 ana mana, ana iwi, ana waka, erakatirama, tihe i Māori ora. Kōpira Chris Pahau, tena koutou, tena koutou, tena tataka toa. That's just a very brief greeting in which I acknowledge your journey here, your waka, the way you arrived here and where you've come from. I acknowledge your iwi and your family and wasn't that just amazing to hear all these stories sort of percolating out from amongst us, get a sense of the feeling of the roots, the tentacles of our existence. I recognise that and I recognise your mana, which is your core and your strength of who you are. You can see all the kiwis in the audience nodding away. Tihe i Māori ora, which is I breathe life and I acknowledge the life force that is here today. Tena koutou, tena koutou, tena tataka toa. It means I welcome you here, I welcome you here and I welcome you all here today. So it can go on a lot longer than that, believe me. It is really amazing being here today and being part of this gathering. There's quite a little buzz happening down in Wellington there about this gathering up here. What's all these crazy people doing gathered up here in the hills? What can they possibly be talking about and where have they come from? It's really quite cool. I've had lots of texts and emails over the weekend about what's going on up in Whitemans Valley. Whitemans Valley was just a valley, but now it's really got a cool place on the map. So just congratulations to all for being here and for trying to do something and for having some sort of adventure. So look, my job here today, nothing minor really, is to sort of just go through what the New Zealand story is. Before I do that, I just want to give you a very tiny, quick cameo on New Zealand history. I'm going to cut a lot of corners and for the kiwis in the room, you actually know the history, Peter, and people like that. You'll know the bits that I'm cutting off. But I think to understand the story of New Zealand, you have to understand the history. And so, you know, 1,300 years ago, there was nothing here but birds. This was really the last chunk of land that was like that. It was just birds, no mammals, just birds. Pretty amazing. And then about 800 years ago, seven waka or canoe did this absolutely amazing massive migration from the Pacific Islands, from Hawaii, Tahiti, down here and landed in different parts of New Zealand across, you know, a quite a long period of time. And in so doing, established the basic tribal roots of New Zealand that are still very strong and very important today. Māori then lived here from a considerable period of time, an amazing way of life. Then about 250 years ago, Captain Cook arrived, just beat a whole lot of other countries. France was just there, Netherlands was just there, but he happened to be the one that poked the flag in the bit of dirt and Gisborne, where I'm from actually. And then about 150 years ago, there were successive waves of European migration, just that pattern of colonisation that was happening all over the world. And fundamentally changed the very structure and nature of the society. There was a considerable amount of wars, there was pestilence, disease, almost wiped Māori out. But fortunately for Māori, it's a warrior culture. It's deeply resilient, highly creative and ingenious. The British never beat them. And so ultimately that resulted in a treaty being signed, a Treaty of Waitangi that is to this day the foundation stone of this nation. So then the colonists cleared the land, threw up quite big farms and really it was solving the European or more particularly the British problem of supply of food. So we became pretty much a farm for the UK and to Australia who were net importer of food over that period. So that happened over a period of time until we got to 1972 when the European Union was formed and we got locked out of the European Union. At that point in time we were number six wealth per capita or wealth per person in New Zealand, in the world. We quickly plummeted over a period of time down to mid-1980s to number 22. As we just got locked out and we left with all this highly subsidised, highly regulated commodity production that was going nowhere. Butter mountains and the whole works, meat mountains and so forth. So it was a disaster. In 1984 we then set about the most quick and savage period of deregulation probably the world has ever seen. Only possible because it was a very small country and we deregulated, took away the imports, licenses, deregulated the dollar, stripped off all the subsidies off the farmers. We lost about a third of New Zealand's manufacturing loss, all the car plants, all the clothing and the farming's completely changed overnight. And that was savage, but pretty much ultimately the path we had was to really, if we're going to exist in this world, we can only exist really being internationally competitive. That was a common understanding. So we stripped away the deregulation so now pretty much as you look around New Zealand, there's nothing here that can't compete internationally because that's the type of laissez-faire economy that it now is. So what we've got to now is quite well-governed, quite low growth, 2% to 3% growth. They call it a rockstar on the OECD but it probably says you're more about the OECD than it does about New Zealand. But a lot of entrepreneurialism, quite a strong start-up ecosystem, there's quite a bit of life here, but in many other ways it's struggling with it being a long way away from the rest of the world and struggle with scale as