DMS Progrowers
DMS Progrowers is a New Zealand grower-owned cooperative founded in 1989 that delivers orchard management, post-harvest packing, pollen services, and lease arrangements to kiwifruit and avocado producers managing over 500 hectares.
- Company typePrivate
- Founded1989
- HeadquartersDavenport, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What DMS Progrowers does
DMS Progrowers is a New Zealand grower-owned cooperative founded in 1989 that provides end-to-end orchard management, post-harvest packing, and pollen services to kiwifruit and avocado producers across the Bay of Plenty, Gisborne, Edgecumbe, and Mohaka/Hawkes Bay regions. Its core offering covers orchard management on a flat-fee basis ($3,800 per hectare annually), three-year lease structures with guaranteed per-tray or per-hectare returns, and post-harvest packing and cool-storage at two packhouse facilities in Te Puna and Te Puke. The cooperative is owned 50% by participating growers and 50% by founding partners Craig Greenlees and Paul Jones, with grower-shareholders receiving profit rebates tied to Class 1 trays packed alongside cash dividends on paid-up shares. DMS Progrowers Supply Entity Ltd, a separate governance entity, acts as the growers' agent in annual supply agreements with Zespri for international marketing of the fruit.
Operationally, DMS manages over 500 hectares of leased and managed fruit, with 560 hectares of Gold kiwifruit and 240 hectares of Green kiwifruit under management for the 2026 season and an emerging avocado book at 50 hectares. The technology stack is centred on physical post-harvest assets — a modern avocado grader with soft-fruit handling and waterblaster pest mitigation, cool-storage capacity, and a laboratory function that mills pollen and issues viability certificates — augmented by the DMS Grower Reporting mobile application for real-time orchard reporting. DMS-managed Gold orchards produced an average of 18,700 trays per hectare for the 2026 season versus an industry average of approximately 16,600 trays per hectare, a yield premium attributed by the company to the experience of its orchard operations team.
Revenue is generated through a mix of recurring management fees, lease-income guarantees, transaction-based packing and storage fees, pollen sales and viability testing, and downstream profit-sharing rebates from the cooperative structure. All contracted orchard services are billed at cost with no DMS margin. The customer base comprises over 100 orchards and is serviced by a dedicated client services management team; downstream market access is concentrated through Zespri's global marketing channel and supplemented by a supply-chain partnership with G4 Kiwi Supply. The Recognised Seasonal Employer (RSE) scheme supports a sizeable seasonal workforce for packhouse operations, and the DMS Progrowers Charitable Trust has distributed over $1.5 million to community organisations over seven years.
DMS Progrowers firmographics
Firmographics- Name
- DMS Progrowers
- Legal name
- DMS Progrowers Limited
- Website
- https://dms4kiwi.co.nz
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- DMS Progrowers is a New Zealand grower-owned cooperative founded in 1989 that delivers orchard management, post-harvest packing, pollen services, and lease arrangements to kiwifruit and avocado producers managing over 500 hectares.
- Ownership category
- akta.pro rank
DMS Progrowers industry classification
Industry- Product category
- Horticulture Orchard Management and Post-Harvest Services
- NAICS
- Fruit and Tree Nut Farming (1113)
- SIC
- Agricultural Services (700), Agricultural Production-Crops (100)
- akta.pro primary industry
- Fertilizer & Nutrient Application Services (Dry/Fluid, Side-Dress) (AFACAAAC)
- akta.pro secondary industries
- Irrigation, Fertigation & Nutrient Delivery Systems (Dosing, Injectors, Sensors) (AFAAAHAE), Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD)
Keywords
Where DMS Progrowers is headquartered
LocationHeadquarters
- HQ city
- Davenport
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
DMS Progrowers business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales
Revenue model
- Orchard Management Fees: DMS charges a flat annual management fee of $3,800 per hectare for orchard management services. All contracted services are billed at cost with no DMS margin added. This provides predictable recurring revenue from managed orchards.
- Orchard Leasing: DMS leases orchards from owners for 3-year terms with either guaranteed payments per tray ($1.00 per tray) or guaranteed income per hectare ($15,000 per hectare per annum). The company bears growing costs and retains balance of crop proceeds after deductions.
