LeaderBrand
LeaderBrand is a 100% New Zealand family-owned horticultural business founded in 1975, growing and distributing fresh vegetables, salads, slaws and convenience produce across approximately 3,500 hectares to supermarkets, foodservice and export customers.
- Company typePrivate
- Founded1975
- HeadquartersGisborne, New Zealand
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What LeaderBrand does
LeaderBrand is a privately held, 100% New Zealand family-owned horticultural producer founded in 1975 by Murray McPhail. The company cultivates, harvests and distributes a broad portfolio of fresh fruit and vegetables — including broccoli, lettuce, sweetcorn, asparagus, squash, baby leaf, wild rocket, salads, slaws, courgettes and grapes — together with branded value-add products such as the Pure'n Ezy pre-cooked beetroot range. Vertically integrated from paddock to packhouse, LeaderBrand operates approximately 3,500 hectares across geographically dispersed growing regions (Pukekohe, Gisborne and Chertsey), exploiting different micro-climates to deliver year-round supply with daily store delivery.
Revenue is generated primarily through B2B wholesale of fresh produce and pre-packaged convenience lines into New Zealand retail (supermarkets) and foodservice customers, with a secondary international wholesale/export channel. Pricing is not publicly disclosed and is negotiated via retail-buyer and foodservice-supply contracts; no consumer-facing subscription or transactional pricing model is in evidence. Demand is highly seasonal for individual SKUs (e.g. asparagus September–December, sweetcorn December–March, courgettes January–April), which the multi-region footprint is designed to even out across the calendar year.
The business employs 251–500 staff and runs its own independently verified food-safety and traceability programme. Governance sits with a holding board (Rod Snodgrass appointed Chair in January 2026 following CEO Richard Burke's departure at end-2024); the operating entity remains under family ownership with Richard McPhail (founder's son) listed in leadership commentary and Gordon McPhail as General Manager of Farming. Marketing reach is modest but multi-channel — recipe content hub, email subscription, LinkedIn, Facebook — supporting retail pull-through rather than direct transactional e-commerce.
LeaderBrand firmographics
Firmographics- Name
- LeaderBrand
- Legal name
- LeaderBrand
- Website
- https://leaderbrand.co.nz
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- LeaderBrand is a 100% New Zealand family-owned horticultural business founded in 1975, growing and distributing fresh vegetables, salads, slaws and convenience produce across approximately 3,500 hectares to supermarkets, foodservice and export customers.
- Ownership category
- akta.pro rank
LeaderBrand industry classification
Industry- Product category
- Fresh Produce and Horticulture
- NAICS
- Other Vegetable (except Potato) and Melon Farming (111219), Vegetable and Melon Farming (1112), Fresh Fruit and Vegetable Merchant Wholesalers (424480)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard) (AFAGADAA)
- akta.pro secondary industries
- Asparagus, Artichoke & Specialty Vegetable Farming (Asparagus, Artichokes, Celery, Okra) (AFAGADAI), Foodservice / HORECA Produce Wholesale (AFAIACAI)
Keywords
Where LeaderBrand is headquartered
LocationHeadquarters
- HQ city
- Gisborne
- HQ country
- New Zealand
- HQ region
- Oceania
Offices3 records
Markets served
LeaderBrand business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Fresh Produce Sales: LeaderBrand grows, harvests and distributes a wide range of fruit and vegetables nationally and internationally to retail and foodservice customers
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
LeaderBrand product offering
Product offeringCore offering
LeaderBrand grows, harvests and distributes a wide range of fresh fruit and vegetables (broccoli, lettuce, sweetcorn, asparagus, squash, courgettes, grapes, salad leaf, baby leaf) plus value-added convenience products (cut salads, slaws, and Pure'n Ezy pre-packaged beetroot) to retail and foodservice customers in New Zealand and internationally. The company operates roughly 3,500 hectares of farmland across multiple climate regions and delivers produce fresh to stores daily.
