Central Otago mayor Malcolm Macpherson is an advocate for organic produce and thinks the district can be New Zealand's primary organic producer.
With a climate which deters many pests and diseases problematic to viticulture and horticulture, Central Otago has an opportunity to market itself as a clean, green, sustainable area where produce of the highest quality prompts the highest financial returns, he said.
"We could produce a lot more organic fruit than we do now and also start producing organic meat, wool, milk, and other primary products.
It is not pie-in-the-sky dreaming, it's a real business opportunity which should be taken seriously," he said.
Dr Macpherson believes organic produce could be New Zealand's answer to increasing concern about food miles and carbon footprints.
"There's no doubt in my mind that it's going to be a really important part of New Zealand's marketing strategy in the future. Organics is the only thing I think we can do to combat that international concern... I can't really say a bad thing about [organics]," he said.
Apple Futures
Dr Macpherson said organic conversion was the natural progression of initiatives which had already been implemented in some of the country's industries.
In July last year, the Government announced it would provide $2 million to fund the Apple Futures project, which aimed to grow export pipfruit with no detectable pesticide residues.
The project, which was implemented in Hawkes Bay, Nelson, and Otago, was prompted by increasing international demand for fruit with no chemical residues as well as the growing, processing, and harvesting of which had low environmental impacts.
As the Otago project partner, Dr Macpherson said Apple Futures was a step in the right direction towards a more organic, sustainable pipfruit industry.
"We have a unique opportunity in Central Otago to become the nation's organic apple and pear growers of choice and this project will make that possible," he said last year.
Dr Macpherson now believes the enthusiastic response from growers to the project means there is increasing interest in organics and its emerging business market.
"Organics will never gain traction if it doesn't make business sense but the evidence so far is that it is an enormous business opportunity. It delivers on economic, environmental, and sustainable levels," he said.
Central Otago's main food suppliers say catering to what people want means organics is still a small part of business, although it is growing.
Cromwell New World manager Steve Shaw said the demand for organic produce was increasing, along with that for gluten-free and sugar-free food.
Organic produce was still not a major part of what people wanted, because they generally did not want to pay the extra cost, he said.
The supermarket supplied some seasonal organic fruit and vegetables, organic cereals, dried pasta, and some organic drinks.
Mr Shaw said a limited amount of organic dairy products were stocked at the supermarket and occasionally, organic meat was on offer.
"We just supply enough for the people who need it," he said.
Alexandra New World produce manager Brent Omond said he planned to stock a small organic section during winter.
With colder weather lowering demand for fresh vegetables, salad items in particular, he said extra space could be used to segregate organic produce from the rest.
"Previously, when we've had organic produce in with everything else, people tend to go for cheaper options or pre-packaged fruit and vegetables. We get the odd person asking for organic produce but it wouldn't even be once a week," he said.
