CEO, Mike Brown's update November 2026

The road ahead for NZVeg

As I settle into my role as CEO of the NZ Vegetable Council (NZVeg), I’ve been reflecting on the opportunity we have as an industry, and on what it will take to turn that opportunity into real value for vegetable growers.

My early impression is that our sector deserves a stronger, more coordinated voice. Growers face significant challenges and opportunities, from regulation and access to crop protection tools and seed, through to high energy costs, biosecurity, market access and growing the demand for healthy New Zealand vegetables. By working together, we can strengthen our influence and achieve more than we can individually.

But collaboration must be built on trust. We are a diverse lot: different crops, production systems, regions, business sizes and models, and grower interests. NZVeg’s role is not to diminish those differences, but to bring our collective strength to the issues, where a shared approach will make the greatest difference. We need to listen carefully, communicate openly and demonstrate that working together delivers practical benefits.

Our strategy: looking to 2030, acting in 2027

The board and team of NZVeg have been working on our strategy. The strategy sets an ambitious direction for 2030: building healthy communities and growing the prosperity of our vegetable growers. Its eight targets span the regulatory environment, access to beneficial chemistry and seed, energy security, compliance, growing domestic vegetable consumption, farmgate returns and export growth, environmental stewardship, and innovation.

These are important long-term ambitions. Our focus for 2027 is to turn the strategy into a clear programme of actions, with priorities, responsibilities and measures of success. This includes progressing regulatory reform, improving access to essential production tools, pursuing growth and market opportunities, strengthening biosecurity coordination, developing an overarching research and innovation strategy, and improving communications and engagement with you, our growers.

We also need to ensure our organisation is working effectively behind the scenes. Clear accountabilities, better coordination between product groups and a strong, collaborative team will help us direct more of our effort towards outcomes for growers.

A new Government and an important opportunity

With the general election taking place on 7 November, we have an important opportunity to engage with the next Government and ensure vegetable growing is part of the conversation on New Zealand’s economic, environmental and food future. We need to be clear about the changes that would make a difference to growers, backed by evidence and real-world experience.

In this newsletter, we’re including a guide to the political parties’ policies as they affect vegetable growing. My hope is that it helps growers understand the choices and potential implications for our industry. Whatever the election outcome, NZVeg will work constructively with the incoming Government and relevant agencies to progress the priorities that matter to our sector.

Getting out, listening and learning

For me, one of the most important parts of the role is getting out to meet growers. In November, I’ll be travelling to the Far North to hear directly about growers’ businesses, challenges and aspirations. These conversations help shape my priorities and keep our work grounded in the realities of growing vegetables across New Zealand.

I’ll also spend a week with AUSVEG, our Australian industry counterpart, to learn from its experience, understand what works well and identify ideas we might adapt for New Zealand. There is real value in learning from others while developing an approach that fits our own industry.

There is plenty to do, but the direction is clear: listen to growers, work together, focus our effort and deliver results. I look forward to working with you as we build a stronger future for New Zealand vegetable growing.

Mike Brown
Chief Executive Officer 
New Zealand Vegetable Council