Pūtake Whakatupu - Sept 25 Workshop Presentation
A copy of the powerpoint presentation delivered at the Pūtake Whakatupu workshop series across Northland in September 2025.
Launched in 2024, Pūtake Whakatupu - which translates to Foundation for Growth - is the primary workstream under the Tuputupu Grow Northland Initiative. This transformative project aims to identify, support and develop land use and value-add manufacturing opportunities in Taitokerau Northland.
PROJECT OVERVIEW
This project focuses on supporting and developing both existing and new land uses, the development of in region value-add primary sector manufacturing, and commercialising new primary sector products and services. A key aspect of this programme is partnering with Māori to support their aspirations through a by Māori, for Māori approach.
As the inaugural project under the Tuputupu Grow Northland initiative, Pūtake Whakatupu is funded in partnership with the Ministry for Primary Industries’ Sustainable Food and Fibre Futures fund and the Joint Regional Economic Development Committee.
THE PROJECT SO FAR
Pūtake Whakatupu aims to help Northlanders create greater value from our primary and associated manufacturing sectors while collaborating closely and supporting landowners, iwi, and hapū.
The project is working to:
- Identify and unlock new opportunities for the Northland primary and associated manufacturing sectors;
- Enable landowners to make more sustainable and optimal land use choices;
- Support the development of further in region value-add manufacturing.
The purpose of the Pūtake Whakatupu project was the development of a series of Market Opportunity Reports that assess economic pathways for optimising land use and creating value-added products in the region.
Pūtake Whakatupu has undertaken in-depth engagement with key stakeholders, including landowners, local farmers, growers, and associated manufacturing sectors.
This engagement took place through a survey of interested parties to help build a picture of the current primary industries and associated manufacturing landscape in Northland. Following the survey, four workshops were held across the region in November 2024 to facilitate further discussions.
Through the information collected at the workshops and wider engagement with the Northland food and fibre sector, the team worked closely with a Project Steering Group in early 2025 to select nine crops and commission Market Opportunity Studies prepared by two external consultants. These reports were published in September 2025, analysing the market potential of nine crops for Northland (see reports and financial modelling below).
The findings from the nine Market Opportunity Study reports were shared in a series of regional workshops held in September 2025, where we invited feedback which proved invaluable. The summary report for these three regional workshops plus associated presentations are available below.
WHAT'S NEXT?
With our Market Opportunity Studies complete and as we enter the final phase of our Sustainable Food and Fibre Futures (SFFF) project, our focus now shifts to our future projects and making significant strides toward unlocking new opportunities for Northland’s land-based sectors. Here is what's next on our agenda:
- Future Projects: The final phase of our SFFF funded project will focus on identifying three significant future projects aligned with the work completed by the nine Market Opportunity Studies. We’re currently engaging with a wide range of stakeholders and partners to identify the three best options.
- Future project #1 Covered cropping report: This work is the first of these future projects (see report below). The study aligns with the Market Opportunity Studies as part of a wider toolkit for growers in our region to assess land use options.
- Mapping Future project options #2 & #3: update will be provided on these project options in early 2026.
- Community Engagement and Sector Development: We continue to foster cluster and sector development through ongoing engagement with our local communities and industry partners.
- Tuputupu Grow Northland post SFFF project: As this initiative enters its closing phase, we are busy exploring options and keen to hear from interested parties/stakeholders on potential next steps on developing greater value from our primary and associated manufacturing sectors.
Market Opportunity Reports
These two reports have been produced to assess the economic feasibility of emerging horticultural and arable crops.
Crop Summary Infographics
These infographics provide a summary of the findings from the full reports.
Alternative Arable Crops
Infographic produced by Scarlatti summarising market opportunities in Northland for sunflowers and soybeans.
Subtropical Crops
Infographic produced by Scarlatti summarising market opportunities in Northland for bananas, pineapples, and moringa.
FINANCIAL MODELLING TOOLS
DISCLAIMER - The Market Opportunity Reports and the accompanying spreadsheet are provided for general informational and illustrative purposes only. They do not constitute financial, investment, legal, or tax advice. The information contained within should not be relied upon as the sole basis for making financial decisions. Users are strongly advised to conduct their own due diligence and seek independent advice from a qualified professional before acting on any figures or assumptions presented. The authors and distributors of this document accept no responsibility or liability for any errors, omissions, or outcomes resulting from the use of the information provided.
OTHER RELEVANT PROJECT PAGES
Tuputupu Grow Northland Resource Library
A list of datasets, resources and information for interested parties. See more
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MEET THE PROJECT TEAM
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Luke Beehre
Project Lead, Tuputupu Grow Northland
I manage and execute the Tututupu Grow Northland initiative. Find out more
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Jeanette Johnstone
Horticulture Specialist, Tuputupu Grow Northland
A Northlander born and bred, I have spent most of my life living in the North. Find out more
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Niamh McCarthy
Project Co-ordinator, Tuputupu Grow Northland
I’m originally (and always will be) Irish, but moved here in 2007 and been living in Northland for a couple of years. Having lived all over New Zealand, I can say this is definitely my happy place and still surprises me the amazing places we have right on our doorstep.
My role in the Tuputupu team is Project Co-ordinator and that sees me working on a variety of projects focusing on getting the best outcomes for everyone who works in the primary industry in our region.
When I’m not at work I like getting out exploring with my family, reading and as a passionate foodie I’m always keen to check out new hangouts. Find out more