PACIFIC SPIRIT,
PACIFIC QUALITY
The Pacific Quality Mark Project
“TRUE PACIFIC”
About PCF
• Our vision – to work collaboratively with Pacific Island
communities to promote economic and social development
• Our mission – to strengthen relationships between New
Zealand and Pacific organisations by brokering relationships
• The Foundation is a public/private sector partnership based in
New Zealand.
• We have a goal to promote stability and sustainable economic
development – Pacific Quality Mark; Labour mobility (IDF grant)
• More information about the Foundation is available at
www.pcf.org.nz
‘True Pacific’ Mission
To establish a quality mark that signals the very best of
the Pacific so that it will grow demand in developed
markets for the best of the Pacific.
Initial pilot will occur in three sectors:
•Fresh produce
•Long shelf life products
•Spa and Natural Beauty Products
The planned launch will occur in June 2011.
Progress of Project
•
•
•
•
Initial Research (Complete)
Brand Development (Complete)
Engage with exporters/ pilot group (Complete)
Define scope of QAS (Complete)
Nov 2009- Apr 2010
Jan-Jun 2010
Jan-June 2010
May-Jul 2010
•
•
•
•
Build QAS with pilot group & key stakeholders
Assess & license exporters
Confirm all retail partners
NZ Launch and roll out of marketing campaign
Aug-Dec 2010
Jan-Feb 2010
Feb 2011
June 2011
PACIFIC SPIRIT,
Research
PACIFIC
QUALITY
The Pacific Quality Mark project
Priority opportunities
Long life products
•
•
Four categories within long-life products have particular relevance to the Pacific.
Shelf-stable biscuit bakery, shelf-stable other edibles, packaged snacks, and
beverages are collectively worth NZ$4.2billion
Fresh fruit and vegetables
•
•
The average annual household spend on fruit and vegetables is close to NZ$600 in
the year to October 2009.
With 1.55million households in New Zealand, and a trend towards organic and
GM-free produce, the potential for Pacific grown produce is significant.
Spa and natural beauty products
• Total spend on beauty products was approximately NZ$700million in 2009.
• There is a trend towards natural and organic skincare, take home spa treatments,
male skincare and anti-aging products.
Fresh Fruit and Vegetables
•
Under NZ tariff regime classified under Chapter 7 (Edible Vegetables and
Certain Roots and Tubers) and Chapter 8 (Edible Fruits and Nuts; Peel of
Citrus Fruit or Melons)
2008/2009 NZ Imports
Chapter 7 Veges
($million)
Chapter 8 Fruit
($million)
Global $99.8
Global $338.1
Fiji c$ 17.5 (17.6% of global)
Fiji c$7.7 (2.3% of global)
Long Shelf Life
2009/2010 NZ Imports
Chapter 9 Coffee
(0901.11.00.00)
($million)
Global $44.7
Chapter 13 Vanilla
extract
Chapter 21
Coconut cream
(1302.19.00.01)
(210.90.99.09)
Actual
($million)
Global $155,600
Global $6.9
PNG c$ 4.8 (10.8%) Vanuatu $30,800
(19%)
Samoa $.716
(10.3%)
Would a 'Pacific' product
certification be effective?
I would use this mark or symbol
to help me identify certified
Pacific products
I would be more likely to
consider Pacific Island products
with this mark or symbol
I would be more likely to
purchase Pacific Island products
with this mark or symbol
47%
23%
43%
39%
16%
70%
59%
11% 50%
Somewhat agree
Strongly agree
What are consumers willing to pay
more for?
Consumers would pay more for products that are…
Premium quality
Supportive of the economic and social
development of the communities where they
were produced
Certified as organic produce or environmentally
sustainable
53%
35%
31%
22%
Grown by local communities in the Pacific
Islands
Summary of consumer perceptions of Pacific
products in general
Source: PCF Nielsen Survey, Dec 2009 (1012
respondents)
Purchasing Pacific Island products supports
the economic and social development of local
producing communities
16%
Pacific Island products are naturally or
7%
organically made
48%
34%
Pacific Island products are of premium quality 2%12%
Strongly agree
Somewhat agree
Research:
Changing perceptions
• 59% would consider products bearing a quality mark
• 50% would purchase products bearing a quality mark
• NZ market consider Pacific products as natural/
organic/GM-free/sustainable products, tasty, unique &
supporting community development.
