5 Minutes With: Chris Morrison, OANZ Chair

Chris Morrison has been a pioneer in organic and sustainable businesses for over 20 years. As the new Chair of OANZ, he’s excited about the future of the local and international organic movement.

OANZ: You’ve been an advocate of the organic movement for decades. Why is it an important issue for you? 

Chris Morrison: Everyone is passionate about something! I truly believe in healthy soil, healthy people and a heathy planet — and for me, organics represent one way to achieve these really important things in my life. It’s the one thing I have focused on in my business career and my personal life.

But also, on a national level, I am really excited about the organic sector in New Zealand — it’s the perfect opportunity for us down here at the bottom of the world. We’re isolated, we have a small population and we should be exporting high-value goods globally. The opportunity is enormous, and we need to realise this potential.

What are your goals as Chair of OANZ? 

To unite and nurture the organic sector. I want us to recognise that organics is a significant contributor to both society and to the business world. I want to see organics’ profile becoming well recognised by the public. I hope to see organics becoming an everyday purchase for all New Zealanders, to be accessible and something that is in demand by consumers.

Do you think the culture around organics in New Zealand is changing? 

Yes, I think the culture of organics in New Zealand is changing. I believe the general population is becoming familiar and comfortable with organics, but I don’t believe they understand the deep benefits for our society and environment. This is our challenge.

We are now seeing organics in the mainstream — part of the mainstream grocery industry with our main trading partners in Europe and North America. People accept organics as a viable part of the supply chain. It’s a truly valued added product from New Zealand.

Organics is taken more seriously. It’s not seen as fringe. This has of course taken some time to establish but it is now becoming commonplace and people beginning to understand the values of organics — how it contributes to our health, to the environment, and what it means to the overall contribution to a healthier planet.

What do you hope the Organic Products Bill will achieve for the local organic industry?

At the moment, anybody can use the word ‘organic’ and most consumers have no knowledge over where that product has come from, where it was grown, or how it was produced. 

The Bill removes any doubt over what an organic product means, which will give consumers confidence when searching for organic products.  They will be protected; they will know what the word ‘organic’ means. Therefore, when they choose a product or produce that is organic, they know that product or produce has met an agreed minimum standard and they can understand what that is — and that will provide confidence in their purchase.

This clarity over the definition of organics will increase the demand for organics locally and open up export markets and opportunities for our growers and farmers.

What advice would you give to companies thinking about going organic?

Like any business, make sure you have done your due diligence, have a strong business plan and surround yourself with good people. I always encourage people to go out and ask experienced and respected people in the industry for advice. Test your ideas before you get into a new product or business.

Where do you see the NZ organic industry in the coming five years? 

Organics and regenerative organics provide some real solutions to the big issues that we’re facing at the moment, specifically climate change, the loss of biodiversity, clean water and healthy food. If we get in behind these movements, we can feed the world, but also address some of these significant issues. 

We just need to spread the word. Consumers need to understand that by supporting organics, you’re looking after your own health and the planet’s health, and also ensuring a healthier life and environment for the next generation — what could be a more satisfying goal than that?

What’s one thing you want people to know about the organic sector in New Zealand?

The majority of certified organic farmers practice regenerative agriculture and have been for generations.