Meet the Speakers: Nicky Cummerfield

Nicky Cummerfield | Head of Global Marketing, Silver Fern Farms

Session: Day 2 | Value out loud: when purpose creates connection​

How did you get here?

I’ve spent over 20 years in marketing across both local and global FMCG roles, leading brands and categories in New Zealand, the UK, and Europe. What’s remained constant is my passion for storytelling—using marketing to connect consumers with the people and values behind the products they buy. Returning to New Zealand, I’ve been privileged to work closely with some of our most iconic food brands and farming communities. I believe in the power of purpose-led marketing to elevate New Zealand’s story on the world stage, and I’m excited to speak at this conference to share how we can inspire the next generation of marketers to do just that: tell real stories that create real value.

How would you describe your relationship to purpose and values?

Purpose is what keeps me focused and connected to the “why” behind the work. For me, it’s about using marketing to make a real impact—helping New Zealand farmers be recognised for the quality and care they put into producing food and products. I believe great brands are built on truth, and values are what guide us through both the big strategic calls and the everyday moments. When your values align with your work, it brings clarity, accountability, and ultimately, a deeper connection with consumers.

For those who don't know your organisation, can you give us the elevator pitch?

Silver Fern Farms is New Zealand’s leading red meat company—exporting premium, grass-fed beef, lamb, and venison to over 60 global markets. Founded in 1948, we’re a proud farmer-owned cooperative and global food brand, driven by a purpose of creating goodness from the farms the world needs. We’re combining tradition with innovation, using smart technology, championing sustainability, and putting value back into our rural communities. From plate to pasture, we’re committed to delivering delicious, nutritious products while building a better future for the next generation.

What’s the biggest sustainability myth that needs busting?

That sustainability and profitability are at odds. We’ve seen firsthand that being purpose-led and environmentally conscious can create business value. You can find the right customers and consumers that care—and the next generation of talent demands it. It’s not an add-on. To us, it’s a growth strategy.

If you could sit down with one global leader to discuss the state of the world, who would it be and why?

I’d choose Yvon Chouinard, the founder of Patagonia. He’s a pioneer in building a brand that stands for something far greater than just selling products. His decision to give away the ownership of Patagonia to protect the planet was bold, values-led, and completely aligned with the story the brand has told for decades. I’d love to talk with him about how to keep purpose at the center of a business—through every decision, every product, and every message—and how marketers can earn trust not just through what they say, but through what their brands actually do. His example proves that the most powerful stories are the ones backed by action.

What is Aotearoa's sustainability superpower?

Probably the combination of our natural abundance and our ingenuity. We’re a nation of problem-solvers—creative, adaptive, and unafraid to challenge convention. Our clean energy, rich biodiversity, and access to natural resources give us a unique platform, but I think it’s our mindset that sets us apart.

What is a sustainability trend you love or hate right now?

I like the move toward radical transparency and regenerative agriculture. It’s not just about reducing harm; it’s about restoring ecosystems and communities. What I’m wary of is greenwashing—brands saying the right things but not backing it up with action. We need credibility more than ever.

You're speaking at The Value of Purpose in May. Can you give us a sneak peek of what you'll be talking about?

I'll be sharing how our purpose is guiding us in building a global nourishment brand, and how that’s coming to life through a product we've launched on our journey to nature-positive farming. It’s a story about turning purpose into action—and the value it’s creating for our farmers and our business.

What are you most excited about for this conference?

I’m excited to connect with others who see marketing as more than just messaging, but as a driver of real change. It’s a chance to share, learn, and be inspired by how purpose is being brought to life in different businesses. I hope to walk away energised—and to pass some of that energy on!