well. It's only 4.5 million people here. Just the last chapter of the story, I think, is throughout the 1960s and on the successive waves of migration from the Pacific Islands and from Asia. So now you're also looking at a laissez-faire well-governed but highly diverse population. Auckland is now the second-most diverse city in the world. And that profile of diversity is getting richer and richer and richer. The interesting thing about the public sentiment towards that diversity is it's mostly positive. So the surveying they've done on Auckland recently about that says that this is a country that actually not only likes that diversity but would like more of it. And a huge part of that is because coming back to that treaty and that biocultural heritage, we have learnt to accommodate and work within a couple of big cultures and then that gives the basis of which we can diversify the country. So that's a very, very quick history lesson and sorry for all those people in the room that I've offended, I've cut bits off. But I think it's important to sort of see that history as we go about telling the New Zealand story. So that word says authenticity. So what happened was a couple of years ago, the Prime Minister came to a few of us and said, look, can we tell a bit bigger story about New Zealand? We had 100% pure, which you might have heard about that. That's our sort of tourism brand. There's nothing wrong with it. It was highly popular, we spent millions on it. But it was really sort of, it says New Zealand's clean and green, but that's it. We knew there's a lot, lot more to New Zealand than just being clean and green. So that was a very incomplete story. So we set about to try and distill a broader story about New Zealand. So we've got together a couple of hundred people from a range of organisations, from companies, from entrepreneurs, from Māori, from people overseas, government bureaucrats, lots of different people and a rich sort of cauldron of activity and a design-led workshop over the course of a year and distilled out what the sort of core essence and character of New Zealand is. And then from that, we had to try and weave some sort of story. And that's what I want to share with you today. So we found three basic characters. We call them integrity, kaitiaki and resourcefulness. So integrity, I'll just pause and let you read those words for a minute. So the point here is that there's something about the way of life here which is a high integrity setting. Now you see it, you see it in all the indices like corruption and places to business and just the predictability and the trustworthiness of the settings. And you see it in the human rights, the development index, where to be born index. All sorts of stuff says that there's something about the sort of fabric of the nation that's quite high integrity. But to me it's a lot deeper than that. And if you go back over the history, we've got some pretty amazing things about the country. First place to give women the vote. Okay, the way that we stood up against the Americans, no disrespect to the Americans in the audience. I'm sure it wasn't you. But when the USS Truxton came into Wellington Harbour and we were out there in our canoes pushing away this massive great warship as a protest against the nuclear, one of the nuclear-free Pacific basically. That was very staunch position. It cost us massively in terms of our foreign relations and our trade. We made an enemy, not for life as it turned out because we were sort of back in the fold again, but we were pushed out into the cold for at least 30 years for that. If you look at our position on apartheid, we were one of the first Western nation to come out strong against apartheid. And it really touched the fabric of the country because rugby is part of the core essence. And I'm not talking about the sport, I'm talking about the culture of rugby and rugby league. I'll give my brother a heads up there. But the warrior culture that's embedded inside rugby, rugby is a very important part of who we are. And so for us to oppose South Africa, who was another big proud rugby nation, was a very important sort of step and position against that. So first welfare state in the world. So there were lots of different things about what was happening in New Zealand which showed there was some sort of essence of governance that went across party, went across people, went across cultures. There's something about being on a small island on the edge of the South Pacific that wanted to be governed well. And I guess human rights was at a right on the very heart of that. So the second thing is a thing we call kaitiaki. And it is about the relationship with the land in the sea. It's a Māori word. We couldn't find another word that was as good as kaitiaki. And it's not just we like the environment. It's much, much deeper. It's about people's relationship to the land and to the sea and to each other. And how we embrace and look after the land and the sea and the air and each other. It's a very deep concept. Interestingly, when we did this research and then we took it out overseas, we found that people overseas really related to the word once we explained it to them. And it was really hard to find another word. It's still a very hard thing to explain but I'll just give you an image. This is Mount Nicholas station, High Country Sheep station down past in the Otago where they make New Zealand marino wool. There's two words there, fenua. Fenua is the land. But inside that word fenua is