Landcorp Farming name 'too 80s'; should rebrand as 'Pamu,' MP says

Landcorp chairwoman Traci Houpapa

State-owned enterprise Landcorp Farming, which is trying to move its business away from mass commodities and into higher-value branded contracts, should change its name to reflect its new identity, Labour MP Rino Tirikatene told the company at parliament's Primary Production select committee.

As part of a strategy to better connect with its customers, Landcorp has launched the Pamu brand, meaning "to farm" in Maori. Chief executive Steven Carden, who joined three years ago, wants to shift Landcorp's focus away from being a volume-based supplier of agricultural commodities toward developing more valuable, specialised contracts.

"I like the brand Pamu," Mr Tirikatene told Landcorp representatives appearing before the committee, including chairwoman Traci Houpapa, Carden and chief financial officer Steve McJorrow. "But I'm surprised. Why didn't you use the opportunity to do something bold and rename Landcorp 'Pamu' or really embrace that brand. It just seems like this is a real 1980s name, Landcorp. It's just got a very old-fashioned name ... you are about 30 years old. Why didn't you use the opportunity to really drive the transformation through the business and say' let's give ourselves a new name, and let's really do something new and bold?'"

In response, Ms Houpapa acknowledged that the company was at a "change point" in its history, and it would take "a little while" to turn around its 30-year history of farming.

"We agree with you that a change of name would also indicate strongly a change of nature and focus," she said. Pressed by Mr Tirikatene if a change of name was on the cards, Ms Houpapa replied "hmmm."

Asked outside the committee about Landcorp's views, Ms Houpapa indicated the issue was under consideration.

"We think that the testing we have done in the market for the Pamu brand indicates that the idea of a change of name for the organisation and company is probably on the cards," she said.

"At this stage we have launched Pamu, and we are getting some really good feedback domestically and internationally on that. People understand Pamu. People can immediately pronounce that, it shows origin, it gives a whakapapa to our land and people, it denotes the move toward an Aotearoa and New Zealand lnc kind of philosophy and nature of the industry, so it's certainly on the cards."

However, she noted that under the SOE Act, a name change was a decision for the government shareholder.

She said Landcorp had "a conversation" with the shareholder about the Pamu strategy and where the company was heading, but she declined to say if it had made a recommendation on changing the company name.

Landcorp was created out of the Department of Lands and Survey in 1987 and its latest annual report for the year ended June 30, 2016, showed it farmed 144 properties. Of the total 385,503 hectares, it owned 158,561 hectares and managed 226,942 hectares. In that year, it produced 11,733 tonnes of sheep meat, 9543 tonnes of beef, 2026 tonnes of venison, 19,692 tonnes of milk solids, 8.6 tonnes of velvet and 2762 tonnes of wool.

(BusinessDesk)


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A better idea would be to save the tax payer millions by not changing the name, then selling the farms to private families

The government has no business being a commercial (loss making, pollution contributing) farmer

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Agree. And the country is sick to death of fake Maori names being inflicted upon everybody and everything...all part of the self aggrandising and of iwi.

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Dear God, of all the things wrong with Landcorp, it's name is not one of them.
You could call it Mickey Mouse Limited and apart from obvious IP issues it would make no difference to the success or failure of the current ridiculous model.
This is one "conversation" (for heavens sake) that need not take place.

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When are we selling this relic?

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Ironically she claims it is "too 80's". We can only wish, then it would really have been sold.

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This is a perfect example how polticians fool the public.
Truth is, when an entity, say like, "the acclimatisation society". is starting to become unpopular, the strategy is "change the name".
Just an old old poli trick.
You see they need these entities to keep politicians in comfort after their beehive use by date is up.

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The PAMU thing is just a rort that has been invented by consultants and taken hook line and sinker by the Landcorp board and management. Good for airpoints accounts as they travel the world 'building relationships' in markets there product was all ready going. The FOB returns they get on product are no better than anyone else, never will be. Before the Ramseys took over Crusader Meats it was a 1980's Landcorp JV failure. Condemned to repeat history - but on the tax payer $ they can afford to be slow learners. sigh....

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Board, Management and Admin are ridiculously fat and self indulgent
I recall Eamon Cleary running a farming empire from a notepad and a cell phone

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John Key is a self proclaimed 'commercial guy'. So it's ironic every government commercial organisation is a complete disaster. Landcorp, NZTE, Callaghan, NZVIF.....

It's time the government decides to let commercial people be commercial people and just concentrate on governing

By selling Landcorp and closing NZTE and Callaghan, surplus would be up an extra 1B per year

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shift Landcorp's focus away from being a volume-based supplier of agricultural commodities toward developing more valuable contracts

Unless they buy meat plants or dairy factories they are still a primary supplier. Whatever they produce someone else can. Just because they do something small or niche it is still a commodity and a name change doesn't change what they are producing

The name change is just an expensive pointless vanity project. Absolutely sucked in my tax payer paid consultants

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http://www.stuff.co.nz/business/farming/89148194/primary-sector-needs-a-... ... 2017 ... Special Agricultural Trade Envoy Mike Petersen ... pointed to Ireland's Origin Green initiative as an example of how a national sustainability development programme could boost the country's profile ...
http://www.stuff.co.nz/business/farming/agribusiness/67593384/Landcorp-l... ... 2015 ... Waikato University agribusiness professor Dr Jacqueline Rowarth said ... it was unclear how the Pamu branding would work in practice ... https://en.wikipedia.org/wiki/Landcorp ... key people: Traci Houpapa (Chair); Steven Carden (CEO) ...

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Here we go again. That huge inefficient, unprofitable, Soviet Era Peoples Farm trying to convince the taxpayers of New Zealand that a simple name change would some how render Landcorp as an acceptable institution.
It should be sold but thereby lies the problem. The best price from the taxpayer's perspective would be to market it Internationally but this even though feasible would be politically unacceptable as all State owned assets have first to be offered to Iwi and they would buy it. As with the Rangipo Prison Farm Land on the Central Plateau which was recently sold to Ngati Tuwharetoa this would be the same. Thereby lies the dilemma. In my mind Tribal (Iwi) ownership is the closest thing to communism in New Zealand so wouldn't we be just exchanging one form of Soviet style ownership for another. Even the Soviets saw the folly of it.

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The real story for me is that an MP is more worried about the name of an entity than the risks involved in the Government running farms and moving to selling the production in a value-add way - which is taking a risk that consumers will not like the finished product offered and therefore gain significantly less any income than selling wholesale to manufacturers.

And I'm not picking on this MP, too many MPs in too many parties think like this.

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