Media Releases And Speeches
Here you’ll find press releases and speeches from the former Government Spokesperson for Buy Kiwi Made, Sue Bradford.
Government Spokesperson for Buy Kiwi Made, Sue Bradford
1 September 2008
The Buy Kiwi Made campaign gets its online wings today with the launch of the website getnzmade.net so shoppers can now find and buy Kiwi made goods online.
“I congratulate the independent Buy NZ Made Campaign for putting together this online network of manufacturers, retailers and shoppers,” says Sue Bradford, Government Spokesperson for Buy Kiwi Made.
The web portal has been half funded by the government Buy Kiwi Made campaign to provide an easy way for shoppers who want to support local business and workers and our local economy to do so. There is no cost to shoppers to use it.
“The getnzmade.net website is an excellent way New Zealand shoppers can be sure that they are buying genuine NZ goods that are made by fellow New Zealanders,” says Ms Bradford. “We were pleased to support the development and promotion of this initiative and encourage manufacturers and retailers to sign-up if they haven’t already done so.”
“For Buy Kiwi Made to continue to succeed manufacturers and shoppers need the support of retailers and this is great tool for retailers to profile their Buy Kiwi Made business. Through the Buy Kiwi Made media campaign we have achieved a 150% increase in retailer awareness. More than half of all retailers support the campaign and almost half actively think about whether goods are made in New Zealand when deciding what to stock.”
“We’ve got 1.3 million shoppers regularly thinking Kiwi made and if we can boost that even more through use of the getnzmade.net website, the whole country will benefit.”
Press Release: Buy Kiwi Made women leading economy forward
Sue Bradford, Government Spokesperson for Buy Kiwi Made
20 May 2008
There has been an 11 percent increase in the number of shoppers who always or often consider whether a product is made in New Zealand according to the latest research, Buy Kiwi Made Spokesperson Sue Bradford says.
“The most significant increase in consumers who are always or often considering buying Kiwi Made goods is among women, up 19 percent since our benchmark study last year.
“I’m pleased that women have responded so positively to our Buy Kiwi Made campaign to build New Zealand’s economy, since women are typically the main household shoppers,” Ms Bradford says.
“It’s a clear indicator of the success of the Buy Kiwi Made campaign that 43 percent of women now always or often consider whether the products they buy were made here in New Zealand.
“Buy Kiwi Made means New Zealand manufacturers can rely on 680,000 women alone giving our local economies strength. Buy Kiwi Made helps build employment and local communities. It is no surprise that women - who are often involved in many aspects of building social capital in our communities, can see the real benefits to New Zealand of Buy Kiwi Made.
“The Buy Kiwi Made campaign has continued to build on its success for nearly a year, with research showing that awareness of the campaign among New Zealand consumers is now more than double what is was in July 2007.
Press Release: NZ flies the Buy Kiwi Mad flag
Sue Bradford, Government Spokesperson for Buy Kiwi Made
21 April 2008
This month sees a unique partnership that is a first for Kiwi flag flying: 26 towns and cities are celebrating Buy Kiwi Mad month by hoisting street flags in retail precincts.
“It’s amazing that we have almost 1000 flags across the nation signalling support for this celebration month,” says Government Spokesperson, Sue Bradford.
“It’s never been done before on a nationwide basis and we’re delighted that this will be added to the long list of great community initiatives that have supported the buy Kiwi made message over the past 100 years,” she says.
“There’s no doubt that Buy Kiwi Made has struck a chord in the community.”
With the help of Flagmakers, who produced the flags, local authorities were asked to participate. Demand rapidly outstripped supply and most councils assisted through installing additional flags with the support of their economic development teams.
The flags will fly for the month of April and supports the Buy NZ Made Campaign’s 20th Birthday Celebration Competition, where consumers collect three kiwi in a triangle logos and enter the draw to win more than $30,000 of New Zealand made goods donated by NZ manufacturers.
“With this level of grassroots support for the Kiwi made message, we’d like to look at doing something similar next year,” says Sue Bradford.
Press Release: Sue Bradford celebrates Buy Kiwi Made at Taupo
Sue Bradford, Government Spokesperson for Buy Kiwi Made
14 April 2008
Government Spokesperson for Buy Kiwi Made, Sue Bradford, will be at the Taupo Home and Garden Show on Friday April 18 at the Buy New Zealand Made tent.
With this month being both the centenary of Buy Kiwi Made campaigns and the 20th birthday of the Buy New Zealand organisation Ms Bradford will be celebrating a century of campaigns to promote New Zealand made products and manufacturing success. The Buy Kiwi Made campaign is part of the cooperation agreement between the Green Party and the Labour Party.
Ms Bradford will be sharing the Buy Kiwi Made Tent at the show with the purveyors of Letter Box World letterboxes, smelling the distinctively pleasant Harmony votive candles and admiring the Watea glass art. Many other manufacturers and retailers will be there too including Vickie's Originals who are giving away a $1600 prize of unique New Zealand made furniture and accessories.
“The Home and Garden Show is one of many public opportunities during Buy Kiwi Mad Month for New Zealand manufacturers and producers to showcase their products to a public that increasingly believes in supporting our local communities by buying Kiwi made.”
“Buy Kiwi Made encourages and supports consumers to choose New Zealand made goods. Locally made goods are normally better for our economy and our workers, better for our communities and better for our environment because they require less resources.”
Ms Bradford will be available for interviews and photographs at the Taupo Home and Garden Show, Great Lake Centre, Tongariro Street, between 10:00am and 11:15am on Friday morning, 18 April.
Press Release: Kiwis Go Buy Kiwi Mad
Sue Bradford, Government Spokesperson for Buy Kiwi Made
31 March 2008
Centenary celebrations for the Buy Kiwi Made campaign kick-off at Parliament on Wednesday with the official start of April’s ‘Buy Kiwi Mad’ month.
“Retailers have really come on board with this promotion, which celebrates the past 100 years of buying New Zealand made and looks forward to the next 100,” says Ms Bradford, Government Spokesperson for Buy Kiwi Made.
“Kiwis have always been passionate about homegrown goods. Buy Kiwi campaigns have included everything from specially-painted locomotives, postage marks, a nationwide walk, street parades, and seaside demonstrations; to today's high-tech television production and multi-media campaign.”
Ms Bradford intends to pay specific tribute to one of the most dramatic buy Kiwi campaigns in the last 100 years; the feat of Esther James, architect, inventor and fashion-model, who was the first person recorded as walking the length of New Zealand. “Esther James walked 1600 miles through New Zealand towns and communities, wearing Kiwi made clothes to focus the nation’s attention on the value of buying Kiwi made,” she says.
Ms Bradford will commemorate Esther James’ arrival at Parliament on April 2 76 years ago, while wearing a replica outfit that has been recreated using today’s materials and techniques.
The Buy New Zealand Made Campaign Ltd, with its kiwi in a triangle logo, also celebrates its 20th birthday this year with a consumer competition as part of the Buy Kiwi Mad month.
More about Esther James.
Press Release: Buying Kiwi made 2nd century begins with retail madness
Sue Bradford, Government Spokesperson for Buy Kiwi Made
5 March 2008
Kiwi shoppers are making history as the country enters into the second century of Buy New Zealand Made campaigns.
April is ‘Buy Kiwi Mad’ month, and a retail blitz will include advertising, point of sale materials, the 20th birthday celebration for Buy New Zealand Made Campaign Ltd and a competition for shoppers seeking Kiwi made goods.
“In 1908 the first organised campaign encouraged local shoppers to buy New Zealand made goods,” says Sue Bradford, Government Spokesperson for Buy Kiwi Made. “The reasons for buying Kiwi made then are relevant today – supporting local workers and businesses and keeping our economy strong.”
Retailers are being encouraged to take part in the month-long focus on buying New Zealand made goods.
“We know from our research that around 1.3 million adult New Zealanders are usually seeking Kiwi made when they’re out shopping,” says Ms Bradford. “With retailers profiling these goods in-store, this can increase even further.”
