Food & Fibre
(Primary Sector)
Wairarapa’s food and fibre sector is a cornerstone of the region’s economy and identity, with strong growth potential but also significant challenges that demand strategic, future-focused action.
Why Food & Fibre (Primary Sector) Matters
The food and fibre sector is at the heart of Wairarapa’s economy and identity - generating $651.3 million in GDP and employing 4,638 people across farming, viticulture, processing, transport, and supply chain services in 2024. This sector reflects both our heritage and our future - combining tradition with innovation, and offering major potential for diversification, productivity gains, and value-added growth.
But the sector also faces real challenges: rising input costs, land use pressures, low levels of digital adoption, and limited access to capital and skilled labour. The Wairarapa Economic Development Strategy Work Programme is focused on helping the sector adapt, grow, and stay resilient - through targeted, collaborative initiatives designed to unlock long-term value.
Current Initiatives in Delivery
From early 2025, the WEDS Work Programme started supporting a number of key initiatives to strengthen food and fibre in Wairarapa:
Food & Fibre Capability Series
In partnership with industry experts, we’re scoping opportunities to support local producers in people management, governance, growth planning, and investment readiness — helping businesses build resilience before scaling or diversifying.
Future Land Use Options
Building on earlier research, we’re working with landowners and rural innovators to pilot alternative farming and land-use trials that showcase diversification opportunities and tell the evolving Wairarapa story.
Photo by Jet Productions
Photo by Abc
Photo by Jet Productions
Completed and Pilot Initiatives
The WEDS has already supported several successful initiatives that laid the foundation for ongoing work:
Good2Great Leadership Programme in 2021-22 and 2023
Two programmes were delivered in partnership with Business Wairarapa and MPI to build strong team cultures and leadership capability in primary sector businesses.
Wairarapa Food & Fibre Innovation Forum in 2023
The region’s first innovation forum connected local producers with national support agencies across R&D, funding, and export pathways.
Agritourism Pilot Programme in 2023
The WEDS co-funded the first stage of an agritourism workshop series, supporting rural enterprises to explore visitor-facing diversification opportunities.
Strategic Planning for Sector Development in 2024
Two programmes were delivered in partnership with Business Wairarapa and MPI to build strong team cultures and leadership capability in primary sector businesses.
Outcomes for Wairarapa
Short-Term Outcomes
- Improved understanding of sector needs: Stronger relationships and sector engagement have clarified key capability gaps, helping avoid duplication and focus on where support will have the greatest impact.
- Targeted programme design: Capability-building topics have been identified — including governance, workforce, succession, strategy, and investment — ensuring businesses have strong foundations before scaling.
- Strategic alignment underway: Current initiatives are being intentionally linked to other regional programmes to maximise value and support long-term delivery.
- Foundation projects established: Pilot activities such as leadership development and agritourism workshops have laid the groundwork for a more structured, sector-led programme of offerings.
Long-Term Outcomes
- Greater sector resilience and sustainability: With stronger leadership and planning capability, local businesses are better equipped to adapt to change and future challenges.
- Increased productivity and innovation: Investment-readiness and sound business fundamentals will help producers scale sustainably and explore diversification with more confidence.
- Stronger economic contribution: A capable and confident food and fibre sector supports Wairarapa’s wider economic goals through added value, job creation, and expanded markets.
- Culture of continuous improvement: A sector-driven approach is shifting the culture from short-term support to ongoing business development and capability growth.
- Commercial relevance of diversification: Strategic trials are helping test the real-world potential of alternative land use under different environmental and market conditions.
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Photo by Jack Austin
Delivery Partners
This work is delivered in collaboration with a range of regional and national partners:
Business Wairarapa | Ministry for Primary Industries (MPI) | WellingtonNZ (via the REDP) | Local landowners, growers, and producers | Wairarapa tourism and economic development stakeholders
Learn more
Links to relevant plans/strategies:
Wellington Regional Economic Development Plan (REDP) | Business Wairarapa | MPI – Sustainable Food and Fibre Futures Fund
Other priority areas
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