The premium food and wine sector has immense growth potential, and Te Whare Wānanga o Waitaha | University of Canterbury (UC) academics Professor Sussie Morrish and Dr Anna Earl are leading the way in adding value through premiumisation. Their research addresses local and global challenges by transforming New Zealand’s premium beef and lamb industry, shifting the focus from bulk exports to high-quality sustainable products.
Central to their work is tackling climate challenges, reducing waste, and empowering farmers to adopt sustainable practices. By prioritising quality, New Zealand can preserve its resources for future generations while maintaining competitive advantages.
According to the researchers, to stay competitive in a global environment, New Zealand must share its story, showcasing its commitment to sustainability, animal welfare, and the environment. Through ongoing research, Professor Morrish and Dr Earl are leading efforts to reshape the industry, proving that sustainable growth is possible.
