What Perrin Ag Consultants Ltd does

Perrin Ag Consultants Ltd is a privately held New Zealand agribusiness consultancy founded in 1982 by John Perrin, headquartered in Rotorua (Bay of Plenty) with a regional office in Feilding (Manawatū). The firm provides independent farm advisory, management, and governance services to family farms, corporate agribusinesses, Māori trusts/incorporations, and horticulture growers across New Zealand, with Māori agribusiness representing approximately 40% of revenue across 23 operational-oversight farms and 50+ active client relationships.

The firm's core service portfolio spans Farm Advisory and Management, Māori Agribusiness (including Ahuwhenua Trophy expertise), Horticulture Advisory, Sustainable Agriculture/Farming for the Future, and Beyond The Farm Gate (supply chain and policy consultancy). These are complemented by productized modules: 3D Farm Mapping (satellite-imagery-based visualization using ArcGIS, priced at NZD 500-800 per property), Highly Productive Land Assessments under NPS-HPL (30+ delivered since October 2022), Virtual Fencing Assessments, and Dairy Dry-off Planning. Applied research projects include composting shelters, integrated forestry farm systems, alternative land use evaluation (hemp, blueberries, chestnuts, tōtara), and rural investment financing models, often co-funded by MPI, NZAGGRC, Our Land and Water, DairyNZ, regional councils, and Farmlands.

The business model is professional services-led, with direct consultancy engagement, on-farm visits, workshops, and project-based government/research contracts. Pricing is mixed: fixed unit pricing for productized services ($150-800), quote-based for bespoke advisory, and grant-funded for research. Distribution is sales-led via relationship-based engagement from two offices, supplemented by workshops across New Zealand (400+ attendees in feed budgeting alone over 22 years) and educational channels including the EMPOWER Graduate Programme and John Perrin Scholarship. The firm has 20+ staff and is founder-management concentrated with five shareholders, with all Directors holding IRPNZ Registered Member status.

Name

Perrin Ag Consultants Ltd

Legal name

Perrin Ag Consultants Ltd

Website

https://perrinag.net.nz

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Perrin Ag Consultants Ltd is a privately held New Zealand agribusiness consultancy providing independent farm advisory, management, and regulatory-compliance services to family farms, Māori agribusinesses, corporate operations, and horticulture growers from offices in Rotorua and Feilding.

Ownership category

akta.pro rank

Product category

Agricultural Consultancy

NAICS

Farm Management Services (115116)

SIC

Agricultural Services (700)

akta.pro primary industry

Whole-Farm Business Management & Budgeting Advisory (AFACAJAA)

akta.pro secondary industries

Sustainability & ESG / Carbon & Conservation Program Advisory (AFACAJAF), Succession, Governance & Ownership Transition Advisory (AFACAJAO), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG)

Keywords

• Farm advisory services
• Agribusiness consultancy
• Māori agribusiness
• Horticulture advisory
• Rural sustainability

Headquarters

HQ city

Rotorua

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Farm Advisory and Management Services: Core consultancy services providing independent advice, governance, and hands-on support for farm operations. Services include farm performance analysis, financial management, succession planning, and risk management.
2. Māori Agribusiness Services: Operational oversight and management of Māori-owned farms. Includes governance, strategy, sustainability planning, and asset growth services. Represents 40% of firm revenue.
3. Horticulture Advisory Services: Specialist advice for growers including compliance audits (NZGAP, GlobalGAP, LEAF Marque), resource consents, environmental management, and supply chain strategy.
4. HPL Assessments: Highly Productive Land assessments for subdivisions and developments under NPS-HPL. Delivered as council-ready reports.
5. Beyond The Farm Gate Services: Supply chain analysis, research, policy analysis, strategic consultancy, and project management for primary sector organizations.
6. Workshops and Training: Educational workshops including Feed Budgeting Workshops for sheep, cattle and deer farmers, and Empowering Farmer Compliance workshops.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Perrin Ag Consultants Ltd is an independent New Zealand agribusiness consultancy providing farm advisory, management, and specialist services to family farms, iwi-owned enterprises, intergenerational multi-farm operations, corporate agribusinesses, and horticulture growers. Core offerings include farm performance analysis, financial management, succession planning, Māori agribusiness management (representing 40% of firm revenue), horticulture advisory (NZGAP, GlobalGAP, LEAF Marque compliance), sustainable agriculture planning, and strategic consultancy across the food value chain. The firm also delivers 3D Farm Mapping using satellite imagery, Virtual Fencing Assessments, Dairy Dry-off Planning, and Highly Productive Land Assessments from offices in Rotorua and Feilding, serving clients throughout New Zealand.

