Horticulture sector explores lifestyle trends at annual conference

Rural Exchange 28/07/2018

The horticulture sector has had a busy week after wrapping up its annual conference, which ran from July 23-25 in Christchurch.

Horticulture New Zealand CEO Mike Chapman told RadioLIVE that this year's conference looked towards the future, which curiously includes the eating and buying trends in 20 to 35-year-olds.

Younger Kiwis will be a crucial group to understand when looking towards consumer preferences, according to the chief executive.

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 choose to indulge in 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.

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