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Adapt Quickly

Adapt Quickly

Field Notes, powered by KPMG, is a weekly news update on news nationally and globally from the agri-food sector.

Ian Proudfoot

Global Head of Agribusiness, Partner - Audit

KPMG in New Zealand


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[17 April, Colin Williscroft, Farmers Weekly]

KPMG’s Global Head of Agribusiness Ian Proudfoot has reported that traceable, trusted food will become increasingly important after lockdown. Mr Proudfoot reported that it is imperative that food producers adapt quickly to consumer behaviour changes. Mr Proudfoot partook in an AgriTech webinar, speaking on how food availability will no longer be taken for granted after empty shelves around the world, and how many citizens have been required to learn how to cook due to food service outlets being closed. As a result, Mr Proudfoot reports that governments globally will focus on increasing local production to feed their people and to provide food security. On top of this global freight paths are changing and will need to be reinvented, which will require an outlay of costs. Mr Proudfoot stated that there is a need for the Government to invest in telling the NZ food story to overseas markets. Direct-to-consumer supply channels have been encouraged due to social isolation accelerating the use of digital solutions. Mr Proudfoot also commented on how non-essential food businesses may face challenges when reopening and a lot will depend on established relationships and experiences, with the need to creatively use digital platforms to draw customers in.

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