Threat or opportunity? A stakeholder perspective on country of origin brand and promoting gene edited foods
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Date
2025-06-16
Open Access Location
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor and Francis Group
Rights
(c) The author/s
CC BY
CC BY
Abstract
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.
Description
Keywords
Country of origin, branding, stakeholder, gene edited food
Citation
Henderson K, Kemper J, Lang B, Conroy D, Frethey-Bentham C. (2025). Threat or opportunity? A stakeholder perspective on country of origin brand and promoting gene edited foods. Journal of Strategic Marketing. Latest Articles. (pp. 1-18).