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an exemplar for Southland  \nPrepared for: Thriving Southland 14th July, 2022  \nBy Anna Campbell, Loamé Kok, Kevin Wilson, Sam Harburg and Simon Glennie.  \nAbacusBio  \nDisclaimer: Every effort has been made to ensure the accuracy of the investigations, and the content and information within this document. However, AbacusBio Limited expressly disclaims any and all liabilities contingent or otherwise that may arise from the use of the information or recommendations of this report.  \nContents  \nEXECUTIVE SUMMARY ....................................................................................................................3  \nPROJECT PURPOSE .........................................................................................................................5  \nOur approach ............................................................................................................................................................................. 5  \nOATS IN SOUTHLAND...................................................................................................................... 6  \nFARM FINANCIAL AND ENVIRONMENTAL ANALYSIS ...................................................................6  \nOat crop volume needs .............................................................................................................................................................. 7  \nPROJECT DIRECTION SHIFT............................................................................................................. 7  \nOAT MILK VALUE CHAIN AND MARGIN ANALYSIS.......................................................................8  \nNew Zealand oat milk brands ................................................................................................................................................... 10  \nWhere is value created and lost in the oat milk value chain? ................................................................................................... 11  \nStrategies for margin enhancement ......................................................................................................................................... 12  \nDirect to consumer strategy ..................................................................................................................................................... 14  \nSummary – Oat Milk Value chain & Margin Analysis ................................................................................................................ 16  \nBUSINESS MODEL OPTIONS .......................................................................................................... 17  \nFragmented value chain ........................................................................................................................................................... 18  \nHIGH VALUE CASE STUDIES ..........................................................................................................24  \nZespri Case Study 1................................................................................................................................................................... 24  \nGlanbia Case Study 2 ................................................................................................................................................................ 27  \nAllBirds Case Study 3 ................................................................................................................................................................ 32  \nCONCLUSIONS AND FUTURE DIRECTIONS ..................................................................................35  \nAPPENDIX 1 ...................................................................................................................................37  \nExecutive summary  \nProject purpose  \nThe purpose of this project was to assess the o","cbCaig19U04V71l2","https://ap.wps.com/l/cbCaig19U04V71l2","pdf",1652327,37,"English","# Executive Summary\n# Project Purpose\n## Our Approach\n# Oats in Southland\n## Farm Financial and Environmental Analysis\n## Project Direction Shift\n# Oat Milk Value Chain and Margin Analysis\n## New Zealand Oat Milk Brands\n## Where Value Is Created and Lost\n## Strategies for Margin Enhancement\n## Direct to Consumer Strategy\n# Business Model Options\n## Fragmented Value Chain\n# High Value Case Studies\n## Zespri Case Study 1\n## Glanbia Case Study 2\n## AllBirds Case Study 3\n# Conclusions and Future Directions\n# Appendix 1","[{\"question\":\"What is the primary purpose of the project?\",\"answer\":\"To assess opportunities for new crops in Southland using oat milk as an exemplar, including land-use comparison, value-chain analysis, margin enhancement opportunities, and business model evaluation with case studies.\"},{\"question\":\"What does the land-use comparison conclude about oat milk production in Southland?\",\"answer\":\"It indicates unlikely large-scale land-use change for oat milk production under today’s returns, while also noting that looking beyond current returns is important.\"},{\"question\":\"How does the report analyze profitability across the oat milk value chain?\",\"answer\":\"It evaluates where value is created and lost and then outlines strategies for margin enhancement, including a direct-to-consumer strategy.\"}]","New crops for Southland - Oats report to thriving Southland - AbacusBio July 2022 | PDF",93]