New Zealand National Fieldays Society

What New Zealand National Fieldays Society does

The New Zealand National Fieldays Society Inc. (NZNFS) is a not-for-profit incorporated society and registered charity founded in 1968 to advance agriculture and New Zealand's primary sector. It owns and operates two core assets: Fieldays, the Southern Hemisphere's largest agricultural event held annually over four days in June (110,000+ visitors and 1,129 exhibitors in 2025) at the 114-hectare Mystery Creek Events Centre near Hamilton, and the Mystery Creek venue itself, which hosts conferences, festivals, and community events year-round (200,000+ annual visitors). The Society is governed by an elected Board, supported by approximately 30 permanent staff and 300+ volunteers, and reinvests all surpluses into Fieldays and venue development.

The Society's commercial model centres on Fieldays exhibitor site fees and sponsorships (approximately $9.2M annually), Mystery Creek venue hire (approximately $960K), property rental, and government grants for sustainability and youth programmes. Revenue streams are event-licence in nature for Fieldays site sales and recurring service revenue for venue hire. The product portfolio includes Fieldays, the Mystery Creek Events Centre, the Fieldays Innovation Awards, the Fieldays Sustainability Hub, and community programmes such as the Sustainable Futures Youth Programme (Year 7-8) and Mystery Creek Community Catchment environmental initiative. Supporting technology includes an ISO 14064-1 and ISO 20121 compliant carbon and sustainability tracking programme (held for 12 years), an environmental DNA (eDNA) waterway monitoring programme, and a cloud-based farmer-to-farmer energy trading platform under development with Waipā Networks and two universities.

Distribution is primarily direct to enterprise exhibitors and event organisers via internal sales and venue hire teams, with international audience development supported by NZTE and the FernMark Licence Programme. Recent leadership changes include the April 2025 appointment of CEO Richard Lindroos (ex-FIFA, IMG, Supercars) and the December 2025 election of President Graeme Austin. FY2025 operating revenue was $10.39M, with total assets of $30M as of September 2025.

Name

New Zealand National Fieldays Society

Legal name

New Zealand National Fieldays Society Inc.

Website

https://nznfs.co.nz

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

The New Zealand National Fieldays Society is a not-for-profit charity that owns and operates Fieldays, the Southern Hemisphere's largest agricultural event, and the 114-hectare Mystery Creek Events Centre near Hamilton, serving farmers, growers, exhibitors, and international delegations with annual events, venue hire, and community education programmes.

Ownership category

akta.pro rank

Product category

Agricultural Event Management and Venue Operations

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Agriculture, Farming & AgriTech Shows Organizers (THAHABAM)

akta.pro secondary industry

Fairgrounds & Expo Parks (THAHAAAH)

Keywords

• Agricultural event management
• Agricultural exhibitions
• Event venue operations
• Agricultural education programmes
• Rural community engagement

Headquarters

HQ city

Hamilton

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Fieldays Event Revenue: Primary revenue stream from the Fieldays annual agricultural event including exhibitor site fees, sponsorships, and event operations. Fieldays is the Society's flagship owned event generating approximately $9.2-9.6M annually.
2. Mystery Creek Events Centre Venue Hire: Revenue from hosting diverse events at the 114-hectare Mystery Creek Events Centre including conferences, festivals, exhibitions, and community events throughout the year. Generated approximately $960K-$1M annually.
3. Sponsorship Income: Revenue from commercial partnerships with sponsors including Partner & Premier Sponsors (One NZ, Case IH), Major Sponsors, Advocates, and Supporters who contribute to Fieldays and Society operations.
4. Property Rental Income: Income from leased assets and property rental activities at Mystery Creek Events Centre
5. Government Grants: Grant funding for specific programmes such as the $40,000 Waikato Regional Council grant for Youth Environmental Education Programme and $11,000 from Waipā District Council's Heritage Fund

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Society owns and operates Fieldays, the Southern Hemisphere's largest agricultural event held annually over four days in June at its 114-hectare Mystery Creek Events Centre, attracting over 110,000 visitors and 1,129 exhibitors. It also runs Mystery Creek Events Centre as a year-round venue hire business hosting conferences, festivals, exhibitions, and community events. Beyond event operations, the Society delivers community education programmes including the Sustainable Futures Youth Programme for school students and the Mystery Creek Community Catchment environmental initiative.

