About OPENZ
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OPENZ Services - Executive Committe
The development of agriculture in New Zealand has been by necessity export based. New Zealand markets are typically too small to justify widespread adoption of new agricultural technologies without overseas markets for the products of such farming.
From small beginnings in the early 1990’s, exports of New Zealand organic products have increased by 775% to reach export sales of around $70 million for the 2000/2001 year. Combined with a thriving domestic market, total New Zealand organic production is estimated at over $120 million.
The Organic Products Exporters of New Zealand Inc, (OPENZ), has helped the industry achieve this spectacular result, and is working hard to sustain the momentum as demand from international consumers continues to surge.
OPENZ is a network of businesses, research institutions, consultancies and certifying agencies that was formed in 1995 with support from the New Zealand Trade & Enterprise.
Not all OPENZ members are currently exporting, but find it worth their while to belong to a representative collective that brings credibility and clout to the organics industry.
Members range from New Zealand’s largest food companies, such as Fonterra, Heinz Wattie's Australasia, ENZAFRUIT and ZESPRI International, to others that are small, family concerns. Together, OPENZ members market an impressive variety of products including lamb, beef, poultry, fresh fruit and vegetables, frozen and canned vegetables, honey, dairy products, eggs, grain, baby food, wine, juice, vinegar, flaxseed oil, herbal teas and wool.
In order to ensure the integrity of New Zealand's organic exports, OPENZ requires its members' products to carry internationally recognised certification. In New Zealand, the three certifying agencies associated with OPENZ are BIO-GRO New Zealand Inc., founded in 1983, The Bio Dynamic Farming and Gardening Association, founded in 1945, and AgriQuality New Zealand Ltd.
While OPENZ’s focus is to help members sell their products internationally, its activities have positive spin-off for all New Zealand organics companies, whether or not they intend to export. OPENZ supports a vibrant domestic market because it will help develop the experience and infrastructure within the industry necessary for sustainable export growth.
Conversely, by promoting the opportunities for exports of organic products, OPENZ is influencing the perceptions of many New Zealand consumers who are following international trends by questioning the value of conventional food and seeking out organic alternatives. More produce is available to them, as growers who initially converted to organic production for export have begun supplying the domestic market.
OPENZ Services
OPENZ keeps its members up to speed with the latest developments affecting the global organics movement. The organisation has an award-winning Web site, to promote New Zealand organics and members’ products and services. In addition, members have access to the OPENZ Intranet, where market reports and other documents are posted.
For companies that are ready to export, OPENZ can help them enter markets that offer price premiums of 20% to 100%, depending on the product. OPENZ' services include help with market research and organising trade fairs and missions, with support from NZTE. Since the group was formed, OPENZ has conducted missions to Germany, the USA and Japan. BioFach, Nuernberg is a primary focus for OPENZ members.
Without doubt, New Zealand’s "clean and green" image contributes to the favourable perception of New Zealand organic produce among the world’s most discerning customers. OPENZ is doing its best to safeguard this perception and to ensure that New Zealand organic produce continues to have access to its key markets. In the current climate of lowering trade tariffs, regulatory, non-tariff barriers can present obstacles in markets such as Japan and the European Union. Working together with New Zealand’s trade officials to facilitate access is one of OPENZ' most critical tasks at present.
A focus on meeting the expectations of consumers in markets such as Japan, Europe and North America is driving research for high demand crops and other food products. OPENZ supports such initiatives by lobbying for increased public funding and private investment to be directed towards research into organic production methods.
OPENZ helps the organic community to network better, through its Internet-based services and by organising events such as conferences and roadshows. As the group expands, so do the potential synergies among members across the spectrum of growing, processing, distribution and marketing of organic products.
OPENZ is a founding member of the Organic Federation of New Zealand (OFNZ), which was formed in 1998 together with the Soil & Health Association, the Bio Dynamic Association and BIO-GRO. The federation’s aim is to coordinate a unified response to issues affecting the organics movement in New Zealand. These range from political lobbying (on issues such as genetic engineering of food) to promoting the benefits of organics to the general public. OFNZ is backing a campaign to achieve 100% organic production in New Zealand by 2020.
Today, the New Zealand organics movement has evolved from a small group of individuals focused on the domestic market to one that is clearly gaining ground within the mainstream food business. OPENZ exists to ensure the commercial base for the organics industry is soundly established, allowing the many people dedicated to organic production to prosper, and to set New Zealand firmly on the path towards a sustainably "green" future.