issue 19 july quaRteR 2011

•• NZ•Dollar:•Managing•a•volatile•currency

•• Trade•credit•insurers•back•in•the•game

•• Christchurch•‘s•lessons•for•business•insurance

•• Shipping•from•New•Zealand

export opportunities on every page

iss

ue

19 ju

ly q

ua

Rt

eR

20

11

tackling the

New India

and when it does you wantQBE on your side

QBE-019 Rapport

Imagine: A jolly roger flies above a scruffy boat,approaching a container ship carrying yourcargo to overseas ports. What follows maychange lives…and fortunes… for a long timeto come.

Product that didn’t make it to market will needto be replaced. And everyone will be lookingfor someone to blame. Someone to paycompensation.

The results may lead to your own career takinga nose dive off the nearest short plank.

QBE has more than 200 different businesspolicies working to help protect New Zealandbusinesses on land and at sea.

Talk to your broker today about how to makesure QBE is on your side when it happens.

www.qbe.co.nz

EXPORTER 1

Member of the Audit Bureau of Circulations (ABC) New Zealand. Audit period January – June 2009: 3994 – per issue

NEXT ISSUE: OCTOBER 2011

iss

ue

19 J

ULY

qU

ar

te

r 2

011

eXPORT eDuCATiON

08 The zen of export education Many ways of educating exporters

eXPORTeR PROfile

12 from small to global: invivo Wines’ export strategy Selling wine Invivo’s way

iNsuRANCe

22 Trade credit insurance’s revival Trade insurers taking bigger bites

CuRReNCY

26 Buying time with hegdes Managing a strong NZ dollar

lOGisTiCs

30 shipping from the edge of the world Shipping tips

iNsuRANCe

34 The true cost of reconstructing your business Lessons from Christchurch

COsT MANAGeMeNT

36 Managing outsourcing Lowering business cost

TeCHNOlOGY

40 Office without wires Should you go wireless?

eXPORT MANAGeMeNT

44 Passage to shanghai Changes at New Zealand Trade Centre

PuBlisHeR’s vieW / sAY iT like iT is

02 Mike Taillie Free hearing test for the government

leTTeR TO THe eDiTOR

03 Julian Bevis Lines must play the hand they’re dealt

vieWPOiNTs

18 Catherine Beard Latest survey reveals good reason for exporters’ optimism

20 Gilbert Peterson In the beginning were trade missions

PRODuCTs

48 Global stage Innovative NZ products seeking a worldwide audience

50 export Opportunities

New contacts from the New Zealand Trade Centre

DiReCTORY

54 useful Websites

Information for travellers and exporters

editor: Yoke Har Lee, (E) yokeharlee@exportermagazine.co.nz

Copy editor: Anthony Doesburg

Advertising: Travis Field (M) 021.474.447

(E) travis@peoplemediagroup.co.nz

P.O. Box 7070, Wellesley Street, Auckland, New Zealand

(T) 09.366.6879 (F) 09.366.6838 www.exportermagazine.co.nz

Design: Tabea Wiese / CCL Communications Group,

(T) +64.9.631.1400

Publisher: PEOPLE MEDIA GROUP, www.peoplemediagroup.co.nz

Ground Floor, 26 Albert Street, Auckland, New Zealand.

P.O.Box 7070, Wellesley Street, Auckland, New Zealand.

(T) +64.9.366.6879 (F) +64.9.366.6838

Copyright©exporter

ISSUE 30

ISSU

E 3

0 S

UM

ME

R 2

00

9/2

01

0 T H E G U I D E T O N E W Z E A L A N D

PEO

PLE

PU

BLIS

HIN

G LTD

Look inside for a$5 taxi discount

Auckland’s #1 Taxi company

Find our dedicated rank

at the airport

This SummerSAVE $100

When you rent for 7 Days or more!See page 19 for details*Terms & conditions apply. Coupon MPNZ058.

ou rent for 7 Days o

More than $2000

worth of discounts

and coupons

inside!

T H E G U I D E T O N E W Z E A L A N D

This SummerThis SummerThis SummerThis SummerThis SummerThis SummerThis SummerThis SummerThis SummerSAVE $100SAVE $100SAVE $100SAVE $100SAVE $100SAVE $100SAVE $100SAVE $100SAVE $100SAVE $100SAVE $100SAVE $100

ent for 7 Days or more!19 for details

upon MPNZ058.

fofoent for 7 Days rent for 7 Days r 7ent for 7 Days Daent for 7 Days Daent for 7 Days ysent for 7 Days ys or more!oor more!o

LookoutforExplorer,ArrivalandWeekendmagazinesalsofromPeopleMediaGroup.

COveR sTORYBEyONd RamayaNa aNd mahaBhaRaTa: UNlOCkINg INdIa

04 How to succeed in India

FEaTURES REgUlaRS

Cover photography: istockphoto

2 EXPORTER

Mike TaillieEXPORTERMAGAZINE/publisher@exportermagazine.co.nz

I think the time is ripe for the

government to take up one of

the offers I see around town

all the time for “free hearing

tests”. Most messages to the

government just fall on deaf ears.

You may have read the Herald

articles about the mass resignation of

the NZ Trade and Enterprise’s China

beachhead advisory board. I have

read some of the feedback and all the

reasons from NZTE on why it’s sort of

okay. Things are NOT OKAY.

This is another message that the

government should take on board —

we don’t need a bunch of government

employees attempting to be business

people. The two are two very

different beasts and it appears that

everyone is too scared to say it. Put

simply, being paid to spend someone

else’s money is very different from

spending your own money.

In a recent report entitled “Formal

Review of New Zealand Trade and

Enterprise (NZTE)” (Google this to get

the full report) the government has

again been given a message that this

entity needs to be dismantled as soon as

possible. As I have written before, let’s

release back into the community these

fine citizens. If exporting is what they

are good at, then there will be a pool of

exporters ready to fight for them.

Here is what scares me:

• NZTE has a budget of $194 million

— that’s right, $194,000,000.

• It employs 600 staff — you have to

be kidding me.

• 40% of its staff are located

offshore — that’s 240 overseas.

• NZTE describes itself as having

“enthusiasm for change to drive

efficacy and impact”. Holy smoke!

Surely we want more than

enthusiasm — what about results?

• “We are united in our goal to

build capability, connections

and market share…” Sounds

like a statement from a start-up

company rather than a well

established, massively funded

pubic service entity.

• “Greater clarity around purpose

and role”. I would have thought

the mandate is simple: “sell more

stuff overseas”.

I could go on forever about the

report’s content. I like to put it simply

— NZTE’s time has come. Release the

team, release the $194 million and

give the tax back to those that are

actually making money rather than

those with “enthusiasm” and a “goal”

to make money. [ENd]

Free hearing test for the government!

Say it like it is

> P U B L I S H E R ’ S V I E W

> L E T T E R S

EXPORTER 3

Julian Bevis MANAGINGdIREcTOR,MAERskLINENEwZEALANd

The article Shipping lines

hold all the cards (Exporter,

March Quarter, 2011)

correctly identifies a need

for open communications

and a strong relationship between

exporters and shipping lines. The

headline, however, is somewhat

unfortunate — as are comments like

the lines “call the shots” and can add

“pretty much anything they like” to

the bill.

These comments do not reflect how

Maersk does business, nor indeed

how any rational organisation would

behave in a highly competitive and

economically efficient market.

Consider the article’s five “key

takeaways”: bunker fuel surcharge is

increasing; lines need to start sharing

their profits with exporters and freight

forwarders; capacity is short; low-value

cargo is getting “bumped”; and

shippers should book space as soon as

they know they are going to need it.

That fuel prices are rising will not

come as a shock to any motorist.

Maersk’s bunker adjustment factor,

the mechanism by which Maersk

adjusts charges to reflect changes

lines must play the hand they’re dealt

Letter to the editor

in fuel costs, is not set by lottery, or

by assessing how much we think the

market will stand. The formula, which

is available on our website, is based on

data provided by independent parties,

and provides our customers with a fair

and transparent pricing system.

With respect to sharing our profits,

I do not remember a similar call for

exporters and freight forwarders

to share our losses in 2009, when

Maersk’s container operations posted

a loss of more than $2 billion. While

the company was back in the black

last year, this was largely due to our

success in cutting costs. Rates on

many trades remain unsustainably low,

and future volumes continue to be

difficult to predict.

As a result, vessel space is

somewhat tight. Lines have taken a

financial battering over the past couple

of years, and are understandably risk-

averse when it comes to committing

capacity. However, Maersk last month

announced schedule changes that will

increase the total capacity available for

New Zealand shippers, and strengthen

New Zealand’s links with the region’s

major hub ports.

When cargo is delayed, we work

closely with our customers to devise

the best possible solution. Maersk’s

priority product upgrade service

provides shippers with urgent cargo

the option of paying a priority fee

to ensure they have first call on

unallocated space in any given vessel.

This gives our customers choice,

and it ensures we give priority to

the most valuable cargo. We simply

cannot afford to provide unused

(hence unpaid) capacity, and the

volatility of supply and demand for

commodity products makes it hard to

achieve a perfect match.

The final key takeaway is that

shippers should book space as

soon as they know they are going

to need it. I agree wholeheartedly.

Shippers and carriers alike need to

be prepared to sacrifice the potential

short-term gains associated with the

old style of brinkmanship in favour

of greater certainty on both sides of

the deal. Ultimately, this will help to

create a more secure supply chain,

and a stronger, more sustainable

business model. [ENd]

issue 18 APRIL quARteR 2011

The new international currency •

Pumping up your cashflow •

iPhone vs Android •

Social media 101 •

export opportunities on every page

issue 18 APRIL quARteR 2011

Step on it:

Growing SMEs

SOCIAL MEDIA

This issue ComplimenTs of www.newzealandTradeCenTre.Comom

> Friendshipandtrustgoalongwaytocementingbusinessrelationships.

> Erronthesideofpolitenessandrespectforseniority.

> PartnershipswithkiwibusinessesalreadyactiveinIndiaareagoodoption.

> Indiannationals,inIndiaandNewZealand,havevaluableskills,knowledge

andcontacts.

> Expectprogresstobeslowandbureaucracydifficult.

TakEaWayS TkEy

4 EXPORTER

It can be a costly and time-consuming market to tackle but for patient and persistent exporters, India is a land of many rewards. [By Virginia McMillan]

Beyond Ramayana and Mahabharata:

Unlocking India

> M A R K E TS

A couple of weeks

getting in front of

potential clients in

India is enjoyable but

exhausting work, says

architect Ashley Allen, a veteran of

more than 30 business trips to the

subcontinent.

And once you get on top of the

backlog at home, you may well be

asked back to India to advance a deal.

EXPORTER 5

It will be the last thing you feel like

doing, but you have to go, says Allen

— it’s essential for the relationship.

Many who know India well

agree with Allen when he says

businesspeople there want to know

the “real person” and appreciate

warmth, friendliness and trust, as well

as a good product or service.

BRiDGiNG THe CulTuRAl

DiviDe

Allen has also learned the power of

cricket to break the ice and bridge the

cultural gap.

Auckland-headquartered Patton

Group is gradually infusing some New

Zealandness into its Indian subsidiary,

formed in 2007, and already grown to

18 staff and $3 million turnover.

CEO Sameer Handa says regular

visits reinforce expectations of

doing business in a straightforward,

transparent and fair way, with good

governance.

Barriers of seniority can begin to

break down by asking staff to use first

names instead of the usual “Mr”, says

Handa.

Auckland-based marketing

consultant Wenceslaus Anthony

advises exporters new to India to

identify the decision-maker in Indian

firms they are targeting.

Ensure the New Zealand

representative is senior, well-presented

and not too ready to call a spade a

spade, because politeness is valued,

says Anthony, who emigrated from

Virginiaisafreelancejournalistspecialisinginbusinessandhealthstories.Shehasworkedasareporter,sub-editorandeditorandasassistanteditoratTheIndependent.

VIRGINIA McMILLAN / wrITer

6 EXPORTER

India 12 years ago and now chairs the

India New Zealand Business Council.

Allen suggests a would-be exporter

take a holiday as a first step in India

to get to know the culture.

products and to make contacts.

Recruiting top salespeople then

proved a challenge as many were

more attracted by European or US

multinationals. This means putting

effort into branding, through

trade shows and advertising, for

example, says Handa.

As well as continuing to visit

India three times a year, he takes

part in trade missions and other

high-level business gatherings.

fiRsT PORT Of CAll

New Zealanders can get access to

successful Indian businesspeople

by joining Trade & Enterprise’s

India Beachheads programme,

Walker Group’s Allen points

out. He has found their quality,

free advice helped to accelerate

business activity.

NZTE is a first port of call for

country and market data and

advice; the Asia New Zealand

Foundation and Victoria University,

too, have many resources on Kiwi

exporters’ experiences in India (see

“warstories”). Themes include:

• opportunity

• high regard for New Zealanders

• risk and corruption

• multiple bureaucracies,

regulation and delay

• price competition

• the value of identifying an Indian

state as a first centre of activity

• accessing the skills of Indian

nationals living in their own

country or in New Zealand

• highly skilled and technologically

savvy workers with a lot of

choice of employer and not

necessarily a lot of loyalty

• the importance early on of

having people on the ground

— employees, joint-venture

partners or trusted agents or

distributors

• networking here and in

India with like-minded Kiwi

businesspeople.

ASR’s Shaw Mead mentions

some of the above issues

when discussing his company’s

experience in India since the late

1990s.

A highly qualified Indian-born

director who lived in New Zealand

and worked in the company, then

returned to India to represent it

there full-time, has been a crucial

builder of the company’s success.

As a founder of the Raglan-

headquartered marine research

consultancy, Mead often travelled to

India in the early days but now several

of the 30 staffers develop and oversee

projects there.

COsTlY iN TiMe

India has been a costly investment in

terms of time but now produces about

20% of turnover.

The bureaucrats have “hundreds of

steps for everything”, says Mead.Auckland-based marketing consultant Wenceslaus Anthony

“India is keen to have New Zealand companies work in mining, IT, energy, food

production, logistics, education, wood, poultry and cement.”

Patton Group CeO Sameer Handa, an Indian-qualified engineer, says it took more

than 18 months of regular visits researching the market to find a

trustworthy consultant with the right experience.

Marine research consultancy ASr’s Shaw Mead says India

has been a costly investment in terms of time but now produces

about 20% of turnover. The bureaucrats have “hundreds of

steps for everything”.

Once committed to the country,

partnering with a New Zealand player

that already has an Indian presence

is a good idea, he says. As well as

providing introductions, this helps

share the travel demands around more

people.

Walker Group recently formed an

Indian company with Kiwi engineering

practice Stephenson & Turner. This

gives Walker’s architects access

to airport work and Stephenson’s

engineers entry into India for the

first time.

Recently Walker Group found a

freelance marketer able to link the firm

with a wide range of contacts.

Handa, an Indian-qualified engineer,

says it took more than 18 months of

regular visits researching the market

to find a trustworthy consultant with

the right experience.

A small importer of the types of

refrigeration products Patton wanted

to sell in India, the consultant held

office in industry organisations and

was well regarded and connected.

He eventually sold his firm to Patton,

became its first employee in India

and now sits on the board.

Finding the right local person is

critical and “can make or break you”

in India, says Handa.

Before making the appointment he

had travelled the length and breadth

of India, often accompanied by

Patton’s chairman, meeting dozens

of key people in a bid to quantify the

potential demand for the company’s

“There is a lot of ‘baksheesh’ going

on, but we have taken a position we are

not going to go down that road and

therefore it takes a lot longer.

“The big companies do the same

thing and that is what they find — it

can add another couple of years.”

India is keen to have New Zealand

companies work in mining, IT, energy,

food production, logistics, education,

wood, poultry and cement, for example,

says Wenceslaus Anthony.

It is a nation hungry for education

and technology, he says.

Green technology innovator

EnergyMad might have had an India

success story but the recession, and a

fall in the carbon price that took the

incentive out of development work,

ensured otherwise.

