A new food marketing initiative will dramatically increase the value of New Zealand exports and create jobs, Prime Minister John Key says.
Food Innovation New Zealand is a collaboration between Massey University, two Crown Research Institutes and dairy co-operative Fonterra.
It aims to double the value of food and beverage exports by 2020 to more than $40 billion.
Mr Key officially launched the initiative at Massey University on Thursday, saying there is a lot riding on it but is confident it will be successful.
He says New Zealand is perfectly positioned to take advantage of big growth in demand from Asia for high quality food.