PROTECT YOUR BRAND with CHEMUNEX® DO YOU KNOW WHAT YOU’RE SELLING? Rapid Microbiology Analysers Reduce test times, release your products faster with D-count® & Bactiflow® ALS www.foodtechnology.co.nz 17 0800 633 412 NZ Representative for BioMerieux Australia What you don’t know can hurt you, PwC management consultant Hayden Green says succinctly. Food fraud costs $US30-40 billion per year, and a vast array of food companies around the world are struggling to keep pace with megatrends colliding together to change the way we make, buy and eat food. “Saying you are safe in New Zealand is not a good attitude,” Green says. “Some New Zealand companies already know that up to 50 per cent of their products being sold in China today are not made by them. Food supply is now a very complex thing, and we need to understand that trust in food is a very important problem for us.” He says there are five key elements that food and beverage technologists and manufacturers need to take account of: Applications • Dairy products: including yoghurts, deserts, UHT milks, soy milk, rice milk… • Beverages: energy drinks, Ice teas, soft drinks… • Fruit juices and drinks, concentrates, fruit preparations • Soups and sauces • Finished products, In-process products, Raw materials & Process Water Combine speed with sensitivity to Release products faster Reduce quarantine time Decrease inventory holding and warehouse costs Protect the integrity of your brand FT096 • A shift in global economic power • Demographic and social change • Rapid urbanisation • Climate change and resource scarcity • Technological breakthroughs. With the world’s population expected to soar from 6.9 billion people to 9.3 billion by 2050, dramatic social and economic upheaval is around the corner, Green says. India will account for 40 per cent of the population, and Asian protein consumption will grow by 128 per cent. The industry will need an injection of $209 billion per year into food production just to cope with food production, and 72 per cent will live in urban areas. Green says consumers are now demanding that brands “do the right thing” philosophically, with 82 per cent putting ingredient transparency ahead of human rights issues. Online purchasing in China is skyrocketing, and more than half of the Chinese population talk about their food experiences more than once a week. That’s why New Zealand needs to take food fraud seriously. It can risk dilution, substitution, concealment, mislabelling, unapproved enhancement, counterfeiting and grey marketing producing. “It is cheating,” he says, “and there are huge rewards for fraudsters. The more steps in the supply chain, the more chinks there are. I ask you…you know what you’ve made, but do you know what you’re selling?” Green, a qualified winemaker with a BBS, BSc and MBA, is a management consultant for PwC in Wellington. He has more than 20 years’ experience across the food, beverage and primary sectors in New Zealand, the United States and the United Kingdom. Hayden Green
FT-Jul16
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