Building the foundation 

In late 2023, CEDA released the Manawatū Regional Food Strategy to position the region as a world-leading agrifood hub. Eighteen months on, the strategy has gained strong momentum, driving innovation, collaboration, and economic growth in Manawatū.

The strategy leverages Manawatū’s strengths in food science, innovation, and natural resources to shape New Zealand’s evolving food landscape. Its core goals are to support regional growth, foster innovation, and create opportunities for businesses and landowners. 

This strategy sets a shared vision for the region, ensuring a bright future for food and agriculture, guiding stakeholders across the ecosystem from field to consumer," says CEDA CEO, Jerry Shearman. 

Launching the Land Diversification Initiative 

A key focus area of the strategy is land diversification, aimed at helping farmers and landowners unlock new opportunities. 

Over the past year, CEDA has developed a suite of tools, including a comprehensive Land Diversification report and an interactive Crop Suitability Map that utilises GIS (geographic information system) technology. These resources provide insights into market conditions, financial considerations, and environmental factors for high-value crops, offering a clear starting point for those considering diversification. 

The Crop Suitability Map is a groundbreaking resource in New Zealand, enabling landowners to explore alternative uses for their land based on soil and climate conditions in the region

"We’ve been working directly with landowners, and the feedback is clear: the Land Diversification report and Crop Suitability Map aren’t just interesting, they are genuinely useful. They help clarify options, reduce guesswork, and point to viable next steps. For us, they’re just as powerful in shaping how we prioritise support and ensuring landowners get the most relevant, strategic information to move forward with confidence,” says Ashley O’Neil, Sector Development Senior at CEDA.

Connecting a Thriving Agrifood Community 

Over the past 18 months, the strategy has brought together an inspiring mix of people and businesses, driving collaboration and innovation across the agrifood sector. 

Through this initiative, CEDA has worked closely with landowners, growers, and food entrepreneurs who are redefining the region’s food landscape.  

From The Good Berry Farm, which is setting up a pick-your-own blueberry operation, diversifying from farming heifers. Jules and Stu Bradbury have planted 1700 bushes, with more to come. Then, inspired by thriving trees on their land, they have added olives, planting 700 trees to produce Extra Virgin Olive Oil, a long-term investment as global demand grows. 

CEDA has also connected with a budding macadamia farm exploring new market opportunities by offering on-site processing and shared resources, Jill Moss's aim is to create a regional hub for nut growers. 

2025 – The Year of Agrifood in Manawatū 

Agrifood is front and centre in Manawatū this year, with 2025 highlighting the scale, strength, and ambition of the sector across the region. A dynamic calendar of events is already shining a spotlight on the innovation, research, and production that position Manawatū as a leader in the global agrifood landscape. 

With deep expertise, strong industry connections, and world-class research infrastructure, Manawatū is the natural home for these events. In 2025, the future of food and fibre isn’t just being discussed here, it’s being driven from here. Find out more.