HOW DOES THE AGRITECH STORY WORK?
Context
Innovation is often driven by necessity, and stories about transformational innovation are more believable and compelling when they involve an urgent and escalating issue. This is known as a burning platform.
New Zealand’s economy relies heavily on two key export sectors: tourism and food production. Both of these sectors have leveraged New Zealand’s “100 percent pure” reputation for many years. However, with ever-increasing demand on our food production system to help feed the world’s growing population, we are starting to see the pressure food production is putting on our natural environments, threatening our pure reputation as well as our tourism sector.
This real, urgent issue provides the burning platform which acts as a backdrop for the New Zealand Agritech Story.
Story essence, narrative and positioning
The essence of the New Zealand Agritech Story is the Māori concept of kaitiakitanga – care for people, place and planet for future generations – as applied to modern agriculture and New Zealand agritech innovation.
This is explained through a narrative that forms an emotive introduction to the New Zealand Agritech Story, which then leads into the more detailed and factual elements. We have brought this narrative to life in the Agritech Story hero video. The Story positioning, Powered by Place, is the lead idea for introducing an audience to our Story and was created to succinctly capture the essence and make a memorable first impression.
It speaks to the special connection New Zealanders have to the land (as kaitiaki or guardians) and how this connection inspires or powers New Zealand agritech innovation. It provides our Story with a unique point of difference when responding to global food production challenges and helps establish what we stand for as a country – our New Zealand story.
Key messages
The New Zealand Agritech Story includes four key messages:
- Powering Great Farmers
- A World of Expertise in One Country
- Natural Innovators
- Powerful Partnerships
These messages unpack our Story in more detail and are specially designed to form compelling responses to the core themes uncovered in the industry workshops and Deloitte’s market insights research. Each one is backed up by facts and statistics, a verbatim quote from a third party, and a showcase of relevant New Zealand businesses.
The New Zealand Agritech Story Showcase Booklet brings together the Story narrative, key messages and supporting information to form a comprehensive introduction to the Story. The full New Zealand Agritech Story toolkit includes the Showcase Booklet, hero video and Market Insights report prepared by Deloitte – as well as photography, video content, slide decks, event collateral, case studies and infographics that you can use as part of your own storytelling.