The company, known for its

low-energy lightbulbs, was an India

Beachheads programme participant for

a short time. Founder Tom Mackenzie

says regulation proved difficult.

Other traps in India, according to

Victoria University research, include the

“not uncommon” failure of distributor

arrangements.

Patton’s success after initially time-

consuming on-the-ground enquiries

says much about the value of due

diligence. [ENd]

Maersk New Zealand Limited · The CPO Level 3, 12 Queen Street · Auckland · New ZealandT 0800 MAERSK (623775) · F +64 9359 3488 · E nezsalins@maersk.com

Creating opportunitiesin Global commerce

maerskline.com

Wherever you can find an opportunity , chances are that Maersk Line can take you there.

With 500 ships, 46,000 ports of call, and 35,000 dedicated people in more than 125 countries, we provide you with a second-to-none global service network; just so you can take the best of New Zealand to the world.

MAE_Line_180x120_NZ.indd 1 22-06-2010 12:13:05

EXPORTER 7

Figuring out India

• NZexportstoIndiaintheyeartoOctober2010:$902.3million

• Mainproducts:coal,wood,dairy,machinery,fabrics,skins,ironandsteel,aluminium,woodpulp,fruitandnuts

• India’simports—$430billion;GdPgrowth—8.8%;population—1.2billion

• Hindi,thenationallanguage,isspokenby30%,butEnglishisthelanguageofbusiness

• IndiancommunityinNZ:100,000peopleSource: MFAT, Statistics NZ

Trade talks

Indiawelcomesinvestmentinagri-processing,foodprocessing,andpost-harvestcoldstorageandlogistics,saysIndia’sMinisterofcommerceandIndustry,Anandsharma.

NewZealandandIndianministershaveagreedtoaimforabilateralfreetradeagreementbyMarch2012.Hightariffsmaybechargedbuthavebeenreducinginrecentyears,saysMFAT.

location, location, location

State-wise industry opportunities: Themanystatesandcitiesisbewilderingtothenewcomer.states’suitabilityforvariousindustriesisdescribedontheIndiangovernmentwebsiteat:india.gov.in/outerwin.php?id=http://business.gov.in/starting_business/index.php(shortlink:bit.ly/jdy6UX)

Main cities:• Mumbai• delhi(capital,Newdelhi–withindelhimetropolis)• Bangalore• kolkata• chennai• Hyderabad• Ahmedabad• Pune• Gandhinagar

War stories, contacts, facts New Zealand Trade & Enterprise

TheNZTEwebsitefeaturesIndianews,“doingBusinessinIndia”,marketintelligence,casestudiesandacountrybrief.NZTEhasofficesinNewdelhiandMumbai,andaconsulGeneral&TradecommissionerinNewdelhi.

Asia New Zealand FoundationcomprehensivewebpageofarticlesandresourceswithafocusonbusinessinIndia:www.asianz.org.nz/our-work/action-asia-business/action-asia-insights/india (shortlink:bit.ly/ljdkNq)keywebsitesforbusinesspeopleinterestedinIndiacollatedonthispage:www.asianz.org.nz/our-work/action-asia-business/doing-business-asia/india (shortlink:bit.ly/jctnTg)

Victoria University researchdownloadreport‘BuildingasustainablecompetitiveadvantageforNewZealandservicefirmsinAsia:spotlightonchinaandIndia’,here:www.international-services-research.vuw.ac.nz/reports.html (shortlink:bit.ly/jQdRVs)

> E X P O R T E D U C AT I O N

> Opportunitiestonetworkandupskillcanbefoundviamanyregionaland

maincentrebusinessandexportorganisations.

> TertiaryqualificationsinexporthavebeenslowtotakeoffinNewZealand.

> “Giveitago”kiwissometimeswellbehindtheirglobalcompetitorsintheir

knowledgeofexportdisciplines.

> companiescanapplyforsubsidiestowardthecostofaprogrammeto

developcapability.

TakEaWayS TkEy

Footslog and network long and hard, or fine-tune your export knowledge with concentrated study? There are many routes to becoming an expert exporter. [By Virginia McMillan]

zen of export education

The

Pancake manufacturer

Van Dyck Foods may

be celebrating its early

successes as an exporter,

but it’s also worrying about

“going in blind” to new territories very

different from home.

The New Plymouth family business

is trebling plant capacity and shipping

regularly to Singapore and Australia,

says director Inge Vercammen.

She has followed all the advice

normally given to would-be exporters:

8 EXPORTER

EXPORTER 9

do your homework, network with

experienced fellow businesspeople,

commission expert market research

on countries of choice, attend export

seminars. Trade shows are also on the

agenda.

But Vercammen feels she has a lot to

learn. And she doesn’t want to waste more

time fruitlessly searching the internet for

offshore information & contacts.

Brett Gardner, who already has a

successful importing/reselling business

in Marton, similarly is keen to bypass

years of trial and error with study and

mentoring via the New Zealand School

of Export.

Now launching the Revilution range

of squash rackets and having them

manufactured in China, he plans to study

exporting in a flexible, focused way, part-

time in his own time, and end up with a

diploma in international trade.

Yet relatively few Kiwis in export

businesses are committing themselves to

a fully fledged export qualification.

lACk Of skilleD PeOPleExport New Zealand executive director

Catherine Beard says exporters gripe

that they can’t get enough highly skilled

people who are prepared to travel.

There will be sufficient new recruits

only if exporting gets on businesses’ radar

as a career — and at the moment, it’s not,

Beard says.

Mike Hutcheson, a director of import-

export company Scarborough Fare and

exporter Lonely Cow Wines, says an

export qualification would be useful in

a new recruit, but not the be-all and

end-all.

but haven’t aimed at formal qualification,

nor [do we] intend to at this stage,”

he says.

Beard reckons most small to medium-

sized businesses largely get their needs

met by the short courses and workshops

provided by the likes of the Business New

Zealand “family”. (Export New Zealand is

a member.)

Available in the main towns and

cities, such courses range from one-day

introductory seminars, to meal-time

gatherings with experienced guest

speakers, to intensive workshops on

country specifics or detailed export

know-how.

Virginiaisafreelancejournalistspecialisinginbusinessandhealthstories.Shehasworkedasareporter,sub-editorandeditorandasassistanteditoratTheIndependent.

VIRGINIA McMILLAN / wrITer

GlOBAl liNks,

lANGuAGe skillsThe New Zealand founder of international

knowledge management firm Sysdoc,

Katherine Corich, would like to see our

universities team with some of the great

global institutions to create a programme

offering networking and alumni

possibilities offshore.

They also need to emphasise that

language skills are key to success

in foreign trade, she says. Many

young Europeans in business speak

several languages. “It is a key to true

globalisation.”

Networking and postgraduate-focussed

study can be useful, but what counts,

says Corich, is deep understanding of the

cultural norms, language, trading models

and likes/dislikes of the nations you do

business with.

“Fonterra is a great example of how

this can be done but, sadly, not enough

of our enterprises fully understand the

importance of culture, localisation and

language.”

Greg Canty is a Fonterra employee

who has studied international trade.

Canty says he found the Palmerston

North-based New Zealand School of

Export’s diploma of international trade

“great value for money and very relevant”.

It means companies don’t have

to provide all the training, while for

employees there is the reward of an

internationally recognised qualification

covering a wide range of disciplines,

he says.

“My final assessment mirrored a real-life

market entry undertaken by Fonterra into

China,” says Canty.

Doing the hard work of plane-hopping

to check out markets in person, listening

to “war stories” of fellow Kiwi exporters

and attending practical workshops on

other nations’ business systems are also

valid ways to seek opportunities, says

Hutcheson. This can take years to bear

fruit, he adds.

The CEO of Auckland-based furniture

designer/supplier UFL, Ray Reesby,

says the company takes part in courses

offered through New Zealand Trade &

Enterprise, among others.

“So we are ‘export training minded’

“This was a great endorsement of the

programme’s accuracy and had a logical

connection to my work and employer.”

The New Zealand School of Export is

one of two providers of diploma-level

qualifications.

While not part of the student-loan

system, the providers are registered to

accept New Zealand Trade & Enterprise

capability-development vouchers.

School of Export director Romuald

Rudzki says the school has struggled as a

result of the recession.

But he says since opening day in 2007,

hundreds of people have taken short

courses at the school, New Zealand’s only

accredited International Association of

Trade Training Organisations (IATTO)

provider.

Fifteen have graduated with a

diploma of international trade and 26

are studying toward the diploma. The

GST-inclusive cost per module is $1334.

New Zealand export companies need

to be on an equal footing with their

global competitors, says Rudzki.

In most cases, these will be people

with qualifications in exporting and

many will have been through IATTO

courses, he says.

Meanwhile, the Export Academy of

New Zealand took on its first students

last year after a two-year wait for

bureaucratic sign-off. It has a bachelor’s

degree in export enterprise in its sights.

The academy, headquartered in

Havelock North, offers a New Zealand

Qualifications Authority-accredited

certificate and diploma in export

enterprise.

CEO Murray Painter says the

recession has made employers reluctant

to support workers on a full-time

programme so none has yet completed

a full qualification.

Students hold down export jobs and

choose three-month modules to take

extramurally ($1250 per module), with

some on-campus components.

He is expecting about a dozen

enrolments in the next intake. [ENd]

10 EXPORTER

Mike Hutcheson, a director of import-export company

Scarborough Fare and exporter Lonely Cow wines, says an

export qualification would be useful in a new recruit, but not

the be-all and end-all.

The New Zealand founder of international knowledge management firm Sysdoc, Katherine Corich, would like to see our universities

team with some of the great global institutions to create a programme offering networking & alumni possibilities offshore.

New Zealand institutions need to emphasise that language skills are key to success in foreign trade, she says.

cclgroup.co.nz

Direct Marketing. Publications. Packaging. Web.

aDvertising & ProMotional collateral.

As the brand communication agency behind the design of Exporter Magazine, we’re proud to support exportable Kiwi brands. If you require help with your brand communications, you don’t have to go far.

Please contact Mike on 09 631 1421 or email mikec@cclgroup.co.nz

EXPORTER 11

Export Academy of New Zealandwww.exportacademy.ac.nz/

distancelearningwithsomestudyoncampusatHavelockNorth,full-orpart-time,NZQA-registeredcertificateofExportEnterprisemodules:• ExportAccounting• Banking&TradeFinance• ExportLaw–AnIntroduction• HistoryofNewZealandExports• NewZealandTradePolicy• Introductiontosupplychain

&Logistics• InternationalBusiness

communication&Technology• Introductiontosales&Marketing

diplomaofExportEnterprise–certificatemoduleswithfurtheroptions:• TradeFinance&Banking• supplychain&Logistics• Tradestatistics• ExportsalesManagement• InternationalLaw• ExportProcurementManagement• weightlessExports

Export as a course of study do it yourself

Export New ZealandForanexportereducationeventnearyou:www.exportnz.org.nz/training-and-events

New Zealand Trade & Enterprisewww.nzte.govt.nz

Foracomprehensiverangeofsupportmaterial:Exportguideandquestionnaire;resourcesandservices;regionaldevelopmentorganisations;marketintelligencecapabilitydevelopmentvouchersystem:www.nzte.govt.nz/develop-knowledge-expertise/business-training-services/pages/business-training-services.aspx#Capability-Development-Vouchers(shortlink:bit.ly/jEuddp)

A university degreeAucklandandwaikatoUniversitiesareamongthoseofferingpart-timeMBAsandotherprogrammes,includingshortcourses,forworkingmanagers.

New Zealand School of Exportwww.export.ac.nz

distancelearning,examstimedtosuit,growthprogramme(noexams),IATTO-accreditedcertificateofInternationalTrademodules:• GlobalBusinessEnvironment• InternationalTradeResearch• InternationalMarketing• InternationalTradeLogistics

diplomaofInternationalTradeModules:• InternationalTradeFinance• InternationalMarketEntry• LegalAspectsofInternational

Trade• InternationalTradeManagement

> E X P O R T E R P R O F I L E

> clevermarketingandstrategicpartnershipshavemadeupforlackofcash.

> whenyoucan’tcompeteonpriceyouneedauniquepositioninthemarket.

> savingsandanangelinvestorwereessentialbeforebankswouldtakean

interest.

> Mentorsandarangeofbankingfacilitieshelpwithcontractsandterms

oftrade.

> Family,friends,mentorsandregularexercisehelpmaintainsanity.

> Havingdistinctiveroleskeepsthepartners’relationshipstable.

TakEaWayS TkEy

Invivo wines sailed into a perfect storm in its first year of business. Three years on, its wines have reached 10 export markets, and counting. [By Mary MacKinven]

From small to global:

Invivo Wines’export strategy

when a business

has no advertising

funds to establish

new markets,

smart marketing is

the only answer.

Invivo Wines New Zealand has

shown that being small and bold can

be an advantage, getting its products

into 10 overseas markets even in the

thick of the global financial crisis.

The secret: strategic partnerships

that led to wine reviews and global

attention.

12 EXPORTER

No package is too small. No shipment too big. Time sensitive? No problem. From medical samples to New Zealand’s finest wines, we have the solution!

anything. anywhere. anytime.

With an unrivalled network that reaches 99.9% of the global economy, we are the experts in time and day definite door-to-door delivery of parcels, documents and freight.

TNT congratulates Invivo Wines, winner of the TNT Express ‘Emerging Exporter of the Year’ award

at the 2011 Air New Zealand Cargo Auckland Export Awards.

Please call 0800 275 868 or visit www.tnt.co.nz

Its marketing success has been

recognised with the AMCOR Innovation

in New Zealand Wine Marketing trophy

at the 2009 Hospitality New Zealand

Show, a year after the company started.

One of Invivo’s recent partnerships

is an exclusive on- and off-trade

distribution agreement for the UK

and Ireland with Spanish firm Grupo

Codorníu. Grupo Codorníu is one of the

world’s largest producers of sparkling

wine with wineries in Spain and

Argentina.

Invivo co-founders Tim Lightbourne

and Rob Cameron, both aged 35, were

schoolmates. While both working in

London, they became frustrated with

life as employees.

So in 2006 they hatched a business

plan based on Cameron’s expertise as a

winemaker and Lightbourne’s marketing

nous. But the 2008 timing of the launch

of Invivo Wines wasn’t great.

Says Lightbourne: “We had a strategy

to sell into premium categories, so it was

tough, with everyone saving their pennies.

It was a lot of hard work travelling in New

Zealand and overseas, standing in stores

sampling our wines — which we still do.”

They have one other person on staff, a

commission-based representative for the

North Island.

14 EXPORTER

Invivo Wines NZ founders Tim Lightbourne (marketer) and Rob Cameron (winemaker) sampling inside the famous Harvey Nichols international luxury lifestyle store, “renowned for the breadth and depth of its exclusive fashion merchandise” in Knightsbridge, London in May.

Tim Lightbourne, co-founder Invivo Wines

“One of the toughest things in exporting is producing a certain

volume, and this year we are doubling in size. You can get an

account that might take a full year’s volume in two months.”

No package is too small. No shipment too big. Time sensitive? No problem. From medical samples to New Zealand’s finest wines, we have the solution!

anything. anywhere. anytime.anytime.

With an unrivalled network that reaches 99.9% of the global economy, we are the experts in time and day definite door-to-door delivery of parcels, documents and freight.

TNT congratulates Invivo Wines, winner of the TNT Express ‘Emerging Exporter of the Year’ award

at the 2011 Air New Zealand Cargo Auckland Export Awards.

Please call 0800 275 868 or visit www.tnt.co.nzEXPORTER 15

The book that backs

our export drive...

Digital Version Available Now!

Purchase on-line at www.exportandtrade.co.nz/ziniowww.exportandtrade.co.nz

In difficult trading times it is more important than ever to avoid making expensive mistakes. The NZ Export & Trade Handbook continues to provide exporters with a wealth of up-to-date information that is invaluable in making the right decisions to achieve success in overseas markets.

