Rural Design

What Rural Design does

Rural Design (1984) Limited is a New Zealand-based integrated ecological restoration company founded in 1984 by Bill and Bev Worsfold in partnership with Dennis Scott, now led by their sons Heath, Eden, and Blake Worsfold. Headquartered on a fifth-generation family farm at 300 Kaiwaka-Mangawhai Road in Kaiwaka, Northland, the company operates across three integrated service lines: ecological consultancy (ecology assessments, resource and land use consent, freshwater ecology, pest control, GIS-based technical mapping, monitoring and compliance, and landscape design), wholesale native plant supply from an on-farm nursery producing over one million plants annually, and landscape implementation delivered by five planting teams covering project management, riparian and wetland planting, soft landscaping, and ongoing maintenance. Underlying capabilities rest on GIS spatial mapping for habitat delineation and environmental modelling, GPS-enabled field data collection, eco-sourcing protocols that match plant genetics to the Rodney-Kaipara ecological zone, and 30+ years of accumulated field experience across terrestrial, freshwater, and restoration ecology.

The company serves four primary customer segments: land and property developers requiring ecological assessments and resource consents; farmers and rural landowners seeking riparian protection, wetland restoration, and sustainable land-use planning; local and regional councils including the Northland Regional Council and Kaipara Moana Remediation programme partners; and landscape architects and designers sourcing eco-sourced native plants and implementation services for high-end projects. Notable enterprise customers include Tara Iti Estate (continuous engagement since 2012, close to 2 million plants installed), Kauri Cliffs (60,000+ native trees planted in 2025), and the Booth Family Farm (10,000 plants along the Mangakahia River tributary).

Revenue is generated through custom-quoted professional services and plant sales, with 14-day payment terms and 6-month estimate validity. The go-to-market is direct enterprise and field sales targeting developers, councils, farmers, and landowners across Northland and Auckland. Distribution is handled through direct field engagement, the on-farm wholesale nursery, and an in-house dispatch fleet. Marketing is primarily top-of-funnel via the company website, blog, Facebook, Instagram, community sponsorships, and earned media including Country Calendar and A New Zealand Food Story. Rural Design is privately held by the Worsfold family with no disclosed external investors, no parent company, and no subsidiaries.

Name

Rural Design

Legal name

Rural Design (1984) Limited

Website

https://ruraldesign.co.nz

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Ecological Restoration Services

NAICS

Landscaping Services (561730), Landscape Architectural Services (541320), Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Agricultural Services (700), Agricultural Production-Crops (100)

akta.pro primary industry

Landscape Architecture & Site Design (BPAHAKAC)

akta.pro secondary industries

Erosion Control & Slope Stabilization (Softscape/Planting Solutions) (HSAIABAI), Landscape Maintenance Plans & Post-Installation Care (Establishment Services) (HSAIABAL), Native Species & Restoration Plant Nurseries (AFAMADAF), Residential Landscape Design (HSAIABAA)

Keywords

• Ecological consultancy
• Native plant supply
• Landscape implementation
• Ecological restoration
• Wholesale nursery

Headquarters

HQ city

Kaiwaka

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Ecological Consultancy Services: Full-service ecological consultancy covering ecology assessments, resource and land use consent, ecological restoration, freshwater ecology, pest control, technical services (mapping), monitoring and compliance, and landscape design. Services are provided to land developers, councils, farmers, and private landowners across Northland and Auckland regions.
2. Wholesale Native Plant Supply: Production and supply of native plants from the on-farm nursery. Produces over 1 million healthy and hardy plants annually. Services include eco sourcing, propagation, wholesale supply, and contract growing for local councils, property developers, landscape architects, farmers, and landowners.
3. Landscape Implementation Services: Project management and landscape implementation including soft landscaping, riparian and wetland planting, and plant maintenance. Five landscape implementation teams complete planting projects for land developers, councils, farmers, and landowners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Rural Design is an integrated ecological consultancy, wholesale native plant nursery, and landscape implementation company based in Kaiwaka, Northland, New Zealand. Founded in 1984 on a fifth-generation family farm, the company provides end-to-end environmental services — from ecological assessments, resource consent, and restoration planning through to propagation and supply of eco-sourced native plants and on-ground planting and maintenance. Its on-farm nursery produces over one million healthy native plants annually for councils, developers, landscape architects, farmers, and landowners.

Product overview

Rural Design operates as a comprehensive 'one-stop-shop' offering three integrated core service lines: Ecological Consultancy (covering ecology assessments, resource/land use consent, ecological restoration, freshwater ecology, pest control, technical mapping, monitoring/compliance, and landscape design), Wholesale Native Plant Supply (eco sourcing, propagation, contract growing, and diverse species from their on-farm nursery producing over 1 million plants annually), and Landscape Implementation (project management, riparian/wetland planting, soft landscaping, and plant maintenance). This integrated business model allows clients to engage at any project stage—from initial ecological advice through to plant supply and final implementation—providing a seamless, accountable service under one roof.

