Riley O’Neill, Owner at New Zealand Seaweeds Ltd. Director and co-founder Verdi New Zealand. Business Owner Pastoral Improvements.
Entrepreneurship today isn’t just about chasing profits; it’s about creating value while being mindful of our planet’s health. In this era of environmental urgency, innovative approaches to farming are not just desirable, but crucial. As the world grapples with climate change and food security challenges, entrepreneurs in agriculture have a vital role to play in leading the charge towards sustainable practices and green investments. The modern farmer-entrepreneur must balance productivity with environmental stewardship, reimagining how we cultivate food while preserving our planet’s precious resources. By embracing innovation in crop management, soil health, biodiversity preservation and resource efficiency, these entrepreneurs pave the way for a resilient agricultural sector capable of meeting the challenges of tomorrow’s world. Riley O’Neill embodies this new generation of agricultural innovators, seamlessly blending cutting-edge farming technologies with a deep-rooted commitment to environmental stewardship.
Riley grew up in the small town of Rakaia, a place deeply rooted in agriculture. Synonymous with livestock breeding, grain and seed production, vegetable farming and dairy operations, he gained exposure to the intricacies of diverse farming practices including their seasonal patterns, cycles, challenges, and opportunities. Raised by hard working parents, Riley and his siblings learnt a strong work ethic early on. From a young age, they were encouraged to earn their own pocket money through farm work, such as potato picking, eventually moving on to more complex tasks. This early exposure to hard work instilled a strong sense of self-reliance and confidence, teaching that success is achievable through diligent effort and determination. Riley’s father experimented in different high value crops which exposed him to intensive cropping and livestock trading. Meanwhile, the dynamics of a close-knit, small-town community helped Riley develop decent social skills and self-confidence, which proved invaluable in his future business endeavors. At 18, Riley left New Zealand to travel and work around the world, taking seasonal agricultural jobs and working in mines to fund his travels, collecting diverse experiences and stories along the way.
A Journey of Grit and Growth
Riley was never content with a conventional job. He wanted a career that would allow him to blend his passion for agriculture with his love for international travel. With a desire to leverage his skills, ideas, and networks to earn more money, Riley rented farmland and began exploring the most profitable crops and livestock to grow and trade. Initially growing seeds for a small independent company that eventually defaulted on their significant crop payments. Undeterred, Riley took a leap of faith and decided to sell the seeds independently, quickly discovering a knack for the business and, with guidance from mentors, began cultivating and marketing their own plant material. He utilized his budget travel skills to promote seeds across New Zealand and the world, working on a shoestring budget. Thus, Pastoral Improvements was born. Established in 2010, Pastoral Improvements is a proprietary forage seed development and marketing enterprise focused on serving farmers’ best interests in feed production while promoting agricultural biodiversity.
Weathering Economic Storms
From his early twenties, navigating through ventures in agriculture and international trade, Riley quickly learned that success wasn’t just about seizing opportunities but also weathering storms. He faced significant setbacks during volatile economic cycles, where unexpected downturns tested his resolve. But refusing to be deterred, viewing each setback as an opportunity to refine his strategies and strengthen his resilience. “I think early lessons taught me to be more analytical and to keep a close eye on patterns in the business, markets, currency, pay my own bills, and monitor credit religiously. I sought out the best advice possible when in doubt, often from multiple sources,” he reflects.
Leading with Adaptability and Insight
When asked about his leadership approach, Riley describes it as a blend of adaptability and full-throttle commitment. His philosophy centers on situational flexibility, where leadership styles evolve according to the demands at hand. As a leader, he underscores the importance of recognizing individual strengths, abilities and potential and empowering team members to take on greater responsibilities for their own growth and development.
Being keen and hungry to achieve will outperform qualifications any day. It is essential to have a great deal of tenacity and a never give up attitude. Life experience breeds humility, compassion, intuition and humor, these qualities allow leaders to build genuine rapport with people from diverse backgrounds on any given day. He views curiosity and relationship-building as foundational qualities for success in agribusiness alongside resilience and a relentless determination to never give up.
