chinese are switching from a rice-based diet to Western foods and protein consumption is rising 5 per cent a year. Photo / AP
Why would the amount of rice being eaten in Asia plateauing be good for New Zealand?
Because Asia's growing middle class is turning from rice to eating protein which is rising in consumption by 5 per cent annually and New Zealand is well-placed to meet that increased demand, said Stefan
Hajkowicz, a top scientist on strategic foresight at Australia's federal scientific agency CSIRO.
Hajkiowicz is author of the recently-published Global Megatrends, a book that identified six inter-related mega trends including a shift in the world economy from west to east and north to south. He's in New Zealand for a conference organised by High-Value Nutrition.
Asian consumers turning to a westernised diet are also becoming more choosy about what they eat, looking for nutrition rather than just more calories, he says.
They want to know where their food comes from and are also concerned about food safety with New Zealand and Australia perceived to be safe. Consumers are prepared to pay a premium for products that deliver on that, he said.
