Last month, our team ventured across the Tasman Sea to our friendly neighbours in New Zealand as part of a strategic development endeavour. Recognising that one of the Southern Hemisphere’s most impactful agricultural event was being held on the North Island, our team took this as a unique opportunity to learn about and better understand the New Zealand agricultural industry.
What were our core objectives? Where is the greatest potential?
How could Spraytec solutions benefit the New Zealand industry?
Why make the move now?
Let’s find out!
Agriculture in New Zealand
Before we delve into the ins and outs of our time across the ditch, we need to understand the significance of New Zealand agriculture a little better.
As a cornerstone of the country’s economy, the sector is renowned for its premium produce and advanced farming practices. Key characteristics of the industry include its diverse production, export-driven revenue, new age sustainable practices, continual technological innovation, and an unfathomable sense of rural identity. Furthermore, the country’s dedication to high-quality, sustainable production ensures its agricultural products are highly valued on the global market.
Some key figures?
Total land used for agriculture reaches across almost 14.5 million hectares, whilst the total value of exports is over NZD $42 billion annually.
But what are the key products?
Dairy, meat (beef and lamb), wool, fruit, vegetables, and wine make up the bulk of New Zealand’s production.
Dairy farming, particularly, is a major industry, with New Zealand being one of the world’s largest exporters of milk, cheese, butter and more. Its economic value is around NZD $19 billion annually. Meat is next, worth around NZD $9 billion per year, whilst the diversity of its horticultural sector returns almost NZD $7 billion. Forestry and other crops, such as our more familiar grain crops like wheat and barley, produce NZD $6.4 billion and NZD $1.5 billion respectively.
The majority of New Zealand’s agricultural produce is exported, with key markets in Asia, Europe, and the Americas. This export focus drives the country’s economic growth and sustains rural communities. These rural communities are very closely knit, with farming influencing local traditions and lifestyles, and further contributing to the cultural and social fabric of New Zealand. Local farmers are known for their commitment to sustainability, employing practices that minimise environmental impact and promote the health of the world-famous environment. Practices include rotational grazing, integrated pest management, and the use of renewable energy sources. The sector also leverages advanced technology and research to enhance productivity and efficiency, including precision agriculture, biotechnology, and sophisticated data management systems.
As you can gather, New Zealand’s agriculture sector sets itself apart from others with its high diversity, productivity and innovation.
Potential opportunities appear countless, but what about its premier event?
After all, ground truthing claims and performance is arguably the most effective method of justifying decisions.
Fieldays®; the southern hemisphere’s largest agricultural event?
New Zealand Fieldays®, often referred to simply as Fieldays®, is the largest agricultural event in the Southern Hemisphere. Held annually at Mystery Creek Events Centre near Hamilton, this iconic event draws exhibitors and visitors from across the globe, serving as a significant platform for the agricultural industry.
Established in 1969, Fieldays® was founded by a group of farmers who recognised the need for a forum to showcase innovations in farming techniques and technology. Over the decades, it has grown exponentially, becoming a cornerstone event for the agricultural community. Attracting over 130,000 visitors annually, the event fosters a sense of community and pride among New Zealanders, celebrating the country’s rich agricultural heritage.
So, what did we get up to? What were the notable highlights across the 4 days?
To start, a myriad of informative exhibitions showcased the latest and greatest in agricultural technology, machinery, and products to keep us entertained. From state-of-the-art tractors to innovative irrigation systems, exhibitors present cutting-edge solutions that enhance farming efficiency and productivity.
Of particular interest to us, were the sites belonging to the leading distributors funnelling products and services to the end-users. Why? That’s how we preference our way of reaching the customer at Spraytec. We opt against selling direct to farm, with a high preference of supporting the local business in town, whom the grower supports and works closely with. This maintains our values in supporting and sustaining local communities.
Enter Farmlands, PG Wrightson and Farm Source (Fonterra owned). Three businesses cemented in New Zealand agriculture, with over 240 individuals stores spread across both islands. From branch managers, to internal agronomists, to research coordinators, their models mirror what we have become accustomed to here in Australia. Whilst navigating through each of the distributor’s sites, we were able to retrieve multiple contacts of varying importance to make use of for future collaborations, procurement and marketing endeavours. The friendly and hospitable nature of each contact was certainly noted, as each shared their own time, suggestions and a willingness to work together moving forward. Efficient market penetration via these contacts and channels with time and targeted effort, appears inevitable.