Product overview
LeaderBrand is a 100% New Zealand family-owned horticultural business established in 1975, operating as a single integrated platform for fresh produce. The company grows, harvests, and distributes a wide range of fruit and vegetables nationally and internationally through three main product lines: fresh produce (Broccoli, Lettuce, Sweetcorn, Asparagus, Courgettes, Grapes, Squash), prepared salads and slaws (Coleslaw, Ranchslaw, Broccoslaw, Rocketslaw, Crispy Salad, Caesar Kit, Continental Salad, Baby Leaf, Wild Rocket, Value Mesclun), and pre-packaged convenience products (Pure'n Ezy beetroot). The company operates four farms across New Zealand (Pukekohe, Gisborne, and Chertsey) spanning approximately 3,500 hectares, with product availability varying seasonally by growing region.
Differentiator
Problem solved
Functional benefit
Products and services
- Broccoli Fresh broccoli grown and handpicked at optimum maturity, supplied from Gisborne, Pukekohe and Chertsey farms. Sold to retail and foodservice customers; a source of Vitamin C, Vitamin B6, Folate and Potassium.
- Lettuce Leafy lettuce grown in the Pukekohe region under optimal growing conditions, including wrapped iceberg lettuce that is grown, harvested, packed and delivered by LeaderBrand. Sold to retail and foodservice customers.
- Sweetcorn Premium sweetcorn harvested fresh from the field and transported straight to supermarkets, available seasonally December to March. Source of Folate, Niacin (Vitamin B3) and Potassium.
- Asparagus Springtime asparagus grown on the Chertsey (South Island) farm, available September to December. A source of Niacin (Vitamin B3), Potassium, Vitamin C, Riboflavin (Vitamin B2) and Thiamin (Vitamin B1).
- Squash (Buttercup) Buttercup squash with unique chestnut flavour and vibrant colour, available December to June from Gisborne and Chertsey farms. Source of dietary fibre, Folate, Potassium, Vitamin A and Vitamin E.
- Baby Leaf (including Baby Spinach) Washed and ready-to-eat baby spinach and other baby leaf greens, available year-round from Gisborne. A good source of Folate and Vitamin A.
- Wild Rocket and Salad Leaf Peppery, nutty washed-and-ready-to-eat wild rocket and salad leaf greens, a source of Vitamin A.
- Cut Salad Range (Crispy, Caesar Kit, Continental, Value Mesclun) Range of ready-to-eat cut salads combining LeaderBrand-grown lettuce and vegetables with dressings, including Crispy Salad (iceberg, carrot, red cabbage, traditional Kiwi dressing), Caesar Kit (cos lettuce with croutons and Caesar dressing), Continental Salad (with balsamic dressing) and Value Mesclun mixed salad greens. Sold through retail.
- Slaws Range (Coleslaw, Ranchslaw, Broccoslaw, Rocketslaw) Range of prepared slaws combining LeaderBrand-grown vegetables with branded dressings: Coleslaw (green cabbage, carrot, Homestyle Dressing), Ranchslaw (green and red cabbage, carrot, homestyle dressing), Broccoslaw (broccoli, carrot, red cabbage, Lemonnaise dressing) and Rocketslaw (wild rocket with red and green cabbage, carrot and lemon mayonnaise). Sold through retail.
- Pure'n Ezy Pre-packaged Beetroot (Baby Beets) Pre-packaged beetroot line that is 100% grown, packaged and cooked in New Zealand with no additives or preservatives, produced from the Chertsey farm.
- Courgettes Tender, delicately flavoured summer squash (courgettes) available January to April, a source of Vitamin C and Potassium.
- Grapes Fresh grapes supplied nationally.
- Wholesale Produce Supply Wholesale supply of LeaderBrand-grown fresh fruit, vegetables, salads and slaws to retail and foodservice customers in New Zealand and internationally.
Companies that use LeaderBrand
Customer profileSegments2 records
Ideal customer profiles2 records
LeaderBrand technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
LeaderBrand partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Vegetables NZcoreGordon McPhail, General Manager of Farming at LeaderBrand, joined the Vegetables NZ board. Vegetables NZ represents commercial vegetable growers and advocates for the industry.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
LeaderBrand competitors and assessment
Company assessmentBroad incumbents
- Zespri International: Zespri is the world's largest marketer of kiwifruit and New Zealand's most iconic horticultural export brand. Comparable to LeaderBrand as a NZ-based, export-led, grower-cooperative-adjacent horticulture business, though much larger and focused on a single category.
