A message from our Board Chair

Tena koutou katoa. It is my pleasure to present the Annual Report of New Zealand National Fieldays Society (the Society) for the year ended 30 September 2025.

It is my privilege to present to our members, volunteers, partners and stakeholders another successful year for the Society. This continued legacy of prosperity is due to everyone’s support and contributions, including the visitors who attend the many events held at Mystery Creek.

From its humble beginnings in 1968, the Society has grown from a visionary idea into the largest agricultural event in the Southern Hemisphere, uniting town and country, through innovation, education and globalisation. It has become a cornerstone of our rural identity and a testament to the ingenuity and resilience of New Zealand’s Primary Sector.

Overview

This year has been a year of significant achievements for the Society, Fieldays, and Mystery Creek Events Centre.

It began with the appointment of our new CEO, Richard Lindroos, in April, who has embraced the spirit and culture of our organisation and is building upon the strong foundations set.

Mystery Creek continues to grow the number of events hosted in previous years, including large-scale, annual events such as Meatstock; Northern Easter Camp; NZMCA Motorhome, Caravan & Leisure Show; Crossfit Team Nationals; EROAD Fleet Day; NZ Boat, Fish and Dive Expo; and Sika Show.

Our economic impact on the local, regional and national GDP is significant and enduring. These events contribute millions directly to hospitality, accommodation, and the tourism sector.

Board achievements

The new constitution was in effect during this period.

At the end of July, we held a two-day strategic workshop where the Board and the leadership team discussed a wide range of topics set against the future of:

1. Fieldays
2. Assets
3. Mystery Creek Events
4. The financial model
5. Establishment of a foundation
6. Our legacy, history and culture
7. Our brand
8. Our volunteer base
9. Central government and stakeholder relationships
10. What measurable success looks like

In light of that long list, the Board have supported the establishment of a Foundation, voted to remove the Service Centre, fondly known as the Hub, and borrow to replace our ageing water infrastructure with a whole new system.

Despite tough economic pressures, we have maintained our financial stability. Our Chief Financial Officer, Bryan Corfield will provide a more detailed financial report but I am pleased to note that we made a profit of $34,100, and Mystery Creek Events Centre's gross income was $959,600.

Looking ahead, the future of the Society looks set to continue to meet the purpose and values which have underpinned our organisation for 57 outstanding years.

Acknowledgements

The success of the Society continues because of the dedication and contributions of a very passionate team. I wish to extend my sincere thanks to my fellow board members, our dedicated staff, life members, members, volunteers, sponsors, family supporters, and our local Member of Parliament, Barbara Kruiger. She has worked incredibly hard in Wellington, on our behalf.

In looking ahead, together let us continue to ensure that the Society remains strong, resilient and world-leading. The future is not something we inherit, it is something we create together with vision, courage and collaboration.
 

Kind regards
Jenni Vernon | Board Chair

Financial Highlights

The 2025 financial year was one of resilience and realignment. In an economic climate of rising costs and challenging sponsorship dynamics, the Society maintained a steady financial position while continuing to invest in the future of the site and our core event.

Total revenue reached $10.39 million, supported by a strong Fieldays event and a standout year at Mystery Creek Events Centre. The performance of Mystery Creek Events Centre contributed meaningfully to our financial stability, with hosted events growing year on year.

The withdrawal of a major sponsor partway through the year presented a clear challenge. In response, we strengthened existing relationships and engaged new sponsor partnerships to support long-term commercial resilience.

Margin pressure was a reality across the board, and while the surplus narrowed to $34,100, the result reflects prudent cost management in a constrained environment.

Importantly, we ended the year with a strong balance sheet and liquidity position, creating the headroom required for long-term reinvestment. This includes the early stages of a significant infrastructure upgrade, with the $3.2 million water project underway post-balance date.

While economic conditions remain complex, our financial position is stable. Our priority is to sustain strong commercial performance.
 

The financial results can be briefly summarised as follows:

Governance and management

Constitution Update
In 2024 the Society undertook a comprehensive review and modernisation of its Constitution to align with the Incorporated Societies Act 2022 and reflect evolving governance needs. 

