Why is 2025 the year of agrifood in Manawatū? Because it just makes sense.

When it comes to agrifood, Manawatū isn’t just part of the conversation – we’re leading it. 

Food science and innovation is deeply rooted in the proud history of Manawatū. With Massey University, three Crown Research Institutes, and major research and development players like Fonterra Research and Development Centre calling Manawatū home, agrifood is in our DNA. It's woven through the fabric of our community — a community powered by a unique cluster of scientists, researchers, engineers, start-up incubators, innovators, and agri experts working together to revolutionise food production.  

Add to that our rich fertile lands and globally recognised food producers, and it’s no surprise that Manawatū has earned its place as a national hub for agritech and food innovation.  

So yes, 2025 being the Year of Agrifood in Manawatū is no coincidence. It’s the natural result of decades of R&D, bold ideas, and cross-sector collaboration. Our central location makes us a smart, strategic base with direct access to key supply chains, talent pipelines, and national markets. Combine that with our strength across key sectors like logistics, science, agritech, and food production, and it is clear why major national events are choosing to be here — and why more agrifood businesses are setting up shop in our region. 

The year-long hive of activity celebrates this diverse sector, cementing Palmerston North city and Manawatū as leaders in food innovation and as a strategic and smart place to do business.  

Success so far

From Central Districts Field Days, attracting over 27,000 people to the New Zealand Rural Games, which sees around 45,000 attendees, 2025 is already proving to be a standout year. These events are driving real economic impact across the region, with flow on benefits felt in accommodation, retail and hospitality. 

Right now, One NZ Plate of Origin is underway for the month of April, with the People’s Choice Awards live in 18 restaurants, cafes and bars across Manawatū. Designed to recognise and celebrate the region's food, talent and eateries, the competition culminates in a final dinner in May. There’s still a few days to taste your way through the region before the grand finale dinner next month!

Get Involved

We welcome anyone who would like to support the activities happening across the region this year. Check out the Year of Agrifood hub on ManawatuNZ.co.nz for more event information, including how you can buy tickets.  

An array of digital assets has also been created for local businesses to join the Year of Agrifood celebration and help spread the word. Let’s work together to showcase our region’s strengths in all things agrifood for 2025! Get yours here.