BRISBANE – The Office of the United States Trade Representative (USTR) and the Department of Commerce joined the first negotiating round for the Indo-Pacific Economic Framework (IPEF) in Brisbane, Australia from December 10-15, 2022. The round was hosted by Australia’s Department of Foreign Affairs and Trade. The interagency U.S. delegation was led by Sarah Ellerman, IPEF Pillar I Chief Negotiator and Assistant United States Trade Representative for Southeast Asia and the Pacific (Acting), and Sharon H. Yuan, Department of Commerce Counselor and Chief Negotiator. Approximately 450 officials from the United States, Australia, Brunei, Fiji, India, Indonesia, Japan, the Republic of Korea, Malaysia, New Zealand, the Philippines, Singapore, Thailand, and Vietnam attended the negotiating round. Ahead of the meetings in Brisbane, USTR officials shared Pillar I (Trade) negotiating text with IPEF Partners for the following topics: trade facilitation, agriculture, services domestic regulation, and transparency and good regulatory practices. During these text-based discussions, IPEF Partners shared their enthusiasm for creating a high-standard agreement that can create sustainable and inclusive economic growth throughout the region. In addition to text-based discussions, USTR officials held detailed conceptual discussions for the following topics under Pillar I: environment, labor, digital economy, competition policy, and inclusivity. The United States highlighted the ambitious scope of this pillar, which is detailed in the ministerial statement that was released following the IPEF ministerial meeting in Los Angeles, California in September 2022. Before the negotiating round, the Department of Commerce shared text for Pillar II (Supply Chains) and Pillar IV (Fair Economy: Tax and Anti-Corruption), as well as a concept paper for Pillar III (Clean Economy), with IPEF Partners. Throughout the week, Department of Commerce officials led in-depth discussions of these pillars with IPEF Partners. IPEF Partners engaged in a productive exchange of ideas as they collectively seek to achieve high-standard outcomes and deliver concrete benefits to enhance the economic competitiveness of their respective economies. Following the September convening in Los Angeles, the Department of Commerce released ministerial statements for Pillars II, III, and IV. Collectively, the four pillars that comprise the framework represent a shared vision for an open, connected, prosperous, and resilient Indo-Pacific region. On the margins of the negotiating round, the U.S. delegation engaged a wide variety of stakeholders on recent updates and conversations with IPEF Partners. Staff from the Senate Finance Committee and the House of Representatives Committee on Ways and Means traveled to Brisbane and were briefed by USTR and Department of Commerce officials. USTR and the Department of Commerce will continue to provide regular updates and briefings to stakeholders and Congress as negotiations progress in keeping with our strong commitment to transparency in the development and implementation of the Biden-Harris Administration’s trade agenda. The United States will continue to engage with IPEF Partners and will participate in additional in-person negotiating rounds in 2023. Additional details regarding the next in-person negotiating round will be shared at a later date. For more information on IPEF, please visit www.ustr.gov/ipef.
Motion Picture Group taps Parrot Analytics to accelerate marketing innovation, analytics and audience activation in multi-year deal.
Los Angeles (December 14, 2022) - Lionsgate’s Motion Picture Group has partnered with Parrot Analytics, the industry’s leading global audience analytics and content valuation company, in a multi-year marketing intelligence and innovation agreement. The partnership will enable Lionsgate’s Motion Picture Group to access Parrot Analytics’ entertainment analytics and valuation product suite as the studio looks to continue its success in today’s attention economy.
“In this time of unprecedented industry transformation, we continue to be focused on innovation and successful value-creation strategies for the studio and our partners,” added Whitney Harris, SVP, Head of Data and Consumer Insights, Lionsgate Motion Picture Group. “The capabilities offered by Parrot Analytics will enhance our marketing analytics and enable faster and better decision making to unlock the full value of our IP.”
Parrot Analytics is the industry leader in quantifying global audience demand for content, enabling media and entertainment companies to better understand the value of content globally and respond to a rapidly evolving, digital-first audience landscape.
“Lionsgate is one of the most innovative and entrepreneurial studios in the motion picture industry and we’re thrilled to partner with such a forward-thinking team,” says Parrot Analytics CEO Wared Seger. “From content valuation to marketing analytics, the Lionsgate-Parrot Analytics teams are innovating at the cutting-edge of today’s attention economy.”