Key changes included:

• Governance: Extended the term from one to three years for Chair/President, Vice-Chair/Vice-President and Board Members and reduced the number of Board Members from seven to five. The Board can have up to two co-opted members.
• Membership: Minimum Member numbers reduced from 15 to 10 to comply with the new Act and the types of memberships were reduced to two (Members and Honorary Life Members).
• Committees: Updated structure, removing outdated committees and clarified oversight responsibilities.
• Meetings: AGM notice periods adjusted to; 
  35 days prior: AGM notice sent to members; 
  21 days prior: Nominations due; 
  14 days prior: Annual report and audited accounts made available.
• Board Duties: Clearer distinction between governance and management; new clauses on conduct and resignation.

A message from our CEO

It is a privilege to present my first Annual Report as Chief Executive Officer of the Society.

2025 has been a year of connection, achievement, and forward planning and one that has strengthened the Society’s foundations and set a clear course for the future.

Fieldays 2025 delivered exceptional results, with over 110,000 visitors and close to 98% exhibitor site occupancy. We proudly celebrated 50 years of the Fieldays Tractor Pull, a milestone that highlighted the event’s enduring community spirit and contribution to New Zealand’s primary sector.

Beyond Fieldays, Mystery Creek Events Centre continues to thrive as a year-round destination, hosting large-scale events as well as community events. All these events make a significant economic contribution to our region and reinforce the versatility and value of our venue.

A key priority for the Society is advancing a strategy to have Fieldays formally recognised as a national asset deserving of sustained central government investment so we can future-proof and fast-track infrastructural development at the venue. To support this initiative, the Society hosted a function at New Zealand Parliament, where we showcased Fieldays’ national significance, not only as an event, but as a critical contributor to Agri-tech innovation and education, export growth, tourism, urban–rural connection and a mega event of cultural significance.

The Board has reconfirmed its commitment to the Mystery Creek Events Centre Master Plan with a long-term blueprint for land use, asset development, and sustainable growth. The plan will aim to develop modern, fit-for-purpose facilities, cluster site functions for greater efficiency and usability to improve logistics, access, and visitor experience. It will also integrate sustainable ‘green’ infrastructure such as solar energy, water capture, and native restoration.

Initial assessments have highlighted several challenges, including ageing infrastructure, climate-related vulnerabilities, and outdated utilities. This initiative is a critical investment in the future of our venue, ensuring Mystery Creek remains a safe, sustainable, and world-class events destination.

The Society is also progressing its plans to establish a Fieldays foundation, a charitable initiative to honour our heritage while supporting future growth and resilience. The foundation will enable philanthropic fundraising through major gifts and bequests, diversifying income streams and enhancing financial sustainability. It will ensure the Society can continue to deliver on its not-for-profit mission, advancing agriculture, supporting education, and preserving our legacy for generations to come.

Finally, the success of our Society relies on the dedication of our people including our staff, members, volunteers, partners, sponsors, and the wider community. I extend my sincere thanks to each of you for your support, collaboration, and belief in our vision.
 

Kind regards
Richard Lindroos | Chief Executive Officer

Fieldays 2025 summary

The 57th Fieldays, held from June 11-14, 2025, was a resounding success, reinforcing Mystery Creek Events Centre’s position as the premier destination for agricultural innovation and commerce in the Southern Hemisphere. The event delivered strong results in its mission to promote and advance New Zealand’s primary sector.

Over four days, Fieldays welcomed new and returning visitors and featured 1,129 exhibitors spanning the agricultural spectrum from technology providers to machinery manufacturers and emerging startups. This impressive turnout highlighted the event’s continued relevance and broad appeal, both nationally and internationally.

The 2025 Innovation Awards drew 52 participants across four categories, with 20 finalists showcasing their groundbreaking solutions in the Fieldays Innovation Hub. Competing for more than $70,000 in cash, services, and products, the program underscored the strength of New Zealand’s innovation ecosystem and reinforced Fieldays’ reputation as a globally recognised launchpad for cutting-edge agricultural technology.

Beyond its commercial role, Fieldays 2025 offered visitors a hands-on agricultural experience, provided the media with opportunities to share stories that spotlight New Zealand’s primary industries, and gave government organisations a platform to demonstrate their support and future plans.

