PGG Wrightson Seeds
PGG Wrightson Seeds is New Zealand's largest seed company, developing and selling proprietary forage grasses, clovers, brassicas, and turf seeds to dairy, sheep, and beef farmers through retail partners and direct export to 50+ countries. Owned by Denmark's DLF since 2019.
- Company typePrivate
- Founded2005
- HeadquartersLincoln, New Zealand
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What PGG Wrightson Seeds does
PGG Wrightson Seeds is New Zealand's largest seed company, specializing in the development, production, and distribution of proprietary forage grasses, clovers, brassicas, herbs, and turf seeds for pastoral farming systems. The company operates through two core research joint ventures: Grasslands Innovation Limited (with AgResearch/Grasslanz Technology, formed 2007) and Forage Innovations Limited (with Plant and Food Research, formed 2009), which together have released more than 80 new cultivars. Its proprietary technology portfolio includes novel endophytes (AR37, AR1, Endo5, MaxP, MaxR) embedded in ryegrass and fescue cultivars, the Cleancrop Brassica System for in-crop weed control, Pallaton Raphno (a kale-radish hybrid), and a suite of Filmcote seed treatments (Superstrike, Ultrastrike, Prillcote). The company invests over NZ$18 million annually in R&D and operates an ISTA-accredited seed testing laboratory at its Kimihia Research Centre in Lincoln.
The business sells proprietary seeds through a sales-led model combining a national field agronomist team with retail distribution partners (Farmlands, Farm Source, PGG Wrightson Rural Supplies, independent retailers) and a B2B SeedsOnline portal. It also generates revenue from seed production contracting across 20,000+ hectares of NZ growing area covering 65+ species and 400+ varieties, plus international seed trading and export to 50+ countries. Target customers are primarily New Zealand dairy, sheep, and beef farmers, with secondary segments in international seed companies (multiplication services), turf and amenity markets, and edible grains. The company has been wholly owned by DLF, a Danish seed grower co-operative, since 2019, and operates its Australian business as DLF Seeds with five manufacturing and distribution facilities.
PGG Wrightson Seeds firmographics
Firmographics- Name
- PGG Wrightson Seeds
- Legal name
- PGG Wrightson Seeds Holdings Limited
- Website
- https://pggwrightsonseeds.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- PGG Wrightson Seeds is New Zealand's largest seed company, developing and selling proprietary forage grasses, clovers, brassicas, and turf seeds to dairy, sheep, and beef farmers through retail partners and direct export to 50+ countries. Owned by Denmark's DLF since 2019.
- Ownership category
- akta.pro rank
PGG Wrightson Seeds industry classification
Industry- Product category
- Forage and Pasture Seeds
- NAICS
- Soil Preparation, Planting, and Cultivating (115112), Nursery and Tree Production (111421)
- SIC
- Agricultural Production-Crops (100), Agricultural Services (700)
- akta.pro primary industry
- Seed Production & Multiplication (Contract Growing, Foundation/Certified Seed) (AFABAFAK)
- akta.pro secondary industries
- Forage & Pasture Seeds (Alfalfa, Clover, Ryegrass, Bermudagrass) (AFABAFAD), Plant Breeding & Variety Development (Conventional) (AFAGAIAF)
Keywords
Where PGG Wrightson Seeds is headquartered
LocationHeadquarters
- HQ city
- Lincoln
- HQ country
- New Zealand
- HQ region
- Oceania
Offices4 records
Markets served
PGG Wrightson Seeds business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Proprietary Seed Sales: Sale of proprietary forage, grass, brassicas, maize and cereal seeds to farmers through retail partners and direct distribution. The company develops and commercializes proprietary cultivars through its breeding programs.
- Seed Production Services: Seed production contracting and processing services for growers across New Zealand. Over 65 species and 400 varieties grown on over 20,000 hectares for PGG Wrightson Seeds' own global forage seed sales and under multiplication agreements for other seed companies.
- International Seed Trading: Export of seed to more than 50 countries worldwide, including proprietary cultivars and common seed products through international multiplication agreements.
- Turf and Grain Products: Distribution of seed and related agronomy products to turf sector and edible grains for human and animal nutrition through PGG Wrightson Grain and PGG Wrightson Turf brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bulk seed purchases for commercial farming operations |
| Unit Pricing | Pay-as-you-go | Retail purchase through authorized distributors |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels6 records
PGG Wrightson Seeds product offering
Product offeringCore offering
PGG Wrightson Seeds develops, breeds, produces and sells proprietary forage, pasture, brassica, and turf seed varieties for pastoral farming. The company contracts seed production across over 65 species and 400 varieties on more than 20,000 hectares in New Zealand, and exports seeds to more than 50 countries through its own distribution and parent company DLF's global network. Core products include perennial, Italian and annual ryegrasses with novel endophytes, white and red clovers, kale, swede, turnip, forage rape, raphanobrassica hybrids, chicory, plantain, lucerne, and proprietary seed treatments.
