Feature | Harnessing New Zealand’s soft power

Farmers are often told that they need to tell their story better in order to gain more value from the food and fibre they produce. But what should that story be and how should they tell it?This week Bryan talks with David Downs who heads up NZ Story – an organisation funded by various government departments – which carries out market research in key markets. He has some insights into what the world thinks of us and how we can use that information to tailor a food story that might finally bring better returns to farmers.