Rom Rudzki, Founder New Zealand School of Export.

Newly updated for 2011, the New Zealand Export and Trade Handbook continues to be a vital reference guide for Kiwi exporters

and importers.

For advertising enquires contact Leanne Moss: email leanne@adrenalin.co.nz or phone (09) 477 0368

self-fuNDeD Start-up funding was drawn from the

partners’ savings, and the investment

of an acquaintance, who is still a small

shareholder.

“With the financial crisis and a

surplus 2008 vintage, we hit a kind

of ‘perfect storm’. Finding banking

support initially was quite challenging,

to say the least.”

Invivo struggled with no overdraft

facility and no capacity for forward

currency buying. It lost thousands on

deals through unfavourable exchange

rates against the US dollar, the pound,

euro and aussie, making it difficult for

the company to give good terms to

customers.

“Our mentor from Business Mentors

[of New Zealand] had banking

expertise and taught us how to work

with banks and foreign exchange

issues so we were ready to approach

a new bank.”

Invivo now has forward-buying

currency support for up to 12 months,

which has helped it gain trade credit

insurance in seven countries. It has

opened bank accounts in key markets

to hold earnings until the exchange rate

makes a transfer viable.

“We report to [the bank] at quarterly

meetings, which gives us structure.”

From its first year of business

in 2009, Invivo also had a Market

Development Grant from New Zealand

Trade & Enterprise (NZTE) for travel to

markets, for a brand ambassador and

to finance a media campaign in the UK.

Early on Invivo approached

PricewaterhouseCoopers: “It gave

advice and support and we still

work with it for strategic advice,”

Lightbourne says.

iNTO THe fuTuRe

By 2011, accolades have mounted up

and growth has been more than 300%

a year.

Not that it’s been easy. In fact,

Lightbourne says, he continues to earn

less than he did 15 years ago.

“It’s a longer-term thing; we want

to build up a global company with our

own ideas.

“One of the toughest things in

exporting is producing a certain

volume, and this year we are doubling

in size. You can get an account that

might take a full year’s volume in two

months,” Lightbourne says.

Winning awards in international

business competitions helps with

awareness and credibility, and running

competitions aimed at consumers helps

create interest.

In May, Lightbourne and Cameron

were in the UK schmoozing with

television host Graham Norton, whom

they contacted from New Zealand

on hearing he liked sauvignon blanc.

Only Invivo wines will be drunk during

the next series of The Graham Norton

Show (screening here on TV3).

Lightbourne and Cameron also

exhibited at the London International

Wine Fair in May, then headed to the

Venice Biennale 2011 54th International

Art Exhibition, where they served

Invivo at a bar for the VIP opening

event in support of New Zealand artist

Michael Parekowhai, at their expense.

Creative industries are a focus of the

company.

“We can’t compete with old classics

like French chateau and we can’t

compete on price, so we have to have

a different position in the market. For

us, it’s arts, music and fashion, because

that’s what we like.”

sTAYiNG sANeLightbourne and Cameron’s relationship

works without effort, helped by

their having distinct roles. That also

sees Lightbourne in Auckland while

Cameron is often in Marlborough and

Central Otago, tending Invivo’s plots in

five vineyards, or overseeing barrelling.

Lightbourne says: “Rob and his wife

had their first child a year ago, so

spending time with his family keeps

him happy. And getting out duck

shooting… the first break for him for

a while — so I guess that could be

another way he is relieving stress.”

Lightbourne credits a daily hour-long

exercise regime with generating many

of his business ideas. “It’s a good way

to relieve stress.

“And friends are always good to

keep you grounded and talking about

something different from wine.” [ENd]

Invivo Wines was awarded the TNT

Express Emerging Exporter of the Year

trophy at the Air New Zealand Cargo

Export Awards held at a gala event at

Auckland’s Langham Hotel in June.

Maryhasreportednewsfor20yearsincludingassolewriterandeditorofBusinesstoBusinessmonthlynewspaperinAuckland,NZ,forsixyears.Nowshecombinesfreelancejournalismwithpart-timewritingatabusinessassociationinAuckland.

MARY MacKINVEN / wrITer

16 EXPORTER

From left: Invivo Wines NZ founders Tim Lightbourne (marketer) and Rob Cameron (winemaker) met UK television host Graham Norton of The Graham Norton Show screened in

New Zealand on TV3 and for which Invivo is supplying wines.

Invivo wines has forward-buying currency support for up to 12 months, which has helped

it gain trade credit insurance in seven countries. It has bank

accounts in key markets to hold earnings until the exchange rate

makes a transfer viable.

The book that backs

our export drive...The book that backs The book that backs The book that backs The book that backs The book that backs The book that backs The book that backs The book that backs The book that backs The book that backs The book that backs

Digital Version Available Now!

our export drive...our export drive...our export drive...our export drive...our export drive...our export drive...our export drive...our export drive...

Purchase on-line at www.exportandtrade.co.nz/ziniowww.exportandtrade.co.nz

In difficult trading times it is more important than ever to avoid making expensive mistakes. The NZ Export & Trade Handbook continues to provide exporters with a wealth of up-to-date information that is invaluable in making the right decisions to achieve success in overseas markets.

Rom Rudzki, Founder New Zealand School of Export.

Purchase on-line atPurchase on-line at

Newly updated for 2011, the New Zealand Export and Trade Handbook continues to be a vital reference guide for Kiwi exporters

and importers.

For advertising enquires contact Leanne Moss: email leanne@adrenalin.co.nz or phone (09) 477 0368

> G U TSY P E O P L E

Catherine BeardEXEcUTIVEdIREcTOROFEXPORTNZ/cbeard@exportnz.org.nz

latest survey reveals good reason for exporters’ optimism

Viewpoint

exportNZ’s National Exporter

Outlook Survey (June 2011)

has revealed that despite

challenges out of their

control – such as exchange

rate volatility – Kiwi exporters still have

good reason to see a bright future.

According the survey, about half of

our exporters are expecting profits

will improve in the year ahead, with

another 36% thinking they will stay at

the same level.

New Zealand still has a huge amount

of growth potential, with distinct and

unique advantages when compared to

other countries. We need to focus on

having a distinct point of difference

and using our smaller sized companies

to our advantage by being nimble and

responsive to our customers. We can

even overcome the tyranny of distance

with smart use of technology and by

focusing on high value goods where

the profit margin makes cost to market

a footnote in the accounts.

Not least of these advantages is

our position in relation to the world’s

fastest growing economies.

The survey also revealed that for

survey respondents, South East Asia,

including China, has overtaken the US

and UK/Europe as the second biggest

export destination for Kiwi goods after

Australia. This has occurred since the

last National Exporter Outlook survey

in November 2010.

18 EXPORTER

It’s encouraging to see speed of

movement here, as the window

of opportunity New Zealand has

with these fast-growing developing

nations will not be open forever.

Other countries are moving in due

to the size and fast growth of these

markets.

We do have first mover advantage

with China — now our second

largest trading partner — as the

first developed country to sign

a free trade agreement with this

highly significant nation. And there

still remain huge potential rewards

to be reaped. The survey showed

that China, including Hong Kong,

is expected to offer the biggest

potential for export growth (one firm

anticipates 2000% growth!).

Now our sights are set on achieving

an FTA with India. The value of our

Prime Minister’s recent trip to India

cannot be underestimated. By all

accounts, the visit was a real success,

cementing important relationships

and giving some real momentum

to the trade negotiations. Hon John

Key and his Indian counterpart have

agreed on a target for achieving an

outcome by March 2012. This will

hopefully encourage more progress

from officials.

Of course it’s not just about ‘where’

we can trade, but ‘what’.

The ‘what’ brings me to another

one of our unique advantages — our

Kiwi innovation. Innovation is what’s

carving out domination in some

global market niches for many Kiwi

companies. The obvious success

stories of NZ firms dominating a

global niche are companies like

Hamilton Jet and Gallaghers Electric

Fence business, but there are also

interesting companies making great

strides that are not yet well known.

Take Auckland’s Fine Art Supplies

Ltd for example. This little-known

firm has invented a world-first — the

only educational kids’ paint that

completely washes out of clothing. By

focusing on a niche and developing a

point of difference, the world is now

there for the taking for this Kiwi firm.

With significant orders to Indonesia

and Korea already in the bag, it now

has the largest agent in Europe and

America wanting to sell its paint.

This is just one great success story

about one market niche. There are a

million niche areas ripe for exploiting

and becoming a global success story.

Like Fine Art Supplies, it’s a matter of

finding that point of difference that

sets you apart from all others in the

world market.

We do need the world as our

market. Our sights need to be firmly

focused offshore due to our small

domestic market. The average

amount earned from exports by

companies participating in the survey

was $18.48 million, which would have

been significantly less had they had

a small domestic market of 4 million

to sell to. The average export income

earned by surveyed companies was

60 percent of production – which

leaves plenty of room for greater

export earnings.

As an advocate for Kiwi exporters,

it’s my job to try and make sure the

path to export success is as smooth

as possible. Highlighting bumps in the

road is another good reason why we

run this survey. It feeds into our lobby

work and our election manifesto —

which I will soon be making public.

The survey revealed some obstacles

to export growth that need attention.

While some are outside our control,

there are some regulatory barriers

within New Zealand that are reported

to be hindering exporters. Issues

include discouraging compliance

requirements and slow movement by

some government organizations —

such as NZ Food Safety Authority, NZ

Immigration, and NZQA, plus border

controls between New Zealand and

Australia — including phyto-sanitary

requirements.

There is a role for the New Zealand

Government to play in creating and

maintaining an export-oriented

economy.

Survey respondents rated the

importance of government assistance

similar to last November. Most urgent

is assistance for developing export

markets, with 61 percent rating this

highly, and 85 percent overall rating

it high or of medium importance.

Help with R&D rates second highest

priority, with 25 percent rating it top in

importance.

There is of course still plenty that

Kiwi exporting firms can, and are

doing for themselves despite the

less helpful issues like exchange

rates and compliance costs. You only

have to look at the success stories

demonstrating this fact.

As I see it, we have the smart

thinking and innovation, and the rest

of the world has the money to buy it

from us.

We may be a small country but it

doesn’t matter. It’s the quality of our

innovation, and the goods and services

that we develop from our innovation,

that’s key to dominating niches,

exploiting FTAs and enjoying greater

growth, success and standard of living.

The year ahead looks bright, with

66 percent of exporters expecting an

increase in export orders. By focusing

on our strong points, commercialising

our cleverness and maintaining the

position of being world leaders in

specific niches, we can continue to

grow the pie and unlock a much

wealthier future for New Zealand. [ENd]

Catherine Beard is Executive Director

of ExportNZ

www.exportnz.org.nz

Survey background:

236 respondents in all participated

in Export NZ’s June 2011 National

Exporter Outlook Survey. Respondents

operated throughout the country. 61%

were manufacturers. 56% employed

fewer than 50 staff, 32% had fewer

than 20 staff, with 15% employing over

150 staff.

For further information on the survey,

please email cbeard@exportnz.org.nz

EXPORTER 19

> G U TSY P E O P L E

Gilbert PetersonEXPORTNEwZEALANdANdEMA

Viewpoint

20 EXPORTER

In the beginning were trade missions

Heading overseas on

a holiday to explore

parts hitherto unknown

is nothing like going

offshore on a search

for new markets for your products or

services.

Forging a trading relationship

with a stranger can be daunting

enough. Add to that the pressure of

going offshore for the first time with

specific trade outcomes in mind.

You want to make a great return

on your travel and time investment

and deliver a lasting increase in

business. And, after a gruelling yet

fascinating expedition, it’s natural

to want the return home to be all

smiles and a feeling of “mission

accomplished”.

Maximising the chances of

meeting these objectives calls for

careful preparation.

In my experience of managing

modest-scale trade missions to

Dubai, Guangzhou and Vietnam,

delegates report over and over

again the huge value of being part

of such a group. Trade mission

delegates have common goals and

sinvaluable advice, contacts and

other information to share.

One delegate to Dubai reported:

“The most valuable thing to me was

networking within the [mission]

team.”

POWeR Of MANY

As a group they can go to places

they would not be able to access

as individuals, and they get to meet

business people who would never

normally be available to them.

A trade mission’s value for the

exporting newcomer and old-hand

alike is way ahead of anything a lone

trader can hope for.

Long-time solo Vietnam trader

Ron Hendl said: “I like the concept of

group travel and on this trip I made

a lot of contacts I wouldn’t have

otherwise.”

Sir Ken Stevens, founder and CEO

of Glidepath Group and chairman

of Export New Zealand, said after a

trade mission to Vietnam earlier this

year: “If you came here on your own,

you would not get this.”

Sir Ken was referring to the broad

range of briefings, pre-arranged

visits and meetings with eminent

business people enjoyed by the

mission’s delegates, in the company

of people whose business interests

directly matched theirs.

Among them were New Zealand

Trade & Enterprise (NZTE)

Beachheads Advisory Board

members for Southeast Asia, all of

whom were well-connected senior

directors; local bank economists and

lawyers; industry sector specialists;

and government officials, who can

be critical contacts in centralised

command economies.

NACLO business development

manager Mike Petersen said: “We’ve

come from zero to a level of activity

in the fastest possible time, and to

do this we would have spent far

more as an individual company than

we’ve spent on this trip,” said

A trade show is a very helpful

focal point for a trade mission.

In Guangzhou two years earlier,

activities similar to those organised

in Vietnam were timed to coincide

with the Canton Import Export Fair.

When not operating their exhibit,

business matching, or at briefings or

on-site visits, the show is of intense

interest in its own right, where like-

minded people from a hundred and

one countries meet.

So it proved in Guangzhou.

Delegates partook of cocktails

— and networking — hosted

by NZTE; briefings; business

matching meetings; site visits

to manufacturing plants (auto

electronics, for example), a

healthcare facility catering to

medical tourism, a university and

a property development; and

an official banquet hosted by

Guangzhou city.

The exhibitors at the fair did good

business, taking advantage of keen

Chinese interest as well as the huge

numbers of global traders attending.

The Canton fair is, indeed, a vast

meeting place.

OPPORTuNiTies

On two missions to Dubai, in 2007

and 2008, delegates promoted their

products at the BIG 5 Construction

Expo at a shared EMA stand at

an extremely affordable rate. One

struck an order for US$290,000 and

another had a $200,000 machine

order.

Delegates went on construction

site tours to DubaiLand and Meylan,

attended a networking function, took

part in vitally important business

matching and attended a briefing

hosted by the Dubai Chamber of

Commerce and Industry.

Highlights included a visit to

the Emirates Palace Hotel in Abu

Dhabi, and a briefing by Atkins, the

UK architect and engineering firm

responsible for many of Dubai’s

ambitious buildings and metro rail

system.

In the words of one of the

delegates to Dubai: “Industry-

specific business-to-business

matching/introductions are always

the most valuable opportunity, using

the ‘pulling power’ of dignitaries or

politicians.”

The success rate of missions

offshore is greatly enhanced when

led by a cabinet minister, a mayor

or senior Kiwi business leader. EMA

and Export New Zealand have been

strong promoters of the view that

when government ministers head

overseas, they should always take

along a group of business people.

Too often, however, the

gatekeepers of these visits are

government agencies that populate

them with businesses solely from

their own closely guarded lists. [ENd]

Gilbert Peterson is communications

manager at the Employers and

Manufacturers Association including

its Export New Zealand division

EXPORTER 21

> I N S U R A N C E

> Premiumsfortradecreditinsurancehavestartedtoease.

> Gettingtradecreditinsurancecanhelpleveragecashflow.

> NZExportcreditOffice(NZEcO)ismoretuned-intodealsshunnedby

privateinsurers.

> NZEcOhasbeengiventhemandatetooperateitsschemetillJune2014.

> NZEcOstillhascapacitytofundsmallerexporterslookingforcover.