your relationship to the land as well. And Māori, which is the life force. The life force that surrounds the land and surrounds us. Both Māori words, very, very powerful words in their own right. They're chosen Mount Nicholas station. And why have I got a picture of a drone there? Because I think it's just understanding the highly contemporary nature of these ideas. These are ancient ideas but highly contemporary ideas as well. So Mount Nicholas station is the biggest single supplier for icebreaker. Does anyone know Icebreaker in the Room? It's a clothing company. Probably a lot of people in the room wearing Icebreaker. The great thing about Icebreaker is it's highly designed and it commands a premium in the market. So it's not a commodity style production. It's a premium value add production. And part of the attraction of Icebreaker for people who buy it is the full track and traceability right back to the source. So when they trace Icebreaker back to the source they get to Mount Nicholas station, that place there. So you look at Mount Nicholas station. There's four generations of farming family and they have got a very strong relationship with the fenua, with the land. The way they farm that land, the sustainability of their farming has lasted four generations. If you talk to them about their farming, as we did last week, they are farming to look after not the next generation but the one after. Because that is the rate that you can either degrade or enhance the land. So overgrazing is a very, very important one. They have droughts, so being able to understand what drought conditions are like, offloads stock off the land before the drought gets too bad so you preserve the land. So these are very important things. There is a big part of the sustainability and I suspect this is why some of the entrepreneurs are here. A big part of the sustainability story in New Zealand now is the application of technology to these primary production in order to climb these value chains and go premium. So the drone is going to have a big influence on New Zealand farming. There is absolutely no doubt about it. As has GPS tracking. So we can now apply a fertiliser. It is very basic. So the fertiliser trucks, the fertiliser truck doesn't overlap when it fertilises the land because of the GPS tracking. So that for where you are getting 20% efficiency by butting up those fertiliser tracks against each other. You are not over fertilising the land. You are not over fertilising the land. You are stopping that nutrient leaching or at least making it less. So some of New Zealand's biggest challenges now are around these issues where as I said early on, understanding the history, we grew up making commodities. So when you grew up making commodities, you can stress the land a lot. We have now hit the environmental constraint of the land so that we have got no choice but to climb these value chains and go premium and technology is our friend as we do that. So Kaitiaki, this deep relationship to the land, this multi-generational long-term custodianship of the land and the sea and the air and the people. Final one is resourcefulness. And it's about creativity and ingenuity in the way people think. So this is a graph. I actually got this at Stanford so it must be right. So it came from the heart of all knowledge, didn't it? So I'm not sure whether you can see it out on the screen but it's got two continuums there. One is small power distance to large power distance. One is individualism to collectivism. The power distance one is the interesting one here. That's about hierarchy. People's attitude to hierarchy. So you see there that New Zealand, very close to demo. Someone here was from demo. Someone here, there you go, from demo. You're like us. Very low hierarchy. So in New Zealand, there's not, you know, seniority is not a big thing. We don't use the word senior. We don't really sort of doth your clap. And it goes right back to, you know, particularly when the New Zealand got conalised, the British that came out here were escaping the class system. That's a bit to do with it. The bit of that is an attitudinal sort of indifference to hierarchy. But also there's more than that because I think it's part of being in a small island out on the edge of the Pacific with a very strong practical backbone to it. Is that, you know, what really matters is whose ideas they are, sorry, what ideas they are, not whose ideas they are. So the application of your hands creatively in a low hierarchy setting gives you this ingenuity. And that if you talk to someone like James Cameron about why he came to make movies down in New Zealand, it wasn't because it's clean and green in a nice-licking environment because there's nice-licking environments all over the world. You all have seen beautiful environments because it's the creativity, the low hierarchy, and the ability to be ingenious in this environment. So we think that's a really interesting setting. Quite interesting is you look at, if you go to an IT startup in New Zealand, a lot of it is a slightly united nation. It's very, very multicultural because a lot of these people have come from overseas to work in these IT startups, but they're still able to work and function extremely effectively in a low hierarchy setting. So it's not just about the sort of, about your heritage, it's something in the water here that delivers a low hierarchy. And we think we're starting to understand it and it's very, very important to us. So that's what we've been stuffing