- Dole Food Company: Dole is one of the world's largest fresh fruit and vegetable producers and distributors with integrated growing and global supply. Comparable to LeaderBrand as a producer-distributor of fresh produce, though operating globally at vastly greater scale and with owned brands.
- Driscoll's: Driscoll's is the world's largest berry producer, operating a global grower-network model. Comparable to LeaderBrand as a vertically integrated fresh-produce grower-distributor with strong consumer brands, though operating at much greater scale and in a different product category.
Direct peers
- T&G Global: T&G Global is New Zealand's largest vertically integrated fresh produce grower, marketer and distributor (including apples, tomatoes, berries), directly comparable to LeaderBrand as a major NZ horticultural business supplying both domestic retail/foodservice and export markets.
- MG Marketing: MG Marketing is a New Zealand produce grower cooperative supplying fresh fruit and vegetables to retail and foodservice across NZ. Directly comparable to LeaderBrand as a NZ fresh produce grower-distributor serving the same retail and foodservice customer base.
- Woodhaven Gardens: Woodhaven Gardens is a major New Zealand vegetable grower (Horowhenua) with a broad fresh produce range including leafy greens, broccoli, and salads — directly comparable to LeaderBrand's vegetable-growing and supermarket-supply model in the NZ market.
- Bostock New Zealand: Bostock is one of New Zealand's largest organic produce growers, supplying vegetables and fruit domestically and internationally. Comparable to LeaderBrand as a similarly scaled NZ family-rooted horticulture operator with similar retail and export distribution.
Emerging players
- Taylor Farms: Taylor Farms is a leading US producer of fresh-cut salads, vegetables and healthy convenience foods. Comparable to LeaderBrand's pure'n ezy and cut-salad/slaw value-added lines as a competitor in fresh, packaged, ready-to-eat produce categories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LeaderBrand social profiles
Digital presenceLeaderBrand compliance and trust
Trust signalCompliance1 record
LeaderBrand financial estimates
Financial estimateRevenue estimate
Valuation estimate
LeaderBrand leadership team
Management profileNumber of profiles
Profiles7 records
LeaderBrand funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LeaderBrand M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LeaderBrand
What does LeaderBrand do?
LeaderBrand grows, harvests and distributes a wide range of fresh fruit and vegetables (broccoli, lettuce, sweetcorn, asparagus, squash, courgettes, grapes, salad leaf, baby leaf) plus value-added convenience products (cut salads, slaws, and Pure'n Ezy pre-packaged beetroot) to retail and foodservice customers in New Zealand and internationally. The company operates roughly 3,500 hectares of farmland across multiple climate regions and delivers produce fresh to stores daily.
Is LeaderBrand a public or private company?
LeaderBrand is a private company. It is classified as family owned and is currently operating.
When was LeaderBrand founded?
LeaderBrand was founded in 1975. It employs 251 to 500 people.
Where is LeaderBrand based?
LeaderBrand is headquartered in Gisborne, New Zealand, in the Oceania region.
How does LeaderBrand make money?
One revenue line is on record: fresh Produce Sales.
Who are LeaderBrand's main competitors?
Broad incumbents on record are Zespri International, Dole Food Company and Driscoll's. Direct peers are T&G Global, MG Marketing, Woodhaven Gardens and Bostock New Zealand. Taylor Farms is listed as an emerging player.
Does LeaderBrand have an API?
No public API is recorded for LeaderBrand.
What industry is LeaderBrand in?
LeaderBrand's product category is Fresh Produce and Horticulture. Its primary akta.pro industry code is AFAGADAA, Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard), with a secondary code of AFAGADAI, Asparagus, Artichoke & Specialty Vegetable Farming (Asparagus, Artichokes, Celery, Okra). Its NAICS code is 111219 and its SIC code is 100.