Product overview

Perrin Ag Consultants Ltd is a New Zealand agribusiness consultancy offering a comprehensive suite of farm and horticultural advisory services. The core offerings include Farm Advisory and Management (independent governance and operational support), Māori Agribusiness (specialist services for iwi-owned enterprises with Ahuwhenua Trophy expertise), Horticulture Advisory Services, Sustainable Agriculture (Farming for the Future), and Beyond The Farm Gate (supply chain and strategic consultancy). These are complemented by specialized service modules including 3D Farm Mapping (satellite-based property visualization), Virtual Fencing Assessment, Dairy Dry-off Planning, and Highly Productive Land (HPL) Assessments. The firm also conducts applied research projects on topics including composting shelters, integrated forestry systems, land use change options, and rural investment financing. Educational offerings include the EMPOWER Graduate Programme, John Perrin Scholarship, and workshops on feed budgeting and farmer compliance. Perrin Ag operates from offices in Rotorua and Feilding, serving clients across New Zealand's primary sector.

Differentiator

Problem solved

Functional benefit

Products and services

• Farm Advisory and Management Independent advice, governance, and hands-on support for farm management covering farm performance, financial management, succession planning, people and recruitment, farm system evaluation, asset growth, and risk management. Targeted at family farms, corporate agribusinesses, and intergenerational multi-farm operations across New Zealand.
• Māori Agribusiness Operational oversight, management, land-use assessment, and independent management audits for Māori-owned farming operations, with specialist expertise in Ahuwhenua Trophy competitions. Targeted at Māori trusts, incorporations, iwi, hapū, whānau enterprises, and collective entities — representing 40% of firm revenue.
• Horticulture Advisory Services Specialist horticulture advice covering compliance and certification (NZGAP, GlobalGAP, LEAF Marque), farm mapping with GIS tools, resource consent support, environmental and crop management, freshwater and biodiversity strategies, and supply chain strategy. Targeted at growers, industry bodies, and planners.
• Farming for the Future – Sustainable Agriculture Sustainable farming advisory covering resource consent and land use change, horticulture integration, nutrient management advisory, policy and economic analysis, ecosystem and biodiversity planning, and Farm Environment Plans. Targeted at farmers and growers needing environmental and regulatory compliance support.
• Beyond The Farm Gate Strategic consultancy applying on-farm expertise to supply chain analysis, research, policy analysis, primary sector technical advisory, and project management along the food value chain. Targeted at government agencies, industry bodies, banks, research organizations, and corporate clients.
• Dairy Dry-off Planning One-off consultancy service helping dairy farmers extend their milking season without compromising next season's performance, including herd body condition assessment, autumn/winter feed plan, and summary report with follow-up call. Targeted at dairy farming operations.
• Virtual Fencing Assessment Comprehensive independent assessment to evaluate the financial and physical impact of virtual fencing technology on farm business, including multi-year financial review, on-farm visit, and comprehensive report. Targeted at livestock farmers considering or adopting virtual fencing technology.
• 3D Farm Mapping Personalised 3D video of a property using satellite imagery showing topography, contour, and boundaries from multiple perspectives. Delivered as a YouTube link within three working days, with add-on options including slope visualisation, fenceline planning, waterway management, and due diligence overlay. Priced at $500 per property up to 250 ha and $800 for 250 ha+. Targeted at farm owners, prospective purchasers, and consultants needing visualization without on-farm visits.
• Highly Productive Land (HPL) Assessments Assessments evaluating subdivision and development impacts on Highly Productive Land under the National Policy Statement for HPL (NPS-HPL), including council-ready reports and expert testimony for environmental court cases. Targeted at developers, landowners, and councils across Waikato, Bay of Plenty, and Manawatū.
• Feed Budgeting Workshop Interactive workshop for sheep, cattle, and deer farmers building confidence in feed planning using an Excel-based template, covering pasture growth, nitrogen response, and 12-month feed budget creation. Targeted at pastoral farmers across New Zealand regions.

