New deal to make region food hub

In a deal unprecedented in the Southern Hemisphere, six New Zealand food science giants are cooking up a research "food bowl" in the Manawatu.

Massey University was to announce the agreement today, which will see the university join five other research organisations in establishing a single brand.

The brand, called Food Innovation New Zealand, will be used to develop and market products to the rest of the world.

Massey University, AgResearch, Fonterra, Plant & Food Research (formerly HortResearch and Crop and Food Research), the Riddet Institute, and the BioCommerce Centre will sign the brand development contract.

Based on a project in the Netherlands known as Food Valley, the collaboration of food companies, state research and academic food science experts will aim to attract global food corporations to invest in New Zealand research.

On a local level, Massey is hoping to bring more students and research dollars to the Manawatu, while enticing food companies both national and international to set up in the region.

Massey Vice Chancellor Steve Maharey said the new brand would allow New Zealand to be more competitive.

"If you take the lesson from overseas, what's important to drive the local economy is to build networks together, to help companies to lift the values of their products."

The deal will solidify the Palmerston North area as the "food bowl of New Zealand", he said.

The best spin-off for the Manawatu would be more companies injecting cash and jobs to the region.

"We are right at the centre of all the food-based producing, and want to signal we will be leading as a region what is important to the country," Mr Maharey said.

"We're hoping to attract the bulk of food innovators in New Zealand here ... and the big game is what we can do to help the industry."

Palmerston North could also promote itself as a food hub, replacing past slogans such as "Young heart, easy living", which had varied success, Mr Maharey said.

Mayor Jono Naylor said the city was excited about the super-brand: "It makes sense to make the most of what we've got and develop it further."

The council has a $150,000 fund available every year to assist with these kinds of research development programmes, and would be looking to support the venture, he said.

The brand development contract will be signed at Massey today, with the brand expected to be launched in July.

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