Ms Bradford says that New Zealand has a proud history of Kiwi Made campaigns that involved government, retailers, workers, manufacturers, and manufacturing associations working together.
“Perhaps the most remarkable feat over the past 100 years was Esther James’ walk from Cape Reinga to Stewart Island. She was the first person ever recorded to do this and she did it all in New Zealand made clothes to promote Buy New Zealand Made,” said Ms Bradford.
An event at Parliament to mark the start of the April celebrations will also commemorate the arrival in Wellington of Esther James 76 years ago.
A short history covering the past 100 years and details on the April celebrations can be found online at http://www.buykiwimade.govt.nz/aboutkiwimade/AboutContent.aspx?PostingID=263
Press Release: 1000 NZ businesses proudly wearing the Kiwi
Sue Bradford, Government Spokesperson for Buy Kiwi Made
12 February 2008
Government Spokesperson for Buy Kiwi Made, Sue Bradford, has congratulated the privately-owned Buy New Zealand Made Campaign on recruiting its 1000th member this week.
The latest to join is Rinnai New Zealand, which makes gas appliances, heaters and solar water heaters.
“Rinnai has helped the Government’s Buy Kiwi Made campaign exceed its target of helping to grow Business New Zealand’s Buy New Zealand Made campaign membership to over 900 members,” Ms Bradford says.
“Buy New Zealand Made’s membership has grown by over 50 percent in the last year. Its skyrocketing membership shows that businesses can, and do, succeed by working here in New Zealand. It also shows that more and more New Zealanders want to be able to use our shopping choice to buy Kiwi made.
“Rinnai is the latest one of 1000 companies supporting New Zealand workers, and New Zealand shoppers to put money back into our local communities and add strength to our economy.”
Rinnai joins manufacturers like Earth Sea Sky and Resene Paints, retailers like New World, Pak’n’Save, SuperValue and FreshChoice stores, and service providers like KiwiBank, NZ Van Lines and The Lone Star Restaurants.
Press Release: Buy Kiwi Made Campaign Takes Off
Sue Bradford, Government Spokesperson for Buy Kiwi Made
11 February 2008
Kiwis have got behind the Buy Kiwi Made media campaign and the Government has agreed to give it a new lease of life says Sue Bradford, the Buy Kiwi Made Government Spokesperson.
“More than 1.3 million shoppers are now thinking ‘Kiwi made’ when they step into our stores,” says Ms Bradford, “an increase of more than 200,000 since August when the consumer campaign began.”
“The level of support from manufacturers, retailers and shoppers has been fantastic,” she says. “I’m delighted to announce that Cabinet has agreed to extend the campaign so we can enjoy yet another Buy Kiwi Christmas in 2008.”
“Support from retailers has more than doubled to reach a similar level as the 60 percent of manufacturers who support the campaign,” she said.
Ms Bradford said that the campaign extension would be funded from savings within the Buy Kiwi Made programme itself. “This releases $2 million to invest in the media campaign that is proving effective and well on track to meeting all its targets.”
The campaign had helped to increase by 50 percent the number of manufacturing members of Buy NZ Made Campaign Ltd, a private organisation that licenses use of the kiwi in a triangle logos.
Along with this increase in manufacturing members, major retail chains have joined such as Foodstuff’s New World, Pak’n’Save, and Four Square stores, Progressive Enterprises’ SuperValue and FreshChoice stores, along with service providers such as TSB Bank, KiwiBank, NZ Van Lines, The Lone Star Restaurants, and the Department of Conservation Visitor Centres. An online product locator has been developed at www.buynz.org.nz
ENDS
Background information:
How do you know there’s more than a million shoppers thinking Buy Kiwi Made?
Statistics NZ population estimates (http://www.stats.govt.nz/products-and-services/hot-off-the-press/national-population-estimates/national-population-estimates-dec07qtr-hotp.htm) show the total population aged over 15 years at 31 December 2007 as 3,363,200.
Buy Kiwi Made research shows that in December 2007 around 41% of all consumers aged 16 or over always or often consider whether a product is New Zealand made, before purchasing goods. This has increased from 35% of all consumers in July 2007.
35% of 3,363,200 = 1,177,120
41% of 3,363,200 = 1,378,912
The difference is 201,792
What is the level of support from retailers?
The BKM media campaign research can be found online at http://www.buykiwimade.govt.nz/aboutkiwimade/MediaCampaign.aspx
What will the campaign do between July-November 2008?
There will be no paid advertising during an election period. The media campaign will continue its presence on the internet, at trade displays in partnership with Buy NZ Made Campaign Ltd, and via its direct communication with manufacturers and retailers.
Where is the additional $2 million coming from?
The $3 million Buy Kiwi Made Sector and Regional Initiatives Fund has been under-subscribed following the first two funding rounds. Cabinet has agreed to cap its value at $400,000 for round three, which opens on 26 February. Application forms and guidance notes will be loaded to the website when the Fund opens.
Cabinet criteria and parameters for the Fund, details of past recipients and the values awarded can be found online at http://www.buykiwimade.govt.nz/aboutkiwimade/Funding.aspx
What is the benefit of buying Kiwi made?
BERL research* from 2006 shows that the benefits to the New Zealand economy for every $1m of imports replacement are:
The creation of 11.16 jobs
Government expenditure on unemployment benefit declines by $118,836
Government income tax revenue increases by $117,214
Increase in purchasing power $194,887
In total an additional $1 million of value added manufacturing results in $2.16 million of initial value plus downstream value added. (or $2.72 if you include induced elements).
* Business and Economic Research Limited (BERL) Report to the Industry Capability Network
Manufacturing Scenarios and Multipliers, Prepared by Dr Ganesh Nana, June 2006 BERL ref #4486.
Press Release: Choosing Kiwi made food just got easier
Sue Bradford, Government Spokesperson for Buy Kiwi Made
11 December 2007
Buy Kiwi Made’s government spokesperson Sue Bradford is delighted Foodstuffs is joining the Buy New Zealand Made campaign.
The campaign’s highly recognisable kiwi in a triangle brand will soon be visible in Four Squares, PAK’nSAVEs and New World supermarkets around the country.
“Foodstuffs is one of the biggest companies to support the Buy New Zealand Made campaign. Its membership sends a signal that Buy Kiwi Made is a concept that is here to stay, for producers, retailers and consumers. Buy Kiwi Made offers New Zealanders a real choice of high quality locally made products that grow their community and economy. It’s good for our workers, our businesses and our communities.”
“Food is one of the sectors where New Zealanders most want to be able to choose New Zealand made and New Zealand grown and yet currently it is one of the hardest sectors to identify New Zealand products because there is so little accurate labelling. I applaud Foodstuffs’ and Buy New Zealand Made Ltd’s commitment empowering New Zealanders to make informed choices about what they are eating.”
Press Release: Buy Kiwi Made Fund Decisions Announced
Sue Bradford, Government Spokesperson for Buy Kiwi Made
4 December 2007
Shoppers will find it easier to buy Kiwi made products thanks to the Buy Kiwi Made Fund decisions announced today by Ms Sue Bradford, Government Spokesperson for Buy Kiwi Made.
The three successful applications total $211,788. Grants are for half the cost of each project and must be matched by the same level of funding from each organisation.
“We’re delighted to support the Farmers’ Markets organisation to develop its reputation of promoting New Zealand made and grown products, particularly food products,” says Ms Bradford. “Shoppers will be able to source good information about the markets and their wares. The Buy Kiwi Made grant of $95,900 enables Farmers’ Markets to ensure the authenticity of the produce and goods sold.”
Shoppers will be able to buy New Zealand made goods online through a web-based product locator. The Buy NZ Made Campaign Ltd has already developed an online product locator for its members at www.buynz.org.nz. “This grant of $53,388 will enable Buy NZ Made to extend the website to reach all manufacturers and retailers of Kiwi made goods,” Ms Bradford says.