TakEaWayS TkEy

The private trade credit insurance market has regained momentum as underwriters’ appetite for risk returns. Meanwhile exporters face growing pressures to protect their ledgers from bad debts. [By Yoke Har Lee]

Trade credit insurance’s revival

Trade credit insurers are

experiencing a revival in

business on the back of

growing awareness among

New Zealand exporters

to seek cover for the possibility of

overseas buyers defaulting or going

bust.

There is also growing pressure on

exporters to secure export credit

protection as banks sharpen their focus

22 EXPORTER

GROWTHDuring the peak of the global financial

crisis, trade credit insurance premiums

skyrocketed by as much as 60% as

trade credit insurance companies

aggressively trimmed their business

portfolios.

Some completely withdrew from

providing cover for selected sectors

such as wool and construction while

others avoided taking on business

with companies they have no

history with.

QBE’s New Zealand manager for

Trade Credit, Michael Kayes says: “The

market is certainly showing signs

of renewed interest in trade credit

insurance, driven mainly by

the banks.”

He has been seeing a definite

growth in business enquiries from

new clients who have never had

trade credit insurance before. They

come from a good cross section of

industries.

available on a case-by-case basis. It

depends on which country or countries

you are dealing with, what are the

risks, who your buyers are. We need

to understand what is being sold, the

payment terms and the quality of your

buyers,” Kaye says.

NZeCOIncreasingly, the New Zealand Export

Credit Office (NZECO), trade credit

insurance companies and banks are

conducting joint marketing to raise

awareness on the availability of

government support for export credit

facilities.

The NZECO’s manager Carmen

Moana says her office has been getting

more referrals from banks, some from

the New Zealand Trade and Enterprise

and also from the Ministry of Foreign

Affairs and Trade.

The NZECO early this year received

a renewed commitment from the

government to extend its current

operation until June 2014. This will

enable the NZECO to offer a range of

export credit cover to meet areas where

private sector trade credit insurers are

not able undertake the business.

Moana says her office has been

working closely with other private

sector suppliers to be more pro-active

in marketing the NZECO’s facilities. The

NZECO has been doing a lot more road

shows to promote its services.

Since February 2009, the NZECO has

issued 85 policies for deals under the

$200,000 region. This makes up 47%

of all policies issued and is primarily

for short-term trade credit guarantee.

“But we have also issued four policies

covering payment terms longer than

one year, and seven bond guarantees

with exposures of less than $200,000,”

Moana says.

In one case example, the NZECO

helped a pet food company K9 Natural

Redwood is also seeing a similar

trend. “I had an enquiry from someone

who has been trading for years. He

never used to make trade credit

insurance enquiry. This could possibly

be due to the need to gain access to

financing.”

Barry Squires, head of international

business at Westpac says banks

provide trade finance based on the

merit of each deal. “Occassionally we

will make it a requirement – mostly

when they are dealing with risky parts

of the world.”

He adds that banks encourage

their customers to understand their

risk and would, where warranted,

ask them to look towards additional

risk protection through trade credit

insurance.

“Our exporters are dealing with

an extended supply chain exposure

– not only their customers but their

customers’ customers. Their markets

are faced with way more difficult

conditions than ours,” Squires says.

While risk appetite has returned,

insurers are still hawkish. “Cover is

24 EXPORTER

During the peak of the global financial crisis, trade

credit insurance premiums skyrocketed by between

20 and 60% as trade credit insurance companies

aggressively trimmed their business portfolios.

Tony Redwood, Founder, Redwood Trade Credit Insurance

“I had an enquiry from someone who has been

trading for years. He never used to make trade credit

insurance enquiry. This could possibly be due to the need to

gain access to financing.”

on assessing credit risks as well as

improving the quality of their balance

sheets.

Trade credit insurance underwriters

have also found new appetite for

risks since the global financial crisis

swept the globe in 2007 forcing

many underwriters to shrink their risk

portfolios.

Tony Redwood, founder of Redwood

Credit Insurance Ltd, notes that

premiums for trade credit insurance are

currently more realistic. “Underwriters

are certainly more responsive to deals

put before them.”

Some underwriters who were

completely off providing cover for

business deals in Fiji are slowly starting

to look at deals being presented,

Redwood says.

He cautions that underwriters are

still imposing tough conditions before

taking on business in the Pacific and

would only consider deals where the

buyer has a reasonable trading history

or is a blue chip company.

Michael Kayes, Trade Credit Manager at QBE

“Cover is available on a case-by-case basis. It

depends on which country or countries you are dealing with, what are the risks, who

your buyers are. we need to understand what is being sold, the payment terms and the quality of your buyers.”

Barry Squires,Head of International Business, Westpac

Food, who could not gain typical

access to trade credit financing.

Since the NZECO’s intervention, the

company has been able to grow a lot

quicker,” Moana says.

K9’chief executive Calvin Smith says

he is a great fan of NZECO. K9 was

unable to get private sector trade

credit insurance despite his customer

in the US being a NASDAQ –listed

company with good credit rating.

The customer had asked for tougher

credit terms which would have

stretched the company’s cashflow.

“The client is huge relative to what

we are dealing with. We’re pretty

small. Since we have done this trade

last year, our sales have grown 300%. I

highly recommend the NZECO to any

exporter.”

The NZECO still has capacity to

help fund more export deals with

the government’s extension of the

$740-million facility for the export

credit insurance funding, Moana says.

While the market has renewed

its buzz, trade credit insurance is

still an expensive tool to protect an

exporter’s ledger. Most trade credit

insurers will not be inclined to look at

deals under $1 million, one-off deals or

those selling to a single client.

Redwood says the government’s

intervention, through the NZECO,

is timely but somewhat misses the

real needy segment. He feels the

government should really focus on

SMEs with export turnover of less

than $200,000.

“Underwriters are looking at the

minimum trade of around $1 million. If

you are an SME, you have got to fit into

that parameter or the exercise can be

very expensive.

The government’s intervention, I

think, needs to be extended to the

smaller turnover companies,”

Redwood says.

Smaller companies operating in the

$300,000 to $500,000 region often

find it tough to deal based on Letters

of Credit from their buyers

He says New Zealand companies

have yet to fully factor in the cost of

premiums attached to trade credit

insurance.

“Trade credit insurance has been

around since the 1960s but trade

credit insurance doesn’t seem to be

something that’s factored into the cost

of doing business in New Zealand.

In Europe, trade credit insurance is

seen as a necessary business cost,”

Redwood says.

Kayes from QBE says there is

certainly more awareness in the

marketplace among exporting

companies about the need to protect

their ledgers. Premiums have softened

slightly although they are not back

at pre-global financial crisis levels, he

says. [ENd]

YokeHarwasformerlyaseniorReuterscorrespondent,aBusinessHeraldwriter,andpersonalfinanceeditorforaregionalmediacompany.MostrecentlyshemanagedinternetandintranetcontentforaglobalUSconsultancy.

YOKE HAR LEE / wrITer

INCREASE YOUR EXPORT SALES AND

MINIMISE YOUR RISKSThe Export Credit Offi ce works closely with exporters and fi nanciers to assist them to manage risk and capitalise on trade opportunities. Its guarantee products are:

Export credit guarantee (for nance terms beyond 1 year)

Short term trade credit guarantee

US surety bond guarantee

General contract bond guarantee

Short-term working capital guarantee

For more informati on or applicati on forms visit: www.nzeco.govt.nz | 04-917-6060

The New Zealand Export Credit Offi ce (NZECO) provides fi nancial guarantee products for New Zealand exporters. Our products help these exporters manage risk and capitalise on trade opportunities around the globe. As well as working directly with exporters, we work closely with commercial fi nanciers in New Zealand and offshore to support and improve the competitiveness of exporters. NZECO is currently located in the Treasury and obligations to third parties are guaranteed by the New Zealand Government.

NEW ZEALANDEXPORT CREDIT

OFFICE

EXPORTER 25

Carmen Moana, NZECO Manager

> BNZforecastsfurther

strengtheningoftheNew

Zealanddollar.

> Exporters’biglessonisthat

youcanneverbesureabout

theexchangerate.

> withoutforwardcover,youare

gambling.

> Hedgingisnotamoney-

makingtool.

TakEaWayS TkEy

Does New Zealand need a shift in monetary policy? The strong kiwi has eroded gains from record terms of trade with Australia and China, providing little steam for an economy still coming out of recession. [By Bob Edlin]

Buying time with hedges

As the exchange

rate continued to

strengthen against

most major currencies

in mid-June, the

New Zealand Manufacturers and

Exporters Association pressed for

the Reserve Bank Act’s objectives to

be changed to include the tradable

sector growth. Its chief executive,

John Walley, points to the weak

growth in the economy coming out

of a recession despite record terms

of trade and strength in two of our

major trading partners, Australia

and China. The high dollar had

been made worse by interest rate

differentials between New Zealand

and Europe and the United States.

Other countries have taken action

to lower their exchange rates,

whether through quantitative easing

in the US and UK, capital controls in

Canada and Brazil, direct currency

management in China and Singapore,

or regulatory prudential mechanisms

in Turkey and elsewhere. “We must

also act to protect our tradable

sector,” Walley says.

Talking the kiwi down didn’t work.

26 EXPORTER

> C U R R E N CY

Bob,ajournalistformorethan40years,writesabouttrade,agri-businessandtheeconomy.HehasbeeneditorofNZTruth,andmanagingeditoroftheNationalBusinessReview.

BOB EDLIN / wrITer

Forex traders ignored Reserve Bank

governor Alan Bollard’s advice that

that they had over-reacted to his

June decision to keep the official

cash rate at an all-time low 2.5%.

The New Zealand dollar’s

strength has been driven by

strong international prices for our

commodity exports. The other driver

is the weakening of the US dollar. The

greenback is at a 40-year low against

its major partners. The New Zealand

government’s borrowing programme

also does not help. The effect is the

kiwi’s three-year high against the

Trade Weighted Index.

The BNZ was among analysts

forecasting more strengthening of

the New Zealand dollar against major

trading currencies. At that time

it forecast a gradual appreciation

against the Australian dollar as

movements in relative growth and

interest rate differentials moved in

favour of the kiwi. The relatively

positive domestic growth outlook

was expected to support the kiwi/

greenback over the coming 18

months: ebbs and flows were likely

but its New Zealand dollar/US dollar

forecasts did not contain a sustained

dip below US0.7700 over the period.

MORe uPsiDe

“We see upside movement generally

for our currency over the remainder

of the year,” said BNZ chief

economist Tony Alexander.

He expects high volatility at times,

because of influences like fluctuating

risk-tolerance surrounding European

debt in particular. “But also one

should keep an eye out for bouts of

concern about the sustainability of

high commodity prices.”

“We take forward cover from time

to time and to varying degrees,”

he says.

“You really are trying to protect

yourself against something you can’t

live with.

“That’s what most people do — it’s

silly to be gambling.”

CRYsTAl-BAll GAZiNG

But exchange rate management

involved crystal ball gazing much of

the time about where the exchange

rate is headed, he acknowledges. “You

get it right sometimes, and you don’t

other times.”

The one exchange rate lesson he has

learned is that nobody can be sure of

anything. “You ask your exchange rate

advisers what it’s going to do and it

does the opposite.”

a different exchange rate”, Carden

says.

“We forward-purchase cash, or

hedge and do those sorts of things

that most exporters do to try to get

the numbers a bit more predictable

and remove some risk from the

business.”

When the exchange rate was

especially strong about four years

ago Sonar6 invested overseas in

brand advertising and building its

sales force. “If you are going to start

creating losses in your business as

you invest, then that’s a good time

Any exporter who didn’t have

forward exchange cover would be

suffering in that climate, according

to Graeme Manly, general manager

of Southland-based Southwood

Export. His company exports

forestry products to Japan but deals

in US dollars.

Even so, his company gets daily

information from its forex advisers

about what the exchange rate is

doing and what is projected to

happen.

Sonar6, in Auckland, makes

the world’s only graphics-based

performance review and succession

planning software. Most of its

business is in the US.

The company’s chief executive,

Michael Carden, says Sonar6 is in a

fortunate position being a software

business.

“We create software and then we

deliver it via the internet. Our only

costs largely are fixed R&D costs. If

it costs us, say, $5 million to write a

piece of software, then we just need

to get $5 million back from selling it

to break even, and every subsequent

sale effectively is profit.”

If selling greenlip mussels, for

example, a company might reach a

point where costs exceed the price at

which you can sell, whereas Sonar6

simply has to sell more.

The company tries to get its

exchange rate cover predictable, “so

you are not being hit every month by

to do it, but we’re not necessarily

doing that this time around…”

Peter Cavanaugh, senior client

adviser at Bancorp Treasury

Services, says exporters selling to

Australia would be doing well, but

those exporting to anywhere else

“will be struggling against a strong

currency”.

The most obvious way to lessen

the effects is to have a regime in

place for hedging against adverse

currency fluctuations. “But you

must recognise that the hedging

only buys you time until you can

make suitable long-term business

planning decisions,” Cavanaugh

says.

“For example, you might look at

changing your price, or changing

your source of materials, or

changing your supplier, or changing

your point of manufacturer. Hedging

isn’t the be all and end all. It’s a

means to an end.”

Cavanugh emphasises that

hedging is a risk management tool,

not a money-making tool, and it is

not the panacea for the forex risk

that is a major consideration for all

of New Zealand’s exporters. [ENd]

Success in shipping is all about attitude. That’s the energy part – the sheer enthusiasm which inspires

the way we go about things. But we have the critical mass too – the modern tonnage, high-tech

technology, trade lane coverage and service network needed for rapid delivery.

Wherever you are, we’re good to go.

For hands on help call our local experts: Outbound: 0503 222 444 Inbound: 0508 333 666

Mass, velocity and energyequals Hamburg Süd.

www.hamburgsud-line.com

No matter what.

28 EXPORTER

Graeme Manly, General Manager of Southland-based Southwood Export

“You really are trying to protect yourself against

something you can’t live with. That’s what most people do –

it’s silly to be gambling.”

Michael Carden, Chief Executive, Sonar6

“we forward-purchase cash, or hedge and do those sorts of things that most exporters do to try to get the numbers a bit more predictable and remove some risk from the

business.”

Peter Cavanaugh, Senior Client Adviser at Bancorp Treasury Services

“You must recognise that hedging only buys you

time until you can make suitable long-term business

planning decisions.”

Success in shipping is all about attitude. That’s the energy part – the sheer enthusiasm which inspires

the way we go about things. But we have the critical mass too – the modern tonnage, high-tech

technology, trade lane coverage and service network needed for rapid delivery.

Wherever you are, we’re good to go.

For hands on help call our local experts: Outbound: 0503 222 444 Inbound: 0508 333 666

Mass, velocity and energyequals Hamburg Süd.

www.hamburgsud-line.com

No matter what.

> LO G I ST I C S

As the government attempts to discover whether international freight costs are competitive, shipping lines say prices are determined by international and domestic market forces. [By Mary MacKinven]

Shipping from the edge of the

world

> Findthetermsofreferenceof

theProductivitycommission’s

InternationalFreight

TransportservicesInquiryat

www.productivity.govt.nz

> Theinquirywillconsider

whethertheshippingActisbest

forregulatinganti-competitive

behaviour.

> Variedchargesandservices

showthereislotsof

competitionandnocollusion

intheNewZealandseafreight

market.

> Inanymarketsmallerbusinesses

havelessbuyingpowerthanbig

companies.smallcompanies

shouldprocuresmartlyanduse

aboutiquefreightforwarder.

TakEaWayS TkEy

EXPORTER 31

New Zealand’s packaging

and airline industries

have been in court

this year charged with

price-fixing. Airlines

have been fined as a result.

The European Commission is

investigating the operations of

several container shipping lines

for evidence of irregular pricing,

with exporters keenly awaiting the

outcome.

In New Zealand, meanwhile,

industry players are adamant there

is no anti-competitive behaviour.

Yet smaller shippers have had to put

up with non-availability of space

during periods of container supply

shortage, and tough pricing regimes

by carriers.