Retailer research
• There is a reasonable level of goodwill towards Pacific exporters
• However there are some perceived barriers to buying Pacific
products
•
•
•
•
products are not thought to be high quality
difficulties exist logistically in maintaining supply
products lack a ‘premium’ value
previous negative experiences with dealing with Pacific businesses
• Opportunities
•
•
•
fresh produce in particular can be of high ‘taste’ quality
the Pacific has an ‘untouched’, ‘untapped’ image which is leads to perceptions
of ‘naturalness’ and greater health benefits
products can be positioned to appeal to consumers social conscience e.g.
helping out our pacific neighbours
Developing
PACIFIC SPIRIT,the
PACIFIC
QUALITY
Brand
The Pacific Quality Mark project
Working together to create the mark
Initial research
Source information
from key regional
stakeholders,
consumers, retailers,
and distributors to
develop the concept
as well as identify
opportunities for
Pacific Mark
Develop the Mark
Work with professional agency
to create design options for
the mark. Test concepts with
Consumers
Engage with Regional
Stakeholders
Present PQM mark project as
well as Pacific mark
opportunity to key
stakeholders and potential
exporters
Develop Licensing
and Quality
Assurance System
Work on assessment
criteria that will
establish quality
assurance model for
goods using the brand
Assess and License
Exporters
Interested exporters
submit application for
license. PCF assess
application and issue
license.
Planned NZ
Launch of
PQM
(June 2011)
Pacific mark is
showcased to NZ
retailers and
consumers through
various marketing
and PR channels
Engagement with Pacific Stakeholders underpinning each phase
Gather information
from key Pacific
stakeholders and
exporters to inform
project design.
Engage with key Pacific Regional
stakeholders and exporters to
inform the development of the
mark concepts and the licensing
system.
Identify and establish partnership
opportunities
Work with key
regional
stakeholders and
engage with
exporters.
Collaborate with
regional
stakeholders on
promotional and
marketing
opportunities.
[Slides edited – Launch of the mark to occur in 2011]
W hat is this mark?
• Extensive research with consumer markets the consumers have
chosen the mark that you will view
• True Pacific was authoritative (conveys assurance of quality), warm
(conveying spirit of the Pacific) and versatile ( applicable to be
used to a diverse range of products).
• True Pacific has been created using five stylised people- symbolised
by the frangipani flower
• Circular nature stands for harmony, unity and working together
• Strong red/orange colours reflect our colourful culture and nature
of the Pacific
Our
PACIFIC SPIRIT,
PACIFIC
QUALITY
Pilot
Exporters
The Pacific Quality Mark project
Exporters Pilot Group
• 40 businesses /exporters have signed up to be on
pilot group from the food/ fresh produce; and
spa/beauty sectors.
Country
Cook
Islands
Fiji
Papua
New
Guinea
Tonga
Samoa
Vanuatu
Total
5
10
6
6
7
6
Food
Sector
2
8
6
4
6
5
Spa &
Beauty
2
2
0
1
1
1
Both
1
1
Developing the
True Pacific
PACIFIC SPIRIT,
Quality Assessment Model
PACIFIC QUALITY
The Pacific Quality Mark project
Proposed exporters’ application
journey
Stage 2: Application
Stage 1: Pre-Requisites
• Are you export ready or currently
exporting?
• Are your product/s produced or made
in the Pacific?
Phase 4: Issue license
• Applicant issued license and
information pack
• Licensee Pack (logo)
• Code of Practice
• Members Guide
• Complete application form
• Complete product list form
• Sign declaration
• Send in product samples and any
supporting evidence and
references
Phase 5: Implement
Marketing Activities
promoting exporters
• Implement annual marketing
communications plan
• Website
• Public Relations and joint marketing
• Trade Shows
• Relationship building
Phase 3: Assessment
• PCF review application information
• Assess both product and business
operating practices
• NOTE: Assessment Model is currently
under development - Agri-Chain
Phase 7: Annual Audit
• PCF Annual Admin Audit
• Records submitted
Building blocks the proposed
assessment model
•
•
•
In order to be able to use the Pacific brand, exporters must be able to
show they are
• a registered Pacific business
• export ready
Exporters will also meet minimum standards set out in our quality
assurance model. This model will most likely assess
• business practices
• product quality
• product origin
Currently in negotiations with contractor to carry out this work.
Proposed Milestones
Stage1
Stage 2
Stage 3
• 30 Sept: Develop Project Plan
• 30 Oct: Develop General and Technical Standards and Frameworks
• 15 Nov: Review and Develop Final Technical Standards, Framework and
Documentation
• 30 Nov: Test the proposed model
• 15 Dec: Refine the model (if required) and complete more extensive testing
• Feb 2011: Train local Partners /Independent Assessment
Introducing the Team
Meg Poutasi – Chief Executive Officer
Chris Cocker – Senior Programme Manager
Stella Tanoi – Pacific Quality Mark Project Manager
Auckland Office
Wellington Office
666 Great South Road
Levels 2 Building 10
Central Park
Greenlane, Auckland
New Zealand
T: +64 9 9691605
E: [email protected]
W: www.pcf.org.nz
PO Box 10 467
The Terrace
Wellington 6143
New Zealand
T: +64 4 931 9380
F: +64 4 931 9382