DIRA Review: Open Country Dairy Warns Against Regulatory "Complacency"
The country's second largest milk processor is warning against 'complacency' during a review of competition regulations in the dairy sector.
The New Zealand Agricultural Fieldays Society, led by Society Board chair Jenni Vernon and chief executive Richard Lindroos, highlighted Fieldays' position as a significant event and a driver of New Zealand's economy - claimed to contribute over $500 million annually - with a key role in supporting the country's innovation ecosystem and rural wellbeing.
Hon Todd McClay, Minister for Trade, Investment, and Agriculture, shared this sentiment, saying, "Fieldays is a highlight of the rural calendar, showcasing the New Zealand primary sector at its world-leading best."
For the Society and Fieldays to continue delivering on its advocacy of innovation, education, and globalisation, significant and sustained investment is essential.
While the Society currently generates income through its own event, Fieldays, plus through venue hire for other events at Mystery Creek, the team suggested that evolving the campus to be truly fit for purpose will require external support from central government.
The Society says it is seeking a partnership model, "not a handout - but a hand-up", with an amount of $5m per annum being suggested to deliver shared outcomes and long-term value, industry sustainability, iwi partnerships, tourism, and emergency readiness.
Each year, Fieldays attracts international decision-makers, with 43 business delegations and 23 embassies attending in 2025. Its ongoing alignment with New Zealand Trade and Enterprise (NZTE) may see this international visitation continue to grow as Fieldays expands its global presence, showcasing the country's agricultural leadership on the world stage.
Recently in an interview, Prime Minister Christopher Luxon highlighted the importance of Fieldays, saying Fieldays is a national institution, "one that supports innovation, fosters rural wellbeing, builds international connections, and brings town and country together in a uniquely New Zealand way".
To future-proof infrastructure and ensure the longevity of an event that extends well beyond its four days on site, the Society believes central government central government has an important role to play in helping this national institution deliver long-term value for New Zealand.
