13 September 2002 US agribusiness expert opens NZ tour in Christchurch

American agribusiness academic Dr Steve Sonka from the University of Illinois opens a fortnight's visit to New Zealand with a special breakfast meeting in Christchurch for Canterbury business leaders this coming Wednesday. (18.9)

Dr Sonka is Professor of Agricultural Strategy at the University of Illinois and Director of the US National Soybean Research Laboratory.

He is being brought to New Zealand by AGMARDT (Agricultural & Marketing Research and Development Trust) and after the Christchurch meeting will address agribusiness leaders in Hamilton and Napier, then run a workshop on US farm policy and the 2002 US Farm Bill in Wellington.

Dr Sonka is closely associated with the successful American soybean industry and he will draw on his knowledge of that industry to provide agribusiness lessons for New Zealand.

"In my Christchurch address I'm going to apply strategic thinking concepts and approaches that can be applied in an agribusiness setting," he says.

"A particular challenge is our historical tendency in agricultural industries to optimise within our own firm but not be aware of system inefficiencies that exist along the entire marketing chain.

"The concepts we'll discuss will be critically important to future success."

The rise of the American soybean oil and protein markets has been a remarkable story. The US is now the world's largest producer of soybeans (78.6 million tonnes last year). Globally, as a source of dietary protein, soy ranks fourth – well ahead of bovine meat – after poultry, pig meat and fish.

"New directions in our industry will have a significant impact on New Zealand's animal and plant protein industries," says Dr Sonka.

The Christchurch breakfast is being hosted by Crop and Food Research, supported by Lincoln University.

Ian Collins, Journalist, Lincoln University, Canterbury, New Zealand.