So just how effective is competition

in the New Zealand freight shipping

market? We can expect to have

better idea at the conclusion of

an inquiry by the Productivity

Commission, which has been asked

by the government to look into

the effectiveness of the country’s

infrastructure and regulatory regimes

in promoting accessibility and

efficiency in international freight

inquiry’s catalyst, says chairman Greg

Steed.

“The inquiry needs to go deep into

New Zealand’s heartland, looking

at warehousing, transport modes

and the whole [supply] chain’s

efficiency, because maybe an inland

infrastructure is preventing the most

productive outcomes.”

MATTeR Of PRuDeNCe

A look at pricing and competition

issues in shipping is prudent, Steed

says.

“We are dealing with large overseas

companies that might not have New

Zealand’s best interests at heart and

we need a fair playing field.”

The Shipping Act regulates the

local shipping industry. The Ministry

of Transport has the power to

investigate and fine offenders up to

$50,000 for errant behaviour.

Since 2008 the Minister of

Transport has received two

complaints under the act, both of a

general nature and not specific to a

particular shipping line.

Our trading partners have a variety

of regulatory regimes. The US has

the Federal Maritime Commission,

in Europe oversight is provided

by the European Commission and,

across the ditch, the Australian

Peak Shippers Association ensures

cargo shipping services are

reliable, of adequate frequency and

competitively priced.

NOTHiNG TO fiX?

“There’s nothing broken but we need

some backstops to get the best

advantages that other jurisdictions

get,” Steed says.

The general manager of McKay

Shipping, agent for Pacific

International Lines (PIL), Captain

Arun Joshi, says there is no price

collusion among lines in New

Zealand.

“Each line has its own cost

structures and trade requirements,

which drive the pricing behaviour.

“Cost structures depend on type

and size of ships, fuel consumption,

equipment inventory, individual trade

strengths/weaknesses and ports of

call. There are a lot of variable costs

associated with pricing.”

Hamburg Sud has a compliance

officer to ensure local obligations are

met. According to chief executive

Simon Edwards, shipping between

New Zealand and Europe is very

competitive.

“We have to work hard to keep up

cargo levels both refrigerated and

dry. Conferences were banned years

ago; we’re not allowed to talk to each

other.”

Cosco New Zealand general

manager Mark Scott also refutes any

suggestion of price-fixing.

“Exporters can see that there

is clear competition within lines

involved in New Zealand trades, both

in service options and rates.”

Julian Bevis, head of Maersk New

Zealand and chair of the International

Container Lines Committee (ICLC) of

Shipping New Zealand, representing

50 lines and agencies, says pricing

should be determined by the market

transport services.

“We are required to look at

international comparisons with

regulatory regimes; how the Shipping

Act takes a different approach to

competition than acts such as the

Commerce Act,” says commission

chair Murray Sherwin.

An issues document was intended

to be available in June to kick off the

formal submission and consultation

process.

The New Zealand Shippers Council

of large export organisations is

happy to take the credit for being the

32 EXPORTER

Murray Sherwin Commission Chair

Greg Steed, New Zealand Shippers Council Chairman

“we are dealing with large overseas companies

that might not have New Zealand’s best interests at heart and we need a fair

playing field.”

Simon Edwards Chief Executive Hamburg Sud

as a whole, not the lines alone.

He is adamant the market works

effectively.

Large lines do talk — but to discuss

space and tonnage to facilitate vessel

sharing agreements (VSAs), which

are not commercial agreements but

operational ones.

Bevis says exporters and importers

can feel well protected by the

Shipping Act and market forces.

“If we were colluding, would we

have lost the amount we did in 2009

(and 2010), though it’s true we have

come back [into profit] — in the

first quarter of 2011 at least, but not

the second.”

Nonetheless, he thinks it is

constructive to have an inquiry.

“It’s a collective issue for many

stakeholders: the Ministry of

Agriculture and Forestry, Customs,

ports, the lines, road, rail and local

regulations all contribute to these

issues.”

Three lines announced in as

many days in May new ports of call

and increased container capacity,

available from June (MSC), July (PIL)

and August (Maersk).

The companies say the timing

was based on normal commercial

practices: an upturn in demand, and

the arrival of the off-peak season in

which to ease the services in.

Chris Innes, of New Zealand

Shipping Services, which provides

ship provedoring services and freight

forwarding, says he has not seen any

evidence of price fixing.

“We get quotations for all airlines

and there’s always variations – the

same for ships. There’s plenty of price

variety because of differing styles of

service and timeframes. Market forces

determine prices.”

Mainfreight logistics and transport

group managing director Don Braid

says the inquiry is tinkering around the

edges, looking to fix something that

ain’t broke.

He says collusion doesn’t exist to

his knowledge. “It’s a very competitive

sector.”

Shipping lines have long had the

finger pointed at them for price-fixing

and collusion, but these days it’s a

true commercial environment, says

Chartered Institute of Logistics and

Transport executive director Brian

Stocking.

He says tariffs are competitive and,

in fact, New Zealand is over-serviced,

with lines having to constantly change

ship size, ports of call and take every

short-cut they can to keep prices

down. They also rely on the value of

the round trip, not just exporters, to

make a trade worthwhile.

“But any respectable line would

keep its nose clean.”

sMAll eXPORTeRs’ POWeR

Complaints are common during the peak

January to June meat, dairy and wool

exporting season that there isn’t enough

cargo capacity, and that big exporters

get all the attention, Stocking says

Smaller exporters who feel neglected

should tell unco-operative lines

where to go, because there is plenty

of choice.

While exporters of Fonterra’s scale

might more easily call the shots,

New Zealand is a nation of small

exporters and a line would be silly

to ignore them.

Bevis says even small traders can

play the lines off against each other.

“Small exporters using sensible and

intelligent procurement practices

can influence the way the market

behaves — it depends how much

effort you put in.

Maryhasreportednewsfor20yearsincludingassolewriterandeditorofBusinesstoBusinessmonthlynewspaperinAuckland,NZ,forsixyears.Nowshecombinesfreelancejournalismwithpart-timewritingatabusinessassociationinAuckland.

MARY MacKINVEN / wrITer

“But they can only push the price

down so far. And small exporters who

are successful become big exporters,

who of course have more influence.”

Cosco’s Scott recommends smaller

exporters negotiate a fair and

mutually beneficial arrangement, and

make sure the use all allocated space

to ensure minimal waste of carriers’

resources. “Develop a flexible

relationship with carriers to ensure

when things don’t go to plan there

are options.”

Small companies should consider

a boutique freight forwarder that

takes time to see what they need

and tailors a service, says Innes.

“Our specialty is to take a group of

small companies, say 10, and put

them together effectively as a large

company, using joint buying power

to get better rates on all styles of

freight.” [ENd]

EXPORTER 33

Shipping lines have long had the finger pointed at them for price-fixing and collusion, but these days

it’s a true commercial environment, says Chartered

Institute of Logistics and Transport executive director

Brian Stocking.

Julian Bevis, Maersk New Zealand Managing Director

“Traders can use their influence to secure rates and

play the lines off against each other. Small exporters

using sensible and intelligent procurement practices can

influence the way the market behaves – it depends how

much effort you put in.”

Don Braid, Mainfreight logistics and transport Group Managing Director

34 EXPORTER

> NewZealandisnowonthe

globalreinsuranceradarand

insurancecostswillgoup.

> Thedestructioninchristchurch

hasbroughthometomanythe

needtobemorevigilantabout

managingrisk.

> Themostcommonfailingin

insuranceportfoliosisalack

ofunderstandingofbusiness

interruptioncover.

> Underinsuranceofassetsis

common.

> Thecostofpreparingabusiness

fortheworstisdaunting,butthe

costofnotdoingsoissomething

nobusinesscanafford.

TakEaWayS TkEy

The Canterbury quakes have given business owners a rude wake-up call about the need for insurance cover that will not only get them back up on their feet but have them running again at full pace. [By Val Leveson]

The true cost of reconstructing your business

> I N S U R A N C E

Businesses everywhere

have been jolted by the

Canterbury earthquakes,

with some owners

realising the inadequacy

of their insurance cover. The message

from insurance advisers is that it’s

crucial to know your policies’ fine

print and be confident you have

enough cover to ride out any period

of disruption.

Kevin Allen, who heads business

dvelopment and sales at Rothbury

Insurance Brokers in Auckland, says:

“Who would have thought that the

severe tremor on September 4 last

year, followed by two significant

quakes — more particularly the

February 22 event — had catapulted

New Zealand into the top 10 insured

losses in the history of man.

“Many natural disasters occur

around the world, but not in areas

of a high concentration of insurance

coverage like New Zealand.”

Allen says the global insurance

premium pool is around $4270 billion,

of which New Zealand contributes

$3.5 billion (less than a 10th of a

per cent of the total). About 15%

of premiums collected in New

Zealand are used to buy catastrophe

reinsurance protection.

Allen says the Earthquake

Commission some years ago stopped

providing protection for commercial

property as the risk profile was too

great not only for the commission’s

insurers but for the government’s

balance sheet.

He says businesses are now left to

arrange their own asset and loss of

ValisanAuckland-landbasedsub-editorandfreelancewriterwhocoverscareerissues,technologyandbusinesstrends.ShehasworkedattheNorthernAdvocateinWhangarei,theManawatuEveningStandardinPalmerstonNorthandTheNewZealandHeraldinAuckland.

VAL LEVESON / wrITer

EXPORTER 35

revenue cover against natural disaster.

Following the Canterbury and

Japan quakes and Queensland floods,

insurance premiums are set to rise.

“New Zealand is now very much on

the global reinsurance radar. It’s going

to cost more to buy the levels of

protection that insurance companies

need, and that will be passed on to

policy-holders.”

you because your competitors can

supply alternatives? Are your sums

insured relevant not just now but in

three, six or 12 months’ time when a

loss occurs?”

Robb says in Christchurch

payments are now coming through,

but most go back to claims made

after the the initial quake last

September. Loss adjustors are in

short supply, as are engineers.

“There is still a cordon in the central

city. Repairs and rebuilds are going

to take a very long time, not just due

to delays in having claims assessed,

but also because of the time it takes

to issue building permits and then to

find builders to do the work.

“Buildings are not going to be

rebuilt in 12 months, being the most

common indemnity period. What

happens after that? Some insurers are

handing out emergency payments,

but for how long will they do this?”

Business interruption policies relate

to physical loss or damage to the

insured’s own property and the

premises they occupy. Armstrong

says such policies can include a

variety of cover extensions and

variations. Calculations of financial

loss take into account trends before

and after a claim.

Because of the complexity,

insurance brokers are best placed to

help interpret what a policy covers

and to explain how claim payments

have been calculated, Armstrong says.

THe ReAl RisksThe Christchurch destruction has

brought home to many the need to

be more vigilant about managing risk.

“The earthquake in Christchurch

has shown the perils and

endangerment to business that

occurs by not having the right

insurance cover, or underinsuring,

with the sole purpose of premium

saving,” says Apex Insurance’s

Mark Robb.

He says where many insurance

portfolios fall short is in a lack of

business interruption cover. “This

lack leads to sums insured that are

irrelevant, not taking into account the

trends of the business and the real

costs following a claim, or [they have]

indemnity periods that don’t reflect

the time it takes to recover from the

major loss of not just an earthquake

but fire as well.

“You may be able to get productive

again in a month or two and set

up from temporary premises, but

how long will it take to get business

turnover back to 100%? Does your

product need to get back on to a

supermarket shelf that is closing to

He says the next most common

failing is underinsurance of assets.

“If your business suffers a loss you

naturally want to get back up and

running as soon as possible. If you

don’t have enough money to do so

because you have insured for book

value, then you need to raise finance,

pay extra interest and financing costs

and your investment value has been

strongly diminished.”

RePlACeMeNT vAlue

Robb says it’s best to always insure for

replacement value.

“It is not worth saving a few

premium dollars to end up with your

investment, your legacy, being eroded.”

NZI executive general manager Karl

Armstrong says commercial property

under-insurance continues to be a

problem.

It was a feature of the December

2007 earthquake in Gisborne, and is

rearing its head again in Canterbury.

“Property valuations should be

regularly reviewed to reflect building

costs and businesses should ensure

they have appropriate business

interruption cover,” he says.

Business owners should also be

looking at the resilience of their

computer systems. Businesses

in Christchurch that had off-site

backups were much more nimble in

responding to the crisis than those

that did not.

The same risk assessment should

be applied to supply contracts

and banking arrangements, says

Armstrong.

He says the cost of preparing a

business for the worst is daunting,

but the cost of not doing so is

something no business can afford.

The losses businesses suffer come

back in the end to how they assess

their risks and the insurance cover

they have. [ENd]

Mark Robb, Apex Insurance

“You may be able to get productive again in a month or two and set up from temporary premises, but how long will it take to get business

turnover back to 100%? Does your product need to get back on to a supermarket shelf that is closing to you because your competitors can supply alternatives? Are your sums insured relevant not just now but

in three, six or 12 months’ time when a loss occurs?”

Kevin Allen, head of business development and sales,

Rothbury Insurance Brokers

“New Zealand is now very much on the global reinsurance

radar. It’s going to cost more to buy the levels of protection that insurance companies need and that will be passed on to policy-

holders.”

Karl ArmstrongNZI Executive General Manager

> Efficiencygainsaremakingdomesticoutsourcingincreasinglypopular.

> Bothprojectandoperationalworkareoutsourcingcandidates.

> Tipsforgoodoutsourcingincludeprovidingdetailedandaccurate

specificationsofneeds;definingexpectationswell;runningatest(where

possible)beforeoutsourcing;andsettingupareviewandevaluation

processateverystageoftheproject.

> developastrongworkingrelationshipwiththeoutsourcingcompany.

> don’tassumeanything—checkeverydetail.

TakEaWayS TkEy

Outsourcing can help lift competitive advantage. The key to making it work is having well defined expectations and a set of proper performance measures. [By Sangeeta Anand]

Managing

outsourcing

Although the economic

climate continues to be

difficult for exporters,

it is a spur to reviewing

costs. Outsourcing is

one way savings might be made.

For many New Zealand exporters,

outsourcing is a strategic choice driven

by the core value chain, not merely

economic and operational objectives.

That is so for Fonterra. A review of

recruitment at the country’s biggest

exporter found that, as a global

36 EXPORTER

> CO ST M A N AG E M E N T

We’ll help take your business to the world.

BSM 0003

If you have overseas customers, then we’ve got the tools you need to deliver products to 220 markets around

the world. We’re a Kiwi company like you, so we understand all the ins and outs of operating a business

here. That’s why we offer helpful solutions for sending practically anything anywhere, from one letter to a

whole container load. Backed up by our in-depth customs knowledge. Call 0800 501 501 to speak to one of

our exporting specialists or visit www.nzpost.co.nz/export

BSM 0003 BusMarkets_Trd&Expt-3 1 22/12/10 12:42:30 PM

operator, it could make big quality and

consistency gains by centralising the

function. The $16 billion dairy exporter

chose FutureStep, a Los Angeles-based

company, for its recruitment process

outsourcing (RPO).

The decision to centralise came first,

then the decision to outsource, says

Katrina Ritchie, group manager project

and planning for the dairy company,

which accounts for a quarter of New

Zealand’s total export earnings.

“We chose to centralise recruitment

for cost-efficiency reasons as well as

to improve our risk management, by

ensuring our recruiting processes are

delivered to consistent standards.”

shipment it looked the same to me. But

when it was stitched to the caps we

found it didn’t have as much stretch.

“I assumed the company would

have used the same elastic as the first

batch but the machinist had used one

with different tension. It highlights the

importance of receiving samples before

SangeetaAnand,isaninternationalwriterspecialisinginbusiness,supply-chainandtechnology.ShehaswrittenforseveralpublicationsinNewZealandandoverseas.

SANGEETA ANAND / wrITer

GlOBAl iNfRAsTRuCTuRe,

lOCAl feelFonterra has 15,600 employees and its

success depends largely on the quality

of its people. To build a strong team,

Fonterra relies on skilled recruiters.