300,000 union members will be involved in an intensive communications campaign developed by the National Distribution Union to promote Buy Kiwi Made to their colleagues in the workplace. It will build on the momentum already generated by the Buy Kiwi Made media campaign, says Ms Bradford. “This Buy Kiwi Made grant of $62,500 will ensure that a significant group of workers, both union and non-union, hear that Buy Kiwi Made is about kiwi jobs.”
The $3 million Buy Kiwi Made Sector and Regional Initiatives Fund was set up to support sectoral and regional projects associated with Buy Kiwi Made. Four applications were not successful in round two. The third and final, funding round will open in early 2008. Details will be announced on the website.
Press Release: Tourists should not be hoodwinked by labelling
Sue Bradford, Government Spokesperson for Buy Kiwi Made
4 December 2007
Tourism retailers have been urged to check the adequacy of souvenir labels that suggest items manufactured offshore are Kiwi made.
“Recently I have seen several shirts for sale in the tourism retail sector that I would consider to have inadequate and potentially misleading labelling,” says Sue Bradford, Government Spokesperson for Buy Kiwi Made.
Research shows most domestic consumers are prepared to pay a price premium for New Zealand made goods. It is likely that tourists are similarly prepared to pay a price premium for items they believe are genuinely made in New Zealand. For the tourism industry to retain its credibility it needs to ensure that all souvenirs are clearly labelled, Ms Bradford says.
The Fair Trading Act and case law together set out requirements for country of origin labelling: an average consumer should be able to work out a country of origin without being misled through use of symbols such as flags, kiwis, national emblems or hidden and obscured country of origin labels.
The Commerce Commission successfully prosecuted two souvenir retailers for breaching the Act in 2002 and has reached out of court settlements with other retailers to accurately label their garments.
“Retailers should check their stocks now for any labelling that suggests, to the consumer, that a product is made in New Zealand when it isn’t,” she says.
Ms Bradford says that practices such as stitching through the country of origin on a label, or prominent use of the kiwi or silver fern to represent New Zealand would be referred to the Commerce Commission where they occurred. “Buy Kiwi Made is not anti-importer, but we don’t want a situation where imported goods are mistaken for New Zealand made goods and unfairly disadvantage New Zealand manufacturers.”
Press Release: Buying Kiwi Christmas
Sue Bradford, Government Spokesperson for Buy Kiwi Made
26 October 2007
New Zealanders can make it a real Kiwi Christmas if they Buy Kiwi Made this holiday season, says Sue Bradford, Government Spokesperson for Buy Kiwi Made.
The Buy Kiwi Christmas message launches this Sunday with a revised television commercial that still features assembly of the robotic Oliver Driver.
“I know Christmas shopping may be the last thing on most people’s minds right now, but we know that retailers are already stocked up for Christmas,” says Ms Bradford.
“It’s important to remind people to think about their purchasing decisions from the Christmas turkey and chutneys to the jandals and frisbees they’ll be shopping for this summer and making sure they’re Kiwi made.”
The Buy Kiwi Made media campaign is already affecting manufacturers with the membership of the Buy NZ Made Campaign Ltd already jumping by a third to more than 800 members.
“We’ve been delighted to see so many more manufacturers labelling their goods as made in New Zealand,” she says. “This can only help consumers to identify these goods instore.”
Retailers are being encouraged to develop instore displays and Buy Kiwi Made promotions. “We want to see retailers get behind the idea of the Buy Kiwi Christmas and come up with some creative displays or promotions of their own,” said Ms Bradford.
Buy NZ Made has recently launched an online product locator at www.buynz.org.nz where consumers can identify manufacturers of New Zealand made products who are members of Buy NZ Made and able to use the ‘kiwi in a triangle’ logo.
Press Release: Papakura shows the way for Buy Kiwi Made
Sue Bradford, Government Spokesperson for Buy Kiwi Made
16 October 2007
Government Spokesperson for the Buy Kiwi Made programme, Sue Bradford, is excited to be attending the launch of New Zealand's first Kiwi Made Market in Papakura Town Centre on Friday, 19 October.
The Kiwi Made Market will, as its name suggests, only be selling New Zealand made products and will be a showcase for upcoming and successful New Zealand manufacturers and producers. It will be held on the last Friday of every month from 3pm to 7pm.
“This market epitomises many of the values that underpin the Buy Kiwi Made programme,” said Ms Bradford. “It is about local people gathering together as a community, helping to create employment and increase our manufacturing capability.
“The people at this market, both the stall holders and the shoppers, are building brand loyalty for New Zealand made products, helping to reduce New Zealand's trade deficit by reducing our imports, and even helping our environment by reducing the fuel consumption associated with imported products.
“The people of Papakura are creating a local solution that promotes employment, the economy and the environment.”
Ms Bradford will be available at the market for comment and photo opportunities between 4.00pm and 5.00pm.
The Kiwi Made Market has also joined the Buy NZ Made Campaign Ltd, giving it the right to use the kiwi in a triangle logo. “It is an excellent move to link the market with the iconic brand that consumers instantly recognise as being New Zealand made,” said Ms Bradford.
Press Release: Kiwi made commercial kicks off
Sue Bradford, Government Spokesperson for Buy Kiwi Made
21 September 2007
An authentic Kiwi made television commercial kicks off this Sunday (23 September) featuring Kiwi media icon, Oliver Driver, on the assembly line.
“This is an ad that really celebrates Kiwi manufacturing,” says Sue Bradford, Government Spokesperson for Buy Kiwi Made.
“We’ve worked closely with Buy NZ Made to ensure the message is clear – if we buy Kiwi, we’ve got it made.”
The advertisements feature a robotic assembly line, skilled workers and a soundtrack from Kiwi band, SJD’s, latest album, Songs from a Dictaphone.
“Almost everything about this advertisement reflects Kiwi made,” said Ms Bradford. The film shoot took place at Kiwi wine manufacturers, Villa Maria Estate, and the exterior countryside shot is Tawawera Road in Parakai, looking north towards the Kaipara Harbour.
“The coach building of the truck was undertaken by Wairau Truck Bodies, Oliver is wearing Kiwi made clothing by LWR, Huffer, Zambesi, and NZ Safety, while other actors also wear apparel made in New Zealand by Deane Apparel, Para Rubber, Little Brother, and 3M.”
New Zealand-based agencies M&C Saatchi, Curious, and Oktobor worked on the advertisements with a range of New Zealand suppliers and individuals.
Ms Bradford said the series of television advertisements will run through to 2008 and complement a wide range of other marketing activity such as outdoor, magazine, press and radio advertisements and direct marketing.
“We’ve made a classic Kiwi advertisement. It’s based on sound consumer research,” said Ms Bradford. “We’ve delivered what consumers told us would have the greatest impact - a really high quality advertisement to portray modern manufacturing that is also entertaining.”
21 September 2007
Press Release: Background Information on Buy Kiwi Made Television commercials
Sue Bradford, Government Spokesperson for Buy Kiwi Made
21 September 2007
Advertising agency: M&C Saatchi Ltd
Production Company: Curious Film Ltd
Director: Josh Frizzell
Post-production company: Oktobor
Music: I Wrote This Song For You by SJD from the album, Songs from a Dictaphone
Location
Filming took place at the Villa Maria Estate, designed by architect Hamish Cameron Archmedia. We filmed in the conference room and Winery.
The exterior driving away shot was filmed on Tawawera Road in Parakai, looking north towards the Kaipara Harbour.
Agency team
The campaign concepts were developed by M&C Saatchi, Oliver Maisey (Executive Creative Director) and Paul Taylor, supported by Terry Slade-Baker (Producer), Nick Baylis (CEO), Jacqueline Smart (Strategic Director), Greg Forsythe (Group Account Director) and Claire Dooney (Account Manager).
Media placement was by Carat New Zealand team Desiree Hales (GM Wellington) and Alicia Bilbe (Media Director).
