Dr Roland Harrison from Lincoln University, states that New Zealand produces high-quality food but our farmers and industry need to get smarter around telling the New Zealand story in order to assure we claim space in the market into the future. Dr Harrison reports that New Zealand’s high quality produce needs to be aimed at markets that are prepared to pay more for them. New Zealand Food Innovation Network Chief Executive John Morgan states Kiwi farmers need to consider the direction shoppers are going as decisions are made about land use, such as an increased focus on sustainability and high quality, ethical products. Dr Harrison states while New Zealand farmers should respond to trends like the demand for plant-based proteins, they needn't worry about traditional markets shrinking and reports the big challenge lies in growing demand for ethically-produced yet affordable foods, while farmers are under pressure to improve environmental performance. Dr Harrison reports that wine is a good example of a product which is close to ideal as it is grown and processed here and New Zealand is recognised for producing excellent wine with unique characteristics. The industry also has a sustainability programme.