There were also numerous seminars and workshops on offer, covering a broad spectrum of topics, including sustainable farming practices, agribusiness, and rural health. These sessions provided valuable insights and fostered knowledge sharing among attendees. We were privileged enough to sit in on a Latin America New Zealand Business Council seminar that discussed the increased agribusiness links and opportunities to Brazil, excitedly close to our own global roots.
With agriculture facing new challenges and opportunities in the current century, it was apparent that Fieldays® is continuing to evolve, embracing technological advancements and promoting sustainable practices. The event remains a vital platform for addressing global agricultural issues, such as climate change, food security, and rural development.
Safe to say, we were not disappointed.
Where is Spraytec’s fit?
The golden question.
On face value, New Zealand’s fertile soils, favourable rainfall and all-round abundance of water, safeguards its incredible production diversity. Not only does this benefit a spectrum of produce to be grown, but each is typically grown to reach top-end yields. Of course, to complement these natural factors are effective nutrition and pest management practices.
As does the capacity of irrigation. More water allows for more nutrition. More nutrition requires more water, which could lead to increased disease and pests. More pests will require more spray applications. And so on.
Ultimately, more water leads to greater production. Spraytec thrives in this type of environment.
With reference to the below image, the regions of Canterbury and Otago appear to utilise irrigation the most. Coincidentally, or not, these areas are where the bulk of arable agricultural land in New Zealand is. A potential starting point for Spraytec solutions?
To add further, as a global disruptor in application technology and foliar fertiliser solutions, Spraytec can play an integral role in enhancing the New Zealand’s productivity and sustainability. Offering cutting-edge and biodegradable solutions that work to assist in protecting crops from pests and weeds, our portfolio is sure to minimise any ecological impact whilst maintaining high yields and quality. Practical, convenient and flexible, what’s not to like?
Working alongside the major distributor channels of Farmlands, PG Wrightson and Farm Source (Fonterra), market consolidation could be reached with respect to efforts made in solution extension and support.
As for the most suitable solutions?
Fulltec Max, TOPZinc Max and CUBO are front of mind. All three options ensure complete coverage across the year and multiple crops. You can find out more about each on the Our Products landing page on our website.
Considerations for the future
So why now? Why explore market potential in New Zealand only 5 years into our Australian establishment?
It comes down to a variety of reasons. Growth in Australia is surpassing initial expectations and has allowed, or encouraged, the luxury to gauge neighbouring markets. Time is another. As a company with a global footprint, Spraytec has to actively seek information and insights on a regular basis. Why not acquire these insights sooner rather than later to aid in future approaches and planning? Significant production diversity certainly offers opportunity for Spraytec solutions to prosper across varying windows throughout the year, bringing a sense of stability to company revenue. And what about access to global talent? We all know people is what drives business. The chance to add key personalities to our already talented team is nothing short of ideal.
How do we get the ball rolling then?
Ensuring diligent research and development (R&D) capacities must be met during the initial stages of integration. By focusing on collaborative efforts, innovative technologies, and rigorous testing, Spraytec can support New Zealand farmers in adopting our effective and reliable agricultural solutions. Partnering with independent researchers, universities, distributors, and even growers themselves, will ensure values of trust and credibility.
As for marketing reach, initial objectives should target key distributor channels to promote brand presence and recognition. Adopting a multifaceted marketing strategy that includes education, demonstrations, and robust support, will benefit market penetration.
Eventual representation in New Zealand? Who knows what could be around the corner.
Regardless, there are exciting times to come.
References
- Farmers Weekly. (2024). Commencing countdown to Fieldays 2024. Farmers Weekly. https://www.farmersweekly.co.nz/news/fieldays/commencing-countdown-to-fieldays-2024/.
- Daigneault, Adam & Greenhalgh, Suzie & Samarasinghe, Oshadhi. (2018). Economic Impacts of Multiple Agro-Environmental Policies on New Zealand Land Use. Environmental and Resource Economics. 69. 10.1007/s10640-016-0103-6.
- Irrigation in New Zealand. (2022). IrrigationNZ. (n.d.). https://www.irrigationnz.co.nz/KnowledgeResources/IrrigationInNZ.
