Refined industry structure will build on existing organisations to represent the vegetable industry better

23 March 2026

A refined industry structure – being set up by Onions NZ, Process Vegetables NZ, TomatoesNZ and Vegetables NZ, with the support of HortNZ – has been established to represent the vegetable industry better. It comes into operation on 1 April 2026. 

‘The New Zealand Vegetable Council (NZVeg) has been set up to focus effort and ensure the levies collected from vegetable growers go further,’ says Transition Board Chair, Kevin Wilcox. 

‘NZVeg will serve and service vegetable sector product groups while also representing a collective voice.

‘We are a $1.1 billion industry but have presented ourselves as four to five smaller sectors, which can be difficult to engage with. By coming together as a unified sector, while maintaining our current boards and levies, we can get the best of both worlds.’  

Kevin says the New Zealand vegetable industry is at a crossroad.

‘Growers are under pressure due to policy settings that do not support vegetable growing. At the same time, the cost of growing vegetables is ever increasing, which is squeezing margins and affecting the viability.

‘Without more certainty and a return to viability, growers can’t really be expected to invest and continue to grow healthy vegetables for New Zealand and export markets.

‘By coming together under the NZVeg umbrella, the vegetable sector can tell its story better and leverage the sector’s scale and importance for the New Zealand economy.’  

To re-cap, NZVeg is being formed by Onions NZ, Process Vegetables NZ, TomatoesNZ and Vegetables NZ.

NZVeg will be an umbrella organisation, repurposing Horticulture Executive Services Limited (HESL), which currently employs some vegetable product group staff. In essence, this means we are not adding an additional organisation but refining and optimising the current structure.

Existing product groups boards and levies will be maintained but they will come together as a unified sector to ensure the vegetable sector is heard and listened to by government in Wellington.

‘NZVeg will work across grower support, policy, research and extension, biosecurity and market access to build a resilient and viable industry that feeds the nation and competes globally,’ says Kevin. 

‘It is being governed by a Transition Board and managed by Operations Manager, James Kuperus (ph. 027 555 0072), while a Chief Executive Officer is recruited.’  

Growers who grow crops outdoors are being looked after by Outdoor Crops Business Manager, Kazi Talaska (ph. 027 211 0507) who was previously Onions NZ General Manager.

Growers who grow crops indoors are being looked after by Covered Cropping Business Manager, Dinah Cohen (ph. 021 922 414) who was previously TomatoesNZ General Manager. A new Board, comprising the current TomatoesNZ Board and two representatives from the Vegetables NZ Board, will oversee work in the covered cropping area. 

Research and Development, including the research farm at Pukekohe, is the responsibility of Daniel Sutton (ph. 027 473 2381), who held a similar position at Vegetables NZ.

Communications are being looked after by Andrew Bristol (ph. 021 021 62 021), who also held a similar position at Vegetables NZ.

Other benefits for members (growers):

• No wrong door: With staff in one entity, there is no wrong door for members. In the past, there was at times confusion over who to contact for different issues
• Reduced duplication: One staff member attending meetings in Wellington, representing vegetable growers
• Technical specialists: Scale to employ technical leads and specialists, with the initial priority being trade and biosecurity.
• Accountability maintained: With the product group boards and levies maintained, there is the same level of accountability back to members as before.