Growing the relationship between the Philippines and New Zealand, especially for exporters, will be the aim of former Blenheim man and ambassador designate to the Philippines Reuben Levermore.
Mr Levermore will take up a three-year post in Manila as the ambassador to the Philippines from the end of this month.
At 35, he is one of the youngest ambassadors of the New Zealand government.
The role of the embassy was more than issuing passports for stranded Kiwis, the career diplomat says.
"An important part of the job is to get the best terms of access for exporters and the best value out of the aid programme and assist with economic development."
The job also involves talking with government representatives and members of the business community and maintaining the country's reputation in the Philippines.
The Philippines and the Southeast Asia region were becoming more important to New Zealand, Mr Levermore said.
"There's 100 million people there, they're not too far away and it's growing economically."
It was also an important source of immigrants to New Zealand, with about 35,000 Filipinos in the country, the largest Southeast Asian expat community.
Filipinos were the fifth largest source of skilled migrants to New Zealand, he said.
"As that community grows there will be an increased familiarity with the country [the Philippines]."
Exporters, including those in the wine industry, had a lot of room to grow business, which the embassy could help with, he said.
"There's a lot more we can do and will be looking into opportunities to develop exports.
"For the wine industry, exports to the Philippines are less than $1 million a year, which is a drop in the bucket globally."
"As people become more wealthy and their tastes evolve there will be more opportunities for New Zealand," he said.
This is not the first overseas diplomatic posting for the Blenheim-raised man, who went to St Mary's School and who studied law and arts with politics, international relations and history at Canterbury University.
Since he began working for the Ministry of Foreign Affairs and Trade in 1999 in Wellington he was also posted in Brussels for three years.
Before taking up his new role he was the private secretary for trade minister Tim Groser.
- The Marlborough Express
SIMON WONG
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