- Post-Harvest Packing Services: DMS provides packing and cool storage services for kiwifruit and avocado. The company operates two major post-harvest facilities which are 50% owned by growers and 50% owned by founding partners. Services are provided at cost for managed orchards.
- Pollen Sales and Testing: DMS mills its own pollen and sells milled pollen backed with viability certificates. The company also provides pollen viability testing services for external pollen.
- Grower Profit Sharing: As a grower-owned co-op, DMS shareholders receive profit rebates based on Class 1 trays packed, with part used to purchase additional shares and part paid in cash. Growers also receive dividends from their paid-up shareholding.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Orchard Management: $3,800 per hectare annually |
| Outcome Based/ Performance | Multi-year contract | Lease Option: Guaranteed $1.00 per tray |
| Outcome Based/ Performance | Multi-year contract | Lease Option: Guaranteed $15,000 per hectare annually |
| Unit Pricing | Pay-as-you-go | Seasonal worker pay rate: $24.00 per hour (2023) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
DMS Progrowers product offering
Product offeringCore offering
DMS Progrowers is a New Zealand grower-owned cooperative providing orchard management, post-harvest packing, cool storage, and pollen processing services for kiwifruit and avocado growers. The company manages over 500 hectares across Bay of Plenty, Gisborne, Edgecumbe and Hawkes Bay, operates two major packhouse facilities, and supplies fruit to Zespri for global marketing. Services are offered under management-fee or lease arrangements with a co-op profit-sharing structure.
Product overview
DMS Progrowers is a grower-owned cooperative providing a comprehensive suite of agricultural services for kiwifruit and avocado producers. The portfolio centers on two core services: Orchard Management Services (leasing and management of over 500 hectares across Bay of Plenty and Gisborne) and Packing Services (post-harvest handling at two facilities). Supporting services include Pollen Services (milled pollen with viability certification) and the DMS Grower Reporting mobile app for real-time orchard reporting. Business operations are structured through DMS Progrowers Supply Entity Ltd, which manages grower-Zespri relationships, while DMS Progrowers Ltd operates packhouse and cool storage facilities. Management and lease options are offered through dedicated Hayward packages with transparent pricing and performance guarantees.
Differentiator
Problem solved
Functional benefit
Products and services
- Orchard Management Services Comprehensive orchard management for kiwifruit and avocado growers, offering leasing options from ground rentals to profit-sharing, and management options on per-hectare or hourly consultation basis. Services include technical advice, orchard leasing, consulting, and syndication facilitation across over 500 hectares in Bay of Plenty, Gisborne, Edgecumbe, and Mohaka (Hawkes Bay).
- Packing Services Post-harvest packing, processing, and cool storage services for kiwifruit and avocado at two facilities (Te Puna and Te Puke). Includes sorting, grading, washing with waterblaster technology to reduce pest risk, and cool storage with technology investments in capacity and efficiency.
- Pollen Services
Quantifiable outcome
- DMS-managed Gold orchards achieve 18,700 trays per hectare vs industry average of 16,600 trays per hectare (12.6% above average)
- +2 more outcomes
Companies that use DMS Progrowers
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles1 record
DMS Progrowers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
DMS Progrowers partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- ZespricoreDMS Progrowers Supply Entity Ltd acts as agent for growers in relation to supply of crops to Zespri. The supply entity signs annual supply agreements with Zespri and receives payments which are then distributed to growers. Zespri markets kiwifruit globally.
- G4 Kiwi SupplycoreG4 Kiwi Supply manages the supply chain for kiwifruit including contract negotiation, packaging allocation, delivery allocation, inventory management, and logistics (port and transport) services on behalf of supply entities and growers.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
DMS Progrowers competitors and assessment
Company assessmentDirect peers
- Apata Group: NZ kiwifruit and avocado post-harvest and supply company providing orchard management, packing, cool storage, and supply entity services. Overlaps directly with DMS's full-service offering and Zespri-aligned supply entity model.
- First Fresh NZ: New Zealand-owned post-harvest operator offering packing, cool storage, and avocado/kiwifruit services. Comparable in customer base (mid-market NZ growers) and service scope, though somewhat smaller and more regionally focused.