In leveraging Parrot Analytics’ global audience analytics, Lionsgate joins a rapidly growing roster of industry leaders, including such studios as Warner Bros. Discovery, NBCUniversal, and Sony Pictures; media and technology companies including Amazon, Comcast, and Google; networks such as Sky and Turner; government agencies such as Canadian Media Fund and British Film Institute; and streaming services such as HBO Max and Amazon Prime Video.
About Lionsgate
Lionsgate (NYSE: LGF.A, LGF.B) encompasses world-class motion picture and television studio operations aligned with the STARZ premium global subscription platform to bring a unique and varied portfolio of entertainment to consumers around the world. The Company's film, television, subscription and location-based entertainment businesses are backed by a 17,000-title library and a valuable collection of iconic film and television franchises. A digital age company driven by its entrepreneurial culture and commitment to innovation, the Lionsgate brand is synonymous with bold, original, relatable entertainment for audiences worldwide.
$5 million raise to accelerate global market development and product development
AUCKLAND, New Zealand, December 05, 2022— Pictor, a global leader in immunodiagnostics, today announced a funding round to help accelerate pipeline product development projects along with market development activities within Australia/New Zealand, the US and Europe for its Human Health and Animal Health portfolios.
This follows the recent successful launch of the PictArray™ SARS-CoV-2 IgG Antibody Test through Rako Science in New Zealand and key partners in the US. “The test better informs patients and doctors in determining whether the patient should be immunized or boosted,” said Pictor’s Chief Medical Officer Tadd Lazarus, MD.
Pictor’s multiplex technology enables two key different approaches – testing for multiple diseases or testing for different stages/multiple markers of a disease, all within a single enzyme-linked immunosorbent assay (ELISA) test well. This can provide both greater sensitivity (accuracy), higher throughput and cost efficiencies.
Within the Human Health space, Pictor’s current focus is expanding access to its highly accurate tests for COVID-19 antibodies and accelerating the development of its test for tropical fevers. Pictor has also leveraged its multiplex platform to develop an Animal Health business and is poised to launch two tests in Q2, 2023. The PictArray™ Mycoplasma bovis (M. bovis) and PictArray™ Johne’s Disease tests, developed with support from the Ministry for Primary Industries’ Sustainable Food and Fibre Futures fund, will enable more accurate and effective dairy and beef herd management both in New Zealand and internationally.
In announcing the financing, Pictor CEO Howard Moore said: “This funding round provides a potential opportunity for investors to realize a significant increase in value through the near-term commercialization of our current pipeline, along with acceleration of future product development projects.”
Former Morrison & Co. CEO Marko Bogoievski is helping lead the current funding round following his investment and involvement in Pictor since early 2022.
About Pictor
Pictor is an in vitro diagnostics company that offers a patented multiplexed platform for highly accurate and efficient testing of complex and infectious diseases for human and animal health. PictArray™ multiplexed technology makes it possible to test multiple disease markers in a single test simultaneously — with higher sensitivity, faster throughput, and reduced turn-around time. The company’s lead product, the PictArray™ SARS-CoV-2 IgG ELISA Kit, enables more informed clinical intervention to manage the threat of COVID-19. For more information, please visit http://pictordx.com, https://www.linkedin.com/company/pictorltd and @PictorLtd on Twitter or Facebook.
About Marko Bogoievski
Known as a high-conviction investor, Marko Bogoievski served as the chief executive officer of New Zealand-based Morrison & Co before stepping-down in December 2021. His career saw him lead Morrison & Co to become a global leader in infrastructure investment, specifically focused on data, renewable energy and healthcare. In his thirteen-year tenure with Morrison & Co, Bogoievski led growth in funds under management to over US$20 billion. Source: https://pictordx.com/
The 2022 AmCham - DHL Express Success & Innovation Gala Awards event was staged tonight at the Pullman Hotel. AmCham President Jonathan Mason commented “that after three years of disruption it was good to be back holding these awards in their original format, as well as being back at the Pullman Hotel”. He went on to say that the diversity and quality of the entries and finalists shows that New Zealand companies continue to be world leaders.
New Zealand’s goods trade with the USA has been growing at around 6% per annum over the last decade and we are seeing more technology and services companies doing business with the USA.
Minister Damien O’Conner was the keynote speaker and presented the three exporter awards.