Revolutionizing Agriculture with Eco-Friendly Solutions
Riley is deeply committed to environmental stewardship, biodiversity conservation, and social well-being within agriculture, a passion that drives Pastoral Improvements’ innovative endeavors. At the heart of their mission is a relentless passion for positive change, starting with the very seeds they plant. “I have a burning desire to contribute to impactful positive improvement in our sector and to reach pinnacles in doing this. “I think most people who are passionate about their work naturally want to make positive improvements,” shares Riley. Guided by the belief that sustainability must be profitable to be truly viable, Riley and his team continuously engage in creative problem-solving, ensuring their innovations and green initiatives not only benefit the planet but also thrive economically.
Pastoral Improvements specializes in the development and global marketing of pasture seeds and innovative agricultural systems. While the majority of their seed production takes place in New Zealand, they also cultivate seeds in other countries to meet global demand. Their products are exported to numerous temperate climate countries worldwide, alongside distribution within New Zealand itself. They have poured significant resources into developing ‘Enviropastures,’ a range of enhanced diverse pastures designed to enrich soil, plant, and livestock health. The success of Pastoral Improvements hinges on a dynamic team passionate about innovation and eager to create new products and solutions to help industries grow more and grow better.
In addition to Pastoral Improvements, Riley spearheads several ventures, all unified by a common goal of harnessing nature to make a positive impact. A standout among these is Verdi, a soil carbon company leading the soil carbon revolution in New Zealand and beyond. Verdi is a team of stakeholders comprising experts from diverse professional and scientific backgrounds, which has developed a pioneering soil carbon MRV (Measurement, Reporting, and Verification) program. This program not only promotes soil health but also allows farmers to generate whole new additional income streams. Moreover, Riley’s venture, New Zealand Seaweeds Ltd., seamlessly blends science and technology with natural materials to develop innovative bio stimulants and feed supplements. Their products, rich in amino acids, carbohydrates, trace elements, and minerals, support both plant and animal health naturally. The recent partnership between New Zealand Seaweeds and Agri Hub Solutions further expands their biostimulant offerings within New Zealand and to international markets. New Zealand Seaweeds Ltd. is also involved in Blue carbon R&D in New Zealand and the Philippines, advancing research and development efforts focused on carbon sequestration in marine environments.
Balancing Sustainability and Profitability in Agriculture
Balancing the practical needs of farmers with sustainability and profitability goals is a nuanced challenge that Riley tackles with a blend of empathy and strategic foresight. He adopts a trial-and-error approach, consistently placing himself in the shoes of diverse primary producers while navigating regulatory landscapes. Riley focuses on crafting long-term solutions aimed at boosting their customers’ financial outcomes. By consistently asking how to best add value, his businesses develop products that not only reduce input costs for farmers but also maintain the highest quality standards. As he says, “Quality cannot be questioned; without high-quality products, we can’t trade.” With 60% of Pastoral Improvements trade rooted in international seed exports, the team navigates the intricate web of regulations governing global trade. “There are no second chances with seeds,” he says, underscoring the uniformity in quality standards across local and international markets.
Affordability is equally pivotal in Riley’s business strategy. Recognizing the delicate balance between cost and value, his businesses aim to empower primary producers by offering products that reduce operational expenses or enhance productivity. This commitment sometimes necessitates starting small to prove the value incrementally or devising alternative strategies to make investments feasible over time. By focusing on affordability without compromising quality, Riley seeks to foster sustainable growth opportunities for farmers while driving innovation in the agricultural sector.
Continues Sowing Seeds of Change
Reflecting on his journey, Riley is proud of what he has achieved so far by sticking to his vision.
“I feel agriculture is amidst the biggest transformation in 100 years and I am just super pumped to be involved in it and to see the impact that our activities are beginning to make. I think we are just getting started.”
In summary, Riley’s companies develop systems for high-performance pasture farming and break cropping that enhance soil, plant, and animal health while sequestering substantial amounts of carbon. Collaborating closely with strategic partners, they create and deploy technology and systems in Seeds, Natural biostimulants & Carbon Sequestration as well as the pre-eminent Soil Carbon measurement validation and marketing platform Verdi.nz. The outcomes are tangible: increased profitability and resilience for farmers, broader access to nutritious food, and impactful reductions in greenhouse gas emissions. As they continue to sow seeds of change through these innovative ventures, the invitation is extended to others to join in driving forward a sustainable and prosperous future for agriculture.