Barenbrug’s subsidiary Agriseeds in New Zealand changes name into Barenbrug

The name Agriseeds behind some of New Zealand’s best-known pastures and forage crops is changing this spring. Thirty-three years after it first teamed up with the family-owned seed business in the Netherlands, Agriseeds will be known as Barenbrug. Managing director of Barenbrug Australia Michael Hales says the Royal Barenbrug Group has been part of the NZ company since it was founded, providing unique access to plant genetics, science and knowledge. “This collaboration has been a key part of our success in the NZ pastoral industry – we would not be where we are today without it.”

New name, same great people and products

While the name on the distinctive yellow seed bags will be different this season, Michael says farmers can be reassured everything else remains the same: “Our people and products are unchanged.”


So too is the company’s long commitment to providing New Zealands pastoral producers the best seed they can grow. “The Royal Barenbrug Group has always given us the scope here in NZ to tailor the business to the needs of NZ farmers. As a result, we’ve been able to develop many innovative and successful pastures which are widely used throughout the country.”

More R&D expertise

NZ marketing manager Graham Kerr says the work done in NZ to develop pastures and crops for Kiwi farmers is supported by the global links with Barenbrug. “New developments in genotyping and genetic assessment are giving us insights we’ve never had before. And new sensor-based assessment its speeding the development of plants to better meet New Zealand’s productive and environmental needs. The linkages through the Barenbrug Group gives us a lot more R&D horsepower to get things done.”   


Barenbrug New Zealand is based on a 224 ha breeding and research station in Canterbury, and has a total staff of 60 throughout NZ. Its advanced pasture and forage cultivars include several industry firsts, such as Trojan, Rohan, ShogunTabu+ and the new Maxsyn.

Michael Hales (L) and Graham Kerr (R).