Commenting on the 2022 AmCham-DHL Express Success & Innovation Awards, Mark Foy, Managing Director, New Zealand & Pacific Islands, DHL Express, who announced the supreme winner said: “Oritain Global has established itself as a leading innovator with their focus on continuous improvement a testament to their achievements. Oritain’s successful growth into the US market is a reflection of their market research and DHL congratulates them on this award.” The judges’ comments were “that from humble beginnings in Dunedin, Oritain has become a world leader in its field. With most of its revenues being tied to the US, Oritain has done much to enhance the reputation of New Zealand as a trusted partner among many firms as well as with government agencies in the United States. The company impressed the judges with the uniqueness of their customer value proposition, the integrity of their brand and the trust it engenders, and the potential the firm has to become a household name as the industry benchmark for provenance in both the United States and more broadly”.
The winners were:
Bilateral Connections Award with the USA & Supreme winner – Oritain Global Ltd Oritain provides excellence in product traceability to protect businesses reputations and build trust in their brands. US Company of the Year – Investor of the Year to or from the USA – DCI Data Centers DCI Data Centers is a data center owner and operator that is challenging the way facilities are built and operated. Best Emerging Exporter of the Year to the USA - Market2x Group Ltd Technology platform to optimise transport across supply chains, increase efficiency and reduce both costs and carbon emissions.
High Growth Exporter of the Year to the USA – Fileinvite Ltd The simplest, most secure, document collection software for professionals. Request files, forms, data and e-signatures all through a secure document portal. Best established Exporter of the Year to the USA – Buckley Systems LtdManufacturer of precision electromagnets including magnetic systems design, engineering and integration.
Nigel Murphy from Auckland University of Technology won the 2022 AmCham Supporter of the Year award.
At the dinner four of our long standing members were presented with their 25-year membership plaques: General Electric International Inc. Meat Industry Association of New Zealand PAE (New Zealand) Ltd The University of Auckland
In addition to AmCham’s lead awards sponsor DHL-Express and our airline partner, United Airlines, the awards are also supported by ANZ Bank, Ironside McDonald Intellectual Property, Lockheed Martin NZ, media partner The Business and wine supporter Constellation Brands.
Marriott International, Inc. has announced it has signed an agreement to introduce its JW Marriott brand to New Zealand.
The property, currently known as Stamford Plaza, is slated to be fully converted into Marriott’s JW Marriott brand by mid 2024. The hotel is co-owned by Archipelago Capital and CP Group and will undergo a NZ$20m refurbishment in phases.
JW Marriott Hotel Auckland is expected to bring its signature luxury brand, inspired by the principle of mindfulness, to Auckland. The 286-room hotel will delight guests with warm and thoughtful service and encourage them to be fully present - taking mindful moments that help them revitalize mind, body and spirit, and celebrate with family and friends.
“There are now more than 100 hotels in 35 countries and territories that carry our founder’s name, JW Marriott. This latest signing is another example of Marriott’s dominant expansion in the region and a testament to our confidence in the recovery of travel, particularly the luxury market which we believe is set to thrive in Australia, New Zealand and Pacific region,” said Richard Crawford, Vice President of Hotel Development for Australia, New Zealand, and Pacific, Marriott International.
Alvarium Investments Founder and global Co-Chair, Andrew Williams agreed it was an opportune time to capitalise on current market conditions.
“We see New Zealand as a secure real estate market, buoyed by a rebounding hospitality and tourism sector, and well-positioned post the peak of the pandemic. This co-investment aligns with our long-term approach of working with teams that have a proven high-performing record to drive returns for our clients and our firm through timely investment opportunities. We are proud to introduce the iconic JW Marriott brand into the Auckland market with our partners CP Group and Archipelago Capital."
Managing Director of CP Group, Prakash Pandey, said, “we couldn’t be happier to be commencing a partnership with Marriott International. As the world’s largest hotel company, they have the proven power to deliver the very best commercial outcomes for this landmark asset. Importantly to us, Marriott are the global leaders in luxury hotels and I am confident that together we will deliver a new standard of hospitality excellence in the Auckland market.”
JW Marriott Hotel Auckland is anticipated to feature an executive lounge and lobby bar, 100-seat buffet restaurant and a smaller speciality dining venue that will extend a culinary offering to truly nourish the body. A 320m2 function space and four meeting rooms will allow guests to connect socially over meaningful gatherings. In addition, the property will include an indoor heated swimming pool, large fitness centre, spa and sauna. There are also plans to introduce the brand’s signature JW Garden, a thoughtful, multi-sensory experience, that will support the hotel’s culinary programs.
