Why manufacturing’s image doesn’t match reality.
It’s an industry comprising 23,000 businesses, contributing 8% of New Zealand’s GDP, employing 250,000 Kiwis, and generating 60% of our exports – but the head of an industry body for the manufacturing sector says to many Kiwis, it’s largely invisible.
Catherine Lye, CEO of
Advancing Manufacturing Aotearoa (AMA) – an industry-led national organisation enabling manufacturers, government and industry partners to work together, faster – believes the country needs to update its understanding of this important sector.
Catherine Lye
“There is an outdated perception about manufacturing being lower-skilled, repetitive, boring, regimented, that there’s no future in manufacturing, that all we have in New Zealand is a couple of large players like Fonterra and Fisher and Paykel Healthcare and now Rocket Lab,” Lye says.
“Because there’s a longstanding public misperception about the sector, there have been challenges in attracting talent and market demand and investment, and it’s limiting the potential of the manufacturing industry in New Zealand.”
She sees two – if not quick, certainly long-term – fixes.
First, more school-leavers choosing a career in the sector. Very few do.
“That is combined with a very outdated vocational curriculum and an ageing workforce which is lacking the necessary digital and management skills to help drive the sector forward,” says Lye.
“So ensuring a skilled workforce really is critical. We have to invest in fit-for-purpose training and development to keep up with the evolving needs of the manufacturing sector and we need the talent to drive and champion that.”
The recently announced industry subjects in schools and the additional 1000 Youth Guarantee places in Budget 2026 signal intent, but their impact will depend on delivery.
The workforce isn’t the only issue holding our manufacturers back. Lye cites tardiness in process innovation – introducing fresh technologies, equipment or software to make operations faster, cheaper and more efficient – as another weakness.
“We see the biggest opportunity to unlock productivity improvement across the sector is through greater investment into process innovation. Unfortunately, New Zealand is falling behind the 8-ball,” she explains.
“Process innovation is often less visible than new products, but it’ll have a much bigger impact on productivity, quality, safety and profitability for the sector. There are some businesses that are leading the way, and we need to be promoting and sharing those stories.”
Which is why AMA champions The Future Makers initiative and the annual Minister for Manufacturing Awards.
The Future Makers champions the people, technology and opportunities shaping modern manufacturing in New Zealand, aiming to shift perceptions from those outdated factory stereotypes to a future defined by innovation, advanced engineering and global impact, and to inspire the next generation.
At the recent Minister for Manufacturing awards evening in Auckland, Small Business and Manufacturing Minister Cameron Brewer described the sector as a critical part of New Zealand’s recovery and growth story, and said the winners demonstrated the breadth of modern manufacturing excellence.
Lifetime Award
“This year’s finalists and winners showed the innovation and strong execution needed for the sector to stay competitive and grow its $22 billion contribution to the economy,” said Brewer.
“The awards showcased what excellence looks like in practice, with businesses investing in their people, improving processes, and adopting new technologies to lift productivity and performance.”
Globally marketed, industry-leading products should go a long way towards changing New Zealanders’ understanding of what our manufacturers are crafting in 2026, often outside the major centres.
One example is Devin Gibson who, underlining AMA’s commitment to attracting young people into the industry, was named Manufacturing Apprentice of the Year and given $1500 towards his development on behalf of Enztec.
Working for Culham Engineering, a Whangārei-based firm, Gibson is a dedicated apprentice recognised for advanced skills well beyond his experience level, a strong focus on safety, pride in his workmanship, and leadership potential.
The judging panel was particularly impressed by Gibson’s critical thinking skills, saying he “represents the future of New Zealand manufacturing: technically skilled, quality-focused, safety-conscious, and committed to continuous improvement”.
Oliver Hunt is another star in the making, earning the title of Emerging Manufacturing Leader. He founded Medsalv, a Christchurch firm reshaping healthcare by restoring single-use medical devices to regulatory standards and returning them to the hospitals they came from, improving outcomes for patients and the health system.
Elsewhere, Deanne Holdsworth of PACT Group was named Manufacturing Leader of the Year. With 20 years’ experience, her operation delivers innovative packaging and recycling solutions, supporting skilled jobs, resilient supply chains and a low-waste economy.
Global pioneer Arotec Diagnostics won Manufacturer of the Year (FTE under 50). The Wellington-based firm makes hard-to-obtain materials essential to the accurate detection of diseases such as coeliac, Crohn’s, lupus, rheumatoid arthritis, multiple sclerosis and other acute conditions.
Architectural Glass Products (Manufacturer of the Year (FTE over 50); and Excellence in Process Innovation) manufactures advanced double-glazing solutions; while Jeff Douglas of West Auckland’s Douglas Pharmaceuticals earned the Manufacturing Legacy and Lifetime Award for helping build the family company into a globally recognised manufacturer exporting to more than 50 countries over three decades.
Architectural Glass Products
For Lye and AMA, these are the unfolding stories of our manufacturing sector.
“We have a responsibility to share these stories with our young people and educate parents, teachers, career advisers and the grandparents on the marvels of modern manufacturing,” she says.
“We want to promote the opportunities for young people into trades. It’s not your traditional plumber, electrician and builder, but manufacturing vocational pathways as industrial electricians and fitters and turners and CNC (computer-driven) machine operators.
“For these highly skilled technical roles, trade qualifications are as equally valued as a university degree. They bring very different skill sets into a manufacturing environment, and that is our future.”
A recent report by Accenture and Microsoft predicted that generative AI alone could add up to $75 billion in value to the New Zealand economy by 2038, and free up 275 hours per worker annually to focus on higher-value tasks.
New Zealand’s manufacturing sector is uniquely positioned to help realise this opportunity through the adoption of AI, automation, and greater investment in process innovation.
The progress made to date demonstrates the capability and willingness of manufacturers to innovate, with Minister for Manufacturing Award winners providing tangible examples of the productivity gains, innovation, and business transformation being achieved by New Zealand manufacturers today.
By showcasing what is possible, these success stories serve as an inspiration and catalyst for others across the sector to accelerate their own adoption of advanced technologies, lifting productivity, competitiveness, and long-term economic growth.
More info: www.amanz.nz/the-future-makers
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