Ann Redstone: Time to start thinking outside the square about adding value to our products

Ann Redstone.

When are we going to have the conversation about adding value?

Many, years ago I worked at the Whakatu Freezing works and some clever clogs came up with the idea of exporting live sheep. So easy, no hassle, no employees. It all began because the destination market in a middle east country had certain requirements regarding killing the animals.

At the time I wondered "What are they doing? We already have Halal butchers employed on the killing floor so wouldn't it be better to export small goods?" Sausages, steak, gourmet meat packs, cooked products and so much more. Just imagine how many more people would be employed.

Anyway surprise, surprise not too long after that the Whakatu meat works closed down. Our former market now had the ability to breed their own sheep as well as processing them. A couple of thousand jobs were lost.

Around that same time New Zealand kiwifruit growers started selling their kiwifruit root stock to overseas buyers. Very short-sighted thinking. We ended up supplying our competitors making our own efforts in the world market so much more difficult.

Talk of "adding value" is not new. Some smart thinking companies do it well but even in the shadow of their example most industries still work harder for longer hours in the hope that if they keep doing what they've always done, they may be able to squeeze more profit. Often it's exporting raw material or primary sector goods for someone else, somewhere else to add value to. Why don't we learn?

We need to have a serious rethink about the opportunities that exist for next-level processing and support manufacturing across a range of industries so more of the value remains in this country, providing greater awareness of niche areas where we can excel and creating more specialised high-value jobs.

Perhaps we need to get over our quick-fix mentality that thinks doubling the dairy herd or growing more veges or plants or trees is the answer and consider what we might do about promoting quality through derivative products, recipes, formulas, packaging and marketing?

Easy and fast sales of our raw products may not be way to go. What should we be selling? Whole apples or apple pies? Whole logs or specifically targeted prefabricated or manufactured products? Milk powder or dairy products ready for market?

It's really not rocket science. Oh and that gives me ideas about rocket-launching pad spinoffs, like tourism, restaurants, Mahia beach events and new ways of thinking that have councils rushing to encourage and enable and remove obstacles rather than creating them.

We really have to start thinking outside the square if we want a better regional and national economy. If we want more Great things to grow here!

- Ann Redstone is standing as a candidate for the Hastings District Council (Heretaunga Ward) in the local government elections.