Communicating New Zealand's Organic Certification

Abstract

As the New Zealand organics industry continues to grow, a unified message would aid consumer understanding and branding. Currently, certification is producer-focused, while consumers express confusion surrounding organic products and the associated benefits. This thesis argues that current organic certification schemes should be altered through: (i) aligning marketing strategies under the scientifically validated environmental benefits of organic products, and (ii) implementing strategies that are line with the dialogue model of science communication.

While the domestic and international organic markets for organic products are growing, international studies show consumer confusion – especially relating to organic labelling (Henryks & Pearson, 2011). The communication of current certification schemes is ill suited to communicate the benefit of organic products and manage the branding of organic products. Implementing the proposed changes will aid an industry that was worth an estimated $215-$225m in exports during 2012, and $126-$133m domestically (Cooper et al., 2013). Strengthening the communication of organic certification in New Zealand will (i) improve the brand performance of organic certifiers and producers, and (ii) improve national branding (Dinnie, 2008).

In addition to the academic component, an informally styled story explores the production chain of an organically produced sheep (this story comprises the creative component and draws upon poetic licence). It explores several issues and perceptions of organic products, including: sustainability, environmental protection, and human health.