Perrin Ag strengthens regional advisory with Vicky Ferris appointment

There is a quiet shift taking place across Hawke’s Bay and it is one that speaks less to machinery or inputs and more to the decisions sitting behind them. As farming and horticulture businesses in the region continue to navigate a mix of pressures and long-term land use questions, the demand for clear, independent advice is becoming more pronounced. Against that backdrop, Perrin Ag has made a move that reflects both that demand and its own long-term commitment to the region.

The company has appointed consultant Vicky Ferris to support its growing network of farming and agribusiness clients across Hawke’s Bay, marking the consultancy’s first team member based in the region in its 26-year history. While Perrin Ag has worked alongside Hawke’s Bay farmers for decades, the appointment formalises an on-the-ground presence and signals a clear intent to deepen its involvement in the region’s rural sector.

Headquartered in Rotorua, Perrin Ag has built a reputation around providing independent, strategic advice across a wide range of farming systems. Its work in Hawke’s Bay has already spanned farm purchase due diligence and investment analysis, Māori agribusiness advisory and support and farm business review and resilience planning. Those are not day-to-day operational services; they are the kinds of engagements that sit around key decision points, where the direction of a business can shift in a meaningful way.

Bringing that capability closer to the ground through a locally based consultant is a logical next step, particularly in a region as diverse as Hawke’s Bay, where sheep and beef, dairy and horticulture systems often sit side by side, each facing their own set of challenges and opportunities.

Ferris brings a background that reflects that diversity. A Hawke’s Bay local based in Waipawa, she grew up on her family’s sheep and beef farm in Wairoa before moving into dairying after high school. Her career across the primary sector has included roles with Halter, First Light Wagyu NZ and Spring Sheep Dairy, giving her exposure to livestock supply, agribusiness and commercial operations.

That experience has not been confined to a single part of the supply chain. Instead, it has involved working closely with farmers, processors and wider industry stakeholders, building an understanding of how decisions made at farm level flow through to commercial outcomes further down the line. It is that ability to connect on-farm realities with broader business performance that sits at the centre of modern consultancy.

“I’ve always been involved in agriculture and I’m passionate about doing work that adds real value back to farmers,” Ferris says.

“Being part of Perrin Ag means I’m backed by an exceptional team, so I get the opportunity to keep learning while bringing my experience together in a consulting role that helps Hawke’s Bay businesses make confident decisions.

“I see a real gap in the region for independent advisory support. And if I can help fill that gap, that will be hugely rewarding.”

That reference to independence is an important one. As farming systems become more complex and the number of inputs, technologies and compliance requirements increases, the need for advice that is not tied to a particular product or outcome becomes more valuable. It allows decisions to be made based on the long-term performance of the business, rather than short-term pressures or external incentives.

Perrin Ag Managing Director Lee Matheson sees that demand clearly, particularly as businesses across Hawke’s Bay work through a period of change.

“We’re working with rural businesses across the region, from Wairoa through to central and southern Hawke’s Bay. Our clients are diverse, including sheep and beef, dairy and horticulture systems,” Matheson says.

“While we’ve been active in the region for many years, Vicky’s presence means we will be even better connected to the local rural community.”

That connection is more than geographic. Having someone based in the region brings a level of immediacy and understanding that is difficult to replicate from a distance. It allows for closer relationships, quicker responses and a deeper appreciation of the local factors that influence decision making, from soil types and climate through to market access and community dynamics.

Matheson points to the type of work Perrin Ag is typically engaged in, which often centres around significant moments in a business lifecycle.

“Our work in Hawke’s Bay is often focused on significant moments, such as when businesses are assessing change, managing risk, or making long-term commitments around land and capital.

“We’re deliberately selective about the work we take on, and our focus is on advice that can materially improve long-term outcomes. Vicky’s personal goal of adding value to our clients is perfectly aligned to Perrin Ag’s core objective. She’s going to be a real asset to our Hawke’s Bay clients.”

Those “significant moments” are becoming more frequent and more complex. Whether it is decisions around land use change, investment in new systems, succession planning or navigating regulatory requirements, the stakes are high and the margin for error is often narrow.

In that environment, having access to independent advice that is both technically grounded and commercially aware can make a meaningful difference.

For Hawke’s Bay, a region that has faced its share of challenges in recent years while continuing to evolve as a major contributor to New Zealand’s primary sector, that support comes at a critical time. The mix of pastoral and horticultural systems, combined with a strong export focus means that businesses are constantly balancing productivity with compliance, efficiency with resilience.

The appointment of a locally based consultant does not change those challenges, but it does provide another layer of support for those working through them. It reflects a recognition that the decisions shaping the future of farming are becoming more complex, and that having the right advice at the right time is increasingly important.

For Perrin Ag, it is also a signal of intent. After more than two decades of working in the region from a distance, the move to establish a permanent presence suggests a longer-term view, one that sees Hawke’s Bay not just as an area of activity, but as a region where deeper relationships and ongoing support will be central to its growth.