Production Team
Iain Aitken was the production designer who worked with Josh to create the overall look of the film. Iain has worked on many of New Zealand’s most well known and loved commercials including Tui Beer, and was also the production designer on Sione's Wedding. All the physical props such the conveyor belt & eye brain scanner were designed by Iain and built by his team.
Iain & Josh worked with Andrew Turney at Auckland’s Gyro constuctivists on the design of the torso http://www.gyro.co.nz/
Cinematographer John Toon filmed the job. John has just filmed two US features, the Jane Austin Book Club and one with his life partner, director Christine Jeffs. John collaborated with Christine on the feature films Rain and Sylvia with Gwenyth Paltrow and Daniel Craig.
While the 35mm cameras we used are made in Germany the Remote Head, or "Hot Head" upon which the camera sits at the end of the crane, was supplied by New Zealand company Filmech and designed by Kiwi, Brian Harris.
The Editor was David Coulson, a top commercial editor who also cut Whale Rider and North Country.
The Film to Tape Transfer & Grade was done at Digital Post in Auckland.
The Online was at Oktobor, with Inferno Artist Stefan Coory (a Kiwi ex The Mill London), 2D graphic designer Jonny Kofed, as well as 3D designers and animators Damon Duncan & Gary Sullivan (all Kiwis).
Wardrobe and props
Busy Bee Packaging http://busybee.co.nz/index.php made boxes to our specific requirements. The cardboard was supplied by Amcor, http://www.amcor.com/default.aspx?id=909 an international company that has a plant in NZ.
The coach work on the back of the truck which was rented from Hire Ace was done by Wairau Truck Bodies in 2003 http://wairautruckbodies.co.nz/
Oliver Driver’s clothing included: T-shirt provided by LWR, jeans custom-made, hoody supplied by Huffer, Zambesi jacket, boots supplied by NZ Safety, socks and underpants NZ made merino possum.
The other actors wore:
Loader
T-shirt, LWR
Truck Driver & Box Carrier
Overalls, Deane Apparel; boots NZ made supplied by NZ Safety; Shoes, Commandos from Para Rubber; Cotton gloves supplied NZ Safety
Engineers
Pants, Deane Apparel and Little Brother; Shirts, Little Brother; Ties made in NZ; Shoes, Commandos from Para Rubber; Dust coats, Deane Apparel
Spray Painters
Respirator supplied by 3M; Spray hood supplied by NZ Safety; Shoes, Commandos from Para Rubber; Latex gloves, NZ Safety
Ophthalmologist
Shoes, Commandos from Para Rubber; Spray respirator from 3M.
Kiwi companies featured in the retina/ eye scan
The following members of Buy New Zealand Made Campaign Ltd provided images of their products used in the retina/ eye scan of the robotic Oliver Driver:
Action Tags Ltd
As Kiwi As Ltd
Ashton Grove Ltd
Aspiring Safety Products Ltd
Candleman Snowboards Ltd
Canterbury Leather International Ltd
Containers Direct Intertrade Ltd
Cowell's Genuine Pavlovas of New Zealand Ltd
Cox Industries Ltd
Davies Foods (2006) Ltd
Eagle Wire Products Ltd
Earth Sea Sky Equipment Ltd
Ecostore Company Ltd
Edenlite Products Ltd
Florian Leathergoods Ltd
Hansen Products (N.Z.) Ltd
Hills Hats Ltd
Hot Water Heat Pumps Ltd
Inghams Enterprises (NZ) Pty Ltd
Inhabit Design Ltd
J H Whittaker & Sons Ltd
Knightsbridge Wine Company Ltd
National Candles Ltd
Prattley Industries Ltd
Prenzel Distillling Company
Prescott Trailers Ltd
Retail Links Ltd
Richmond Foods Ltd
Robertson Engineering Ltd
Sam Wrigley Ltd
Sealy New Zealand Ltd
Simcro Tech Ltd
Tesori Children's Furniture
The Sock Lady Ltd
Vintage Heaven
The 15 second Xmas TV advertisements used the following companies' product images in the retina/ eye scan of the robotic Oliver Driver:
Apartmento Contemporary Furniture Ltd
As Kiwi As Ltd
Avocado Oil New Zealand Ltd
Barker's Fine Food Ltd
chalkdigits Ltd
Cowell's Genuine Pavlovas of New Zealand Ltd
Dominion Salt Ltd
Edenlite Products Ltd
Florian Leathergoods Ltd
Griffins Foods Ltd
Ground Effect Ltd
G.V.C. Grape Valley Choppers Ltd
Hot Water Heat Pumps Ltd
Inhabit Design Ltd
J H Whittaker & Sons Ltd
Knightsbridge Wine Company Ltd
National Candles Ltd
Oasis Beauty NZ Ltd
Premier Plastics Ltd
Sealegs International Ltd
Tagit Serious Fishing Gear Ltd
Taranaki Rubber Co Ltd
The Sock Lady Ltd
Press Release: Shopping Kiwi Made
Sue Bradford, Government Spokesperson for Buy Kiwi Made
20 August 2007
Shoppers are being urged to put Kiwi made on their shopping list by a multi-media advertising campaign that kicks off today.
Beginning with an iwi and commercial radio campaign, the Government’s Buy Kiwi Made promotion will target shoppers across the country.
“The key message we’re getting out to consumers is to look for the label that says ‘Made in New Zealand’ or the kiwi in a triangle trademark,” says Sue Bradford, Government Spokesperson for Buy Kiwi Made.
“We’ve researched this campaign very carefully and we know that consumers don’t want to be talked at or scolded. We want to be informed in an engaging way about the benefits, both for ourselves and for our communities, of buying kiwi made goods.”
A series of newspaper advertisements is scheduled to begin this week and outdoor advertising will follow.
“We have a fantastic series of television commercials starting on 23 September and these feature a talented New Zealand actor and a hot off the press Kiwi music track,” says Ms Bradford. “The creative concept will stay under wraps until then, but it was one of four tested with consumers and scored the highest in terms of communicating the message and engaging consumers.”
Ms Bradford said that retailers were key to supporting the campaign. “We have free point of sale materials available from the Buy Kiwi Made website,” she said. “It’s great to hear that more than 50 retailers have already signed up with Buy NZ Made as members.”
Since the campaign commenced, 112 manufacturers have become members of Buy NZ Made, which licenses use of the kiwi in a triangle logo. “We expect to see the total number of manufacturing members increase by another 200 before the end of 2008,” she said.
20 August 2007
Press Release: New Zealand – we’ve got it made
Sue Bradford, Government Spokesperson for Buy Kiwi Made
20 July 2007
The work of 250,000 New Zealand manufacturers is celebrated in a nationwide insert being distributed with major newspapers and magazines next week as the first phase of the Government’s Buy Kiwi Made media campaign.
The publication was unveiled by Sue Bradford, Government Spokesperson for Buy Kiwi Made in Auckland today at the manufacturers’ launch of the campaign.
“We’ve shone the light on New Zealand manufacturing to profile some of the innovative people and ideas behind the products that are made,” Ms Bradford says.
“We recognise that for Buy Kiwi Made to be a success, people need to understand that our manufacturing sector is amazingly broad and diverse and has always been a mainstay of our economy.”
"Manufacturers are not finding it easy at the moment with the high dollar and high interest rates. However valuing and purchasing Kiwi made goods is a practical way that all New Zealanders can support this important sector," says Ms Bradford.
Today’s launch in Avondale, Auckland will be at the premises of leading furniture and foam manufacturer, Vita New Zealand Limited. The function is also to be addressed by Business New Zealand Chief Executive CEO Phil O’Reilly, by Auckland Mayor Dick Hubbard – who is a manufacturer in his own right - and by Council of Trade Unions Secretary Carol Beaumont.
The campaign has been developed in close co-operation with Buy New Zealand Made Campaign Ltd, a private organisation, which operates the ‘kiwi in a triangle’ trademark.