Sean Hunt, Area Vice President, Australia, New Zealand and Pacific, Marriott International noted, “Marriott International is committed to growing our luxury portfolio, with New Zealand being one of our top priorities. The introduction of the JW Marriott brand in New Zealand reflects our confidence in the Australian, New Zealand and Pacific luxury market, and follows the success of the JW Marriott Gold Coast, as well as the forthcoming openings of W Sydney, The Ritz Carlton Melbourne and the St Regis Gold Coast.” Source: https://www.meetingnewz.co.nz/
The American Association for the Indo-Pacific, the region’s only Indo-Pacific-focused U.S. business coalition, stated in its submission to the U.S. government that ensuring openness and cooperation with business is key to the Indo-Pacific Economic Framework’s success.
The submission, which consolidates views from members of AAIP’s IPEF Taskforce, effectively argues that ensuring regulations are transparent and that governments provide open conditions for businesses of all sizes across the region must be a priority.
AAIP Interim President Jackson Cox said, “The IPEF’s 14 members can take concrete steps toward an agreement that will ensure a level playing field across the region, which will lead to greater economic integration and prosperity for all.”
Mr. Cox also said the agreement can help address emerging, next-generation issues, such as supply chains, digital innovation, and ESG, including support for small to medium-sized enterprises (SMEs), which are essential to many economies in the region.
Mr. Cox welcomed the move to the negotiation phase of the IPEF process, encouraging negotiators to make concrete progress in the year ahead.
“The IPEF can build on the good work already done in other agreements, such as USMCA, CPTPP, and RCEP. It is important that governments move forward where they can on issues based on previous agreements, perhaps with some early harvest announcements next year.”
Mr. Cox also emphasized how important it will be for the U.S. government and other IPEF members to consult with businesses going forward, noting that the agreement covers a range of novel policy areas and initiatives.
“Businesses have important and unique perspectives on the IPEF and understand what will and won’t work in the new global trade environment. AAIP is committed to supporting the IPEF and greater regional economic integration over the long term.”
AAIP represents U.S.-headquartered businesses with operations across the Indo-Pacific, including technology, transport, healthcare, finance, and manufacturing firms. AAIP is the only U.S. business association with a dedicated IPEF Taskforce, which was launched in August and comprises AAIP corporate members, AAIP advisors, and many of the AmChams from IPEF economies. Read submission
Mobile Mentor, a rapidly growing technology services company and Microsoft partner, is pleased to announce their contract award with the GSA (General Services Administration). The award allows the Mobile Mentor team to provide federal, state and local government agencies with services to modernize IT operations and improve cyber security using the latest in Microsoft security technologies.
Mobile Mentor, a rapidly growing technology services company and Microsoft partner, is pleased to announce their contract award with the GSA.
GSA (General Services Administration) is the procurement and contracting vehicle for the United States Federal Government. The award allows the Mobile Mentor team to provide federal, state and local government agencies with services to modernize IT operations and improve cyber security using the latest in Microsoft security technologies.
Mobile Mentor was officially granted vendor status to the GSA as a small business in late October. In 2022, the federal contracting goal for small business reached 27.2 percent of total federal contracting funds.
“Partnering with the GSA to provide services to the federal government is a huge privilege,” said Denis O’Shea, CEO and Founder of Mobile Mentor. “It opens the door for our team of industry-leading experts to make a real impact and allows us to do our part in ensuring the security of crucial federal agencies.”
Since the founding of the company in 2004, Mobile Mentor has partnered with a variety of government agencies internationally to modernize IT operations and improve security for the mobile workforce. In 2021, Mobile Mentor won Microsoft’s international partner of the year award for modern endpoint management, positioning the company as a global leader in securing the modern hybrid workforce.
“By embracing modern security practices like Zero Trust and Passwordless Authentication, we help government agencies to achieve the optimum balance between security and user experience,” continued O’Shea. “We believe security and user experience are equally important in today’s world where security threats are everywhere, and employees are increasingly working remotely, relying on their technology every minute of the day. This intersection of security and employee experience defines the workplace of the future, and we are proud to be leading the way with our government clients and strategic partners such as Microsoft.”
About Mobile Mentor Mobile Mentor empowers people to achieve more by unlocking the full potential of their technology. With operations in the USA, Australia and New Zealand, Mobile Mentor is the remote partner for the remote workforce. Founded in 2004, Mobile Mentor has enabled millions of people to increase security and productivity with their laptops, tablets, smartphones, and apps. For more information, please visit http://www.mobile-mentor.com.
