Agribusiness Leader John Skurr Appointed as Norwood’s New General Manager

C B Norwood Distributors Limited has announced the appointment of well-known agribusiness executive and livestock farmer, John Skurr, to the position of General Manager, effective 3 November 2025. The move brings a seasoned industry figure into one of New Zealand’s most influential agricultural machinery businesses at a time when dealerships, contractors and farmers are facing rising costs, rapid technology shifts and tighter margins.

John brings more than three decades of experience in the primary sector, with the past 17 years spent in senior leadership positions at Alliance Group and PGG Wrightson. His most recent role was Director ANZ and Premium Brands at Alliance, where he played a key role in the strategic development and global positioning of branded premium meat programmes, including Lumina, a high-end lamb brand now recognised across key markets for its eating quality and provenance. Prior to Alliance, John held multiple national leadership roles at PGG Wrightson, including Head of Water and Retail Technical, giving him a strong foundation across rural retail, advisory services, supply chain and on-farm solutions.

He also maintains direct ties to farming through his own commercial Hereford and Dorset Down stud in Canterbury, a connection that many will see as a valuable asset when engaging with Norwood's dealer network, customers and suppliers. This dual perspective — corporate leadership combined with hands-on farming — brings credibility at the coalface of the rural sector.

“We are excited to welcome John, who is an experienced executive leader with a strong background in sales leadership, agribusiness and technical operations,” says Men Form-Zuellig, CB Norwood Distributors Limited Board Chair. “In addition to his commercial experience, John owns a commercial Hereford and Dorset Down stud farm in Canterbury, giving him insight and connection to the everyday realities of many of our customers.”

Norwood’s appointment comes during a pivotal period for the agricultural machinery industry. Rising interest rates and capital costs have increased the pressure on contractors and farmers to maximise machinery productivity and lifespan, while technological integration — from Isobus compatibility to precision farming, telematics and autonomous systems — is becoming a defining feature of purchasing decisions. New Zealand’s ag-machinery dealerships are also undergoing generational change, with a shift towards more holistic service-based and technology-supported customer relationships rather than purely machinery sales.

Against this backdrop, Norwood is seeking stronger business performance, brand positioning and dealer engagement across its well-known machinery portfolio. With brands such as New Holland and Kuhn sitting under the Norwood umbrella, the business continues to play a major role in the contracting and farming sector nationwide. John’s appointment signals a strategic step toward sharpening customer experience, strengthening relationships with suppliers, and building future-focused capability within the dealer network.

For his part, John says he is energised by the opportunity and committed to the sector he knows well. “I am thrilled to be joining C B Norwood Distributors and staying within the agriculture sector. There are outstanding opportunities for growth with an amazing portfolio of brands. I’m looking forward to working with the team,” says John, incoming General Manager.

John also currently serves on the board of Retail Meat New Zealand, continuing his involvement in sector governance and industry advancement. His professional background in branded value-add programmes, rural services and technical solutions positions him to bring a broadened commercial lens to Norwood’s strategy — one that blends customer value, brand development, technology and practical on-farm know-how.

His appointment will be watched closely by both contractors and farmers, who rely heavily on reliable brands, strong dealer support, parts supply and responsive service. With machinery investments often sitting among the highest capital costs on farm, the leadership direction of one of the country’s largest distributors has a ripple effect across the sector.

As the machinery industry continues to evolve and as contractors demand more efficiency and technology readiness from equipment, Norwood’s decision to bring in a leader who bridges corporate strategy with real-world farm experience appears well timed.

John will officially commence his new role on 3 November 2025.