Ms Bradford says that the consumer campaign will launch on 20 August. “It is vital to engage manufacturers and retailers now in preparation of the massive consumer interest in Kiwi made goods that the campaign will generate later this year.”
The $6.3 million Buy Kiwi Made media campaign celebrates New Zealand manufacturing and encourages domestic producers to label their qualifying goods as "New Zealand Made”. It will encourage retailers to stock and promote New Zealand made products. Consumers will then be able to support New Zealanders with their shopping decisions, via the purchase of Kiwi made goods.
“I urge all New Zealand manufacturers to get behind the Buy Kiwi Made media campaign, by labelling qualifying goods to assist retailers and thus enabling customers to identify products that have been made here. Manufacturers should also consider becoming members of the Buy New Zealand Made programme, which entitles members to label their qualifying products with the iconic ‘kiwi in the triangle’ trademark," Ms Bradford says.
Press Release: Buy Kiwi Made Fund Opens
Sue Bradford, Government Spokesperson on Buy Kiwi Made
16 July 2007
The second round of the Buy Kiwi Made Sector and Regional Initiatives Fund opens today, says the Government Spokesperson on Buy Kiwi Made, Sue Bradford.
Up to $2 million is available for projects which support specific sector and regional initiatives that promote the concept of Buy Kiwi Made and the profile of the existing Buy New Zealand Made Campaign.
"I am confident that a range of good projects will be put forward as the momentum of Buy Kiwi Made campaign grows. The timing of the second round was brought forward to coincide with the manufacturer launch of the media campaign, and this will generate greater interest in the Fund", says Ms Bradford.
The deadline for applications is 15 August 2007.
The Fund was established to help sectors and regions develop their business capability, and enable them to engage in projects that will lead to substantial economic benefits by promoting the Buy Kiwi Made objectives.
Information about the Buy Kiwi Made Sector and Regional Initiatives Fund can be found on the Ministry's Buy Kiwi Made website.
Press Release: Buy Kiwi Made Fund grants Announced
Sue Bradford, Government Spokesperson on Buy Kiwi Made
24 May 2007
The Buy Kiwi Made campaign has got behind New Zealand’s Olympic team by promoting the fact that the athletes and officials will be wearing New Zealand made uniforms, Government Spokesperson on Buy Kiwi Made, Sue Bradford says.
The initiative was one of three successful projects that promote New Zealand made goods, together granted a total of $490 120, in the first round of Buy Kiwi Made Sector and Regional Initiatives Fund grants.
Kapiti-Horowhenua-based DesignTex, which is owned by a cluster of companies, intends to enter into a contract to supply the Olympic apparel for the New Zealand Olympic Committee.
"Now with the help of Buy Kiwi Made funding of $252 000, DesignTex can help to build the profile of the apparel industry in New Zealand through a new "Kiwi Made" apparel brand," says Ms Bradford.
An initiative supported by Business New Zealand Inc through its wholly-owned subsidiary, Buy New Zealand Made Campaign Ltd, has been granted $149 870. This project involves using New Zealand’s most widely-read newspapers to support the Buy Kiwi Made initiative, through advertising, information and editorial.
The entire manufacturing jewellery sector will benefit from a grant of $88 250 to the Jewellery Manufacturers Federation of NZ Inc.
"This project, which involves a cluster of manufacturers, is exactly the type of thing that we believe the Buy Kiwi Made programme should support. The sector will develop a strategy for growth, including a marketing plan and the development of an industry hallmark to symbolise the quality of New Zealand manufactured jewellery."
"It was disappointing to see that only three of the 33 applications got through the rigorous assessment criteria, however, we have brought the next round forward to July 16 and hope that once feedback is received from the last round many of these projects will be revised and resubmitted.
There are two funding rounds left, scheduled to distribute the remaining $2.5 million.
"The media marketing campaign is well on track for launch mid-year and I am looking forward to the boost this will give to Buy Kiwi Made," says Ms Bradford.
Press Release: New Zealand Made Regional Showcases Postponed
Sue Bradford, Government Spokesperson on Buy Kiwi Made
17 April 2007
The Ministry of Economic Development’s New Zealand Made Regional Showcases have been postponed to enable their integration into the Buy Kiwi Made media campaign, says the Government Spokesperson for Buy Kiwi Made, Sue Bradford.
This follows a disappointing public attendance at the Dunedin and Christchurch showcases last week.
"Demand from businesses for these events has been overwhelming, with most events over-subscribed," says Ms Bradford.
"However, it is clear that the Regional Showcases require more promotional activities to inform local communities and attract greater attendance before they take place.
"While the postponement is disappointing for businesses keen to profile their New Zealand made products, it is prudent to await the roll-out of the Buy Kiwi Made media campaign," says Ms Bradford.
"That way we can reach more New Zealanders at a time when their interest in New Zealand made products has been stimulated and they are more interested in learning about stories of local manufacturing success."
The regional showcases will now coincide with the media marketing campaign, which is targeted for launch mid-year.
The initial Buy Kiwi Made showcase was held at Parliament on 8 November, 2006.
Press Release: New Zealand Made Showcase Comes to Christchurch: Local Businesses on Show
Sue Bradford, Government Spokesperson on Buy Kiwi Made
12 April 2007
Whittaker's Peanut Slabs, LWR's Southern Alp Socks, Pink Batts® and The Beautiful Box Company have one thing in common - they're all Kiwi Made. These well-known national brands are featured as part of the Christchurch New Zealand Made Showcase that will be held in the Christchurch Town Hall tomorrow, Friday 13 April.
"The New Zealand Made Showcase in Christchurch is part of a wider government programme to celebrate and promote New Zealand made products and manufacturing success. New Zealanders will have the opportunity to explore these and other iconic kiwi products at the showcase," Sue Bradford, Government Spokesperson for Buy Kiwi Made said today.
"The $11.5 million campaign also aims to increase consumer recognition of branding that identifies products as New Zealand made and promote voluntary branding and labelling for that purpose," said Ms Bradford.
The New Zealand Made Showcase, developed in close co-operation with Business New Zealand's Buy New Zealand Made programme, is one of six regional showcases with the Christchurch showcase being the second.
"We're delighted to see so many local and national businesses wanting to participate in the Showcase and I am pleased to say 28 of the 54 companies that have been selected to be a part of today's celebrations are already members of the Buy New Zealand Made Campaign Ltd," said Business New Zealand Chief Executive, Phil O'Reilly, on behalf of the Buy New Zealand Made Campaign Ltd.
The Showcase is being held at the Christchurch Town Hall, 86 Kilmore Street from 10:00am until 4:00pm tomorrow, Friday. A showcase was held in Dunedin today, with another being held in Napier on the 20 April 2007.
Companies participating at the Christchurch Showcase:
2 C Light Company Ltd
4 Peaks Gloves
Ashton Grove
Au Kume Kume
Black Hills
Cactus Climbing Equipment Ltd
Caley Art Ltd
Canterbury Biltong Ltd
Canterbury Leather International Ltd
Chalkydigits
CHEMZ Ltd
Containers Direct Intertrade
Delphi Lavender
Dressupasaurus
DVS
Earth Sea Sky
Festive Limited
Fiberz Limited
Florian Leather Goods Ltd
Green Monkey
Ground Effect
Gruff Junction
Gusto Italiano
Insite Technology Ltd
J. H. Whittaker & Sons Ltd
K9 Natural Food Ltd
LWR
Marc Bendall
Montreux Furniture
Natural Parenting
New Zealand Calender Company Ltd
Nicks Foods Ltd
Norsewear of NZ Ltd
Olive Agencies (NZ) Ltd
Pink Batts
Premier Business Print
Resene Paints Ltd
Screw Productions Ltd
Selke Enterprise NZ Ltd
Simunovich Olive Estate
Skybright Natural Health Ltd
Sola60
Southern Organics 2000 Ltd
Streamside Sports
Tasman Insulation
The Beautiful Box Company Ltd
tishrei NZ
Treallus Ltd
True Blue Organics
True True Ltd
Ullrich Aluminium Co Ltd
Vidron Greeting Cards
Weft Knitting Co
Windflow Technology Ltd
Press Release: New Zealand Made Showcase Comes to Dunedin: Local Businesses on Show
Sue Bradford, Government Spokesperson on Buy Kiwi Made
11 April 2007
Whittaker's Peanut Slabs, Norsewear Farm Fleck Socks, Resene Paint and McKinlays Shoes have one thing in common – they're all Kiwi Made. These well-known national brands are featured as part of the Dunedin New Zealand Made Showcase which will be held in the Dunedin Centre tomorrow, Thursday 12 April.
