{"id":4174,"date":"2026-06-15T13:01:57","date_gmt":"2026-06-15T01:01:57","guid":{"rendered":"https:\/\/reportitnow-global.com\/nz\/?p=4174"},"modified":"2026-06-15T13:01:58","modified_gmt":"2026-06-15T01:01:58","slug":"silver-fern-farms-and-report-it-now-the-ethical-infrastructure-behind-one-of-nzs-most-recognised-food-brands","status":"publish","type":"post","link":"https:\/\/reportitnow-global.com\/nz\/silver-fern-farms-and-report-it-now-the-ethical-infrastructure-behind-one-of-nzs-most-recognised-food-brands\/","title":{"rendered":"Silver Fern Farms and Report It Now\u2122: the ethical infrastructure behind one of NZ&#8217;s most recognised food brands"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong><em>How Silver Fern Farms uses independent ethics reporting to back up the values behind their brand.<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/silverfernfarms.com\/\">Silver Fern Farms<\/a> is one of New Zealand&#8217;s most recognised and respected food brands. As the country&#8217;s <a href=\"https:\/\/silverfernfarms.com\/nz\/en\/our-company\/about-us\">largest red meat exporter<\/a>, the company sources pasture-raised beef, lamb and venison from more than 6,000 New Zealand farms and processes it at more than a dozen sites across the country \u2014 from Invercargill to Dargaville \u2014 before it reaches consumers in markets as far afield as the United States, Japan, Germany, China and the Middle East.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With around 4,500 widely distributed employees and a brand promise built around ethics, environment and animal welfare, living up to that promise consistently \u2014 at every level \u2014 is both a cultural and a commercial imperative.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nathan Campbell, Silver Fern Farms&#8217; Head of Employment Relations, is direct about the role an independent reporting channel plays \u2014 not just as a governance tool, but as a matter of brand integrity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Our customers expect their meat to come from an organisation that genuinely looks after its people, its animals, and the environment,\u201d says Nathan.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIf you&#8217;re making that promise in the marketplace, you need systems in place that give you confidence you&#8217;re actually keeping it. That&#8217;s exactly what <a href=\"https:\/\/reportitnow-global.com\/nz\/ethicspro\/\">EthicsPro\u00ae<\/a> does \u2014 it&#8217;s an independent channel that sits outside our normal reporting lines, so we get the honest picture.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Complex environments, deliberate solutions<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With eight years in the role and more than two decades in employment relations, Nathan has watched the expectations placed on New Zealand employers change considerably.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Legislation has changed, of course,&#8221; he says, &#8220;but the bigger shift has been cultural. People want to work for an employer whose values they respect \u2014 and they come with a clear expectation that they&#8217;ll be treated fairly and ethically.\u201d<br><br>\u201cTwenty years ago, the mindset was more transactional: you came to work, did your job, got paid, and that was that. Today, people&#8217;s values and their working lives are far more connected. What an organisation stands for actually matters to them.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Managing a consistent culture across a workforce spread from the bottom of the South Island to the upper North Island, across corporate offices and multiple processing sites, is no small task.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nathan is frank about the challenge: it requires solid systems, not just good intentions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;You need solid documentation, absolutely \u2014 but what really matters is whether your systems reflect that documentation in practice. Every employee, regardless of their role or location, needs to know they&#8217;ll be treated consistently, even if they need to speak up about something serious.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Silver Fern Farms, that&#8217;s where <a href=\"https:\/\/reportitnow-global.com\/nz\/\">Report It Now\u2122<\/a> fits in. The adoption of EthicsPro\u00ae was part of the company&#8217;s evolution toward a more structured corporate governance model \u2014 a deliberate decision to ensure every employee, regardless of where they worked or who their manager was, had a safe and independent pathway to raise concerns.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Culture by design<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Silver Fern Farms has taken a deliberate approach to embedding the reporting channel into its existing structures \u2014 ensuring it functions as part of the organisation&#8217;s everyday culture rather than a mechanism employees only discover when something goes wrong.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Our code of conduct outlines the way we work and informs employees how to let the business know if they see things that don&#8217;t align to those values. Report to your leader. If you don&#8217;t feel comfortable, report to HR. If you don&#8217;t feel comfortable doing any of those things, use one of the anonymous hotlines, or contact Report It Now\u2122 as a confidential service.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s also embedded in the company&#8217;s fraud and bribery policy, and reinforced annually through site posters, smoko room reminders, and digital screensavers in corporate offices. The aim, Nathan says, is for the channel to feel like a natural part of how the business operates \u2014 not something employees only think about in a crisis.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;The view from the top doesn&#8217;t always reflect what&#8217;s happening on the ground,\u201d says Nathan. \u201cWhat matters is that every employee \u2014 regardless of their level or location \u2014 has a genuine, safe means to raise concerns if something doesn&#8217;t feel right.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The value is in the grey<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The value of an independent reporting channel, Nathan argues, runs deeper than case volumes or fraud losses alone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;I think it&#8217;s really about culture and confidence,&#8221; he says. &#8220;That&#8217;s a grey area, but it&#8217;s hugely important. And then the black and white part is really having a confidential channel like EthicsPro\u00ae that we know \u2014 if someone really sees something but doesn&#8217;t have the confidence to raise it internally \u2014 they&#8217;ve got the opportunity to raise it.