It made sense to outsource

recruitment to a company with global

infrastructure and the expertise to

compete successfully for talent.

“Our service provider has attracted

quality recruiters into its business,

with the result that we have improved

processes and innovation around

building candidate pools, and have

been able to devote more resources to

forward planning,” says Ritchie.

The fact that FutureStep has a

local office helps. “This is a domestic,

rather than international, outsourcing

arrangement, with the New Zealand arm

of FutureStep providing the services

from an Auckland base adjacent to

Fonterra’s head office.”

OffsHOReNot all outsourcing is domestic, with

many exporters looking offshore for

service providers. When Gail McJorrow,

creator of Wondercap, evaluated options

to manufacture her innovative product,

China was an obvious choice.

The main benefit of producing in

China is the cost effectiveness, says

McJorrow who invented the cap as an

inexpensive home hair-care treatment.

Producing in China offered scalability.

“This is very important when you have a

product you are pitching globally,” says

McJorrow. She also found her Chinese

partners reliable. “They are true to their

word; if they say the product will be

ready in 55 days, it will be.”

However, exporters should do their

homework, visiting service providers’

facilities. “I was advised to go there,

but family commitments wouldn’t allow

it,” says McJorrow, who hired Silk Road

International (SRI) to be her eyes and

ears in China.

SRI, a US-owned procurement agency

based in China, helps companies find

suitable manufacturing facilities and

co-ordinate production.

SRI visited the factory three times

throughout production. “It is especially

important it visit at the start so any

problems can be sorted. A final report

together with photos was emailed to

me with [details about] the number

of rejects, and the shipment was

approved for me to make payment,”

says McJorrow.

While working with an outsourcing

partner, especially in another country,

it is important to develop rapport. “I

gained trust in the company. It is very

important to develop a good working

relationship with the person in charge of

your account.

“But be aware that the person you are

dealing with one year will probably not

be there the next, as they move around in

the organisation or, as many are women,

they leave to have a family.”

It’s also important to allow for

contingencies. “I have an elastic band

around the Wondercap and when I

ordered the elastic for the second

production and not assuming anything.”

Apart from manufacturing and HR,

the other two commonly outsourced

functions are finance and IT. Even large

companies with sizable operations, like

Origin Energy, can find themselves with

an IT skills gap. “We are small in terms of

IT, though we are still a large company,”

says David Hancock, IT solutions and

products group manager at Origin,

which employs 4400 staff in New

Zealand, Australia and the Pacific.

“We look to partners like Oracle,

with the scale and expertise to help us

connect the entire picture together,”

Hancock says in an interview on the

Oracle website. “We can go to pretty

much any business unit in Origin and

find an Oracle solution that can meet

that need.”

When Origin wanted to put in place

a CRM, it approached Oracle. The

company had a specific and immediate

business need, but Origin could not have

provided the solution within the four to

six weeks available.

“(We) went to Oracle and CRM On

Demand was chosen to allow us to set

up our employees as customers, and

have our people and culture department

answer phone calls to deal with queries

from employees.” By outsourcing its

immediate need, Origin was able to buy

time for strategic thinking.

“It’s really a good example of being

able to provide a solution quickly, (and)

meet a need, while we were thinking

about the longer-term picture with

respect to our people and culture

systems.” [ENd]

38 EXPORTER

Gail McJorrow, Creator of Wondercap

“while working with an outsourcing partner, especially

in another country, it is important to develop rapport.”

A review of Fonterra recruitment found that, as a global operator, it could make big quality and consistency gains by centralising

the function. The $16 billion dairy exporter chose FutureStep, a Los Angeles-based company, for its recruitment process outsourcing (rPO).

Luxurious Pampering,Wondercap

David Hancock, IT solutions and Product Group Manager, Origin

We’ll help take your business to the world.

BSM 0003

If you have overseas customers, then we’ve got the tools you need to deliver products to 220 markets around

the world. We’re a Kiwi company like you, so we understand all the ins and outs of operating a business

here. That’s why we offer helpful solutions for sending practically anything anywhere, from one letter to a

whole container load. Backed up by our in-depth customs knowledge. Call 0800 501 501 to speak to one of

our exporting specialists or visit www.nzpost.co.nz/export

BSM 0003 BusMarkets_Trd&Expt-3 1 22/12/10 12:42:30 PM

40 EXPORTER

> T E C H N O LO GY

Businesses everywhere

have been jolted by the

Canterbury earthquakes,

with some owners realising

the inadequacy of their

insurance cover. The message from

insurance advisers is that it’s crucial to

know your policies’ fine print and be

confident you have enough cover to

ride out any period of disruption.

Whoever first uttered the words

> wi-Finetworksareconvenientandcheap.

> Theyareanaturaladjuncttowirednetworks.

> wi-Fiprojectorsandprintersarehandywirelesscomputingcompanions.

> wi-Finetworksareinherentlylesssecureandslowerthanwirednetworks.

> Basicsecuritystepscanovercomewi-Fi’svulnerability.

TakEaWayS TkEy

wires or no wires? Companies looking for the best way to connect staff to their computer network and the internet need to weigh up cost, speed and security before deciding whether to go wireless, wired, or both. [By Anthony Doesburg]

Office

without wires

EXPORTER 41

“Look Ma, no wires” has radio pioneer

Guglielmo Marconi to thank.

The same radio waves the Italian

wireless telegraph inventor exploited

a century ago make possible today’s

Wi-Fi networks, which have found their

way into most offices and many homes.

In the decade since Wi-Fi began

being used for data networking, it has

developed into a useful add-on for

wired networks in big organisations,

and a cheap and easy networking

answer for small outfits.

Tony Krzyzewski, head of Auckland

networking and security company Kaon

Technologies, says wired and wireless

networks are complementary.

“Both have their place inside a

business and each has a different

function. The key benefit of wired

networks is speed and the downside is

the need for, and cost, of cabling.

“The advantage of Wi-Fi is that it is

easily connected to, it supports lots

of newer-type devices — it’s a mobile-

enabler — but it does have quite severe

security implications if you don’t install

it correctly.”

seveRAl CONsiDeRATiONs

Security is just one of the issues

to weigh up when installing a data

network. If your organisation occupies

AnthonyDoesburgisanAuckland-basedfreelancejournalistwhospecialisesintechnology.

ANTHONY DOESBURG / wrITer

Tony Krzyzewski, Head of Auckland networking and security company Kaon Technologies

“Both [wired and wi-Fi] have their place inside a business

and each has a different function. The key benefit of

wired networks is speed and the downside is the need for,

and cost, of cabling.”

We’ll help take your business to the world

BSM 0003

If you do business overseas, then you’ll appreciate being able to reach the furthest corners of the globe quickly and

efficiently. We can help you access 220 destinations worldwide and offer free pick-up and packaging on items sent

via international courier, as well as easy online lodgement through RedClickTM. You can send practically anything

anywhere – without variable fuel surcharges or rural delivery fees. Call 0800 501 501 to speak to our export team or

visit www.nzpost.co.nz/export

BSM 0003 IntMarkets-Warehouse-A4-2 2 15/3/11 1:59:53 PM

42 EXPORTER

a heritage building, for instance, you’ll

face challenges installing both wired

and Wi-Fi networks.

Solid walls are hard for cable

installers to penetrate, but also do

a good job of blocking Wi-Fi’s radio

signals. In such a setting, the two

networking types together can get

around the installation difficulties.

“The newer Wi-Fi standard [IEEE

802.11n] does mean signals do

traverse walls better, but quite a few

people find they have issues within

older buildings,” Krzyzewski says.

And where wireless reception is

weak, network speed is slow.

The answer, says Nathan Hall,

network engineer at Hamilton-based

B2B Solutions Group, is to draw up

a coverage map, using a wireless

device to measure signal strength in

different parts of the building.

“If you map it properly you can

position your wireless access points

to give you full coverage of the

building, and that way you do get

good speeds.”

Cost is another consideration in

choosing network type. A 24-port

wired network switch costs about

$600, but the cabling to connect

the two-dozen computers and other

devices it can handle will cost about

10 times that amount, Krzyzewski

says.

In contrast, two wireless access

points, sufficient for about the same

number of devices, will set you back

less than $400.

sPeeD killsOn the basis of cost, the temptation

might be to go totally wireless. But

that misses out on wired networks’

inherent benefits, one of which is

speed.

The 802.11n standard of today’s Wi-Fi

networks is capable of transmitting

data at hundreds of megabits a second

(Mbit/s). On paper, that doesn’t appear

significantly slower than the thousand

megabits — or 1 gigabit — a second of

a standard wired network.

But the difference is each computer

in a wired network gets the benefit of

that 1Gbit/s speed, whereas 10 Wi-Fi

devices connecting to a 480Mbit/s

wireless access point are sharing the

available bandwidth, so might have as

little as 48Mbit/s to themselves.

That is still a respectable speed,

remembering that a typical residential

internet connection is less than

10Mbit/s. But it could become a

bottleneck during busy times, such

as when organisations process their

monthly accounts, Hall says.

numerous Wi-Fi networks spilling into

the open, a startling number of which

identify their owner’s name, and are

free for anyone to access.

“It still surprises me how many

people put in a wireless access point

and just leave it open,” Hall says,

inviting severe consequences.

“I was reading recently about

someone in Australia who woke to the

equivalent of the CIA busting down

his door and taking all his equipment.

It turned out his neighbour had been

downloading questionable material

over his connection.

“If you have a gun, you buy a gun

cabinet and lock it away safely. So why

wouldn’t you turn on the security on a

wireless access point?”

There’s no excuse from a complexity

point of view, Krzyzewski says. The

starting point is turning on Wi-Fi’s

built-in WPA2 encryption, which

requires users to enter the network

name and a shared password to

establish a connection. WPA2

scrambles all traffic between devices

and the wireless access point.

“The next step we recommend is

change the SSID, the network’s unique

identifier, from the standard name that

comes with the access point.”

But don’t follow the example of

many people and give the network

a name that anyone who stumbles

across can identify with you or your

business.

To make the network doubly secure,

Krzyzewski says, use MAC address

lock-out, which means only devices

whose unique MAC address have been

programmed into the access point are

able to connect.

“The secret is not doing a bit of the

security, but doing it all. If you do all of

the steps, then you’re going to make it

very difficult to break into.”

Then, Krzyzewski says, a Wi-Fi

network is “a very good adjunct” to a

wired network, especially for users of

portable devices

“Bringing the likes of an iPad or

Android tablet into an organisation,

and having that instantly connecting

to the organisation’s network when

you walk into the building, is a very

useful function.” [ENd]

He emphasises the need to have

enough access points to ensure

bandwidth isn’t divided among so

many users that performance is slow.

“Generally it’s databases that cause

problems because when people are

accessing them there is a lot of data

travelling too and fro — from the

server to the client and back again

repeatedly.”

feeliNG iNseCuRe

Speed is one advantage of wired

networks and security is another. As

Marconi was the first to demonstrate,

radio waves travel as far as a

transmitter will send them, so don’t

stop at the walls of your office.

“You have to be a bit careful with

wireless because you’re broadcasting

yourself out into the public arena,”

Hall says.

Just how public is easy to see if

you take a wireless-capable laptop

for a drive through a suburban street

or commercial district. So-called

“wardriving” will reveal signals from

On the basis of cost, the temptation might be to go totally

wireless. But that misses out on wired networks’ inherent

benefits, one of which is speed.

We’ll help take your business to the world

BSM 0003

If you do business overseas, then you’ll appreciate being able to reach the furthest corners of the globe quickly and

efficiently. We can help you access 220 destinations worldwide and offer free pick-up and packaging on items sent

via international courier, as well as easy online lodgement through RedClickTM. You can send practically anything

anywhere – without variable fuel surcharges or rural delivery fees. Call 0800 501 501 to speak to our export team or

visit www.nzpost.co.nz/export

BSM 0003 IntMarkets-Warehouse-A4-2 2 15/3/11 1:59:53 PM

44 EXPORTER

> NZTcownershiprecently

changedhands.

> NZTcisbeingrepositionedinto

abusinesshubforinternational

traders.

> NZTcmodelislookingtogo

global.

> ExporterscanusetheNZTc’s

expertisetoreachchinainan

efficientmanner.

TakEaWayS TkEy

Tapping into the Chinese market presents challenges to the small exporter. The Shanghai Trade Centre is able to help exporters test the market for their products in a low-cost and low-risk manner. [By Yoke Har Lee]

The New Zealand Trade

Centre (NZTC) is getting

bolder, tougher and more

international. Owner Alister

Gates and new business

partner Wendy Mo are gearing up to

help smaller exporters reach China and

the rest of the world.

Housed in Auckland’s Albert St, a

block from the Queen St heart of the

city, the NZTC plans a spruce-up for

the Rugby World Cup that will result in

more space and greater accessibility

for visitors.

> E X P O R T M A N AG E M E N T

The centre for showcasing New

Zealand export products will be

transformed into a meeting place and

venue for doing business.

There have been two recent strategic

developments at NZTC. Gates, who

bought the business from previous

owners Mike Taillie and Travis Field, has

recruited business partner Wendy Mo.

Mo, who exports to China, has been

in New Zealand for nearly a decade.

She is NZTC’s Asia business director.

“We are looking to help smaller

New Zealand businesses get to

ShanghaiPassage to

YokeHarwasformerlyaseniorReuterscorrespondent,aBusinessHeraldwriter,andpersonalfinanceeditorforaregionalmediacompany.MostrecentlyshemanagedinternetandintranetcontentforaglobalUSconsultancy.

YOKE HAR LEE / wrITer

46 EXPORTER

the international stage — China, in

particular, and hopefully the rest of the

world,” Mo says.

NZTC is also hoping to help small

and medium-sized enterprises (SMEs)

that are below the radar of New

Zealand Trade & Enterprise.

sHANGHAi sHOWROOM

NZTC has signed a memorandum of

understanding with Emborio Supply

Chain Management, a Shanghai-based

company, that will pave the way for

smaller companies to showcase their

products in Shanghai.

It will be a cost-efficient and low-risk

place orders directly with Emborio in

the local currency.

“Emborio will then place a back-to-

back order with the NZTC member

company and manage the entire

international supply chain on a door-

to-door basis from the New Zealand

exporter to Chinese customer.

“All local currency net sales proceeds

will be collected by Emborio on behalf,

changed into New Zealand dollars

and remitted to the exporter’s bank

account,” Heads says.

Emborio can also help NZTC member

companies with their China marketing

efforts by listing their products on

Chinese-language trade websites,

he adds.

Emborio has an office in Shanghai

with 20 employees and has been

providing China import and distribution

services for almost 10 years. Heads,

who does not need a translator to

conduct business in China, went to

study there, and stayed.

NZTC’s Gates says the arrangement

will ease the way for smaller exporters

wanting a presence in China. “This

end-to-end solution makes it very easy

to get into the country until such time

as the exporter feels more secure and

can do it himself.”

NZTC is hoping to do the same in

Korea, with Gates and Mo having held

exploratory talks.

Mo is passionate about helping

smaller exporters, saying her own

experience has uncovered a gap in the

market. “We have asked New Zealand

Trade & Enterprise for help before, and

have been told we are too small.”

way to explore China, says Colin Heads,

Emborio’s managing director, an

otherwise challenging undertaking.

“The arrangement allows NZTC

member companies to display their

products at Emborio’s Shanghai

showroom, where potential Chinese

customers can come, see the product

and even make a cash purchase in their

local currency if they so desire.”

TesTiNG CHiNA

Heads says larger Chinese customers

that might want to buy bigger volumes

or be assured of regular supplies can

She exports wine on behalf of a

number of wineries, including organic

vineyard Turanga Creek. She also

markets three Chinese labels, Golden

May, Henry Range and Clarence River,

produced in New Zealand for the China

and Hong Kong markets.

sTRuGGliNG fOR HelP

Every second day Gates says a small

export start-up will come to him having

been turned down for support by NZTE.

“These exporters are struggling to

get help.”