"The New Zealand Made Showcase in Dunedin, is part of a wider government programme to celebrate and promote New Zealand made products and manufacturing success. New Zealanders will have the opportunity to explore these and other iconic kiwi products at the showcase," Sue Bradford, Government Spokesperson for Buy Kiwi Made said today.
"The $11.5 million campaign also aims to increase consumer recognition of branding that identifies products as New Zealand made and promote voluntary branding and labelling for that purpose," said Ms Bradford.
The New Zealand Made Showcase, developed in close co-operation with Business New Zealand's Buy New Zealand Made programme, is one of six regional showcases with the Dunedin showcase being the first.
"We're delighted to see so many local and national businesses wanting to participate in the Showcase and I am pleased to say 22 companies that are already members of the Buy New Zealand Made Campaign Ltd have been selected to be a part of today's celebrations," said Business New Zealand Chief Executive, Phil O'Reilly, on behalf of the Buy New Zealand Made Campaign Ltd.
The Showcase is being held at the Dunedin Centre in Harrop Street from 10:00am until 4:00pm tomorrow, Thursday. Another showcase will be held in Christchurch on Friday.
Companies participating at the Dunedin Showcase:
Anthony Williams Ltd
DVS
escea Ltd
Gloria
Green Man Brewery
J. W. Whittaker & Sons Ltd
LWR
McKinlays Footwear Ltd
Nicks Foods Ltd
Norsewear of NZ Ltd
Portsifika
Qualityarns New Zealand Ltd
Resene Paints Ltd
Robax Products Ltd
Selke Enterprise NZ Ltd
Silverfish Jewellery
Streets Clothing Co Ltd
Tamahine Holdings Ltd
The Fun Factory
Touch Yarns
Ullrich Aluminium Co Ltd
Windflow Technology Ltd
Press Release: Buy Kiwi Made on a Roll
Sue Bradford, Government Spokesperson on Buy Kiwi Made
02 March 2007
Buy Kiwi Made is on a roll with this week's Cabinet meeting signing off a $6.3 million media marketing campaign and the Buy Kiwi Made website going live today.
“I can also announce details of the regional New Zealand Made showcases," Government Spokesperson for Buy Kiwi Made Sue Bradford said today.
Six regional events will be held around New Zealand in April and May. These will be in:
Dunedin on Thursday 12 April
Christchurch on Friday 13 April
Napier on Friday 20 April
Hamilton on Thursday 26 April
New Plymouth on Friday 27 April and
Auckland on Friday 4 May.
“The regional events will showcase Kiwi made products to the public to increase awareness of them and encourage domestic producers to label their qualifying goods as New Zealand made. The first such event was held in Parliament late last year and was a great success, featuring 34 exhibitor companies. Companies in each region will be approached for participation.”
As well as the regional events, the Government's $11.5 million Buy Kiwi Made programme also includes a fund to support Buy Kiwi Made sectoral and regional objectives. Applications close later today for the first round of funding and Ms Bradford said there had been a steady stream of inquiries on the fund.
“There will be two further application rounds for the new fund over the next two years with the second round, of up to $1 million, opening for applications in October this year, and the final round in March of 2008,” Ms Bradford said.
The initial round was for up to $1.5 million. The Ministry of Economic Development is administering the fund, with final decisions to be made by the Minister of Finance and the Minister of Industry and Regional Development along with the Government Spokesperson for Buy Kiwi Made.
Progress was also being made with the Buy Kiwi Made media marketing campaign.
“The Cabinet this week approved funding for a media marketing campaign to start in the second half of 2007, which will focus on creating awareness and pride in the quality of New Zealand produced goods,” Ms Bradford said.
“The campaign will celebrate and promote New Zealand innovation, entrepreneurship and manufacturing successes. It also aims to increase consumer recognition of branding that identifies products as New Zealand-made and promote voluntary branding and labelling for that purpose.”
Those agencies short-listed in a selection process last year will be invited to update their proposals for running the campaign.
Ms Bradford said a Buy Kiwi Made website launched today would be a key source of information on the programme, and initiatives such as the regional events series and the regional and sector initiatives fund. The website address is www.buykiwimade.govt.nz.
The Buy Kiwi Made campaign has been developed in close co-operation with Business New Zealand, which operates the “kiwi in a triangle” Buy New Zealand Made brand, Ms Bradford said.
Speech: Shopping Kiwi Made Consumer Campaign Launch
Sue Bradford, Government Spokesperson on Buy Kiwi Made
20 August 2007
Tena koutou, tena koutou, tena koutou katoa. Talofa lava. Greetings to you all.
First of all I would like to acknowledge -
- Ministers: Lianne Dalziel, David Cunliffe, Ruth Dyson and Luamanuvao Winnie Laban who will be assisting me today.
- Fellow MPs: Sue Kedgley, Darren Hughes ..
- Mayors: of Hutt City and Porirua and the Deputy Mayor of Wellington, Ross Wilson, and representatives of the union movement. Phil O'Reilly, representatives from business organisations, individual manufacturers, consumers and consumer representative groups.
I'm proud to be hosting another launch of the Buy Kiwi Made programme. This time it's the beginning of our multi-media consumer campaign. I say it's a beginning because this is a campaign in the truest sense of the word: it's not static, it will continue to unwrap.
New and exciting developments will continue to be implemented over the coming months. Before I go ahead and reveal what that might look like, I'd like to take a few moments to recap what we've already achieved so far.
Firstly, the Buy Kiwi Made initiative has always been a multi-party approach. It is a joint Government / Green initiative. It has the support of Unions and Business. It hasn't always been easy, but good things do take time, and we have created something we can all be proud of.
This media campaign is based firmly and squarely around research. We've surveyed manufacturers, retailers and consumers. That told us some interesting things, as research always does. Firstly, we discovered that most New Zealanders believed that manufacturing - if it did exist at all - was in terminal decline in this country.
There was a belief that anyone still making things here must be doing so at increased cost to the consumer, and that manufacturers would be packing up and heading offshore at the earliest opportunity. Yet we were also told that people realised that manufacturing created jobs, stronger communities and wealth for our country.
The first thing we had to do was to get the message out that manufacturing is alive and well in this country - there are more than 20,000 enterprises with a quarter of a million people working in manufacturing - one of the foundation stones of our economy and not about to go away. 1.2 million copies of a newspaper supplement were produced, along with 150,000 copies in magazine format. They're being inserted into trade magazines over the next month and will also be distributed to schools throughout the country.
We updated our website and sent direct mail packs to 20,000 manufacturers. This must be a magic number because we also sent out information packs to 20,000 retailers. And, with the support of the NZ Retailers' Association, we also emailed 4,000 of their members with campaign information during July and August. Free point of sale retail starts packs are also being made are available to help promote buying Kiwi made in-store.
In partnership with Buy NZ Made Campaign Ltd, a subsidiary company of Business NZ, a series of trade displays at high profile public events has successfully replaced the regional showcase concept. Our exhibit at the Auckland Foodshow, attended by almost 35,000 people, was very successful and enabled individual manufacturers to provide product samples and exhibit with us. Most of those are now likely to take up their own stands next year - a great example of this campaign providing a stepping stone for smaller manufacturers to grow their businesses. Our next event is the Hospitality Show and 17 manufacturers are sharing space with us and a further four providing product samples. We look forward to big things happening from these small beginnings.
