The New Zealand Agritech Story

Analysis

The New Zealand Agritech Story: 

Market Insights Report

New Zealanders are proud of our farming heritage and ongoing success – but our corresponding agritech story is not as well-known internationally as some might think.

The Agritech Story Market Insights report was prepared by Deloitte for New Zealand Story, and provides a comprehensive overview of the insights gathered to help inform the development of the New Zealand Agritech Story. It includes key insight themes and verbatim comments from interviewees.

New Zealand Trade and Enterprise (NZTE) was the lead agency responsible for overseeing the development of the New Zealand Agritech Story. To help inform this development, an advisory group of agritech subject matter experts was established.

Deloitte’s Wellington team were commissioned by NZTE to do the research and writing of this report.

The New Zealand Agritech Story: Market Insights Report July 2019

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Key Findings

In several key agritech markets, we’re perceived as innovative, supporting sophisticated systems that feed the world and minimising environmental impacts.

We’re also recognised for an industry and government ecosystem that nurtures agritech, having talent that can hold its own against the world, and offering agritech with real applicability in overseas markets.

However, while overseas customers and investors recognise that we work hard to overcome distance, it’s both a blessing and a curse for our businesses – which often lack a physical presence in foreign markets, or struggle to convince potential partners that distance won’t be a problem.

At other times, we fail to tailor our offerings beyond domestic market needs, or properly align our message with those we are trying to convince to buy our products or invest in our businesses. As a result, New Zealanders face difficulty in convincing customers and investors of the relevance of their technology and its ability to be commercialised.

To make real progress for New Zealand agritech in international markets, we need to tell a better story about our strengths, and work to improve our weaknesses, so we can face off to the world.

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