Case Study / People360 - The importance of strategy to get the best from your team

Strategy and getting the best performance from your team are closely connected. Potatoes New Zealand (PNZ) is a membership-based organisation representing growers’ interests to promote better outcomes for their industry. Strategy has always been important to the organisation.

However, the industry had lost some of the connection with members and staff on the key industry issues, ownership and direction.  This is an experience not uncommon for growing organisations.  Engagement was needed to take everyone involved on the journey – staff, growers and key stakeholders.

New Zealand’s potato industry is valued at approximately $1.0 billion annually, and for levy payers, it was critical that their needs and expectations be understood and fed into the development of the strategy. When new CEO Kate Trufitt took over in August 2023 there was not a lot of time before the next commodity levy vote. With approximately 154 registered growers producing 419,200 tonnes of potatoes, from 8,500 hectares predominantly in Canterbury, Pukekohe, and Manawatū the need to engage, listen and communicate to growers and stakeholders was time critical.

Engagement with busy growers on strategy needed to be carefully framed, making discussions worthwhile and outcomes clear. PNZ with Rural Coaches' support, ensured this approach created growers’ commitment to the long-term success of PNZ within the new strategy.  

Incorporated in 2012, PNZ initially operated as a product group within Horticulture New Zealand. Now, as a stand-alone organisation, PNZ has grown, by the end of 2022 and taking on seed certification administration and inspections the staff number had grown to seven and with growth comes changing needs. The question was where to begin, and Rural Coach was invited to offer an independent perspective to the board through their People360 programme. This established a baseline understanding of the current situation and provided insights for the board. The well-being of employees was and remains a priority for the board.

The wonderful thing about the Rural Coach People360 programme is that it works with all staff and very quickly builds trust. Staff see that their board and management care about what they think.  Rural Coach independence allows them to work with everyone individually to understand their perspective and listen without judgment.  This gives them the time to speak freely and feel they are being heard in a safe, conversational environment.

The impact of this success continues for the staff, management, and Board. Rural Coach has helped PNZ foster a safe environment, encouraging staff development and effective communication. This allows team members to perform confidently while understanding their collective vision and daily contributions towards PNZ strategic goals.