Support for Buy NZ Made is growing and, despite what you might read in one weekly business newspaper, interest is very high. An additional 74 manufacturers have joined since July 1st this year taking the number to 735 which compares very favourably up against Australia's 1,200 members - while retail membership, a fairly new category, has increased to 54 members.
I particularly want to pay tribute to Dalton Kelly, who is here today. As the past Chair of Buy NZ Made, Dalton was almost a one-man band for buying NZ made for many years and no doubt will feature in their 20th birthday celebrations next year.
And they're still doing great things. I was really impressed when Buy NZ Made launched a fabulous bi-lingual version of their trademark to coincide with Maori language week. And a product locator on their website will assist consumers to locate genuine NZ made goods.
Governments may pass laws and regulations, but consumer demand is one of the most potent persuaders, as we politicians should know. In recent times we have seen our shoppers' patience with poor labelling exhausted and we have seen the response of our manufacturers and retailers to meeting that demand. Good on you Sanitarium for thinking about bringing manufacturing closer to home - if we can move it all the way back here that would be great. And well done Foodstuffs - it's great to hear that shoppers in your stores will soon know the difference between New Zealand product and that grown offshore.
Just over the last fortnight I have been heartened to discover campaign supporters amongst service industries such as Scenic Circle Hotels, who prioritise NZ made goods in their hotels; and fashion manufacturers like High Society making a conscious choice to stay onshore.
Shoppers are becoming increasingly sophisticated and wary about what they're eating and using and whether that's fast-moving or big ticket items, we're really at the cusp of a big shift in behaviour.
And Buy Kiwi Made's media campaign is part of that mood swing. We want shoppers to think about whether what they're buying is made here, and to know and understand the positive benefits that we all enjoy when we have a thriving domestic market. That's not an anti-export message, nor is it anti-import - it's not anti-anything, just pro-Kiwi. I don't want anyone to feel bad about their purchasing decisions - I want them to feel good about buying Kiwi made!
So, what have we come up with? Well the Kiwis at M&C Saatchi Ltd have developed a fabulous rolling campaign. We begin this afternoon with some radio advertisements - there's a 60 second version and a 30 second one, these have been translated into te reo Maori for use by the iwi radio network; and we'll hear the longer version playing right now....
Now from tomorrow we'll be seeing the first in a series of newsprint and magazine advertisements, designed to make people stop and think about purchasing decisions. We'll show these on the screen and Oliver Driver will read the text aloud.
These concepts are being taken into outdoor advertising - that's busbacks, bus sides and adshells around metropolitan areas. There will also be some online advertising.
That's the first month sorted.
The second month will begin with the first of a series of television advertisements on 23 September. To develop our creative we tested four concepts using some robust research techniques conducted by Research International NZ Ltd. There was one outstanding preference in terms of relevance and effectiveness and that's the one we put into production.
What the creative concept is I can't say at the moment because that will spoil the surprise, but what I can tell you is that it's a fresh and exciting concept using great New Zealand talent and some hot off the press Kiwi music. We'll be celebrating NZ manufacturing and encouraging shoppers to "Buy Kiwi and We've got it made".
There will be 60, 30 and 15 second versions in the series which will also include a post Labour weekend Buy Kiwi Christmas campaign. That also includes a retail competition to encourage in-store displays and promotions.
And when 2008 rolls around we'll have another version to help keep the message fresh in people's minds. That will focus on checking the labels - because that's the central behaviour we need to encourage.
Thank you all for sharing this event with us this morning and, while not wanting to discourage you from your usual National Radio listening, you may just want to check out commercial radio this afternoon.
And one final word to you all - shopper to shopper - please remember to check whether the box that you are holding is labelled.
If it is - and it's labelled NZ Made - then you are in for a special NZ made treat, courtesy of some great NZ manufacturers. Just show your box label at our reception desk and you'll be given a "Shopping Kiwi Made" bag.
Enjoy!
Beehive, Parliament Buildings, 20 August 2007
Speech: BKM Manufacturing media marketing launch
Sue Bradford, Government Spokesperson for Buy Kiwi Made
20 July 2007
Vita NZ Ltd, 670 Rosebank Road, Avondale, Auckland
View external media site
Acknowledgements
Dick Hubbard, Mayor of Auckland, and councillors from this region, Phil O'Reilly, CEO of Business NZ and Northern EMA members and local manufacturers, Carol Beaumont, Secretary NZ Council of Trade Unions and members and leaders of the EPMU and National Distribution Unions.
Fellow MPs including Hon David Cunliffe (representing the Prime Minister).
Officials from the Ministry of Economic Development. Our media and marketing agencies and other collaborators in the Buy Kiwi Made project.
And finally, Robert Brouwer, Joint Chief Executive of Vita NZ Ltd and the other Vita workers who have hosted us today.
Greetings, talofa lava, tena koutou, tena koutou, tena koutou katoa.
Celebration
Today we are here for a celebration; a type of celebration that happens far too rarely in this country. We are here to celebrate and pay tribute to New Zealand's 250,000 manufacturers.
I’m talking about those quarter of a million people who make the things that we need for our everyday lives. Those quarter of a million people who work in more than 20,000 companies from one end of the country to the other. Those quarter of a million people who make products for export and send a small piece of us to all corners of the earth.
Prior to the last election, Rod Donald, our Green Party co-leader talked to many manufacturing owners, managers and workers about his vision for a more sustainable country, a vision that included supporting our own industries, our own businesses and our own workers through buying locally made products.
Rod carried this vision through the 2005 election campaign and into the post-election Government formation process. Although he failed to secure a seat in Cabinet, Rod succeeded in negotiating for Buy Kiwi Made to be a Government programme with himself as Government Spokesperson. With his untimely death only a few weeks after this, the challenge of implementing this vision fell to me.
I have to say, it has not been all plain sailing. We first had to secure the funding for the programme. We had many debates about what is, or is not, "Kiwi Made"; and about what form the programme should take.
Buy Kiwi Made has continued to make the headlines over the last year or so, even though the first phase of the media marketing campaign, the manufacturing campaign, is only just being launched today. If the adage of "all publicity is good publicity" is right, then we have done very well to date.
The research
In the initial research undertaken for the Buy Kiwi Made media marketing campaign, New Zealanders told us that: 9 out of 10 New Zealanders prefer to purchase New Zealand made goods, if price and quality are the same. The research also revealed that 9 out of 10 retailers would prefer to stock New Zealand made goods where price and quality are the same. However, about a third of manufacturers whose goods would qualify to be labelled as Made in New Zealand say they are not being labelled as such.
Of course many Kiwi made goods cannot be purchased at the same price as imports. But even at higher prices our research shows that many New Zealanders are still interested in considering "Kiwi Made".
But what is missing in the mix is a public awareness of the depth and breadth of the manufacturing sector in New Zealand; a knowledge of what we make, and a lack of consistent labelling and promotion of New Zealand made goods on retail shelves.
So this is why we are having a manufacturers’ launch today, a month before the consumer launch. And this is why we are also targeting retailers over the next few weeks before the consumer campaign finally begins.
One of the first challenges the campaign is going to have to overcome is that here in Aotearoa New Zealand we don’t think about manufacturing all that much. Even though it provides 14 percent of our jobs, 16 percent of our gross domestic product, and 19 percent of our exports, too often it fails to excite us.
The insert
So today we are launching a newspaper and magazine insert that will appear in newspapers and magazines throughout the country from this Sunday. More than 1.2 million copies of the insert are being printed for distribution in the major newspapers on Sunday and Monday and some tens of thousands more will appear in trade, union and other magazines over the next month or so.
This insert tells the story of manufacturing in New Zealand. It highlights the vast array of products that are manufactured by New Zealanders, in New Zealand.
It tells us that in New Zealand, we've got it made.
