Challenge head convinced partnership concept is vital part of changes

Press, 9 October 1987, Page 26

Challenge head convinced partnership concept is vital part of changes

Challenge Meats expects to make further major progress in both its processing and marketing of New Zealand meat products as it develops and fosters its partnership approach between the company, its staff and farmer suppliers. Mr Jon Lamb, Chief Executive of Challenge Meats believes the partnership or team concept is vital if the Industry is to stand any chance of changing from a producer of commodities to a marketer of consumer food products. “Despite all the complacency which has fogged our understanding of what is required, despite the doom and gloom which has coloured a real appreciation of the Industry’s potential, I and Challenge Meats know there are real and exciting opportunities which are there for the industry to take if it can overcome its divisions and traditional attitudes,” he said. “A partnership ap-

proach which enables all sectors of the industry to understand and help each other to reach common goals is not so much a heed as a necessity,” he added. Challenge Meats had already initiated a number of changes in its approach to international marketing, its operational structures and in its relationships with suppliers. “The contract system started last season was welcomed by suppliers and heavily used and contracts will be offered again this season. At the same time we have restructured our opera — tional requirements and have appointed Mr Doug Lee as our livestock development manager. The whole approach will be to encourage suppliers to provide not simply an improved raw material but to supply over longer periods of the year. This will help us both to encourage the adaption of existing breeds and to improve the flow and quality of stock for processing.

“Major expansion of our processing works is under way as we seek new approaches to processing, product development and manufacturing skills which will enable us to market product more successfully. “We have developed a new corporate approach to the identification of the company and its products which with the employment of internationallyproven marketing skills to supervise our product development, packaging and marketing activities, will help us to overcome the marketing shortfalls which have bedevilled the industry for so long. "But perhaps, more important of all, we have put in train educational programmes involving both staff and suppliers aimed at the development of a team approach to the concept of an industry partnership. “The essential parts of our industry have been allowed to become isolated from one another and to plan and to de-

velop separately without any real concern for what we all want to achieve. “In the first issue of ’Challenger,’ I said change was not easy to achieve. I also said that Challenge wanted the ability not only to service current international requirements but to put time and energy into determining what the future needs will be and how best we can organise our operations to

convert sheepmeat protein into marketable consumer products. “The only way we will achieve this is if everyone involved in the industry knows what is required, understands the problems and is motivated in a partnership approach, to solve them. “We at Challenge look forward to another good season in partnership with you all.”