around with. Here's a group called IDEO who work out of Silicon Valley, a design shop and they've been working with us a bit in our country story. And this is a concept that we've sort of come up with and there's two Māori words. One is iti. Iti means small and precious and fast and adaptable. Nui means large and mass and scale. The interesting thing is that if you think about paradigms and how paradigms change, paradigms often innovate not from the edge and the core of the, sorry, not from the middle and the core of the paradigm, but from the edge of the paradigm. It's often small things that actually involves in paradigms revolving. And Thomas Kuhn when he wrote the book called The Structure of Scientific Revolutions, he said that paradigms don't evolve, they revolve. They revolve and so the relationship of things small to things large is very, very powerful. Iti transforms Nui. And so we're like classic iti. So we're out here, edge of the Pacific, lower hierarchy, anything goes. You can think what you like to think. There's strong human rights, so there's a lot of iti going on. So you get a lot of spontaneous innovation. You get the first welfare state. You get women the right to vote. You get daylight saving. You get all this sort of stuff comes out because of those types of underpinning cultural settings. So, but you know when you've got a country story, you can't do that long to explain it, can you? So you've got to find a way to and we work to try and find what's a way that we can crystallise these underlying ideas. And the thing about these ideas is that we do know them and understand them to be true. And when it comes to country stories and we've done a lot of work with a guy called Simon Anholt who's the world's leading expert on country branding. And what he says is that you can't have a story that you want to be. You have to have a story that you are. So all you can do is hope to shine a light on who you are in a way that people can understand it. So the whole idea is that what we try to do is to peel back the authenticity of the story and then find a storytelling mechanism that was going to expand on the story. So we came up with this. Open spaces, open hearts, open minds and you can see the three parallels with the integrity and the kaitiaki and the resourcefulness. And then we sort of built up some collateral one of which is a video that I want to show you now. Welcome to the country of open spaces where nature bursts and flows where the elements come alive where there is room to breathe and places to find. Welcome to the country of open hearts where care for the land and people is genuine. We trust to form lasting partnerships where strangers are treated as friends and memories are treasured forever come to the country of open minds where learning is embraced and opinions valued where nature inspires incredible thinking where ingenuity drives design and innovation where big ideas are born every day and new technologies are perfected where the impossible becomes real and where every sunrise inspires the extraordinary. Welcome to the country of open spaces open hearts and open minds together we can do amazing things. I think you can see the threads of what I was talking about running through that story, can't you? I guess it's no mystery really but it's a young country rounded out, 1,000 years old out on the edge very small able to establish a fairly high integrity way of life with low hierarchy bounding with creativity and ideas. So the question for us is what can we actually do with the place. So the last thing I just want to take a bit and this is not a pitch for the flag we're having a big post-colonial debate about our flag at the moment it's a really, really interesting. So but just a bit about the fern because what people don't know this is what people don't know is really the story behind the fern there's two stories behind the fern one of them is when Māori were going through the bush often at night raids and so forth it's a silver fern it's got a silver underside of the bush and then you could the light the moon or the light would catch the underside of the fern and that's a way of seeing your way through the bush so they go out and they break off and as they come back they can follow their own path back so the fern is a sign of a pathfinder a way forward a true north compass a second meaning of the fern and this is the reason why all blacks have got the fern on their chest and why the Māori battalion have got they fought under the fern as well and the reason for that is that there's a Māori saying that says when one warrior dies another one rises to take its place and it refers to how a fern grows so it is like it's a palm so it grows out from the middle it unfolds into a koru and it falls over and dies away but as it's doing that it's unfolding and growing and renewing itself all the time but when one fern dies another one is rising to take its place when one warrior rises another one warrior dies another one rises to take its place so it's a sign of resilience it's like so when you're playing rugby or rugby league when one person gets tackled and goes down another one there is to take his place so that's how it should work so that's the symbol quite incredible the fern the fern's gone quite viral now it's all over the place we're not sure what's going to happen to our national flag but I think the point about what we're talking about the flag now it's because we are entering a post-colonial New Zealand and New Zealand's