A refined industry structure is being introduced to better represent New Zealand's vegetable sector, with support from HortNZ and leadership from Onions NZ, Process Vegetables NZ, TomatoesNZ, and Vegetables NZ. This new structure comes into effect on 1 April 2026 and centres on the creation of the New Zealand Vegetable Council (NZVeg). The aim is to sharpen focus across the industry and ensure that grower levies are used more effectively.
Transition Board Chair Kevin Wilcox says NZVeg has been designed to both support individual product groups and provide a stronger, unified voice for the sector. While the industry is worth $1.1 billion, it has often operated as several smaller, separate groups, making engagement more difficult. By bringing these groups together under one umbrella, while still maintaining their existing boards and levies, the sector can operate more cohesively without losing its current structure.
Wilcox describes the industry as being at a crossroads. Growers are facing increasing pressure from policy settings that do not support vegetable production, alongside rising costs that are squeezing margins and threatening long-term viability. Without greater certainty and improved returns, investment in the sector becomes harder to justify, which has implications for both domestic supply and export markets. A unified structure like NZVeg is intended to help the industry better communicate its value and influence decision-making at a national level.
NZVeg itself is not an entirely new organisation but a refinement of what already exists. It will operate as an umbrella body by repurposing Horticulture Executive Services Limited (HESL), which already employs some staff across vegetable product groups. This approach avoids adding another layer of administration and instead focuses on streamlining and strengthening the current system. Product group boards and levies will remain unchanged, but they will now be connected through a single, coordinated structure to ensure the sector is more clearly heard by government.
The organisation's work will span grower support, policy, research and extension, biosecurity, and market access, all aimed at building a more resilient and competitive industry. It is currently overseen by a Transition Board and managed by Operations Manager James Kuperus while a Chief Executive Officer is recruited. Key roles have been aligned with existing expertise, including Kazi Talaska overseeing outdoor crops, Dinah Cohen leading covered cropping, Daniel Sutton managing research and development, and Andrew Bristol handling communications.
For growers, the changes are intended to make engagement simpler and more effective. Bringing staff into a single entity creates a "no wrong door" approach, reducing confusion about who to contact. It also cuts duplication, such as multiple representatives attending the same meetings, and creates the scale needed to employ specialist expertise in areas like trade and biosecurity. At the same time, accountability remains in place through the continued role of product group boards and levies, ensuring growers retain oversight and influence within the new structure.
Source: Tomatoes New Zealand
