We recently sat down with Greg Bignall, CEDA’s Business Development Manager, to discuss his role and the work the business team does to support Manawatū businesses. With a wealth of international experience, having worked with global consumer giants across cities like London, Singapore, and Sydney, Greg brings valuable insights to the team’s mission of fostering business growth in the region.
Having grown up in Feilding, Greg’s career has taken him across the globe, with commercial and marketing roles at companies like Diageo (known for brands like Guinness and Johnnie Walker) and L’Oréal. For over a decade, Greg honed his skills in the fast-paced environments of Europe and Asia, but it was his desire for a more balanced lifestyle that brought him back to Manawatū just over three years ago.
Greg now leads CEDA’s business team, focusing on everything from small business support to startup innovation, inward investment, and sector development.
“What I love most about this role is the variety—no two days are the same,” he says. "The work spans across so many different areas, from supporting startups to helping established businesses grow and creating jobs. It's about helping businesses unlock their potential."
From the big cities to regional life
Living overseas, Greg gained a unique perspective on New Zealand’s local dynamics. “When you live in big global cities, the scale is so different—every city I’ve worked in is bigger than our entire country. Moving back to Manawatū has its upsides, though, especially when it comes to lifestyle.” Greg highlights the convenience of a short commute from Feilding to Palmerston North, the access to outdoor spaces for his family, and the overall quality of life that the region offers. "The community is highly active and supportive, and it’s a great place for raising kids."
CEDA’s business support process
At CEDA, the business team plays a pivotal role in supporting businesses at various stages of their journey. "When a business reaches out to us, we start by understanding their needs,” Greg explains. Julia, the team’s initial point of contact, plays a key role in guiding businesses to the appropriate channels, be it business growth advice, funding opportunities, or government resources.
One key aspect of CEDA’s support is the discovery session, where a Business Growth Advisor takes a helicopter view of the business. "It’s all about listening and providing fresh eyes on their challenges. We create focused action plans that give businesses a roadmap to success, and we follow up to ensure accountability."
For Greg, one of the biggest benefits CEDA offers is an external, neutral perspective. "Business owners can get caught up in the day-to-day needs of running their company and teams, so having someone outside the business look at things can make a big difference," he explains. “Our goal is to give them a clear direction, not overwhelm them with hundreds of tasks. It’s about prioritising what will drive growth.”
Filling the capability gap for business owners
Many small and medium-sized enterprises are owner-operated in Manawatū which means business owners often juggle multiple responsibilities. On top of this, rising costs and the difficulty in finding the right staff contribute to a gap in capability in areas like marketing, business planning and strategy.
Greg explains, “through the Regional Business Partner (RBP) programme, CEDA helps to fill those gaps by offering co-funded training opportunities. These training sessions are designed to enhance the skills of business owners and leaders, which in turn strengthens their teams and drives sustainable business growth.”
Committing to local growth
At the heart of Greg’s role is his desire to make a meaningful impact in the Manawatū region. “I love seeing businesses grow and getting to be a part of that journey,” he says. “For me, it’s about making processes as efficient as possible and using data to drive good decisions. We’re always striving to give 110% our work is very rewarding.”
Greg’s global experience, combined with his deep connection to Manawatū, strengthens the business team’s continued success. Whether guiding a startup or helping an established company scale, CEDA’s dedicated team of Business Growth Advisors remain passionate about creating positive change and driving economic growth in the region.
