What prompted you to seek work out of New Zealand?
About 15 years ago, I was inspired by the then head of our Asian consumer branded business. He talked about the opportunity for value-added dairy nutrition in Asia and the nutrition-based functional marketing Fonterra was employing to build this business.
I could see how my technical background could be adapted to this business and I was excited by the potential to build Fonterra’s retail brands in this growing region against significant competition. I initially envisioned trying it for three years to gain the experience but became hooked on the adrenalin of double-digit growth opportunities in Asia and stayed. I’m proud to be part of building what is now really significant New Zealand-owned branded business in this important future market.
How are your experiences overseas shaping your understanding of New Zealand?
Many Asians understand the concept that the uncrowded and largely unpolluted environment we have in New Zealand, relative to most parts of the world, is naturally conducive to producing high-quality, safe food and beverage products. So we have great starting position on many other food-producing nations.
But it’s only starting point. We still have to be smart in our marketing and business development at an individual product level. If we do this right, I believe New Zealand is well placed to be leading supplier of high-quality branded protein-based food products to Asia. It’s our future.
How can offshore Kiwis contribute to New Zealand?
I’ve become active in the Malaysia New Zealand Chamber of Commerce and that plays role in connecting Kiwis here with each other and with potential business partners. As New Zealand’s leading company here, we also work collaboratively with the embassy and New Zealand Trade and Enterprise on New Zealand promotions and events where food is involved.
Many Kiwis who work in Asia return to New Zealand eventually, so there will be an ever-increasing group who know how to operate in Asian markets. That’s got to be useful to New Zealand companies who are starting on their journey of understanding selling to Asia. M
David Ross is member of Kea, New Zealand’s global talent community. www.keanewzealand.com
