As a former agri-portfolio manager at New Zealand Trade and Enterprise (NZTE), I've witnessed first-hand how difficult it is to achieve both market access and market traction, let alone see sales and profit. Export is a long, hard graft. The Productivity Commission's recently reported on how the so-called select group of frontier firms have achieved traction and growth, but this House should be under no illusion it's been done easily; those wins are hard-fought. NZTE research shows that the five major challenges for our exporters are building brand awareness, finding the right partners and channels, strong overseas competition, understanding how offshore markets differ from New Zealand markets, and determining the right export pricing strategy and product-related costs to remain competitive and profitable. Historically, our economies relied heavily on a few primary commodities for exports, and I disagree with this volume-to-value mantra that the Government's using, because I think it devalues the high-quality products that we have historically exported. We are, however, increasingly seeing offshore consumers becoming more discerning.