probably got the claim to be the most successful post-colonial positioning in the world today now that doesn't but don't have two roasts in the spectacles we've got a lot of issues out there we've got some really rugged regional poverty we've got employment issues youth unemployment in certain parts of the country we've got quite a few issues but if you stand back and just look at their overall setting it is a relatively successful post-colonial positioning so the question now is what does that mean for us as a people and our future and what we're trying to create and form together I guess coming right back to you here we are reaching out now so who can we work with how can we work with these crazy monohan brothers that are turned up and want to do something with the country that's very exciting for us as a people what can we create together te nā koutou, te nā koutou, te nā tatakatoa thank you very much Peter that was a great talk and as a proud Kiwi really impressed and congratulate you and New Zealand Training Enterprise for the amount of synthesis and distillation on the New Zealand story that you've done we had a digital media day here yesterday and part of what came out about what makes a good story is that authenticity and that connection to the truth of where we are and so it was really nice to see that reflected in the story and the good work that you've been doing at New Zealand Training Enterprise so we've got about 15 minutes now for contributions, reflections potential questions and I understand that you've got time for that before the part and I guess for me and the reason I came out here today was the question for me is what can we do together how can we work together and what are the next steps in that creation I'm not sure where we can crack that open in 15 minutes across the whole group but that's the question I've got how can we create something together that's my question that's a great question to kick off so perhaps if anyone's got some reflections or some initial response to Peter's question then that would be great Thanks for coming in today and thank you for that presentation I think you really were spot on in a lot of the conclusions that you made around storytelling and the authenticity especially really spoke to me in the question that you pose around where to from here how to move forward how can we actually build this vision that is shared by so many kiwis and that's one thing that we really notice is we talk to a lot of people this is a shared story amongst a lot of people even before solidification into these terms you know and then to sort of riff off of the shadow side it does seem to me that the opportunity to move forward integrates both the Kaitakiaki maybe got that wrong with the economic development you know this sort of trade off between oh well the dairy cows are great because they bring in a bunch of foreign exchange money they're polluting the waterways and so there's this sort of like either or do we have the natural environment or do we have the economic opportunities you know sort of using the advantage that comes from technology and the really smart people in New Zealand it seems to me that there's sort of a third way that integrates the both of them that leverages the great advantage that already exists in New Zealand's primary sector that leverages the low population density and beautiful farmland with sort of education and technology in the future to both regenerate New Zealand's natural ecology boost the primary sector and create a whole new export stream of technologies because as you said New Zealand's not the only place to be facing these issues globally these issues are faced how do we create a food system that lives within the bounds of our ecological confines that question if solved in New Zealand is a billion dollar economic activity and it does seem to me that New Zealand is actually leading and has a really great opportunity to be out in front in that growing industry and it's an industry where we come from in Silicon Valley just isn't getting attention and so it's a massive fast growing neglected part of the global economy and I think it leverages a lot of what New Zealand's great at so just to kind of bring that up but I don't think that the I don't think we have to choose between ecological health and economic prosperity I think that it's possible to have both Yeah, what he said No, look, totally and I think that third way is the new paradigm if you like and that was I guess last week the exercise I was involved with we took 20 primary sector chief executives when I say primary sector running primary sector companies New Zealand and 20 Maori leaders down to Mt Nicola Station we went to Mt Nicola because the only reason that Mt Nicola Station is getting a premium for the for the produce that's coming off that farm is because of the sustainability yeah, so that's the whole point so consumers are saying they want fully track and traceable products and services that recognise the environment that's why icebreaker can charge more for those products they can't just be a sustainability story but track and trace and full sustainability stories behind your products are the third way and that actually joins everything together but really in some ways with those primary sector leaders if you talk to them there is ingenious paradigm shifting for companies so that's for us now where are those edges that those paradigm breaking edges that we need to foster and grow and accelerate and really the