MEDIA RELEASE THE TALENTED MR OAKLEY
THE TALENTED MR OAKLEY
FROM THE 'POTATOES AUSTRALIA' MAGAZINE, JUNE 2009
Interview by Jenan Taylor
PROFILE The talented Mr Oakley Producer: Robin Oakley , Location: Southbridge, Canterbury, New Zealand, Crops: Potatoes, broccoli, pumpkin, cauliflowers, parsnip, red beet , Soil Type: Silt loam Avg Rainfall: around 450-600mm
Awards: FMG Rural Excellence Award (2001); Vegfed Yound Achievers in Horticulture Award (2001); Lincoln University Foundation (Horticulture) Farmer of the Year, 2nd place (2002); Selwyn District Business of the Year Award (2002); Ellesmere A & P show R. G . Robinson Trophy for Potatoes and Roots - most points in section, 2006, 2007, and 2008.
Robin Oakley used to get up at five o’clock every morning to personally transport the produce from his fledgling enterprise to local fresh markets. He was just 15 years old, but already his love for the land had seen him producing his own certified seed potatoes, pumpkin and cauliflower, which he then sold at roadside stalls and in the local community. The early start in the industry meant that Robin was able to establish and foster strong links which have helped him go from strength to strength.
He left school in 1985 to build his enterprise up from paddocks leased from his potato grower father, Graeme. “I decided to pursue this path, when I realised I could trade my work in my father’s fields in exchange for equipment for my own ventures,” Robin says. Since then the fifth generation seed potato and vegetable grower has become the Owner, Managing Director and Manager of New Zealand’s Oakley’s Premium Vegetables, an award-winning company based 60 kilometres south of Christchurch on the infamous Canterbury Plains. Despite the duties this brings, however, Robin maintains that he is “out in the paddock often, keeping a hands-on role.” “I’m aligned to the Jamie Oliver mentality of taking the message to kids and educating them about the possibilities of fresh produce.“ These days Oakley’s regularly hosts visits from world-renowned researchers referred to them by Lincoln University.
More recently, Robin’s enterprise was visited by delegates from the International Year of the Potato; teams from Elders, Australia; potato growing representatives from South America; and, notably, the Chinese Minister of Agriculture and fellow dignitaries who were interested in increasing the growth of the potato business in China. Robin’s facilities are also the destination of choice for fresh produce managers from a range of different New Zealand retailing organisations who want to learn about the latest trends in fresh produce. Clearly, Robin has made some sound decisions in his chosen field and his passion for trying out new things, his drive and willingness to explore risks for his enterprise and produce, are instrumental to this. Oakley’s has created a solid reputation for its produce and operations through ventures that include visible community initiatives and innovative approaches to the supply chain. Robin Oakley understands that channelling change in a changing world is a terrific strategy—and not just for the sake of sales.
Some of these initiatives have been borne by the same types of pressures that potato producers around the world experience, that is in not getting the best returns for production efforts. “Prices aren’t great and there’s risk everywhere. The distribution system seems to work for retailers, but not for growers, and so there’s a need to take a better interest in the supply chain,” Robin says. “Potato growers have got so much at stake that we have to remain in the driver’s seat. Some of the big retailers seem to be less committed to growers, so we’ve made a point of regularly engaging with fresh produce managers. That way they engage with our product and can pass on an understanding about it – and us— to the retailers and the customers. That’s so important these days especially, with people seeking advice at purchase point on what effect the product has on the world.” Some of his undertakings with the supply chain have involved introducing distinct packaging types for his produce, which enables customers to recognise his brand and remain loyal to it across separate retailing organisations.
True to his ambition to remain in full control of his enterprise,Robin makes a point of connecting with his customers directly. “We’re striving to get as close to our customers as possible,” he says, some of which involves keeping a good public presence through sponsorship deals in the local community, participating in sporting associations, and teaching school children. “I’m aligned to the Jamie Oliver mentality of taking the message to kids and educating them about the possibilities of fresh produce,“ he says.”We’re always wondering about what else we can tell them that enables them to get a clearer picture of growing food, and hopefully develop an affinity for that.” “The International Year of the Potato was extremely valuable for us in this respect. Many New Zealand growers really got behind it; I found myself doing regular television spots and being included on a children’s documentary show because of it. That’s an investment we can’t let slip, so I’ll keep getting out there,” he says.
Still, not even Robin can be in all places at all times, so he has a couple of weapons in his arsenal. Family is foremost. Robin’s parents Graeme and Dorothy, and his wife Shirleen, who remain involved in the organisation. Graeme encouraged Robin to pursue his passion for production, and currently oversees the potato side of Robin’s venture. He shares Robin’s vision for raising the profile of potatoes in consumers’ minds, while Dorothy is active in rural community work, including spending a decade serving on the Rural Women New Zealand National Board.
Shirleen is a fellow Company Director and integral to the organisation’s administrative functions. She is also in charge of public relations, the sponsorship arm, and the running of the company’s website. Staff is paramount to Oakley’s successes and Robin is particularly proud of his 35-strong team (depending on the season) of helpers. There is regular training, social get-togethers such as trivia nights, and they are all encouraged to attend product launches. Central to all this, Robin says, is good communication. “Communication is more important than anything else in this industry. As such, my staff attend communications skills workshops which underscores their abilities and professionalism. But it is technology in the form of a company website that adds an extra dimension and breadth to Robin’s reach.
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Central to all this, Robin says, is good communication. “Communication is more important than anything else in this industry. As such, my staff attend communications skills workshops which underscores their abilities and professionalism. But it is technology in the form of a company website that adds an extra dimension and breadth to Robin’s reach. continued over page The website introduces people to the Oakleys, details their history and informs users on the types of produce grown by the company, as well as the reasoning behind their innovative packaging. It features information on varieties and recipes and also provides advice on what insects customers might expect to see in their fresh produce from time to time. Importantly, the site also emphasises the company’s dedication to traceability, food safety and quality assurance, which in this age of greater accountability as a valuable marketing tool, makes a win-win situation for him. Although he plans to add features including a kids’ education corner, he is not careless about the information he puts on the website, or on any other of his communication mechanisms. “There’s a lot to tell consumers about potatoes and there are always new things, but the fact of the matter is that they can get quite confused with the amount of information, so we just aim to educate and entertain to the point where they’ll retain the necessary knowledge about specific products and understand where the food comes from and how it is grown.”
The combination of family experience and support, staff and website frees him up for planning and pursuing other interests related to the enterprise, and beyond. So does he ever worry that he’s not spending enough time at the coal face? “Farming is about constant transition and, by natural extension, so are my operations.” “I’m passionate about growing; I’ve been doing this for many years, and yet, I don’t always want to just grow potatoes, or pumpkins or beets. What happens after the paddock? You just get what you get for your five kilograms of spuds—and that’s it?? There’s so much more to farming.” “One of the biggest things I came to realise was that I wasn’t just a grower. I’m also a manager and ultimately, a leader of people [in a community],” Robin explains. “Farming is about constant transition and, by natural extension, so are my operations. It took a while for me to get my head around that, but it all makes more sense when you do. It’s the key to enjoying what I do and the way I see it, is the reason for my enterprise being what it is today and in the future.”
Words, Jenan Taylor, PotatoesAustralia Magzine June o9
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