Agribusiness Report: Tiger balm

Synlait CEO Dr John Penno.

Synlait CEO Dr John Penno reckons New Zealand agricultural exporters must meet the expectations that growing numbers of Asian "Tiger Moms" have for high quality, safe food.

Says Penno, "If Tiger Mom encounters a product claiming to originate from New Zealand, she will search multiple websites, looking at not just the New Zealand company's website, but multiple retail sites to see who in New Zealand is selling the product.

"Tiger Mom isn't just looking for products and services that are from New Zealand, she's looking for premium products that are made and sold in New Zealand then adapted for and sold in markets such as China."

The emergence of the Tiger Mom consumer underpins why New Zealand agribusinesses are increasingly moving up the value chain, with high quality foods differentiated for the rapidly growing Asian middle classes.