Differentiator

Problem solved

Functional benefit

Products and services

• Ecological Consultancy Full-service ecological consultancy covering ecology assessments, resource and land use consent, ecological restoration, freshwater ecology, pest control, technical mapping, monitoring and compliance, and landscape design for land developers, councils, farmers, and landowners across Northland and Auckland.
• Wholesale Native Plant Supply Production and wholesale supply of eco-sourced native plants from the on-farm nursery in Kaiwaka, producing over one million healthy plants annually, including eco sourcing, propagation, contract growing, and a diverse range of native species for local councils, property developers, landscape architects, farmers, and landowners.
• Landscape Implementation Full-service landscape implementation including project management, riparian and wetland planting, soft landscaping, and plant maintenance for commercial and large-scale revegetation projects across Northland and Auckland.

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Nairi's NurserycoreChannel Partner/ Reseller/ Distributor · 1 January 2025A locally run, Iwi-affiliated nursery that supplied plants alongside Rural Design for the Kauri Cliffs project. The partnership reflects collaboration with local Iwi nursery workers and community members in the planting process.
• Northland Regional CouncilcoreStrategic or Co-development Partner · 1 January 2022Partner in the Kaipara Moana Remediation programme, providing partial funding for sediment reduction projects. The partnership enables implementation of large-scale environmental restoration across the Kaipara Harbour catchment.
• Te Uri o HaucoreStrategic or Co-development PartnerIwi partner in the Waimā Waitai Waiora Freshwater Project and Kaipara Moana Remediation initiatives. Rural Design works closely with Te Uri o Hau on environmental restoration, hosting hui on Maramataka Māori and cultural knowledge integration.
• Te RoroacoreStrategic or Co-development PartnerIwi partner in the Waimā Waitai Waiora Partnership working to enhance water quality initiatives in the Northern Wairoa catchment and Kaipara Harbour.
• Ngā Kaitiaki o Ngā Wai MāoricoreStrategic or Co-development PartnerPartner in the Waimā Waitai Waiora Partnership focused on freshwater management and water quality initiatives in Northland.
• Living Water PartnershipminorStrategic or Co-development PartnerPartner in the Waimā Waitai Waiora Partnership contributing to water quality initiatives in the Northern Wairoa catchment.
• Reconnecting NorthlandminorStrategic or Co-development PartnerPartner in the Waimā Waitai Waiora Partnership focused on reconnection and restoration initiatives in Northland.
• Integrated Kaipara Harbour Management GroupcoreStrategic or Co-development PartnerLong-standing partner organization that brought together landowners, fishermen, aquaculture operators, Mana Whenua, farmers, consultants, government, and community members to address impacts on the Kaipara Harbour. Rural Design has been involved in hui for 15 years.
• Sustainable Business Network - Million Metres Streams ProjectminorStrategic or Co-development PartnerPartner in the Waimā Waitai Waiora Partnership focused on stream restoration and water quality improvement.
• Massey UniversityminorStrategic or Co-development PartnerAcademic partner in long-term research collaboration conducting herpetofauna surveys at Tara Iti, providing scientific research and monitoring expertise.
• Shorebirds TrustminorStrategic or Co-development PartnerResearch partner in herpetofauna survey work at Tara Iti, contributing to conservation research initiatives.
• New Zealand Plant Producers Incorporation (NZPPI)minorOthersIndustry governing body membership. Heath Worsfold serves as a senior member of NZPPI, demonstrating industry leadership and commitment to plant producer standards.

Scale indicators10 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• Tonkin + Taylor: Large New Zealand environmental and engineering consultancy with ecology, freshwater, and resource management practices. Competes for some of the same council and developer ecology mandates.

Direct peers

• Planz Consultants: New Zealand landscape architecture firm providing landscape design, planning, and environmental services. Comparable in landscape design and resource consent support offerings.
• Boffa Miskell: New Zealand landscape architecture and environmental planning consultancy providing ecological assessment and resource consent services. Directly comparable to Rural Design's ecological consultancy practice.
• Wildlands: New Zealand ecological restoration contractor and consultancy delivering native planting and habitat restoration nationwide. Comparable to Rural Design's landscape implementation and ecological restoration lines.
• Morphum Environmental: New Zealand environmental consultancy specializing in freshwater ecology, restoration planning, and biodiversity outcomes. Comparable to Rural Design's freshwater ecology and ecological restoration services.
• Southern Woods Nursery: Large-scale New Zealand plant nursery producing native and exotic species for landscape and restoration projects. Overlaps with Rural Design's wholesale plant supply and contract growing offerings.
• Naturally Native NZ Plants: New Zealand native plant nursery and propagation specialist producing eco-source native plants for restoration projects. Comparable as a wholesale supplier overlapping with Rural Design's nursery revenue stream.

Emerging players

• Trees That Count: New Zealand native tree planting and conservation initiative that aggregates landowners and funders for restoration projects. Related ecosystem player that can drive demand for nursery supply similar to Rural Design's offerings.

Regional players

• Metzger Forest Management: Northland/regional forestry and native planting management business. Overlaps with Rural Design's riparian planting, pest control, and rural land management execution services.
• Eco Sure: Northland-based ecological consultancy delivering environmental assessments and restoration planning in the same regional footprint. Direct regional competitor for council and developer ecological work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RuralDesign1984
• Instagraminstagram.com/ruraldesignnz
• LinkedInlinkedin.com/company/rural-design-1984-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rural Design