biggest single thing we're missing with the list is good strong economic and business models that do as you say join up to that third way what are those business models that sit there who's going to actually make money out of that because as it lays their fair economy that ultimately it'll stay on the TV as a sustainability strategist that's just music to my ears always looking for ways to get beneficial outcomes for people, planet profits so we've got time for one more reflection from Ariel here and I know that this may be controversial given New Zealand's policies at the moment but what about replacing some dairy farms with hemp farms and being an export of hemp products for so many levels like medical marijuana but on so many levels paper, toilet paper the omega-3s food product exporting to the US all the hippies would go crazy and love it so that's one idea and another piece tagging on to what Brian was sharing I feel like economic stability and thriving in the future requires ecological they can't be separated anymore so that is the smartest thing that we can do economically here is to invest into the ecology and another aspect I see the time we're living in now as a modern renaissance and so in any renaissance as the technological innovation advances so do the arts and so I could see and it's already happening in this valley that masterful artists are coming and taking up residency here and producing their art and so I could see positioning New Zealand really incentivising masterful artists to come here and being a leading country in that aspect of the renaissance as well we know that Da Vinci was not only a phenomenal artist but a sniper and a scientist so I want to really presence the opportunity for New Zealand to invest in the arts on the last one that relationship between art and poetry and business and creativity is just a nexus just an ecosystem of of infectious sort of cross-collaboration if you like and that if you look at the Miramar Peninsula where Lord of the Rings have come out it's full of artists and people who think in a different way and along a different track just coming back to you, think about hemp if someone can make money out of growing hemp and it's legal they should go for it but the question is what's the economic model what's the business model that can do it and of course we have to solve psychological problems in order to go for but just put yourself in a position of someone who owns a big commodity production a business that's making you know $3 billion to and over or something like that, no it's not very big they've got these big assets these big factories and then with these factories they've got massive fixed costs you have to feed them you have to feed them with stock and you have to push carcasses at the other end and they all go off to China so that's and there are banks lined up and there are investors lined up that is the nexus that you're trying to break and everybody in that whole system kind of a fantastic attitude towards the environment but it's the structural economics of having to feed those big fixed assets that really is at the heart of the whole that is at the heart of the paradigm if you can break that you can break a lot this is really awesome discussion and reflection so we're just going to allow a bit more time for a couple more questions we've got you up there now let's give this guy he's going to burst if you don't give him a question I've got a presentation at one o'clock in the city so I've probably got to go out in about six or seven minutes this is fun though this is cool by the way there's a lot of other Kiwis in the audience that resale the people, are you going to answer some of these bloody questions as well? Hey bro, I love the presentation I totally agree with you I'm just curious what your perspective is on the potential tarnishing green and green glean image as a result of the mining and the deep sea oil that's come about and the recent, you know, it's a thing now I don't know if it's kicked off entirely yet but it's seriously on the cards I'm just curious what your perspective might be I lived in Norway for four years and they got the North Sea and they do a lot of mining so I think the question is nothing wrong with the mine it's probably not very popular in this room there's nothing wrong with the mine and there's nothing wrong with drilling for oil and gas for a lot of this economic activity it's not the economic activity itself it's how you do it and the big thing about for us for drilling in New Zealand, I think simple things like have we got a big rescue vehicle available which is a massive investment for the Government so if we're going to have that deep sea drilling if we've got a vehicle like a ship, like a proper rescue ship that can front up in a nanosecond or do we have to wait for it to come down from Florida or something like that so I think it's the conditions that matter and the rules around it and how it gets done but Norway has a beautiful clean and green country it's made its wealth on oil and you know it's at the top wealth per person in the world and it looks after its people in an amazing way some very subtle and sophisticated thinking on the branding of the country and I'm curious the brand goes out it's a message that's communicated to other countries and other people what do you want them to do what's the response you want them to have yeah it's a bloody good question that's a really good question well the last line says we can do amazing things