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Generation Z are less inclined to drink wine than other generational cohorts, with beer and ready-to-drink beverages grabbing more of the market share.
Saffron Wilson thought she wanted to be a hairdresser, but soon realised that working outdoors was her passion.
Now the 22-year-old is blazing a trail for women in orchards. Wilson is enrolled in EIT's Free Horticulture Managed Apprenticeship Programme (Level 3 - 4) and has been working at the Mr Apple Brookfields Orchard, near Hastings, since January.
She is currently studying for a NZ Certificate in Primary Industry Operational Skills [Level 3, which she started in May. Wilson will go on to study for her NZ Certificate in Horticulture (Fruit Production) [Level 3] and then Level 4 after that.
The programme, which runs for three years, requires students to attend lectures for twenty days each year with the rest of their learning taking place in-work.
Wilson says she is enjoying the EIT Programme, which fits in well with her work in the orchard, and is pleased that young women like her are entering the industry.
"When I came into this industry people look at me sideways when I said I was in the orchard industry because there's not many females involved," she says. "However, when I started the EIT programme, I was surprised how many females are studying horticulture and I would certainly encourage young women to follow me into the industry."
Wilson has already started doing this and recently addressed Napier Girls' High School students at their Careers Day.
After leaving Havelock North High School at 16, she tried her hand at hairdressing for just over four years, but soon realised she wanted more out of her job.
"I think I wanted a little bit more variety and to learn more. I wanted to be outdoors, but I also wanted to learn about orchards," Wilson explains. "It was a scary decision, but I wouldn't change it now to go back to working indoors ever."
While Wilson does not come from an orcharding background, she grew up around Te Mata Mushrooms in Havelock North, where her grandfather was one of the owners.
She is excited to be working in the apple industry which she believes has a bright future.
"I definitely think it's changing for the better."
Wilson says she really enjoys the variety.
"At the moment I enjoy pruning and there's a lot to it, but during harvest I learnt how to drive tractors. Basically, every day is different, so I pinpoint one activity."
EIT's Assistant Head of School, Primary Industries, Paul Keats, says the Horticulture Managed Apprentice Programme is proving to be a success.
"EIT is working with the industry to nurture talent and help young people learn on the job and gain a useful qualification."
Newly elected Federated Farmers meat and wool group chair Richard Dawkins says he will continue the great work done his predecessor Toby Williams.
Hosted by ginger dynamo Te Radar, the Fieldays Innovation Award Winners Event put the spotlight on the agricultural industry's most promising ideas.
According to DairyNZ's latest Econ Tracker update, there has been a rise in the forecast breakeven milk price for the 2025/26 season.
Despite the rain and a liberal coating of mud, engines roared, and the 50th Fieldays Tractor Pull Competition drew crowds of spectators across the four days of the annual event.
Nationwide rural wellbeing programme, Farmstrong recently celebrated its tenth birthday at Fieldays with an event attended by ambassador Sam Whitelock, Farmers Mutual Group (FMG), Farmstrong partners, and government Ministers.
Six industry organisations, including DairyNZ and the Dairy Companies Association (DCANZ) have signed an agreement with the Ministry for Primary Industries (MPI) to prepare the country for a potential foot and mouth outbreak.
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