NZTC has novel ways of assisting.

how you can use NZTC for market research in China

Basicmarketresearchcouldbeconductedinchinaformembersandashort-formreport(twopages)producedwithrecommendationsaddressingthefollowingquestions:

• Istherearealisticmarketforthemember’sproductinchina?

• whatisthesizeofthemarket?• Aretherespecificstandardsthe

productmustmeet?• Arethereimportquotas,import

licensingrequirementsorotherrestrictionstoimporttheproductintochina?

• Istheproductpricecompetitiveaftercalculatingpackaging,shipping,marketing,salescommissions,taxesandtariffsandotherassociatedcosts?

how you can display your products in the Shanghai Trade Centre

• OnestandarddisplayattheshanghaiTradecentre

• Translationofbrochuresintochinese

• Linkwithlocalchineselanguagetradeportalstotestdemand

• MechanismforreferringalltradeleadsgeneratedbytheNZshanghaiTradecentreandchineselanguagetradeportalsbacktothemember

It has teamed up with Indy Car

racer Scott Dixon’s father Ron, who

approached NZTC about using the Indy

Car series as a venue for trade shows.

According to Gates, over a million

fans attend the 12-race series, which

Brazilian Trade and Promotion Agency

Apex-Brazil has been successfully

taking advantage of by promoting

products from that country.

NZTC used its database to market

the concept to exporters. “Of the three

or four New Zealand companies that

went on the road show at an Indy Car

race, all gained leads or orders,” Gates

says. [ENd]

Wendy Mo, Asia Business Director, New Zealand Trade Centre

“we are looking to help smaller New Zealand businesses get to the

international stage – China, in particular, and hopefully

the rest of the world.”

Colin Heads, Managing Director, Emborio Supply Chain Management

“The arrangement allows NZTC member companies to display their products at emborio’s Shanghai showroom, where potential

Chinese customers can come, see the product and even make a cash purchase in their local currency if they so desire.”

IF YOU HAVE AN INNOVATIVE PRODUCT YOU WANT TO TAKE TO THE WORLD, EMAIL EDITOR@ExPORTERMAGAZINE.CO.NZ

ExPORTER LOOKS AT INNOVATIVE NZ PRODUCTS SEEKING A WORLDWIDE AUDIENCE

glOBal STagE

48 EXPORTER

The Guinness Book of World

Records lists avocados as the

most nutritionally complete fruit

in the world — which means that

cold pressed extra virgin avocado

oil could be one of nature’s most

nutritionally complete oils. New

Zealand avocados contain the

highest levels of beta-sitosterol (the

plant sterol which has been proven

to lower cholesterol absorption) of

any avocados grown internationally.

Grove Avocado Oil has an 80%

share of the avocado oil market in

grocery in New Zealand and 100%

in grocery in Australia. Managing

Director Brian Richardson says the

company only uses New Zealand

grown avocados for production.

“Our avocado oil is 100% natural,

extra virgin, and cold pressed. Along

with high beta-sitosterol levels, it also

contains a higher percentage (72%)

of healthier mono-unsaturated fats

than olive, rice bran and canola oils.”

Avocado oil has a unique and complex

blend of lipids, phytochemicals,

vitamins (A, C, B-6, E, D) omegas, and

antioxidants. And the good fats in

avocados have been found to increase

vital nutrient absorption. Grove’s cold

pressed avocado oil is also a source of

Lutein, a compound which has been

shown to reduce the risk of prostate

cancer and age-related macular

degeneration — a leading cause of

blindness in the elderly.

It’s also been endorsed by the

Heart Foundation in New Zealand

and Australia for its high ratio of

monounsaturated fatty acids and

polyunsaturated fatty acids. All Grove

avocado oils wear the heart foundation

tick and contribute to heart health.

While this ‘super food’ contains a long

list of nutrients vital to our health

and wellbeing, it’s also an extremely

versatile oil to cook with. The unique

composition of avocado oil makes it

suitable for high temperature cooking.

With the highest smoke point (255C)

of canola, olive and rice bran oils,

Grove avocado oil takes longer to

breakdown, making it a healthier

oil for pan-frying, stir-frying and

barbequing.

Avocado oil is also a healthier

alternative to regular salad dressings,

as the good fats in the oil help

the body to absorb beneficial

carotenoids found in fruit and

vegetables.

The rich, smooth, sumptuous

green nectar is light in consistency

with a mild nutty taste that enhances

the natural flavour of foods, rather

than overpowering them.

Avocado Oil Grove

More farmers report that the move

away from chemicals towards

sustainable farming has improved

their lifestyle, production figures

and profit returns. Agrissentials NZ

Ltd has developed special blends

of fertilisers into programmes

specifically formulated to suit

your property’s soil type and your

individual production requirements.

Salt-based chemical fertilisers are

junk food for grass! Have you ever

noticed how many advertisements

in the farming media promote either

chemical fertiliser or agri-chemical

remedies? The fact is that the

composition of one creates a market

for the other! Just as eating salted

chips or peanuts makes you thirsty,

so it is with salt-based fertilisers!

Spread Super or DAP or Urea and

the salts in them cause the plants to

suck up water.

Agrissentials NZ Ltd is New

Zealand’s foremost manufacturer of

BioGro-certified natural fertilisers

and soil fertility-enhancing products

and programmes, for sustainable

and optimum production and

profit. Agrissentials has developed

fertilisers that are increasing the

mineral content, biological life and

depth of the topsoil, ensuring both

production and sustainability. Other

chemical-based fertilisers force feed

the plant unnaturally and destroy and

contaminate the soil, offering short-

term growth and long-term damage.

Agrissentials Company are pioneers

of sustainable chemical-free agriculture,

and have built a substantial business

by selling high-value pulverised basalt

fertilising agent that builds up topsoil.

After over 17 years, the company has

a staff of 20, ten depots across the

country and is looking to expand in

the South Island, Australia, Singapore

and further afield.

Agrissentials

EXPORTER 49

excellence as it does in the company’s

product quality and craftsmanship. The

company was the overall winner of the

Hawkes Bay Business of the year

awards in 2001 and winners of the

Exporter of the Year award in 2010.

George Wood started making

mallets in 1982 from the family

homestead just outside Otane.

His brand has been exported to

over 50 countries and is revered

for its craftsmanship, quality and

innovation. Wood Mallets’ croquet

mallets are the UK and US Croquet

Associations’ biggest selling mallets.

The small but passionate

team of craftsmen specialise in

manufacturing polo mallets and

croquet equipment. They’re world

leaders in the development of both

polo and croquet mallets and an

ongoing research and development

programme is a major factor in

their success. Raw materials and

components are sourced from

around the globe.

A large proportion of orders

are taken from their website

woodmallets.com and worldwide

deliveries are made by FedEx

within a few days. About 85% of the

company’s sales are exported.

Wood Mallets take as much pride

in its customer service and business

NZ malt for Vietnam Fish products for Japan NZ wine for India

NZ dairy food & beverage for Indonesia

Visitor looking New Zealand malt producer to supply beer factory in Vietnam. Currently trading in chemicals, raw material, tools and equipment mainly to supply brewery industry.

Japanese visitor looking for NZ manufacturer in fish meal and fish oil products. Distributor in fish and cattle feeding industry.

Swedish visitor looking for New Zealand wine to import for high class society in India. Currently imports leather products to Nordic countries from India. His clients are retailers.

Visitor comes from Indonesia and is looking for dairy food and drink, hard wheat and fructose corn sugar to export to Indonesia. His clients are food and drink manufacturers of cookies, wafer biscuits, instant noodle and syrup.

Skin care for australia NZ timber for India NZ health products for macau NZ products for Japan

Australian visitor looking for beauty and skin care products to market to distributors and end users. Has marketing company in Australia.

India visitor looking for high grade sawn timber and timber products to export to India. Is particularly interested in sourcing NZ Pine wood.

Hong Kong visitor who is currently a distributor of Health supplements from Australia and New Zealand is looking for more NZ Health products to supply Macau.

Indonesia visitor looking for frozen seafood, animal feed, and fertilizer. Clients are manufacturers, wholesalers, and retailers. Already imports from Australia, Indonesia, Singapore, Malaysia, Thailand, Vietnam, Myanmer, China (Mainland, Taiwan & Hongkong), United States, Brazil, Mexico, Iceland, France, Italia, and Great Britain.

Wood Mallets

Visitor to trade centre – Leads

Below are some of the opportunities from recent visitors to the New Zealand Trade Centre. All these opportunities are available at no charge to New Zealand Trade Centre Export Success and Export Lead Members. Export Lead Membership is just $239.40 p.a. Join as a member at http://newzealandtradecentre.com/join-now/

www.nzexporter.co.nz All $200+GsT each or free to Trade Centre exhibitors

EXpORT OppORTUNITIES

This visitor is involved in the restaurant industry in Kuala Lumpur, Malaysia. He is looking for New Zealand wine, fruit juices, avocado oil and berries.

MALAYSIANew Zealand wine, juices, avocado oil & berries for Malaysia

This visitor is an established, well regarded business looking to import New Zealand milk powder and dairy products such as cream cheese to Saudi Arabia, where they currently operate 101 stores ranging from supermarkets to wholesale outlets.

SAUDI ARABIANew Zealand milk powder & dairy products for Saudi Arabia

This visitor would like to try to import New Zealand meat and meat products to Russia, Belarus and Kazakhstan.

RUSSIA & KAZAKHSTANNew Zealand meat & meat products for Russia & Kazakhstan

Malaysian importer and exporter of health, electronics, and other consumer goods wants to export NZ Honey.

MALAYSIAHoney for Malaysia

Visitor came in today looking for Sheep & Deer placenta products to export to Malaysia. Their clients are retailers. Currently importing products from other countries.

MALAYSIADeer & Sheep Placenta health products for Malaysia

A Malaysia visitor came into our centre requesting Active Manuka Honey(UMF), Wine, Placenta and CoQ10 products to export to Malaysia and other countries.

He currently exports Honey to Malaysia and deals with distributors.

MALAYSIAHoney, Wine, Placenta & CoQ10 products for Malaysia

This visitor is currently importing products for the Chinese pulp and paper industry and is now looking for some NZ pine wood chips to supply a paper mill in China.

CHINANew Zealand wood required for China pulp & paper business

This visitor as been in the importing/exporting business for the past 20 years and is now looking to import NZ wine, beer and log wood into India.

INDIANew Zealand Wine, Beer & Wood for India

For more information or a personal introduction, please email, alister@newzealandtradecentre.co.nz or call (09) 281 4030

MIDDLE EASTHigh quality New Zealand food products for the Middle East

This visitor is currently involved in the supermarket trade and is looking to start up a new business in China dealing with baby products and baby formula. He is searching for brands that are not currently in the Chinese market.

CHINANew Zealand baby products and formula for China

This visitor is currently importing food products into Bahrain from Australia, South Africa and America to supply supermarket chains and restaurants. They are now seeking New Zealand suppliers who have high quality products including meat, seafood and diary products and are keen to develop the Middle East market.

50 EXPORTER

Sri Lankan visitor looking to start an import/export business exporting NZ wine, health products, diary products and timber to Sri Lanka.

SRI LANKANew Zealand Products for Sri Lanka

Swedish visitor looking for New Zealand Wine to import for high class society in India. Currently imports leather products to Nordic countries from India. His clients are retailers.

INDIANew Zealand Wine for India

Algerian visitor looking for Beef casing for Sausage manufacturer in Algeria. Must be “Halal certified”. Is resident of NZ and looking on behalf of contact over in Algeria.

ALGERIABovine casing for Algeria

Enquiry through our website. Visitor comes from Indonesia and is looking for dairy food and drink. As well as hard wheat, and fructose corn sugar to export to Indonesia. His clients are food and drink manufacturers such as cookies, wafer biscuits, instant noodle, syrup etc.

INDONESIANew Zealand dairy food & beverage for Indonesia

Japanese visitor looking for NZ manufacturer in Fish meal, and fish oil products. Distributor in fish and cattle feeding industry.

JAPANFish products for Japan

Visitor looking to promote NZ beer, Wine, foods, and pure Ghee. First time importing NZ products and has knowledge of India as well as contact with Importers, distributors, and retailers. Own a Film and Television production company.

INDIANew Zealand products for India

Mexican businessman looking to start importing New Zealand products ranging from health supplements, sporting equipment and building products.

MEXICONew Zealand products for Mexico

This visitor is currently involved in an International Freight Forwarding company in Jakarta. They have food & drink manufacturer clients they wish to support by importing New Zealand Dairy Products, Hard Wheat and Corn Syrup.

INDONESIANew Zealand Dairy Products for Indonesian food & drink manufactuer

This visitor is currently a distributor of canned food products, sauces, snacks and instant noodles in Indonesia. Their clients are retailers, hotels and restaurants.

INDONESIANew Zealand oats and canned foods for Indonesia

Based in South Africa this visitor is currently in the meat product manufacturing/distribution business and interested in importing NZ Halal beef & lamb. There is also the opportunity for frozen vegetables.

SOUTH AFRICANew Zealand Halal Beef & Lamb and Frozen Vegetables to South Africa

For more information or a personal introduction, please email, alister@newzealandtradecentre.co.nz or call (09) 281 4030

EXPORTER 51

Below are some of the opportunities from recent visitors to the New Zealand Trade Centre. All these opportunities are available at no charge to New Zealand Trade Centre Export Success and Export Lead Members. Export Lead Membership is just $239.40 p.a. Join as a member at http://newzealandtradecentre.com/join-now/

www.nzexporter.co.nz All $200+GsT each or free to Trade Centre exhibitors

EXpORT OppORTUNITIES

Visitor looking New Zealand malt producer to supply beer factory in Vietnam. Currently trading in chemicals, raw material, tools and equipment mainly to supply brewery industry.

VIETNAMNew Zealand Malt for Vietnam

Australian visitor looking for beauty and skin care products to market to distributors and end users. Has marketing company in Australia.

AUSTRALIASkin care for Australia

Visitor very serious about exporting NZ Wine and Beer to India. Is new to exporting and importing. Has a focus on starting up the business for marketing Wine and Beer in India for a mid to high market.

INDIANew Zealand Wine & Beer for India

India visitor looking for high grade sawn timber and timber products to export to India. Is particularly interested in sourcing NZ Pine wood.

INDIANew Zealand timber for India

Skin, baby, food, medicine, and chemical products for China.

CHINANew Zealand products for China

Japanese visitor looking to import frozen food to Asia, USA, and Europe.

ASIA, USA & EUROPEFrozen food for export

Hong Kong visitor who is currently a distributor of Health supplements from Australia and New Zealand is looking for more NZ Health products to supply Macau.

MACAUNew Zealand health products for Macau

Australian visitor wanting food products to import to Australia to supply restaurants and hospitality chains.

AUSTRALIAFood Products for Australia

For more information or a personal introduction, please email, alister@newzealandtradecentre.co.nz or call (09) 281 4030

CHINANew Zealand infant formula for China

Visitor wants to get in contact with mainly New Zealand companies who have Beef and Cheese products.

KOREA & CHINABeef & Dairy for Korea & China

This NZ based visitor is currently importing infant formula into China. They are looking for a New Zealand based infant formula manufacturer to work with. Their current clients are retailers, wholesalers and end consumers.

52 EXPORTER

Qualified attorney at law, living in New Zealand and Looking for artificial insemination business/exportation for Brazil.

BRAZILLamb & Cattle AI for Brazil

Qualif Are you interested in breaking into the South Eastern Europe market? Slovenian buyer looking to set up a business to distribute, resell, and form partnership with New Zealand Export company. ied attorney at law, living in NZ and Looking for artificial insemination business/exportation for Brazil.

SOUTH EAST EUROPELooking for New Zealand Exports for South Eastern Europe

Italian visitor looking for Manuka honey, health and medical products. Has contacts for retail, manufacturers, and end users.

ITALYManuka honey for Italy

New Zealand Mutton chops for export to China. Chinese exporter and trader whose clients are manufacturers and wholesalers. Already imports products into Thailand and China.

