What do Batman and Spiderman have to do with New Zealand pasture?
"The importance of getting your origin story right," says Tim Hunt.
Rabobank's Australasian Head of Research gave a novel presentation to the Pasture Summits this week, where he made a correlation between superhero back-stories and Kiwi agriculture.
"A very important feature of those superheroes and the way they were developed, was they had really crucial origin stories," Hunt told The Country's Jamie Mackay.
These origin stories shape how the audience understands each superhero and "that's true of the food industry too."
"It's really important to get your origin story right, where the food's coming from and shape how consumers perceive what you're producing and the value contained in it."
Also in today's interview: Tim Hunt talks about what makes New Zealand pasture a world leader in pasture-fed dairy production.
Listen below: