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our strategy

Our Vision

A progressive, strongly collaborative consumer led industry.

 

Our Purpose

To sustainably maximise grower productivity and profitability.

Our Mission

Horizon one:
Mature domestic market – defend and extend the core business.

Horizon two:
Create viable export markets.

Our Values

Our Priorities

Structure

Objective
Develop an effective structure for NZCGI governance that will promote strategy implementation.

Communication
(Grower & Consumer)

Objective
To develop a ‘face’ for the citrus industry which reflects a customer centric focus.

Governance

Objective
Effective information flow to influence grower, retailer and marketer behaviour from the consumer (backwards) to retailer, marketer and grower.

Quality

Objective
Independent maturity testing of citrus within two seasons. Achieve an industry wide tag 1 pack out of 75% within 5 years. Own new season citrus. Focus on production and consistently high quality citrus.

Consumer Profiling
Local / Export

Objective
To become acutely aware of who the market consists of by segment and their taste/consumption habits. Work with retailers to understand domestic consumers of citrus.

Export

Objective
Investigate new and maintain and develop existing export markets. To achieve $18 – $20m in export earnings by 2023.

hence

Industry Engagement