Pure Advantage

Our Regenerative Future

Dig deep into case studies and journey’s of farmers, business leaders and scientists who are leading from the edge in regenerative agriculture. The following content aims to connect, educate and influence NZ's community of land stewards. Read, share and join this important conversation.

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Financing the Future

Financing the Future is a dynamic content project about impact investment. The format combines a briefing on impact investment in Aotearoa, NZ, video interviews with thought leaders, investment case studies, and provocations from experts working in the areas that offer immediate opportunities.

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Pure Advantage investigates and promotes opportunities for green growth in New Zealand

We produce solutions-focused content aimed at improving New Zealand’s environmental, economic and social performance.

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Pure Advantage

Pure Advantage investigates and promotes opportunities for green growth in New Zealand

Our targeted research promotes uptake of cutting-edge theory and practice and encourages new partnerships and ventures.

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Pure Advantage

Pure Advantage investigates and promotes opportunities for green growth in New Zealand

We play a lead facilitation role in a range of campaigns and discussions that articulate New Zealand’s key advantages in the transition towards net zero.

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Recent Content

Taking Regenerative Agricultural Produce to Market with David Crutchley

How origin tracing can instil consumer confidence in regeneratively produced foods When David Crutchley markets his lamb to international buyers, it’s the story of his biologically managed, soil-regenerating, lush green pastures that first hooks them. But once they taste his product, they are sold.  David’s company Provenance Meat is an award winning supplier of high quality lamb to international...

Electrification of our economy will deliver profound benefits for consumers, jobs and climate – but we need a plan and fast

New Zealand faces a unique opportunity to transform our economy through using our renewable electricity resources to replace fossil fuels. The benefits of electrification promise to be profound for consumers; for jobs and our economy; and for our climate The question is, asks Transpower CEO Alison Andrew, are we ready and do we have a plan? Over the last two-and-a-half years, Transpower, as the...

Sheep Included in Regenerative Agriculture

When Geoff Ross bought Lake Hawea Station in 2018, he said he wanted to be a changemaker and farm for the environment. Meanwhile, on the other side of the world, Edzard van der Wyck was about to launch a carbon-negative merino knitwear brand aimed at setting a new red line for sustainable fashion. Now the pair have struck up a supply partnership that should help both achieve their goals.   Ross...

Unexpected Reactions

First forays into the world of emerging contaminants Less than two years ago, before our attention was taken up by a global pandemic and recession, we were on a quest to rid New Zealand of single-use plastic. Micro-plastics were our common invisible enemy, now superseded by a virus. Every self-respecting café sold keep cups, restaurants on Wellington’s waterfront pledged to eliminate plastic...

Discovering New Zealand Agriculture One Conversation at a Time

How times have changed, last May I left Farmers Business Network, an Ag Tech start-up company in the U.S., to explore agriculture systems in other parts of the world. I was initially drawn to New Zealand by the lore of the clean green open spaces and a curiosity to spend time on the idyllic farmland I had only seen on postcards. Now for family reasons and the COVID-19 pandemic, I am back in the U...

Regenerative Agriculture and Food Waste

Regenerative agriculture has become a hot topic in New Zealand. At its core, regenerative agriculture is about shifting from a carbon intensive food system to a regenerative, carbon-negative food system.  While a number of definitions exist, the common focus seems to be on farming principles and practices that increase biodiversity, enrich soils, improve water quality and enhance ecosystem...

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