One of the biggest weaknesses — and thus opportunities — for the meat and wool sector is the lack of a coherent New Zealand "brand" internationally. Farmers, meat and wool processors, farm advisers and farm support business were among those canvassed for their views on the biggest risks and challenges for the sector. But it did not mean all meat and wool products being sold under one label; individual companies were adamant they wanted to keep their own brands. Meat and wool products were highly commoditised. • Growth in competition from increasing number of countries trading meat and wool products, rise in synthetic fibres and growth in popularity of cheaper protein like chicken.

Source: Otago Daily Times November 11, 2016 17:09 UTC