A new Fieldays Sector Spotlight area launched with support from the Ministry for Primary Industries, highlighted the importance and potential of New Zealand’s wool sector. Traditional crowd favourites including the tractor pull, fencing competitions, and excavator demonstrations continued to celebrate the practical skills that underpin the nation’s agricultural success. In line with its commitment to innovation, the event also introduced a Drone Zone.

The extensive exhibitor lineup showcased everything from large-scale farm machinery to precision technology, sustainable farming solutions, and New Zealand-made artisan products, ensuring value for visitors across all sectors and interests.

Fieldays 2025’s success was made possible through the dedication of 151 volunteers working alongside staff and a strong sponsorship network. This collective effort ensured smooth operations across the 114-hectare site and a safe, engaging experience for all participants.

As the Southern Hemisphere’s largest agricultural event, Fieldays generated significant economic impact for the Waikato region while serving as a vital marketplace connecting town and country. Its success further strengthened Mystery Creek Events Centre’s reputation as a world-class venue capable of hosting large-scale, complex multi-day events with exceptional results.

Events at Mystery Creek Events Centre

Mystery Creek Events Centre has further cemented its reputation as a world-class destination for large-scale entertainment and events, successfully hosting a diverse calendar that showcased the venue’s scale, flexibility, and operational excellence.

February’s Meatstock Festival brought together thousands of visitors for a two-day celebration of music, barbecue culture, and outdoor entertainment. The event featured a stellar lineup including Shapeshifter, Devilskin, Salmonella Dub, Coterie, and Ladyhawke, offering a full festival experience with camping, multiple performance areas, artisan food vendors, and barbecue competitions.

Fieldays 2025, held in June, once again demonstrated Mystery Creek’s unrivalled capability to deliver one of New Zealand’s most significant annual events. Attracting over 110,000 visitors across four days, the event reinforced the venue’s position as the country’s premier destination for large-scale gatherings, showcasing exceptional logistics management and infrastructure capacity.

Additional events such as the NZMCA Motorhome, Caravan & Leisure Show and Northern Easter Camp further highlighted the venue’s versatility in catering to a wide range of audiences and event formats.

We also experienced a record number of conferences and meetings, many supporting the rural and business sectors, having in excess of 200,000 visitors to our site during this financial year. Notable events included Federated Farmers: Restoring Farmer Confidence Tour, Unleashed: Waikato 2025, and conferences hosted by Waikato-Tainui. Smaller-scale meetings and workshops were held in our Boardroom and Hosting Room by organisations such as Zespri and the Waipā District Council.

The success of the 2025 event calendar highlights Mystery Creek’s core strengths — exceptional accessibility, expansive and adaptable indoor and outdoor spaces, and comprehensive on-site facilities that enable events of any scale to thrive. Consistently positive feedback from clients reinforces these strengths, with our exceptional service frequently recognised in post-event surveys. 

As we look ahead to 2026, ongoing infrastructure enhancements will ensure the venue remains fit for purpose and future-ready, continuing to deliver world-class experiences for clients and visitors alike.
 

Key Events

A summary of the events held at Mystery Creek Events Centre during this year, the results and the estimated attendances are detailed as follows:

Partners, Sponsors and Preferred Suppliers

Our commercial portfolio plays a crucial role in enabling the Society and our customers to deliver world-class events across our 114-hectare site. As Mystery Creek Events Centre continues to evolve to meet the needs of the changing events landscape, our strategic relationships remain a cornerstone of our success. In 2025, these collaborations have taken on new dimensions, reflecting the dynamic nature of the varied events held here.  We remain extremely grateful for the support from these wider relationships and consider ourselves fortunate to align with premium brands and organisations that share our commitment to excellence and innovation in the events industry.

With the ongoing challenge to grow the Fieldays event beyond the onsite exhibition, we recognise the invaluable support from our Sponsorship family in contributing to this success. We are well placed to lean on these strong relationships, sharing collective goals and encouraging growth; finding new ways to create mutually beneficial opportunities that enhance both the exhibitor and visitor experience.
 