Source: https://www.prweb.com/
Over the next 15 years, Amazon Web Services plans to spend $7.5 billion building cloud computing data centres in New Zealand.
The investment will create a local AWS Region that’s due to open for business in 2024. It means customers who must store data locally will be able to run the same tasks available to AWS customers elsewhere.
Tiffany Bloomquist, AWS New Zealand country manager for the commercial sector, says the large-scale technology infrastructure investment will create 1000 jobs and contribute $10.8b to local GDP over that period.
The New Zealand AWS region will be one of 25 regions the company operates around the world — there are, at the time of writing, 81 availability zones.
“An AWS region is a physical location where we cluster multiple data centres,” explains Bloomquist.
“We call each group of these data centres an availability zone and each region contains a minimum of three isolated and physically separated availability zones. They’ll be placed around Auckland.
“Each availability zone has its own independent power and cooling. The zones are connected by a redundant, ultra-low latency (the time data takes to travel between locations and back again) network. There are the highest levels of physical security, compliance and data protection.”
There are four considerations AWS makes when designing availability zones.
Top of the list is the environment. The company says it goes to great pains to invest in locations that are sustainable. Bloomquist says that means thinking about environmental threats such as floods, extreme weather events and, in the case of New Zealand, earthquakes.
Another factor is the way the data centres are powered. AWS’ goal for its Auckland data centre is to use 100 per cent renewable energy. Says Bloomquist: “New Zealand has been investing significantly on that front which makes it an ideal location for us”.
The second key consideration is physical security. It depends on the location, but it can mean making sure there are an appropriate number of security guards, and that there is the right kind of fences, video cameras and intruder detection. “Physical security is absolutely our responsibility and it’s something we take very seriously.
AWS’s third consideration is the actual physical infrastructure: the building, the equipment inside and the ancillary equipment that keeps it running. This includes cooling — data centres can generate a lot of heat — and fire protection systems.
The fourth consideration is around the data. That’s where AWS has to share accountability with its customers.
It can keep its side of the deal by restricting access, maintaining clear separations and by using threat detection and security tools. But its responsibility can only go so far.
Bloomquist says when the company builds a business case before making a significant investment, it works backwards from what its customers need: “We listen to what they ask for. Our primary focus is to understand what their key user cases are. Then we can look at the investment we need to make to ensure we address that customer demand.”
For AWS’s New Zealand customers, who are mainly Auckland-based, a key demand is for lower latency.
AWS has New Zealand customers that already use its Sydney, Singapore or even US data centres. It takes time for data to travel to those locations and come back again.
This isn’t vital for every application, but there are tasks where low latency is essential, keeping everything in Auckland means latency is extremely low.
Another New Zealand customer demand is for data sovereignty, that’s necessary when rules or regulations require data to be kept in-country.
AWS is 20 years old and New Zealand companies have used cloud for much of that time.
So why is the company investing here now?
Bloomquist says the Covid pandemic accelerated companies thinking about how to scale businesses and manage costs better. They struggle with rising inflation and the scarcity or expense of talent. All these pressures combine to push companies to use more cloud computing. She says the local cloud spending is expected to rise 22 per cent this year.
Although New Zealand companies have used cloud computing for as long as their overseas counterparts, they have been slower than those in other countries to adopt the more advanced services cloud technology offers.
Bloomquist says: “We want customers to start thinking about the possibilities when the cloud is used with artificial intelligence, machine learning, advanced data analytics and even 5G technology. These are areas where we see cloud really differentiating. This is why the work we’ve done with Spark is so exciting.”
Earlier this year, Spark worked with AWS on two proof-of-concept projects for standalone 5G. While mobile phone networks have upgraded to 5G technology, the carriers have yet to see all the benefits of the upgrade because many of their background systems still run on older systems and rely on 4G infrastructure. AWS joined Spark, Mavenir and Nokia to show where the technology can go.
Bloomquist sees the potential for virtual and augmented reality along with real-time video analytics.
“We wanted to reduce latency; Spark has said that in some cases they have reduced latency by up to 70 per cent”.
Another possibility cloud offers is for, say, a manufacturer to build a digital twin of an entire manufacturing line.
“You’d be able to see all the physical systems represented virtually and customers would be able to go in and troubleshoot problems without touching anything.”
Getting advanced projects off the ground requires a pipeline of skilled talent.
Bloomquist and AWS are in the process of developing the Hāpori Wāhine programme which is a four-week, community-based programme for Kiwi women looking for the kind of cloud skills careers that are in demand. The programme includes a network of professionals to help participants kick-start careers in technology. Specifically, Hāpori Wāhine aims to reach women who might not have previously considered working in technology.
