Around 250 people came together in Blenheim on 27 August to explore what the future of land use could look like for Marlborough — and what opportunities might exist beyond traditional grape supply.
The strong turnout for the Future Land Use Investment Decision Forum, hosted by the Marlborough Research Centre and PGG Wrightson Fruitfed Supplies, reflected the importance of a conversation that is becoming increasingly relevant for growers and landowners across the region.
There are also positive signs for Marlborough’s wine industry. John Wilson of JPEW Advisory and Analytics, who set the scene for the forum, highlighted that Marlborough Sauvignon Blanc remains in demand in international markets, with consumers worldwide continuing to show a strong preference for white wine. For Marlborough, that puts the region in a positive position as the wine industry navigates changing market conditions.
“The forum was not about telling people what they should plant or where they should invest. Instead, it brought companies and organisations working across a range of markets into the room to share what they are seeing, where they see opportunities, and what landowners need to consider before making a change“, says John Patterson, CE, Marlborough Research Centre.
The discussion covered a broad range of possibilities, including pipfruit, kiwifruit, summerfruit, arable and seed crops, fresh produce and livestock, alongside perspectives on wine, finance, workforce, storage and export markets.
There was a common thread running through many of the presentations: Marlborough has some strong fundamentals for growing. As one speaker put it, “we have all the ingredients here — sun, soil and site.”
But good growing conditions alone don't make a land-use opportunity viable.
The speakers also highlighted the practical realities involved in changing land use — from establishment costs and timeframes to market demand, infrastructure, labour and access to the right expertise. Doing the homework before committing was a recurring message.
For Nick Kole of Fruitfed Supplies, that practical focus was important.
“It was equally valuable to acknowledge the practical realities involved, including the costs, timeframes, need for good advice, due diligence, and the importance of bringing the right expertise to the table. Having those honest conversations is critical.”
He also believes the response to the forum demonstrates the level of uncertainty facing some growers and landowners, as well as the willingness within the region to help.
“The forum was the first step in a desire to support affected growers and landowners who are facing significant uncertainty and important decisions about their futures.”
For Marlborough Research Centre, the event was also about creating connections between people with questions and organisations that may be able to help answer them.
The evening could only cover a selection of the opportunities available, and there are other crops, markets and approaches that were not able to be included in the programme.
That is why the forum is being treated as a starting point rather than a one-off event.
John says the strong attendance showed that there is an appetite for further discussion.
“What I’m interested in now is understanding what crops and land-use options interest the growers and associates of our region, and what further information and engagement they want,” says John. “That will help us understand where the next conversations should be focused and what information or connections could be useful.”
MRC and Fruitfed Supplies are now seeking feedback from growers, landowners and others with an interest in Marlborough’s future land use. The aim is to understand where there is genuine interest and what kind of follow-up would be most useful — whether that means targeted group discussions around other crops, connecting landowners with more detailed information and potential market contacts, or bringing additional perspectives into future discussions.
As Nick notes, the level of interest itself is significant.
“The level of interest and engagement highlights how important these conversations are for our region.”
Explore the presentations
For those who attended — and those who couldn't make it on the night — the presentations are now available as a resource.
View the Future Land Use Investment Decision Forum presentations
A note about the presentations
Each presentation reflects the perspective of an individual company or organisation operating in the relevant sector. Speakers spoke to their own products, services and experience. Marlborough Research Centre and PGG Wrightson Fruitfed Supplies do not endorse or recommend any of the presenting companies, and inclusion in the forum should not be taken to imply any commercial relationship.
Land-use decisions involve significant investment and long-term commitment. Anyone considering a change should undertake their own due diligence and seek independent, appropriate advice before making decisions.
Have your say
The forum has opened a much bigger conversation about what Marlborough's land could produce in the future.
If you're a grower, landowner or industry contact with an interest in future land use in the region, we'd like to hear from you.
A short survey will help identify where further information, connections or discussion could be useful — and help shape the next steps.