The alternative is pursuit of a price premium for the land-based products we produce. New Zealand’s mantra has always been ‘naturally’ produced products. In a world of processed food, natural products attract a price premium. New Zealand’s agricultural industries need to invest more downstream or off-farm to boost the consumer value of our natural products. Increasing volume is still possible of course, so long as it’s not at the cost of freeloading on our natural environment by pollution.