Other programmes from AWS include Cyber Skills Aotearoa which aims to give intermediate and high school students the skills they need to stay safe online and, in some cases, inspire students to consider careers in cyber security.
The AWS re/Start programme aims to prepare unemployed or under-employed people for careers in cloud computing. It’s a full-time 12-week course that, on completion, will connect students with potential employers.
The New Zealand Game Developers Association and the US Mission to Aotearoa New Zealand are partnering together to create Koia Jam, a game jam competition devised to stimulate New Zealand to think about anti-bullying, anti-harassment, and anti-disinformation online.
While there are long-standing policies, infrastructure, and regulations in place to ensure the safety of children on playgrounds and in vehicles, there is little in the way of safeguards for online places where young people are spending an ever growing amount of time. This has led to a proliferation of disinformation, misinformation and online cyberbullying over the past few decades, and has had innumerable consequences for mental health.
Video games have long been a place for learning, social exchange, and building connections with people online, and its potential for driving social change has only recently been explored. Games like “Concrete Genie” and organisations like Games for Change have empowered a new generation of game creators and social innovators to combat toxic online cultures.
“Stimulating social change through media is incredibly difficult, but there are few mediums more suited to the challenge than games. Koia Jam will provide an opportunity for people to explore the themes of misinformation and online safety in an engaging way and to spark critical thinking on complex issues” says NZGDA Chairperson Chelsea Rapp.
Koia Jam is a 48 hour game jam, a time-limited hack-a-thon where small teams attempt to create a playable game over a single weekend. Game Jam competitions can be intensely social experiences, relying on close, functional teamwork.
“Bullying and the spreading of disinformation are global challenges, including in the gaming world. These are some of the biggest obstacles to being online nowadays in both Aotearoa New Zealand and the United States. We are proud to partner with NZGDA for Koia Jam 2022 to spread a message of positivity and inclusion online. Let’s play games and have fun together,” says U.S. Ambassador Tom Udall.
Taking place from November 25-27, Koia Jam also features a series of web interviews with New Zealand game developers who discuss the idea of driving social change through game development. These can be found on the NZGDA facebook page. Learn more about Koia Jam or register your team by visiting Koia.nz.
Westgold butter produced at Westland Milk Products’ new Hokitika plant, is on the shelves of 550 Walmart stores across 19 states in the United States.
The launch of Westgold butter into the potentially lucrative United States market follows Westland’s $40 million investment last year in the new Hokitika butter manufacturing plant which has doubled capacity of the company’s consumer butter production to a total of 42,000 tonnes a year. The new plant was officially opened in July this year.
Westland’s General Manager Sales and Marketing, Hamish Yates, says the launch of Westgold butter into Walmart stores is significant and the first step in the company’s global expansion into the United States market.
“The United States market for our Westgold butter has huge potential. We know that consumers in the United States are butter users, often having multiple brands and types of butter on hand for different purposes,” Hamish Yates says.
“Also in our favour is our point of difference based around our high grass-fed percentage, our unique West Coast of New Zealand origin and our Westgold attitude.’’
Hamish Yates says Westgold’s challenge will be to stand out to shoppers in the United States butter market which is dominated by long-standing brands. Consumers are in a habit of purchasing the familiar brands they grew up with, he says.
For the first time Westgold was launched into a new market supported from the outset by a full consumer-facing brand marketing campaign
Westgold’s marketing team developed the campaign taking into account research findings to determine the drivers for purchase, how consumers learn about new food brands, where they shop, their household demographics, approaches to cooking with butter, and more.
Key insights from this research show that a little over half of all “family chefs’’ in the United States bake weekly, that 67 per cent of these family chefs discover new foods from social media posts and that 65 per cent find out about new food from shopping in store.
Around half these family chefs are highly likely to purchase global food brands, and 83 per cent of family chefs prefer organic and/or grass-fed butter.
Hamish Yates says the insights were invaluable in developing a campaign which centres around positioning Westgold as a ‘Natural Champion’. Promotional activity to date in the United States has included sampling events to introduce consumers to the brand, underway currently in California with a 12-day tour of the ‘Butter Bar’, encouraging them to try the product. Also in play is advertising on Walmart’s online shopping platform, and digital channels, a social media influencer campaign across TikTok, Instagram, and email direct marketing. Source: https://www.westland.co.nz/
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