Product overview

The New Zealand National Fieldays Society operates a unified product portfolio centered on Fieldays, the Southern Hemisphere's largest agricultural event, and Mystery Creek Events Centre, a 114-hectare multi-purpose venue. Fieldays serves as the flagship annual four-day exhibition attracting over 110,000 visitors and 1,000+ exhibitors, showcasing agricultural innovation, technology, and primary sector products. Supporting this core event, the Society offers the Fieldays Innovation Awards for emerging agri-tech, and the Fieldays Sustainability Hub for environmental showcases. Beyond Fieldays, the venue hosts diverse events year-round. The Society also delivers community-focused initiatives including the Sustainable Futures Youth Programme for Year 7-8 students and the Mystery Creek Community Catchment environmental initiative, all aligned with the Society's three pillars of innovation, education, and globalisation.

Differentiator

Problem solved

Functional benefit

Products and services

• Fieldays Fieldays is the Southern Hemisphere's largest agricultural event, owned and operated by the Society since 1969. Held annually over four days in June at Mystery Creek Events Centre, it attracts over 110,000 visitors and 1,129 exhibitors, showcasing agricultural innovation, technology, machinery, and primary sector advancements to farmers, growers, and rural businesses.
• Mystery Creek Events Centre Venue Hire A 114-hectare multi-purpose events venue purchased by the Society in 1971, located at 125 Mystery Creek Road, Ohaupo, Hamilton. The venue hosts diverse events throughout the year including conferences, festivals, exhibitions, religious events, sports competitions, and community gatherings, featuring permanent infrastructure, architecturally designed buildings, and evolving roading systems. Generates approximately $960K-$1M annual revenue and serves over 200,000 visitors annually.
• Sustainable Futures Youth Programme An environmental education and leadership initiative for Year 7 & 8 students delivered by the Society, bringing together schools, iwi, community groups, and industry through hands-on workshops, real-world problem solving, field investigations, and interactive storytelling to explore biodiversity, soil and water health, climate resilience, and sustainable land practices.

Quantifiable outcome

• Over $500M annual economic contribution to New Zealand economy
• +4 more outcomes

Named customers5 records

Segments5 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

17 partnerships are on record, tiered core, flagship and minor.

• New Zealand Trade and Enterprise (NZTE)coreGTM or Marketing Partner · 21 April 2026NZTE organised trade event Field Days Latin America in Chile supporting New Zealand agritech connections. Ongoing alignment with NZTE sees international visitation to Fieldays continue to grow.
• Waipā NetworkscoreStrategic or Co-development Partner · 24 November 2025Partnership with Waipā Networks and collaboration with Victoria University of Wellington and Lincoln University on a three-year PhD project exploring rural electricity resilience and farmer-to-farmer energy trading systems.
• Te Herenga Waka - Victoria University of WellingtoncoreStrategic or Co-development Partner · 24 November 2025Academic partner in PhD research project on rural electricity resilience, providing academic study environment for the research student.
• Lincoln UniversitycoreStrategic or Co-development Partner · 24 November 2025Academic partner in PhD research project on rural electricity resilience, providing academic study environment for the research student.
• One NZflagshipChannel Partner/ Reseller/ Distributor · 11 June 2025Partner and Premier Sponsor of Fieldays, Mystery Creek Events Centre and New Zealand National Fieldays Society. Provides major sponsorship support for the Society's flagship events.
• Case IHflagshipChannel Partner/ Reseller/ Distributor · 11 June 2025Partner and Premier Sponsor of Fieldays, Mystery Creek Events Centre and New Zealand National Fieldays Society. Major agricultural machinery sponsor.
• InstepcoreStrategic or Co-development Partner · 11 June 2025Over a decade-long collaboration supporting the Society's Carbon & Sustainability Programme since 2012. Provides annual greenhouse gas emissions calculations including Scope 1, 2, and 3, aligned with ISO 14064-1 and ISO 20121 standards. Awarded NZNFS GOLD-level certification for sustainability performance.
• Waikato Regional CouncilcoreStrategic or Co-development Partner · 5 December 2024Awarded $40,000 grant from Waikato Regional Council's Environmental Initiatives Fund (EIF) to expand Youth Environmental Education Programme at Mystery Creek Events Centre over two years.
• Environmental Protection Authority (EPA)coreStrategic or Co-development Partner · 1 April 2023Collaborates on the Mystery Creek Community Environmental DNA (eDNA) initiative as part of the Wai Tuwhera o te Taiao - Open Waters Aotearoa programme. EPA organised daily workshops in the Fieldays Sustainability Hub showcasing best practices.
• WilderlabcoreTechnology or Integration · 1 April 2023Partner in the Mystery Creek Community eDNA initiative, providing environmental DNA testing services for waterway monitoring at Mystery Creek Events Centre.
• NZ Landcare TrustcoreStrategic or Co-development Partner · 1 April 2023Collaborating partner in the Mystery Creek Community Catchment and eDNA initiatives. Facilitates workshops with schools and stakeholders and supports the Predator-Free programme.
• United Nations Sustainable Development Goals (SDGs)coreStrategic or Co-development Partner · 1 January 2012The Society is committed to five SDGs: Climate Action, Quality Education, Good Health and Well-being, Decent Work and Economic Growth, and Partnerships for the Goals, aligned through Instep's guidance.
• Preferred Suppliers NetworkminorChannel Partner/ Reseller/ DistributorWide network of businesses including Allied Security, Carlton Events, Exhibition Hire Services, SBI Productions, Montana Food and Events, and others ensuring smooth event delivery across Mystery Creek Events Centre and Fieldays.
• Hamilton City CouncilminorStrategic or Co-development PartnerLocal government partnership acknowledging ongoing support and collaboration with the Society for community and sustainability initiatives.
• Waikato Regional CouncilcoreStrategic or Co-development PartnerLocal government partnership supporting Society's community environmental projects, biodiversity management plans, and youth education programmes.
• DairyNZcoreStrategic or Co-development PartnerLara Sutton, Co-opted Director on the NZNFS Board, serves as Strategy & Commercial Partnerships Manager for DairyNZ, bringing insight and connections to rural New Zealand.
• Ark Quest Education Centre (Kenya)minorStrategic or Co-development PartnerCross-cultural education exchange connecting intermediate-aged students from Ōhaupō and Kaipaki Schools with peers in Kenya, beginning with pen pal letters and building on relationship for uniform donations.