Product overview
PGG Wrightson Seeds is New Zealand's largest seed company, offering a comprehensive portfolio of proprietary forage, grass, brassica, and cereal seeds. The product range includes multiple ryegrass cultivars (perennial, Italian, annual, short rotation types) in both diploid and tetraploid varieties with novel endophytes (AR37, AR1, Endo5); clover varieties (white and red clover); brassica crops (kale, turnip, swede, forage rape); novel forage crops (Pallaton Raphno raphanobrassica, chicory, plantain); and seed treatment technologies (Superstrike, Ultrastrike, Gaucho, Prillcote). Products are sold through retail partners and a proprietary SeedsOnline e-commerce platform, with technical support from a national agronomist team. The company operates through joint ventures including Grasslands Innovation Limited (pasture breeding with AgResearch) and Forage Innovations Limited (brassica breeding with Plant and Food Research).
Differentiator
Problem solved
Functional benefit
Brands
- Agricom: One of the two main product portfolios of PGG Wrightson Seeds, focusing on forage and pasture seeds
- Corson Maize
- PGG Wrightson Grain
- PGG Wrightson Turf
Quantifiable outcome
- AR37 novel endophyte contribution to NZ economy: NZ$3.6 billion over IP protection life
- +3 more outcomes
Companies that use PGG Wrightson Seeds
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles4 records
PGG Wrightson Seeds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
PGG Wrightson Seeds partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Forage Innovations LimitedcoreJoint venture between PGG Wrightson Seeds Holdings Limited and The New Zealand Institute for Plant and Food Research Limited. Focuses on development of forage brassicas (kales, swedes, turnips, rapes and radishes) and forage cereals. Since 2009, over 40 new cultivars have been bred and released for commercialisation in NZ, Australia and internationally.
- Grasslands Innovation LimitedcoreJoint venture between PGG Wrightson Seeds Holdings Limited and Grasslanz Technology Limited (wholly owned subsidiary of AgResearch). Focuses on breeding and commercializing proprietary forage technologies including novel endophytes, new breeding methods and biotechnology. Since 2007, over 40 new cultivars have been released. Research priorities set by GIL board with delivery by PGG Wrightson Seeds, AgResearch, and Grasslanz Technology.
- AgResearchcorePrimary research partner for PGG Wrightson Seeds. Works on novel endophyte technologies for ryegrass and tall fescue through Grasslanz Technology. Discovery partner in Grasslands Innovation Limited joint venture.
- Plant and Food ResearchcorePrimary research partner for PGG Wrightson Seeds. Joint venture partner in Forage Innovations Limited focusing on brassica breeding and forage cereal breeding. Has breeding sites at Lincoln, Gore, and Palmerston North.
- University of Western AustraliaminorPartnership in breeding new annual legumes such as subterranean clover through Annual Legume Breeding Australia (ALBA) programme. Partnership designed for increasingly challenging climates across Australia, NZ, and Mediterranean environments.
- University of New EnglandminorAustralian breeding location for Grasslands Innovation Limited, focusing on sheep and beef systems.
- University of GeorgiaminorProof of concept partner for Grasslands Innovation Limited in pasture breeding research.
- Texas A&M UniversityminorProof of concept partner for Grasslands Innovation Limited in pasture breeding research.
- DLFcoreDanish seed grower co-operative and parent company since 2019. DLF has grown to become a global leader operating in more than 100 countries and employing 2000 people. With acquisition of PGG Wrightson Seeds, DLF added NZ, Australia and South America making it one of the world's largest seed companies.
- CSIROminorAustralian research partner for DLF Seeds (PGG Wrightson Seeds Australia operations) in pasture evaluation and breeding.
- TIA (Tasmanian Institute of Agriculture)minorAustralian research partner for DLF Seeds in pasture product evaluation.
- DairyNZminorProof of concept partner involved in evaluation trials as part of Pasture Trial Network investment.
- INIA UruguayminorInternational research partner for Grasslands Innovation Limited breeding programmes.
Scale indicators14 records
Recent moves6 records
Expansion highlights6 records
PGG Wrightson Seeds competitors and assessment
Company assessmentDirect peers
- DLF: Danish parent company and global forage/turf seed leader operating in 100+ countries with 2000+ employees. Directly comparable as a forage and turf seed developer and producer, and the parent that absorbs most of PGG Wrightson Seeds' commercial activity outside Oceania.
