Journal Articles

Permanent URI for this collectionhttps://mro.massey.ac.nz/handle/10179/7915

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    New Zealand Winegrowers Attitudes and Behaviours towards Wine Tourism and Sustainable Winegrowing
    (MDPI (Basel, Switzerland), 2018-03-13) Baird T; Hall CM; Castka P
    There are significant economic, environmental, social, and marketing issues that exist from the supply-side perspective in response to sustainability. This study examines New Zealand winegrowers in terms of their attitudes and behaviours towards wine tourism and sustainable wine production. A national survey was conducted at the end of 2015, which was the fourth such survey to be undertaken as part of a longitudinal study of wine tourism in New Zealand. This survey drew on issues of wine and biosecurity, climate change, and eco-labelling, as well as wine tourism. These issues were examined within the context of three key drivers of sustainability: the physical aspects of sustainable wine production, the internal drivers within wine businesses for the adoption of sustainable practices, and the external regulatory aspects that govern the adoption of sustainable wine production practices. The findings indicate that there were substantial concerns with the perceived value provided by both wine tourism and sustainable winegrowing practices. These concerns exist at both the firm level and with the governing bodies that are responsible for implementing sustainable winegrowing initiatives. Unless this perception of the value of sustainability within the New Zealand wine industry is altered in the future, it appears that there will continue to be an ongoing issue as to how sustainable winegrowing initiatives are implemented.
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    Threat or opportunity? A stakeholder perspective on country of origin brand and promoting gene edited foods
    (Taylor and Francis Group, 2025-06-16) Henderson K; Kemper J; Lang B; Conroy D; Frethey-Bentham C
    Gene editing technologies could address critical challenges in the food system by producing gene edited foods (GEFs) with enhanced nutrition and climate resilient traits. Despite this potential, support for novel GEFs from stakeholders involved in their development, commercialisation, and marketing, remains uncertain. This research investigates the role of country of origin (COO) branding in promoting GEFs as sustainable food products. Through 28 interviews with New Zealand (NZ) agri-food industry stakeholders, we identify three key themes, 1) Perceptions of GEFs and NZ’s COO brand, 2) Inconsistency and incoherency in COO, and 3) Co-creating an adapted and repositioned COO. Findings reveal that stakeholders viewed the misalignment of New Zealand’s COO brand, often associated with ‘natural’ and ‘sustainable’, as a threat (brand damage) or as an opportunity (brand repositioning). This study provides new insights into branding dynamics by uncovering responses to incoherences created by GEFs within a well-established COO brand. It also offers valuable insights for stakeholders and marketing practitioners on the use of COO branding for sustainable foods.