Watch out NZ agriculture - Beef and Lamb, Zespri, Fonterra et al. this one's for you.
This new mobile app HawkSpex that uses spectral analysis to detect (i.e. X-ray) ingredients/ chemicals / contents in food and other items, has the potential to blow our food and sectors totally out of the water. And pretty quickly.
What premium consumer wants to buy NZ milk products they’ve discovered contains traces of palm oil (read the latest Listener) under the guise of being “grass fed”? Who wants to buy NZ’s luscious truss tomatoes from our “natural” rolling hills only to detect chemical contaminants from non-organic sprays over them? And who will buy NZ’s premium seafood that’s injected toxic nasties or from our “pristine’ waters or that’s been found to have been fed corn feed? …The last time I looked no one wants to order a pesticide with their salad.
This one small app has the potential to erode our 100% pure food brand more than we know it. Consumers can no longer be dupped into a fake image of New Zealand. Such technology, when in the hands of every consumer in the world, will reveal all our downfalls as we continue to trudge down the commodity markets, shun the relevance and value of transitioning towards a 100 percent organic and grassfed ag economy and continue to use palm corn oil extra in our diary feed stock.
Shifting our entire ag sector to ONLY a high value, premium organic, grass fed, appellation foods will be our only saving grace as the traditional farm is becoming increasingly under threat from technology. On all fronts