The latest edition of KPMG's Agribusiness Agenda issues a challenge to the New Zealand agri-sector to capture its 'missing share' of 0.25 trillion dollars.

New Zealand exported a total of $37 billion in agri-food products in 2015-yet KPMG estimates those same products ultimately generated more then 0.25 trillion dollars in retail sales when sold to consumers around the world.

Ian Proudfoot, KPMG's Global Head of Agribusiness, says this presents a clear challenge to the sector.  The answer is to forge new pathways to market that close the gap between the producer and the end-consumer.

The Agenda also identifies a number of emerging, disruptive trends that are re-shaping the global agri-food industry.  For example

• Technology is enabling and producer to become a 'local' food supplier to the world, as long as they have authentic product story and can verify the quality.
• In future, consumers will demand highly-personlised diets, to address their individual health concerns.  This tailored nutrition can be delivered directly from the producer, or even via 3D food printing.
• New Zealand should also be exploring opportunities in cultured farming, where animal proteins are grown without the environment and ethical concerns of growing the whole animal.

If New Zealand primary sector can be first to capitalise on a number of key emerging trends, says Proudfoot, we could become the world's leading agri-food sector within the next 20 years.

This will require sector leaders to set bold targets for 2036-and get all New Zealanders on board with their strategy - starting today.

Download your copy of the Agenda here