CHINANew Zealand Mutton for China

Request for New Zealand probiotics products for import to USA. Starting up a company once a connection is established.

USANew Zealand Probiotics for USA

Request for Milk & Honey from Oman. Food manufacturing and packing company based in Salalah.

OMANMilk powder & Honey request

New Australian visitor looking for baby milk formula to supply Chinese retailers.

CHINABaby milk formula for China

American visitor looking for Sheep skin bedding for both infants and adults. Clients are consumers, hospitals, and nursing homes.

USASheep skin for USA

For more information or a personal introduction, please email, alister@newzealandtradecentre.co.nz or call (09) 281 4030

JAPANNew Zealand products for Japan

American visitor looking for New Zealand grown hops to sell to Manufacturers, wholesalers and retail outlets.

USANew Zealand grown hops wanted

Indonesia visitor looking for frozen seafood, animal feed, and fertilizer. Clients are manufacturers, wholesalers, and retailers. Already imports from Australia, Indonesia, Singapore, Malaysia, Thailand, Vietnam, Myanmer, China (Mainland, Taiwan & Hongkong), United States, Brazil, Mexico, Iceland, France, Italia, and Great Britain.

EXPORTER 53

54 EXPORTER

EdUcATIONANdTRAINING

www.export.ac.nzNew Zealand School of Export is the only provider in New Zealand to offer the internationally accredited Diploma of International Trade. Highly practical and delivered entirely by distance learning with one-on-one personal tutoring – we work with you and your business to raise your game.Course participants have access to our unique online Export Library & Information Service (ELIS) and we offer a range of scholarships – check us out: www.export.ac.nz

scm.massey.ac.nzWe provide programmes for postgraduate levels and graduate levels. In addition we can provide consultancy and in-house programmes in Logistics and SCM.

www.getexporting.co.nzWHK provides expert and practical advice to new and existing exporters and importers. Their specialised export team add insights and value in areas ranging from market entry strategy and planning to budgeting and tax structure.

www.ema.co.nz / www.exportnz.org.nzNew Zealand’s premier exporting partnership brings you a series of targeted, contemporary, and practical export and international business courses. EMA Learning and Export New Zealand offer workshops in areas such as trade documentation, trade shows, foreign markets and international marketing, plus the Diploma of International Trade (in conjunction with the New Zealand School of Export).

www.shortcourses.ac.nz The University of Auckland Business School offers over 200 2-day practical business and management Short Courses each year to provide business and professional people from all walks of life opportunities to up-skill and re-skill. Short Courses also deliver an ever-growing number of in-house courses which are delivered specifically for an organisation, when they want and where they want, with the option to have the courses tailored specifically for that organisation. 0800 800 875.

www.LTG.co.nz LTG provides applied, distance qualifications. Prior learning/experience are recognised. LTG specialise in bridging qualifications including the CILT(UK) Certificate and Professional Diploma in Logistics & Transport.

www.theicehouse.co.nz/ownermanaged The ICEHOUSE Business Growth Centre, AucklandJoin business owners and entrepreneurs becoming globally capable with ICEHOUSE knowledge, tools and contacts.

www.nzlogistics.co.nzManukau Institute of Technology’s New Zealand Maritime School is the premier provider of logistics, shipping and freight training in New Zealand.

www.learningpost.ac.nzLearning Post – Study at Your Own Pace at Your own Home. Fit education around your work and family commitmentsContact us today for more information 0800895895.

GOVERNMENT-RELATEdsITEs

www.mfat.govt.nzMinistry of Foreign Affairs and Trade website. Trade and economic relations information.

www.nzte.govt.nzNew Zealand Trade and Enterprise (NZTE) is the Government’s national economic development agency. Our job is to lift New Zealand’s economic performance by helping businesses to grown and compete internationally.

www.maf.govt.nzMinistry of Agriculture and Forestry.

www.customs.govt.nz/exportersUseful information and advice for exporters.

www.nzeco.govt.nz /info@nzeco.govt.nzThe New Zealand Export Credit Office (NZECO) provides financial guarantee products for New Zealand exporters and banks. Our products help exporters manage risk and capitalise on trade opportunities around the globe.

NEwZEALANd/INTERNATIONALAssOcIATIONs

www.aucklandchamber.co.nzThe Auckland Chamber of Commerce encourages and supports sustainable, profitable business growth. The Chamber does this by positively influencing the environment in which businesses operate and through training, advisory services and international trade support.

www.uktradeinvest.gov.uk UKTI is able to help companies interested in setting up in the UK by introducing them to agencies and support programmes designed to assist them.

www.germantrade.co.nz/services/index.aspNZGBA: German Chamber representative office provides support services to NZ exporters for participation at German trade fairs and/or providing important contacts when setting up business in Germany.

www.cilt.co.nzTHE CHARTERED INSTITUTE OF LOGISTICS AND TRANSPORT IN NEW ZEALAND INCORPORATEDIn the 50 years since CILT NZ was formed, which now has an active membership of over 1,000 focusing on improving the quality of Transport & Logistics (Supply Chain). Members obtain industry knowledge though courses, conferences & meetings to benefit and advance our membership and Industry.

www.cbaff.org.nzThe Customs Brokers and Freight Forwarders Federation of NZ Inc is a national organisation which promotes the interests of all members; assists member companies and individuals working professionally and participating in customs broking and freight forwarding, and is affiliated with the wider transport industry. CBAFF is organised independently of Government by a management executive and initiates discussions with relevant bodies, seeking to develop an environment favourable to our members.

REcRUITMENT

www.logisticsrecruit.co.nzLogistics Recruitment are the specialist recruiter for the Import / Export / Freight sector in New Zealand. We have an extensive database of high calibre candidates that will add value to your company. Our rates are competitive and all placements are guaranteed for 90 days.

www.teamrecruitment.co.nz Team Recruitment specialise in the logistics & supply chain areas, supplying top quality people from the operational level through to project & senior management for importers, exporters, shipping, international & domestic freight forwarders. “Quality candidates quickly” – this is our purpose & our goal is to deliver this to you wrapped up in outstanding service. Having specialised in this market for 15 years, we have considerable knowledge of the people in these industries, and can add valuable people to your team as your needs arise.

cUsTOMsTARIFFANdFREIGHTcONsULTANTs

www.aironaut.co.nzAironaut Customs is a highly motivated, privately owned, independant customs broker.

wEBsITEdEsIGN

Zeald.comZeald.com is one of the fastest growing website design and e-business consulting companies in New Zealand. Our vision is to help small to medium sized companies generate amazing results online using a website and other methods of electronic marketing. Visit www.zeald.com to book your FREE Audit or Consultation

www.bka.co.nzWhen you’re talking to the world, you need a world class website. At bka interactive, that’s what we build. We help our clients connect with the world through their websites. Contact us – www.bka.co.nz

Useful Websites for Exporters

exporter is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. For more information regarding these listings please contact the listings directly.

INsURANcEBROkERs

www.tasmaninsbrokers.co.nz Marine Insurance, Liability Insurance, and other commercial insurances as required.

For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.For more information regarding these listings please contact the listings directly.

INsURANcE BROkERs

www.tasmaninsbrokers.co.nz Marine Insurance, Liability Insurance, and other commercial insurances as required.

4 ISSUES NEW ZEalaNd dElIVERy $35 4 ISSUES INTERNaTIONal dElIVERy $36

Name:...............................................................................................................................Company.Name:.......................................................................................................................................

Phone.Number:...........................................................................................................Email.address:............................................................................................................................................

Full.postal.address:.............................................................................................................................................................................................................................................................................

Creditcard.Payment:. Visa. . Mastercard. . Card.Number. . . . .I. . . . .I. . . . .I. . . . . .Expiry. . .I. . .

Cardholder.name:................................................................................ Signature:..........................................................................................................

Post this to:.Exporter Magazine, P.O. Box 7070, Wellesley Street, Auckland, New Zealand or subscribe online at.www.exportermagazine.co.nz.

SUBSCRIBE TO EXpORTER magaZINE

EXPORTER 55

TRAVELcONsULTANTs

www.chinatravel.co.nzAsia’s 1-stop travel shop China wholesaler.

www.apx.co.nz Atlantic Pacific American Express (APX) offer a comprehensive corporate travel management service to large corporates and SME’s. APX are an American Express Business Travel Partner, offering innovative business travel solutions to increase savings and control over your travel program, including reporting, online booking tools and access to AMEX global corporate hotel rates.

www.chinatravel.co.nzThe China travel specialists since 1928China’s 1-stop travel shop with hundreds of offices to provide local support and service on a 24/7 basis .Phone: 0800 CTS 888

TRAdEsERVIcEs

www.jacanna.co.nz International Logistics Company

www.tollpriority.co.nz International Express Courier Nationwide Courier Door to Door Airfreight International. Airport to Airport Airfreight International Domestic Air cargo via Pacific Blue.

www.jonesfee.comPauline Barratt of Jones Fee solicitors, specialises in maritime, admiralty and marine insurance law including: • The international carriage and sales of goods • The law relating to freight forwarders.

www.tmnz.co.nzTax Management NZ is NZ’s original tax payment intermediary dealing with most of the top 200 companies, all of the largest trading banks, and the top four chartered accountancy firms. We can help you too.

www.tabak.co.nzSelling businesses is all Tabak does, which allows it to be fully committed to their clients throughout the sales process – from bringing buyers and sellers together and to achieving to a satisfactory.satisfactory.

INsURANcE

www.chartisinsurance.co.nzAs a world leader in insurance, Chartis has been helping New Zealand exporters navigate the ever-changing landscape of risk and confidently pursue their goals since 1970. Our unrivalled global network, across 160 countries and jurisdictions, means we can respond whenever, and wherever you need us.

www.qbe.co.nzQBE Insurance has been in New Zealand for over 120 years and is a leading business insurer offering a comprehensive range of quality products to cover businesses of all sizes. Products include liability, property, marine, trade credit, contract works, motor, travel and accident & health. Talk to your insurance broker about QBE. The experts in business insurance.

is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them.

INTELLEcTUALPROPERTy

www.baldwins.comTurn ideas into profit through sound IP management. Whether you’re looking to commercialise, develop, protect or enforce your IP rights call 0800 Baldwins. Mention ‘Exporter’ when you call to receive a free consultation with our experts.

www.ajpark.comA J Park are the clear leaders in IP. They provide a full range of IP services, including trade mark, patent, and design protection, copyright advice, commercialisation and litigation.

www.everedgip.comEverEdge IP provides a comprehensive range of intellectual property related services to corporations, research institutions, individuals and investors with the objective of assisting organisations and individuals to generate and maximise the value of their intellectual property.

www.piperpat.comIf you need to protect your brand or create a brand, or if you need to know whether you can export your products freely without infringing other protected products or brands, PIPERS might well be your first stop and not your last hope.

www.jaws.co.nzJames & Wells Intellectual Property is New Zealand’s most dynamic firm of patent attorneys, trade mark specialists and intellectual property lawyers. Our clever thinking sets us apart in assisting clients to develop and grow their businesses.

MATERIALsHANdLING

www.secureaload.co.nzCargo care products to protect your exports and now the BIG Red Flexitank for bulk liquid.

www.liftrucks.co.nzLiftrucks NZ Ltd: Forklift sales and rental from 1 tonne to 50 tonnes. Petrol/LPGas, Diesel, Electric. Warehouse equipment to Container handling. Brands: Komatsu, Still, Hoist. Tel 0800 62606

FREIGHTFORwARdERs

www.tnlintl.co.nzTNL International provides seamless, door to door services to meet our customers’ individual requirements. We specialise in offering importers and exporters tailored solutions and not a one size fits all approach, often taken by our competitorsall approach, often taken by our competitors

TRAdEcREdIT

www.atradius.co.nzCompany description: Atradius provides trade credit insurance and collections services worldwide with a presence in 42 countries. Its products help protect companies from payment risks associated with selling products and services on credit.

www.redwoodcredit.co.nzSpecialist trade credit insurance (cover against the failure of a buyer to pay) Broker and consultant.

www.qbe.co.nzOur Trade Credit products help protect businesses from commercial bad debts that arise when selling your goods and services on credit terms to other businesses within New Zealand and/or overseas. Talk to your insurance broker about QBE or call QBE Trade Credit on 09 308 8578. The experts in business insurance.308 8578. The experts in business insurance.

sHIPPINGcOMPANIEs

www.swireshipping.co.nz/web/index.jspSwire Shipping is New Zealand’s leading multi-purpose liner service connecting New Zealand with Australia, Papua New Guinea, East and South East Asia, North Asia, Noumea and West Coast USA. Services provide extensive port coverage catering for break-bulk, containerised and project cargosbulk, containerised and project cargos

INdUsTRyTRAININGORGANIsATIONs(ITOs)

www.tranzqual.org.nzTranzqual is the Industry Training Organisation (ITO) responsible for setting world-class training standards for the commercial road transport and logistics industry sectors.

is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them.

transport and logistics industry sectors.

PORTs

www.lpc.co.nzLPC is the trade gateway to the South Island and a world-class supplier of port services. LPC offers a full array of shipping services to exporters and importers, 24 hours a day, 365 days a year.

56 EXPORTER

www.weekendandshortbreaks.co.nz

find! NZFind! NZ is a New Zealand local search engine based on location awareness. Find anything from cafes to restaurants, ATMs, carparks and even public toilets.One of the most popular apps in NZ

(QR code)

BEST DEALSBOOK NOWSearch and book over 2500

NZ accommodation operators

www.gotobednow.com

specialoffers.co.nz

specialoffers

THE LATEST TRAVEL DEALS FROM AROUND NEW ZEALAND, AUSTRALIA

AND THE PACIFIC IN ONE PLACE

nzexporter.co.nz

The websiteFor New Zealand Exporters

Independant reviews of freight, banking insurance,

IT, travel & more

Comment & interact with buyers, other exporters

& suppliers

International Buyers looking for

New Zealand products

tired of the rut?

Next Training Weekend: 29 to 31 Oct 2010, Auckland

www.mkp.co.nz

The ANZ Privately-Owned Business Barometer 2011 provides

you with inspiration based on the experiences of others. Now in

its fi fth year, this is the most in-depth survey into the attitudes

and behaviours of New Zealand’s private business owners and

is packed full of valuable insights. To fi nd out how other

business owners are thinking ahead, download a copy fromanzbarometer.co.nz. To fi nd out how we can help your

privately-owned business, call Ross Verry on 09 252 3041.

TM© Rugby World Cup Limited 2008 - 2011. All rights reserved. ANZ National Bank Limited. ANZ2236EX

The ANZ Privately-Owned Business Barometer.

A year’s worth of inspiration at your fingertips.

A N Z 2 2 3 6 E X . p d f P a g e 1 7 / 0 6 / 1 1 , 3 : 5 7 P M

ONCE IN A LIFETIME OPPORTUNITYEXCLUSIVE HOSPITALITY@ THE NUMBER ONE ADDRESS IN THE COUNTRY

LOCATED IN THE HEART OF THE RUGBY CELEBRATIONS

FOR THE NUMBER ONE SPORTING EVENT THIS YEAR

For further information contact People Media Group today

Imagine your clients and staff will access their own exclusive private lounge while experiencing the excitement and buzz of the

tournament. Located in QEII Square, No.1 Queen Street is right in the heart of The Rugby action. Thousands of fans walking past

every day. They will see your brand and you entertaining your guests in the exclusive sanctuary at No. 1 Queen Street.

No. 1 Queen Street will operate as an exclusive private lounge every night of the tournament. As hirer of the venue you will have:

Exclusive use for up to 90 guests • Glass structure and corporate marquee including carpet, furnishings etc • Multiple screens for game viewing • Catering and beverage options • Security passes • Security • Signage opportunities

OPPOSITE PARTY CENTRAL

NO.1 QUEEN STREET

P: 09-3666-879 | peoplemediagroup.co.nz | E: mike@peoplemediagroup.co.nz