National image as a competitive disadvantage: the case of the New Zealand organic food industry

Abstract: This article examines why organic agriculture and food consumption developed more strongly in some countries than others between the 1970s and the 2000s. The focus is the limited growth of the New Zealand organic sector, which contrasts with countries such as Denmark which were similar in size and shared significant export agri-business sectors, but whose organic food sector became significantly larger. While the power of incumbent vested interests and unsupportive public policies emerge as major explanatory factors, the article argues that the long-established national image of New Zealand as a clean and green country may have been the major constraint.