This insert will be immediately followed up by a direct mailing to 20,000 manufacturers and 20,000 retailers informing them of the impending Buy Kiwi made consumer campaign and urging them to identify the products they make and sell as New Zealand Made.
A response to manufacturing difficulties
As the insert graphically shows, manufacturing is not dead. But on the other hand we cannot say it is alive and well. We cannot kid ourselves that everything is rosy for manufacturers. The current high exchange rate and high interest rates are having a negative, in some case crippling effect on the same manufacturers whose work we are celebrating today.
The current economic conditions have even forced some manufacturers to close and others to shift production off shore even when they want to manufacture here.
But that's why Buy Kiwi Made is such an important campaign.
We do not want to hide the fact that our manufacturers are finding it tough.
But in good Kiwi tradition, when the going does get tough, it is up to all of us to lend a hand. Individually we have little control over interest and exchange rates. But what we do have control over is our buying habits. A growing local market of Kiwis, wanting and looking to buy New Zealand Made, is exactly the support that our manufacturers need in today’s economic climate.
And it’s not only the economic climate that we have to worry about. With growing concerns about sustainability and climate change more and more of us want to buy products made closer to home. That also means buying Kiwi Made.
Other aspects of Buy Kiwi Made
The media campaign is the major, but only one element of the Government's Buy Kiwi Made programme.
Earlier this week I announced the opening of the second round of the Buy Kiwi made initiative fund. Up to $2 million is available for projects that support specific sector and regional initiatives that promote the concept of Buy Kiwi Made and the profile of the existing Buy New Zealand Made Campaign. The deadline for applications is 15 August 2007.
And beginning with the Auckland Food Show in a fortnight's time, Buy Kiwi Made will also be showcasing at a number of different shows and events around the country over the next months.
I want to pay tribute to the Buy New Zealand Campaign, launched by manufacturers and unions almost 20 years ago, for keeping the buy local flag flying for so many years. It is a pleasure to have Phil O'Reilly and Carol Beaumont here today representing the two organisations that started that campaign.
I want to salute those companies that have been with Buy New Zealand Made from the beginning and also the many companies that are joining up now, ready for the Buy Kiwi Made Media campaign.
I also want to thank the Retailers Association for coming on board and helping us spread the Buy Kiwi made message amongst their members. The retailers are going to be an absolutely critical part of the overall campaign.
So on behalf of the Government, I officially launch the Buy Kiwi Made Manufacturing media campaign. And in true Kiwi style I invite you all to join me in celebrating with a cup of tea and the other refreshments provided.
No reira,
Tena kouou, tena koutou, tena kouto katoa.
Speech: New Zealand Made Showcase at Parliament
Sue Bradford, Government Spokesperson on Buy Kiwi Made
08 November 2006
Banquet Hall, Parliament Buildings
Thank you, Garry, for the introduction.
Kia ora, greetings, and welcome to the first of the regional showcases of the Buy Kiwi Made Programme.
Today is a special day for Buy Kiwi Made.
Special, because this is the first public event of the Buy Kiwi Made programme,
Special, because I am able to announce two further Buy Kiwi Made initiatives later in my speech, and
Special, because it coincides with the first anniversary of the death of Green Party co-leader and the champion of Buy Kiwi Made, Rod Donald.
There are a few acknowledgements I want to make.
I want to acknowledge the presence of the Honorable Lianne Dalziel, Minister of Commerce and, after her select committee duties finish, the Honorable Luamanuvoa Winnie Laban, Associate Minister of Economic Development. As you know, the Buy Kiwi Made Programme is a Government programme and a product of the cooperation agreement between the Green and Labour Parties.
I have been working very closely with Lianne on the Government Procurement issues arising from the Green Government agreement on Buy Kiwi Made. Thank you, Lianne and Winnie, for being with us at this event today. And thanks to the other MPs, including my Green Party colleagues, who are also here today.
I want to acknowledge the other two speakers on the platform.
Phil O'Reilly, who is representing the Buy NZ Made Campaign Ltd, and
Andrew Little from the largest manufacturing union, the EPMU.
It is fitting, if I can use what some call old fashioned language, that capital and labour are both represented at this showcase. The wonderful Kiwi made products that we see around us today required both the investment of capital and the application of labour. It is important that both be acknowledged. In fact, the Buy New Zealand Campaign itself was launched by the then Manufacturers Federation and the Council of Trade Unions back in 1988.
I want to acknowledge the family of Rod Donald who have come up from Christchurch especially to be with us today. Nicola, Zoe, Holly, Emma, welcome to this showcase. Welcome to the first step in the campaign that Rod so passionately promoted. It was the discussions that Rod had with many of the exhibitors and attendees here that helped develop the ideas which have come to make up Buy Kiwi Made.
Rod is certainly with us today, and, I hope, feeling that we are doing justice to the vision that he had for this programme.
Finally I want to acknowledge those who have showcased the vast array of New Zealand Made products here today. This showcase is about you.
This showcase dispels those myths that New Zealand does not manufacture - or that manufacturing is no longer important in the New Zealand economy.
This showcase celebrates the innovation, design, quality and hard work that go into NZ made products. It shows the huge diversity of goods that are produced.
It also acknowledges the economic, social and environmental reasons for such a programme to be undertaken.
Announcement of Regional Showcases
I am delighted with the overwhelming response to this event. We were simply unable to accommodate all the companies who wanted to exhibit and I must apologise to those who we simply could not fit in.
We will be holding six further regional showcases around the country in the first part of next year. These will be in Auckland, Hamilton, New Plymouth, Napier/Hastings Christchurch, and Nelson or Dunedin. We will work with local business and economic development groups on these events, which will be organised by the Ministry of Economic Development.
The purpose of these regional showcases will be twofold. The first is to increase the public awareness of the quality and value of New Zealand made goods. The target audience for these showcases will be consumers as ultimately the success of this programme will be reflected in consumer demand.
Our second objective is to raise the profile of the Buy New Zealand Made Campaign, and to encourage more companies around New Zealand to join it. Companies that are able to display the Buy New Zealand Made logo that you see so prominently here today will be able to link their own advertising and displays with the media marketing campaign when it begins next year.
Announcement of Fund for Supporting Sectoral and Regional Initiatives
I am also very pleased to be able to announce today that on Monday this week Cabinet approved the establishment of a fund for sector and regional initiatives that support Buy Kiwi Made.
This fund will be established with $3m of the $11.5m over three years allocated to Buy Kiwi Made in this year's budget.
The purpose of this $3 million fund is to provide support for initiatives that have both economic merit and promote the objectives of Buy Kiwi Made. The focus will be on initiatives that assist sectors and regions to engage with the objectives of Buy Kiwi Made. We are particularly looking for initiatives built on collaboration and that demonstrate a wide constituency of support.
There will be three calls for applications to this fund, two next year in 2007 and one at the beginning of 2008. The criteria for applications to the fund will be announced shortly, along with details of how to apply to the Ministry of Economic Development, which will be responsible for administering the fund.
Website
Information about these initiatives and ongoing information about Buy Kiwi Made will be available shortly on the MED website and from next year on Buy Kiwi Made's own website.
The Banquet Hall
For some of you, this may be your first time in our recently refurbished Banquet Hall. Before I finish, I want to quickly point out some of the Kiwi Made aspects of the refurbishment.
The Tawa floor was recycled from the old flooring that was part of the old Banquet Hall. The other wood was recycled from other parts of the building. The original marble was quarried from Takaka but a small amount of extra marble had to be imported since the Takaka quarry has closed. All the marble and the backlit onyx walls were fabricated and installed by local masons.
The Chandeliers were manufactured in Auckland by Modus lighting.
The mural is an original work by Wellington artist, John Drawbridge.
Conclusion
I will finish now. We have two other speakers and then what we really want to happen for the rest of today is for the exhibits to do the talking.
So, once again, thank you for coming today and a special thanks to the exhibitors, the event organisers and officials for making this such a great NZ made showcase.