together so it's more I think we could do a lot more with the invitation but it is an invitation to partner we know that we will not go forward unless we partner for growth our growth is going to be inside other people's value chains more than likely so we're not going to be owning entire vertically integrated value chains ourselves we're going to be working inside other people's value chains and so being able to partner and put value into someone else's value chain is really really huge so the brand story just says it says we're more than just a nice country and a bunch of dumb keyways we can think, we've got integrity, you can trust us we can come and work and help create value inside your value chain that will return value to us down here so it's the invitation but I think we're a bit underdone on the Christmas of that and the sharpness of that invitation we've got some more work to do there yeah call to action that's a good point and that's a bit the historical milestone here is we've actually got a story but we say it's the end of the beginning so that's just two years work in the first phase so now it's about the sharpness we think we've got to dial up the edge part of the story there's a sort of dark, disruptive edge in New Zealand which we really like that produces things like Lord or one of those crazy buggers that go to New York and do those songs what are they called yeah the cop fly to the gut I mean you know or once we're warriors I mean there's a dark disruptive edge that we think is actually a really important part of the story this is a bit sort of sonorous and a bit tourism still but anyway end of the beginning it's a good step forward and we've got to go forward with a sharper story going forward Adam something really came to mind here which is that you're talking about the Prime Minister about the tradeoff between the environment and money basically with agricultural production and if you're a China's farm that does put you in this unique position around food quality and I know that that's growing a lot of my Chinese friends are very concerned about what they eat and what their families eat and what can the government do here to help create not only the brand but also sort of scientific level certifications around food that's exported to China that then increases your margins in China not only can you develop the technology to do that and test for that globally create a new standard for that but you can also drive your margins up with even demand in China and look this is the trick there's a very big difference between food safety and food sustainability and so you get two different the two big fat market signals we get about food from Europe Heartland UK and Germany or the US Heartland West Coast we want there to be a sustainable story on your food we want to know that you're not wrecking the place where the food came from it's a very different story in China in China we want food that's not going to kill us or make our babies sick now it's actually very technically possible to make very very safe and good food and wreck the environment so I think there is it's like the maturity model and so I think China will get there for sure but at the moment sustainability is a luxury as it appears to us in Chinese demand so that's why the importance of diversifying our markets and pretty much when we're satisfying market pool from the US we are driving sustainability stories into New Zealand when we're satisfying market pool from China we're driving a cost edge and a food security and safety edge and they're quite different things and there's different economic models see what I mean Catlin you had a question OK the point has been made Hi so first I want to comment on the message you put out I've worked on something like 65 different companies and done $2 billion with the financing across everything Can I spend some money here? But the point is is that people often confuse identity with brand so brand is the relationship people have with your identity and I think is as well stated as I've seen it in the last 20 years congratulations on that but you're asking about how to balance this idea between sustainability and your commerce and I just sent an email to Scott Larson at Earthcast and if you don't know this company there's an industry to be built here on the value of the data that they've now able to capture and so they have 10 years worth of low flying data on you can use for agricultural development to look at how the land is changing look at migration patterns look at a thousand different things they're just providing the data and it's free so the whole concept of developing farming practices that advance ecological value and represent what is truly sustainable I think is just one path you could pursue but I'm very sure that there's an entire industry that can be built and exported to the rest of the world just with that data Earthcast OK so Peter has a 1pm in Wellington and at least we want to provide him a police escort I think even that doesn't work in New Zealand I don't know so we are so humbled and grateful and honoured that you could come out to the middle of this crazy valley to see what we're up to out here and thanks very much for your open mind and open heart so if we can thank Peter I will thank you very very much for listening I really appreciate that and for the opportunity to be here a lot of really amazing people in this room and on an amazing mission and adventure and adventure so good luck and kia kaha I mean stay strong