MLA's David Thomason argues the change in consumer habits and food choices has seen us enter an "age of integrity".
"There is a sea change going on," Mr Thomason explains.
"In the 1970s, it was all about packaging.
"In the 1980s, it was around reduced fat, and cutting out artificial colours and flavours.
"In the 90s, it was about plus and minus foods (add this, less that).
"We're at a stage now where we're saying "we're over that".
"We're entering what I think is the age of integrity when it comes to food."
Mr Thomason says this age is driven by consumers who want good nutrition, consistency, more information and labelling, and want to avoid unnatural production.
He says they've also become concerned about animal welfare and the environment and ethics.
"This is great news for us in agriculture because it ideally suits our products so well," Mr Thomason said.
"It also provides some really interesting niche marketing opportunities.
"If you want to be out there developing a product or a brand or a proposition there's a lot of opportunities for you to mix and match different aspects of food integrity to tell your story."
Mr Thomason said research is pointing to a "stronger traction" on consumer demand for natural, free range or organic production.
He said it's easier to group all of those production practices into three areas – what impacts on me and my family, what impacts on the animal and what impacts on the environment?
"The ones which consumers say 'yep I want that' and won't compromise is anything to do with 'me and my family'.
"Things like artificial colours and flavours, antibiotics and hormones, genetic modification, high levels of trace minerals.
"Consumers will satisfy the 'me and my family's' needs first then if there's anything left over they're prepared to consider those other issues."
He said in good times, when there is money left over, consumers are prepared to pay premiums for animal welfare or environmental propositions, but not at the expense of their family.
He said for the livestock sector this means industries can create segments that better meet consumer needs and maximise industry revenue.
He paid credit to the egg industry which he says has "done it brilliantly".
"If you're concerned about animal welfare then you've got an opportunity, you can buy free range eggs if you want," Mr Thomason said.
"It's not necessarily proven by science, but that doesn't matter, it's what the consumer thinks is important."
Free range eggs are about 25 per cent of the egg market and sell at a 30 per cent premium over regular eggs.
Mr Thomason said it was available expenditure that the egg industry has been "able to capture" and I think that the egg industry is pointing the way for all of us to think about the propositions and ranges and different ways of segmenting the market to extract greater spending from consumers.
"We've got to approach these things from a consumer perspective, not from a production perspective.
"…we've got to say 'what does the consumer want?' and change what we do now to meet that."
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