- EastPack Limited: NZ kiwifruit and avocado post-harvest cooperative operating multiple packhouses in the Bay of Plenty and Opotiki. Closely comparable to DMS in co-op structure, grower ownership, and full-service orchard management plus packing offering.
- Seeka Limited: One of New Zealand's largest kiwifruit post-harvest operators, offering orchard management, packing, cool storage, and supply services to growers. Direct competitor to DMS in the Bay of Plenty and surrounding regions, with a comparable grower-supplier model and Zespri-anchored distribution.
- Just Avocados: New Zealand avocado packer and supply entity delivering orchard-to-market services for avocado growers. Comparable to DMS's smaller but strategically important avocado business, with similar post-harvest and Zespri/AVOCO-style supply role.
- Trevelyan's Pack & Cool: Te Puke-based kiwifruit post-harvest operator and grower co-operative offering packing, cool storage, and supply services. Operates in the same Bay of Plenty geography as DMS's Te Puna and Te Puke facilities, with a similar grower-aligned model.
Broad incumbents
- AVOCO: Industry body and export marketing group representing major NZ avocado exporters and growers. Comparable to DMS's avocado operations in the supply/marketing layer and a potential anchor or counterparty for DMS's emerging avocado expansion.
- Zespri International: The dominant global kiwifruit marketer and NZ single-desk exporter. Not a direct competitor but the central counterparty for DMS's supply entity and the gateway to global demand, making it the most commercially important counterparty in the dataset.
Others
- Compac (TOMRA Food): Global supplier of packhouse grading and sorting technology, including the type of soft-fruit handling systems DMS uses at Te Puna. Not a direct competitor but an enabling partner/thematic comparable for the technology layer of post-harvest operations.
Regional players
- Northland Fruit: Northland-based kiwifruit and avocado orchard management and post-harvest operator. Comparable in service mix (orchard management, packing, pollen) but focused further north, with limited overlap in the Bay of Plenty.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
DMS Progrowers social profiles
Digital presenceDMS Progrowers financial estimates
Financial estimateRevenue estimate
Valuation estimate
DMS Progrowers leadership team
Management profileNumber of profiles
Profiles15 records
DMS Progrowers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DMS Progrowers 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 DMS Progrowers
What does DMS Progrowers do?
DMS Progrowers is a New Zealand grower-owned cooperative providing orchard management, post-harvest packing, cool storage, and pollen processing services for kiwifruit and avocado growers. The company manages over 500 hectares across Bay of Plenty, Gisborne, Edgecumbe and Hawkes Bay, operates two major packhouse facilities, and supplies fruit to Zespri for global marketing. Services are offered under management-fee or lease arrangements with a co-op profit-sharing structure.
Is DMS Progrowers a public or private company?
DMS Progrowers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DMS Progrowers founded?
DMS Progrowers was founded in 1989. It employs 101 to 250 people.
Where is DMS Progrowers based?
DMS Progrowers is headquartered in Davenport, United States, in the North America region.
How does DMS Progrowers make money?
Five revenue lines are on record. Orchard Management Fees are the primary driver. The others are orchard Leasing, post-Harvest Packing Services, pollen Sales and Testing and grower Profit Sharing.
Who are DMS Progrowers's main competitors?
Direct peers on record are Apata Group, First Fresh NZ, EastPack Limited, Seeka Limited, Just Avocados and Trevelyan's Pack & Cool. Broad incumbents are AVOCO and Zespri International. Compac (TOMRA Food) is listed as an others. Northland Fruit is listed as a regional player.
Does DMS Progrowers have an API?
No public API is recorded for DMS Progrowers.
What industry is DMS Progrowers in?
DMS Progrowers's product category is Horticulture Orchard Management and Post-Harvest Services. Its primary akta.pro industry code is AFACAAAC, Fertilizer & Nutrient Application Services (Dry/Fluid, Side-Dress), with a secondary code of AFAAAHAE, Irrigation, Fertigation & Nutrient Delivery Systems (Dosing, Injectors, Sensors). Its NAICS code is 1113 and its SIC code is 700.