product doesn’t stack up – there needs to be some sort of proof, which SWNZ provides via independent audits. Research from NZTE has shown there are five core issues that any sustainability programme needs to cover if they want to capture consumer support – they are: • Carbon • Water • Packaging • Waste • Ethics Interestingly the perceptions of what New Zealander’s think is important, doesn’t always match what the markets for wine think is important. “So we need to be a little bit careful that we don’t reference our sustainability standard just to our own perceptions of our issues here
in New Zealand.” Just how does the SWNZ programme sit alongside similar programmes instigated by other wine producing countries? Manhire said the perception from buyers and writers in export markets, in terms of sustainability has slipped. In contrast the perception about South Africa has risen exponentially. “Now there is no real fundamental difference between the South African programme and SWNZ programme. The difference is, in the promotion in the market and their communication. They have changed people’s perception very well. That is a good message for New Zealand – you can change. You have a very good robust system here but you have to get out there and communicate it
in the market.” Just how important the sustainability programme is to our international markets, cannot be over estimated. In the latest April Nielsen consumer confidence survey, it proved to be of concern to the majority in the US, UK, Australia and here at home in New Zealand. In the UK 50% said they were very concerned or concerned about global warming. In the US it was 48%, Australia 61% and New Zealand 50% When asked if a sustainable practise was important, the results were even stronger. UK – 59%, US - 59%, Australia - 66% and New Zealand - 66%, said yes. So how many consumers believe it is important for a company to improve the environment
by implementing a sustainable style programme? UK – 71%, US – 71%, Australia – 76% and New Zealand – 80% said yes. So regardless of what you as an individual feel about sustainability and/or global warming, the market is giving a very clear message. Last year Jeff Clark from Jeff Clark consulting was commissioned to determine if sustainability could increase the value of New Zealand wine in the major markets of US, UK and Australia. His brief was to canvas those markets and ask what they wanted to know about sustainability, what their concerns were, what the perception of New Zealand’s sustainability programme was and how we could market our programme better. After 52 interviews in four
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NZ WINEGROWER AUG/SEP 2011 // 35