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;That&#8217;s not something we could do on our own without that independent channel.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Interestingly, only about a third of reporters at Silver Fern Farms choose to remain fully anonymous \u2014 suggesting that the majority feel confident enough to identify themselves.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nathan is careful not to take that trust for granted.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;The biggest risk is really that employees don&#8217;t believe that their report will be treated confidentially. But the only way we can shore that up is to ensure we never breach privacy, and never use the information in a heavy-handed manner. We get a reasonable volume, so I&#8217;m relatively comfortable that it remains a channel people trust.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Where commerce and culture meet<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For Silver Fern Farms, investing in independent ethics reporting isn&#8217;t just good governance practice \u2014 it&#8217;s inseparable from the commercial promise the company makes to its customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The company&#8217;s Plate to Pasture strategy positions its products at the premium end of global markets, built on values which include environmental stewardship, animal welfare and people. That kind of brand promise, Nathan argues, creates an obligation that goes beyond marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;You can&#8217;t make promises in the marketplace that you&#8217;re not keeping \u2014 or can&#8217;t demonstrate you&#8217;re keeping. This isn&#8217;t just about internal culture. EthicsPro\u00ae is part of how we ensure our values are real and demonstrable, not just words on a page.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Silver Fern Farms, the investment in independent ethics reporting connects directly to something more fundamental \u2014 the kind of employer the company is determined to be. Enriching people&#8217;s lives is one of five strategic goals sitting at the heart of the company&#8217;s Plate to Pasture 2030 strategy, alongside its commercial ambitions and environmental commitments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Our leadership has a genuine desire to be a good employer and to live our values \u2014 not just talk about them,&#8221; says Nathan. &#8220;Enriching people&#8217;s lives is a goal we&#8217;re committed to delivering on, and EthicsPro\u00ae is part of how we do that. It gives every person in our business a real, safe way to be heard. For a company serious about its people, that matters enormously.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The case for acting early<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nathan&#8217;s message to HR leaders and employment relations managers still weighing up whether to invest in an independent reporting service is direct.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;What EthicsPro\u00ae has done for Silver Fern Farms has given us confidence that we&#8217;re not missing anything \u2014 that we&#8217;re giving our people the best opportunity to report to us in a safe manner.&#8221;<br><br>&#8220;It gives us confidence that we know what we need to know \u2014 and that we&#8217;re not going to be blindsided by something that should have been caught earlier.&#8221;<br><br>&#8220;We\u2019re giving ourselves the best possible chance to find issues and resolve them internally, before they become something bigger.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s a pragmatic framing \u2014 less about idealism, more about the practical confidence that comes from knowing your systems are doing their job. And from a company whose brand is built on the integrity of what happens across more than a dozen sites, thousands of farms, and supply chains that reach consumers around the world, that confidence isn&#8217;t optional.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Find out how EthicsPro\u00ae can help your organisation build the same confidence. Visit<\/em><a href=\"https:\/\/reportitnow.co.nz\/\"><em> <\/em><em>reportitnow.co.nz<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How Silver Fern Farms uses independent ethics reporting to back up the values behind their brand. Silver Fern Farms is one of New Zealand&#8217;s most recognised and respected food brands. As the country&#8217;s largest red meat exporter, the company sources pasture-raised beef, lamb and venison from more than 6,000 New Zealand farms and processes it [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":4175,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"blocksy_meta":[],"featured_image_urls_v2":{"full":["https:\/\/reportitnow-global.com\/nz\/wp-content\/uploads\/sites\/2\/2026\/06\/rin277.jpg",1540,748,false],"thumbnail":["https:\/\/reportitnow-global.com\/nz\/wp-content\/uploads\/sites\/2\/2026\/06\/rin277-150x150.jpg",150,150,true],"medium":["https:\/\/reportitnow-global.com\/nz\/wp-content\/uploads\/sites\/2\/2026\/06\/rin277-300x146.jpg",300,146,true],"medium_large":["https:\/\/reportitnow-global.com\/nz\/wp-content\/uploads\/sites\/2\/2026\/06\/rin277-768x373.jpg",768,373,true],"large":["https:\/\/reportitnow-global.com\/nz\/wp-content\/uploads\/sites\/2\/2026\/06\/rin277-1024x497.jpg",1024,497,true],"1536x1536":["https:\/\/reportitnow-global.com\/nz\/wp-content\/uploads\/sites\/2\/2026\/06\/rin277-1536x746.jpg",1536,746,true],"2048x2048":["https:\/\/reportitnow-global.com\/nz\/wp-content\/uploads\/sites\/2\/2026\/06\/rin277.jpg",1540,748,false]},"post_excerpt_stackable_v2":"<p>How Silver Fern Farms uses independent ethics reporting to back up the values behind their brand. Silver Fern Farms is one of New Zealand&#8217;s most recognised and respected food brands. As the country&#8217;s largest red meat exporter, the company sources pasture-raised beef, lamb and venison from more than 6,000 New Zealand farms and processes it at more than a dozen sites across the country \u2014 from Invercargill to Dargaville \u2014 before it reaches consumers in markets as far afield as the United States, Japan, Germany, China and the Middle East. With around 4,500 widely distributed employees and a brand promise&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/reportitnow-global.com\/nz\/category\/uncategorised\/\" rel=\"category tag\">Uncategorised<\/a>","author_info_v2":{"name":"Jonathan","url":"https:\/\/reportitnow-global.com\/nz\/author\/jonathan-cotton\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Silver Fern Farms and Report It Now\u2122: the ethical infrastructure behind one of NZ&#039;s most recognised food brands - Report it Now New Zealand<\/title>\n<meta name=\"description\" content=\"How Silver Fern Farms uses independent ethical infrastructure to back up the values behind their brand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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