Since Agrecovery’s inception in 2007, programme managers 3R Group have been working hard to build brand awareness and understanding of the programme. This has resulted in steady growth in grower and farmer participation across the country.    3R Group director Graeme Norton says that to date much of the activity has centred on marketing through print media and attendance at events, with significant success.

“I think we have done a good job of educating people about the programme and building recognition of the brand, which has resulted in an excellent uptake of all three of our programmes – Containers, Chemicals and Wrap.

“Now we want to build on this further by focusing our attention on building relationships with people on the ground, spreading the word directly to programme users and industry members.”   To this end, two new Sales and Relationship roles have been created covering the North and South Island.

Former farmer Lyndon McKenzie was recently appointed in the South Island and will act as a contact point for potential programme users and industry members.    In the North Island the role is to be temporarily filled by Agrecovery’s Marketing Communications Manager, Toni Bye. 

Born and bred in Gore, Lyndon is a third generation sheep and beef farmer who sold his farm in 2000 and has since worked in various agricultural sales positions.   Now based in Dunedin, his job will be to get out and about, meeting and talking to farmers and growers to build support and overall understanding of the programme.  “I took on this position because the problems Agrecovery are trying to solve are the same ones I faced when I was farming 15 years ago and with my agricultural background I know the challenges the sector faces disposing of rural waste.

Building sustainability through the supply chain

One of Toni Bye’s key roles is to work closely with companies within the supply chain to help them meet customer demand for increased sustainability through use of the Agrecovery programme.  “For some time we’ve been working with Rissington Breedline and now Silver Fern Farms providing a simple means to reduce farm waste; a key requirement of UK retailer Marks & Spencer’s “Plan A” supply programme,” says Bruce. “Through Toni we are now able to spend more time building relationships with them and other key exporters in the primary sector.”

Silver Fern Farms integrated supply manager Renee Hogg is responsible for ensuring stable, quality product supply to Marks & Spencer, and says it’s fantastic Agrecovery is helping enable New Zealand’s meat industry to meet the chainstore’s “Plan A” quality assurance specifications.
In a bid to be the world’s most sustainable retailer by 2015, the “Plan A” initiative aims to combat climate change, reduce waste, use sustainable raw materials, trade ethically, and help customers lead healthier lifestyles.

Renee says suppliers using Agrecovery can prove they are recycling which is a huge advantage when dealing with this market.
“The fact Agrecovery can verify the number of containers and bags of silage wrap being recycled by each supplier lets us demonstrate what we are doing with our waste, which is critical for fulfilling the “Plan A” requirements.  “With its expanded network of sites and ever growing number of brand owners Agrecovery is easy for farmers to use, it does a great job of communicating to our suppliers, and it allows us to send a very strong message about the steps we are taking to be sustainable.”

Niche lamb marketing company Bernard Matthews NZ Ltd has recently launched its Ovation brand into global markets and, with a key focus of this branding being that the lambs are raised by farmers who employ sustainable land-use practices, the Agrecovery programme is a perfect fit.
Bernard Matthews Commercial Manager Hugh Brown says that with large numbers of global consumers now wanting to purchase products that they know have been produced in a sustainable manner the Agrecovery programmes are an excellent initiative. “The programmes are now endorsed through our On-Farm Quality Assurance programme with virtually all of our quality assured suppliers now members.”

If you would like Lyndon or Toni to speak to a group or organisation in your area, you can contact them on 0800 247 326 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

April 2010