Scale indicators17 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• World Dairy Expo: Held annually in Madison, Wisconsin as the premier global dairy-focused agricultural trade show and dairy cattle exhibition. Comparable as a flagship annual agricultural event focused on a primary industry vertical with strong international delegations.
• Royal Welsh Agricultural Society: Runs the Royal Welsh Show and operates the Royal Welsh Showground in Llanelwedd. Closely mirrors NZNFS as a member-based agricultural society with a flagship multi-day event, owned venue infrastructure, and educational/youth programmes.
• Royal Agricultural Society of England: Operates the Royal International Pavilion and the historic Royal Show at the NEC, with deep ties to UK agriculture and a similar charitable structure. Directly comparable as a long-established agricultural show society running exhibitions, venue operations, and educational programmes.
• Royal Agricultural Society of NSW: Runs the Sydney Royal Easter Show, Australia's largest annual ticketed event, plus the Sydney Showground as a year-round venue. Closest comparable by scale, venue ownership model, and agricultural focus with similar revenue mix of ticketing, sponsorship, and venue hire.
• Salon International de l'Agriculture: France's premier annual agricultural exhibition organised by Comexposium with CENECA, attracting ~600,000 visitors. Directly comparable flagship agricultural show positioning with a strong farmer and consumer audience mix.
• Farm Progress Show: One of the largest outdoor farm shows in the US, held annually with rotating sites, focused on agricultural equipment, crop production, and livestock. Directly comparable as a multi-day agricultural exhibition with strong exhibitor participation.
• Husker Harvest Days: One of the USA's largest working farm shows, held annually in Nebraska showcasing agricultural equipment and technology. Directly comparable as a major agricultural trade exhibition with strong farmer attendance and exhibitor base.
• Royal Agricultural Society of Victoria: Operates the Melbourne Royal Show and runs the Royal Melbourne Showgrounds. Comparable not-for-profit agricultural society structure with a flagship annual show and a multi-purpose venue hosting conferences and exhibitions year-round.

Broad incumbents

• Comexposium: One of Europe's largest trade show organisers hosting events including SIMA (agricultural machinery) and Vinitech-Sifel. Comparable as a for-profit counterpart running large-scale agricultural and industry exhibitions, but with a much broader portfolio across sectors.
• DLG (Deutsche Landwirtschafts-Gesellschaft): Organises Agritechnica, the world's leading agricultural machinery trade fair. Comparable as an agricultural exhibition organiser at much larger scale, though DLG is broader in scope, operating across multiple events, quality testing, and industry publications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/new-zealand-national-fieldays-society

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 New Zealand National Fieldays Society