Thursday, 26 September 2019 07:55

Telling NZ’s agritech story offshore

Written by  Pam Tipa
Agritech task force head David Downs. Agritech task force head David Downs.

The New Zealand Agritech Story launched last week by Trade and Enterprise will make a key difference for export companies in the $1.5 billion sector, says an industry leader.

The suite of free promotional materials highlight NZ’s leading edge.

Peter Wren-Hilton, the executive director of Agritech New Zealand, says the sector is highly competitive, with companies from around the world all promoting their products. 

“The New Zealand Agritech Story will provide us with a distinctive voice, a way to engage with customers and communities and explain to them why Kiwi companies are different, both in the way we have developed our innovative solutions and the way we operate as partners,” he said.

“Agritech has a significant value for NZ’s export economy. It currently contributes about $1.5b to our export receipts and campaigns like this will support its growth.”

The ‘Story’ was shared for the first time internationally last week as part of NZ’s presence at Ireland’s National Ploughing Championship. 

The development of the agritech story fits within the framework of the New Zealand Story. Comprehensive market insights were gathered to better understand current perceptions of NZ agritech – areas of strength, weakness or possible misconceptions. The Story is designed to help respond to these issues.

Central to the New Zealand Story is the Māori concept of Kaitiakitanga (guardianship, for people, place and planet) and how this sense of responsibility has inspired many of our world-class agritech innovations.

David Downs, the head of the all-of-government agritech taskforce which commissioned the Agritech Story, says the international research was the first step.

“It became clear that one of our greatest competitive strengths is our connection to the land and the way this has influenced our approach to developing agritech.

“NZers are driven by our sense of responsibility as guardians -- or kaitiaki – where we have always worked in partnership with nature. From this connection we have drawn the inspiration, ingenuity and skills to create world class agri technology. 

“In essence, we are Powered by Place, which is the central theme of this story (and the name of the website).

The Story includes four key messages: Powering Great Farmers, A World of Expertise in One Country, Natural Innovators, Powerful Partnerships.

Each of these messages highlight the diverse solutions that have been developed by NZ companies, from the invention of electric fencing to robots that pick apples.

A range of materials is now available to assist companies and NZ organisations tell the Agritech Story, including a market insights report, emotive Story video, showcase booklet, more than 100 photos, a comprehensive user guide and more, all designed to promote NZ as a source of world-class agri-innovation.

All materials have been developed by NZ Trade and Enterprise (NZTE) in partnership with Agritech New Zealand, Callaghan Innovation, New Zealand Story, MBIE and MPI, and are available for free download from Agritech New Zealand’s website.

More like this

Country’s backbone performs

New Zealand's primary sector has added steel to the country’s economy in the wake of the Covid-19 pandemic, according to a recently released report.

A vital role in NZ’s future

“Primary production is not a sunset industry, but it needs to evolve,” says Professor Sir Peter Gluckman – the PM's Chief Science Advisor for a decade.


Water reforms come at a cost

The government’s new freshwater laws, signed off this week, have the potential to create significant unnecessary costs for ratepayers, farmers and entire communities, Federated Farmers says.

2020 harvest yields up

Final harvest data for wheat, barley and oats (milling/malting and feed) in 2020 show yields were up 17% overall across the six crops.


Difficult but the right call

DairyNZ chief executive Dr Tim Mackle says the joint decision three years ago to eradicate Mycoplamsa bovis was a difficult call.

Milking cluster milks runner-up award

DeLaval has come away with the runner up prize in this year’s Fieldays Online innovation competition with a new milking cluster that eliminates the need for conventional liner changes.

Glow worms to cows

Thomas Lundman's work focus has gone from tracking tiny critters in pitch black caves to looking after considerably larger animals in paddocks near Whakatane.

» Latest Print Issues Online

The Hound

Spell check

Your old mutt was not surprised to see the NZ Dairy Industry Awards hastily remove the title of this year’s…

About time!

Your canine crusader has been a long-time critic of NZ governments – of all stripes – who, for the past…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter