Recently I attended a very interesting two day session with Kevin Roberts, Global CEO ie “Chief Excitement Officer”, as he puts it, of Saatchi and Saatchi http://www.saatchikevin.com/). He lives in New Zealand for part of the year and has a desire to assist entrepreneurial companies.
K9 Natural was fortunate enough to win “The University of Auckland Business School Entrepreneurs Challenge”. Part of the prize was a two day session with Kevin. It was a very personal session with only 8 attendees. I feel like I have completed an MBA in just two days as well as being very inspired but exhausted at the same time.
One point that came out of the session with Kevin was trying to define a “one word equity” for ourselves and our Company. This is one word that typifies us and our Company. It sounds easy but it wasn’t. I kept coming back to the word “trust”. In my banking career, I believe the legacy that I left, was that people felt they could trust me which is quite a rare quality found in banking these days.
Trust is also a word I have been thinking a lot of lately in the New Zealand Food Industry. I have attended seminars in New Zealand and I have been trying to define what is lacking in marketing New Zealand Inc from a food perspective to the world. Our strongest attribute is the word trust. If you buy a New Zealand lamb rack you can TRUST that it has been farmed ethically, the sheep has had a good life, the animal ended its life humanly and the food safety standards are world beating. If you buy milk from New Zealand you can TRUST that the milk is not going to harm you, unlike milk from China.
Americans are also losing trust in their own food chain and there is a great opportunity for New Zealand to take advantage of this. Presently we are not doing a very good job of communicating our story to the rest of the world.
The recent Salmonella outbreak in dog food is a great example of why serious questions should be asked about the food safety standards in the USA. New Zealand and K9 Natural take food safety very seriously. Before any batch leaves our facility it is tested for Salmonella and Ecoli O157:H7. There must be zero traces of these two nasty strains of bacteria before the product can be dispatched. We also take great care in the sourcing of our products and endeavour to source the highest possible ingredients. We believe prevention is better than a cure in regards to food safety.
We know New Zealand’s pure image is a key selling point and we must protect it. We also know that New Zealand’s Food Safety Standards are world leading, especially for exported product. We need to get better at communicating this to our customers. These points are key attributes to prove that K9 Natural is a product that can be TRUSTED.
CEO K9 Natural Food Ltd