Quantifiable outcome

• 23 Māori-owned farms under operational oversight generating 2.5mil kg MS and c. 50,000 SU
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• University of WaikatocoreStrategic or Co-development Partner · 1 January 2024Foundation sponsor of Tupu Rangatahi – Tupu Ahuwhenua Scholarships, part of the University of Waikato Māori Agribusiness Programme delivered in partnership with NZIPIM.
• Our Land and Water National Science ChallengecoreStrategic or Co-development Partner · 1 January 2023Collaborated on the Options for Rural Investment project evaluating 17 different funding models to support land-use change, including a biodiversity credit market. Research identified novel financing solutions for farmers.
• GHA Chartered Accountants and Management ConsultantsminorStrategic or Co-development Partner · 1 January 2023Collaborated with Dr Parehau Richards and Kiriwaitingi Rei from GHA on the Novel Financing Solutions for Rural Investment research project.
• New Zealand Agricultural Greenhouse Gas Research Centre (NZAGGRC)coreStrategic or Co-development Partner · 1 January 2022As part of the NZAGGRC's Future Farm Systems Research Programme, Perrin Ag explored new and diverse land uses including wheat, chestnuts, blueberries, hemp and tōtara forests, producing detailed research reports on each crop's opportunity for expansion in New Zealand.
• Our Land and Water National Science ChallengecoreStrategic or Co-development Partner · 1 January 2021Funded the Composting Shelters project investigating the impact of composting shelters on dairy farm systems, including physical, environmental, financial, and whole farm business analysis.
• Te Uru RākaucoreStrategic or Co-development Partner · 1 January 2021Led the Integrated Forestry Farm Systems project demonstrating how integrating dairy and hill country sheep and beef farming with forestry for profitable, sustainable land use.
• DairyNZcoreStrategic or Co-development Partner · 1 January 2021Co-funder of the Integrated Forestry Farm Systems project alongside Te Uru Rākau and multiple regional councils.
• PF OlsencoreStrategic or Co-development Partner · 1 January 2021Collaborated on ten case studies across Bay of Plenty, Rangitikei and Waikato regions evaluating integrated farm forestry situations and species options.
• Auckland Council (Healthy Waters)coreStrategic or Co-development Partner · 1 January 2021Designed forestry harvesting guide for small forest owners and delivering workshops on harvesting process, including managing environmental impacts.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• AgriFocus: NZ agribusiness research and rural consulting firm producing market intelligence, farm benchmarking, and strategic analysis; comparable to Perrin Ag's Beyond The Farm Gate supply-chain and research services.
• AgFirst: NZ-wide agricultural consultancy providing whole-farm business advice, agricultural economics, and environmental/sustainable farming services; the closest like-for-like rural advisory competitor to Perrin Ag across the North Island.
• BakerAg: New Zealand-based agricultural consultancy offering independent farm advisory, performance benchmarking, and rural business management services — directly competitive with Perrin Ag's core Farm Advisory & Management practice across NZ.
• Macfarlane Rural Business: NZ rural business advisory firm providing farm consultancy, succession planning, and rural valuation services — overlapping with Perrin Ag's advisory, succession, and asset-growth workstreams.

Others

• DairyNZ: Industry-good body funded by dairy farmers providing extension, research, and policy advocacy; partners with Perrin Ag on integrated forestry work while also delivering overlapping advisory services to dairy clients.
• Our Land and Water National Science Challenge: NZ Crown-funded research challenge commissioning primary-sector research projects — Perrin Ag is a contracted research partner (Composting Shelters, Options for Rural Investment), positioning the entity as both adjacent researcher and a buyer of farm-system insights.
• Beef + Lamb New Zealand: Industry-good organisation for sheep and beef farmers delivering extension, research, and policy work; comparable to Perrin Ag's sheep/beef advisory and Beyond The Farm Gate research/policy practice.

Broad incumbents

• PwC New Zealand: Big Four firm providing agricultural and primary-sector consulting, sustainability advisory, and assurance services; a broader-scope competitor for corporate agribusiness and policy advisory mandates.
• Rabobank New Zealand: Global food and agribusiness bank with a strong NZ presence offering rural lending, research, and advisory services (Rabobank Food & Agribusiness Research); competes for agribusiness thought-leadership and advisory mandates.
• KPMG New Zealand: Big Four firm with a dedicated agribusiness practice covering governance, sustainability, and rural M&A advisory — competes with Perrin Ag's Beyond The Farm Gate and corporate-agribusiness engagements at the upper end.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/empowering_ag
• Facebookfacebook.com/perrinag
• LinkedInlinkedin.com/company/perrin-ag-consultants-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Perrin Ag Consultants Ltd