Why sustainable exporting?
Sustainable exporting is about gaining success overseas by meeting present needs, without compromising our ability to meet future needs.
Sustainability is not just an approach, a market or a fad, it is good business. It underpins business best practise, in areas such as waste, supply chain management, and human resources.
The business world is moving in this direction because:
- environmental, health, safety and quality control regulations are tightening and aligning worldwide
- raw materials, and the transport links to bring products to market, are all becoming more expensive
- customers are increasingly demanding products and services delivered with less and less impact on human wellbeing and the environment.
To compete in global markets, export businesses need to incorporate sustainable principles throughout their operations. As pressure on people and raw materials increases, so does the need to use them in ways that ensure you still have a business in the future. Companies that do this successfully are also becoming the most fulfilling places to work.
The ability to navigate international regulations concerning raw materials, manufacturing, shipping and retailing is now a pre-requisite for accessing key markets, especially in Europe and the US.
Growing consumer awareness and concern about sustainability has led to the rapid expansion of markets for sustainable products and services. In every sector, governments and consumers are demanding that businesses demonstrate increasing levels of transparency and corporate social responsibility.
In a recent global consumer survey conducted by Edelmen PR, 67 percent of people said they would switch to another brand of similar quality if it supported a good cause.
Exporting brand New Zealand
New Zealand still relies heavily on exporting agricultural produce. Our reputation as ‘clean and green’ has helped set us apart from our rivals, and secured premium prices for our products overseas.
Our sustainable credentials remain a uniquely important part of ‘brand New Zealand’ – the way we attract people to all our products and services abroad.
A 2001 Ministry for the Environment report 'Valuing New Zealand's clean green image' estimated the value for New Zealand's export trade of our clean green image at hundreds of millions of dollars.
The 'Consumer Perceptions of Sustainability and New Zealand' report has underlined its important effect on consumer perceptions in key markets, such as those in North America.
Global challenges
Sustainability issues can also threaten New Zealand’s key overseas markets. In 2009 New Zealand’s agricultural sector was forced to respond to the UK Farmer's Weekly ‘Food Miles’ campaign, which claimed locally produced food was more sustainable than our exports.
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