Grain Mark highlights ‘phenomenal’ local quality

Manufacturers are already showing interest in the arable industry’s new trademark to make it easier for consumers to buy local grain products.

Nadia Lim and Carlos Bagrie.

The ‘New Zealand Grown Grains’ logo was launched last month and growers hope it taps into a strengthening desire by consumers for locally-sourced food as well as reduce reliance on imported product.

Products using the Grain Mark can include up to 20 per cent of imported or blended ingredients, to allow for things such as yeast which may not be available domestically.

Grain Mark ambassador celebrity TV chef Nadia Lim told the launch that it will ‘open up the conversation’ and lift consumers’ awareness.

Most people don’t realise when they buy bread from the supermarket it is more likely to be made from imported rather than domestically-grown milling wheat. This is despite NZ arable growers producing some of the world’s best quality grain.

The Grain Mark for products made with NZ-grown grains is the initiative of growers via the Foundation for Arable Research.

General manager of business operations Ivan Lawrie says the certification trademark will start appearing on packaging and advertising, with interest already shown by bakers as well as makers of breakfast cereal and plant-based milk.

The trademark not only applies to milling wheat, but also other grains such as oats, barley and maize, as well as seeds.

Mid Canterbury mixed arable farmer Brian Leadley says it is disappointing to be competing with imported milling wheat, but also challenging.

“We are proud of the milling wheat we produce and want to see more of it used.”

His 450 hectare farm near Ashburton grows 13 different types of crops in any year, as well as farming livestock. About a quarter of his cropping area is in cereals, mainly milling wheat, but he also grows clover and ryegrass seed for pasture, as well as specialised seeds including evening primrose and red beet.

Phil Jackson, group general manager of Farmers Mill in Timaru, which has just been purchased by flourmill company Mauri, says it only processes South Island-grown wheat.

“The biggest challenge is freight and getting product from the South Island to the North Island. The Grain Mark is significant as it is an opportunity for us to get people to be aware of what we do in NZ.”

Managing director of large-scale catering group Compass Paul Harvey told the launch a growing desire to source product from within NZ meant it is now including this in its tender documents.

As Compass produces 170,000 meals a day for schools, hospitals, the defence force and businesses, quality and consistency of ingredients is key. It sources $20 to $25 million of grain-based product a year.

“The quality of grains in the South Island is phenomenal and if we can tell that story, I am in no doubt the volumes and benefits will come. Regulatory change isn’t going to happen so we need to take on this ourselves,” Paul Harvey says.

Andrew Fearnside, owner of Wild Wheat, an Auckland bakery producing artisan, specialty breads, says he is proud to be one of the first to sign up and use the NZ-Grown Grains logo.

He sources 12 tonnes of NZ-grown wheat a week for his six stores as well as other businesses, including supplying My Food Bag.

“The provenance of our flour is a good story and we are a shop window for the growers,” he says.