Marketing? Why?

AUCKLAND, Yesterday: “The whole point of marketing is explaining to a consumer why a product is worth paying more for,” writes Paul Catmur in his latest Herald on Sunday column.

“It’s why New Zealand milk products generally maintain a premium overseas. It’s why French champagne costs more than Pelorus. It’s why craft beer costs more than Lion Red. And why Europeans don’t want us to call our cheese ‘feta’.

“Our bees make the best Manuka honey because if it’s not grown in NZ then Manuka just becomes tea tree.”

“We tell the world that our products come at a premium because of the wonderful conditions in which they are produced. Our cows not only munch on better grass, but their souls are lifted by their wonderful surroundings.

“Our bees make the best Manuka honey because if it’s not grown in New Zealand then Manuka just becomes tea tree.”

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