- Pennington Seed: US-based forage, turf, and wildlife seed producer focused on proprietary cultivar development and contract production. Direct competitor in proprietary ryegrass, clover, and forage blends for livestock and amenity markets.
- Barenbrug: Royal Barenbrug Group is a Dutch family-owned global forage, turf, and cover crop seed company with operations in 20+ countries. Directly competes in proprietary ryegrass, clover, and brassica cultivar development and has overlapping endophyte research programs.
Broad incumbents
- Land O'Lakes (WinField United seed business): US farmer-owned cooperative with a seed and crop inputs business serving forage and broad-acre farmers. Broad incumbent with shared cooperative ownership structure and overlapping forage seed portfolio.
- Corteva Agriscience: Global seed and crop protection major with a Pioneer brand that competes in forage and broad-acre seeds. Has substantially larger R&D and genomics capabilities and competes for the same dairy and livestock farmer customers globally.
- Advanta Seeds: UPL-owned global seed company with broad forage, oilseed, and grain crop portfolios. Competes in forage brassicas, tropical grasses, and proprietary hybrid development for similar pastoral farmer customers.
- Bayer Crop Science: Multinational seed and trait developer operating broadly across crops including forage, with much larger R&D budgets and global distribution. A broad incumbent competitor with overlapping end-customer base in commercial farming.
- Syngenta Group: Global seed and crop protection business with significant investment in seed treatment and broad-acre crops. Broad incumbent with overlapping forage and cereal seed presence and shared downstream distribution channels.
Others
- Grasslanz Technology: Wholly owned AgResearch subsidiary that is the JV partner in Grasslands Innovation Limited. Adjacent enabler that develops the endophyte and biotech IP ultimately commercialized by PGG Wrightson Seeds.
Regional players
- Speare Seeds (formerly PGG Wrightson Seeds Australia legacy operations): Australian pasture seed specialist distributing proprietary and licensed forage cultivars across Australia and New Zealand. Regional peer in the Oceania market that has historically shared some of PGG Wrightson Seeds' distribution ecosystem.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks4 records
Key highlights6 records
Customer concentration
PGG Wrightson Seeds social profiles
Digital presencePGG Wrightson Seeds compliance and trust
Trust signalCompliance1 record
PGG Wrightson Seeds financial estimates
Financial estimateRevenue estimate
Valuation estimate
PGG Wrightson Seeds leadership team
Management profileNumber of profiles
Profiles11 records
PGG Wrightson Seeds subsidiaries and ownership
Company hierarchySubsidiaries3 records
PGG Wrightson Seeds funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PGG Wrightson Seeds 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 PGG Wrightson Seeds
What does PGG Wrightson Seeds do?
PGG Wrightson Seeds develops, breeds, produces and sells proprietary forage, pasture, brassica, and turf seed varieties for pastoral farming. The company contracts seed production across over 65 species and 400 varieties on more than 20,000 hectares in New Zealand, and exports seeds to more than 50 countries through its own distribution and parent company DLF's global network. Core products include perennial, Italian and annual ryegrasses with novel endophytes, white and red clovers, kale, swede, turnip, forage rape, raphanobrassica hybrids, chicory, plantain, lucerne, and proprietary seed treatments.
Is PGG Wrightson Seeds a public or private company?
PGG Wrightson Seeds is a private company. It is classified as corporate owned and is currently operating.
When was PGG Wrightson Seeds founded?
PGG Wrightson Seeds was founded in 2005. It employs 501 to 1,000 people.
Where is PGG Wrightson Seeds based?
PGG Wrightson Seeds is headquartered in Lincoln, New Zealand, in the Oceania region.
How does PGG Wrightson Seeds make money?
Four revenue lines are on record. Proprietary Seed Sales are the primary driver. The others are seed Production Services, international Seed Trading and turf and Grain Products.
Who are PGG Wrightson Seeds's main competitors?
Direct peers on record are DLF, Pennington Seed and Barenbrug. Broad incumbents are Land O'Lakes (WinField United seed business), Corteva Agriscience, Advanta Seeds, Bayer Crop Science and Syngenta Group. Grasslanz Technology is listed as an others. Speare Seeds (formerly PGG Wrightson Seeds Australia legacy operations) is listed as a regional player.
Does PGG Wrightson Seeds have an API?
No public API is recorded for PGG Wrightson Seeds.
What industry is PGG Wrightson Seeds in?
PGG Wrightson Seeds's product category is Forage and Pasture Seeds. Its primary akta.pro industry code is AFABAFAK, Seed Production & Multiplication (Contract Growing, Foundation/Certified Seed), with a secondary code of AFABAFAD, Forage & Pasture Seeds (Alfalfa, Clover, Ryegrass, Bermudagrass). Its NAICS code is 115112 and its SIC code is 100.