We extend sincere thanks to our:

Partner and Premier Sponsor
One NZ, Case IH

Major Sponsors
The Country, Stoney Creek, JAC

Advocates
PTS Logistics, The New Zealand Herald, Blender, Corson Maize, Gait International, KingSt Advertising, Map of Ag, Norris Ward McKinnon, Sprout and The University of Waikato

Supporters
AgriTechNZ, Federated Farmers, Mobile Health Group

We are also proud to work with a wide network of businesses from catering to logistics experts, who help deliver exceptional experiences across both Mystery Creek Events Centre and Fieldays. These Preferred Suppliers ensure the smooth delivery of events and uphold our high standards year-round. 

Mystery Creek Events Centre's Preferred Suppliers
Allied Security, Carlton Events, Carlton Party Hire, Exhibition Hire Services, SBI Productions, Montana Food and Events, Kerr & Ladbrook and Off The Track.

Fieldays Preferred Suppliers
BrandX, Carlton Events, Carlton Party Hire, Exhibition Hire Services, Event Base, Helicorp, Kerr & Ladbrook, Lucy’s, Montana Food and Events, One NZ, SBI Productions, Satellite, and Showscape. 

Our working collaborations also extend to educational institutions, research organisations, and industry bodies that share our mission to support New Zealand's primary sector and thriving events industry. They keep us at the forefront of innovation and strengthen our position as a leading agricultural event and venue for large-scale events.

We acknowledge the ongoing support of Hamilton City Council, Waikato Regional Council, Waipā District Council, local business networks, agricultural industry associations, technology suppliers, security and waste management companies, transport operators, accommodation providers, and our creative partners, KingSt Advertising, and Radlab. Their contributions help us connect with audiences across New Zealand and internationally.

The strength and longevity of these relationships reflect the Society's role: a hub for collaboration, innovation, and community engagement. Looking ahead, we remain committed to nurturing these relationships and forming new ones that will continue to grow New Zealand’s agricultural and events sectors.
 

Memberships

The New Zealand National Fieldays Society membership remains robust and continues to grow, reflecting the enduring appeal and value of being connected to the Southern Hemisphere's largest agricultural event. 

Membership Categories are as follows:

Membership 
Any applicant whose membership application is approved by the Society Board and who pays the required subscription fee.

Honorary Life Membership 
Our Life Members have shown outstanding passion and commitment to the Society, and we remain deeply grateful for their ongoing support and wisdom. Several were part of the original team that founded the first Fieldays event more than five decades ago, bringing valuable historical insight and institutional knowledge to our operations. They continue to actively support new volunteers, share their expertise, and uphold the values that guide Fieldays today.

Appointment as an Honorary Life Member requires a unanimous resolution of the Society Board. Honorary Life Members retain all membership privileges, including voting rights, but are not required to pay subscription dues.

Volunteers

Volunteers play a vital role in the Society, contributing greatly to the smooth organisation and success of Fieldays. We had 151 volunteers for Fieldays this year, which included a record sign-up of 42 new volunteers.

Roles vary widely from fast-paced teams such as signage installation and parking, to lighter duties like welcoming media to the Media Centre. Some roles demand a little extra endurance and commitment, and we deeply appreciate those who take them on with enthusiasm and good spirit. It’s great to see volunteerism continuing to grow and to welcome so many new people eager to be part of our organisation.

Beyond Fieldays, volunteers support a range of year-round activities at Mystery Creek Events Centre from predator trapping to protect local flora and fauna, to property enhancement and weeding groups. Their work makes a tangible difference to the Society and our operations.

Our Volunteer Engagement Survey following Fieldays 2025 showed strong satisfaction results, with a 57% response rate. The highest-rated areas were the new volunteer orientation session and on-site safety, both achieving 100% satisfaction. Other areas scored in the mid-80s to high-90s, reflecting the strong level of support volunteers feel from the Society.

Rosterfy, our volunteer management system introduced in 2022, continues to improve communication and coordination. The addition of the Rosterfy app for Fieldays 2025 was a game-changer, giving volunteers easy access to information and enabling quick check-in and check-out during shifts.

We continue to look for ways to improve the volunteering experience at the Society. One current focus is developing short instructional videos within Rosterfy to make onboarding and training more accessible for volunteers. It’s important to us that our volunteers feel valued and have the right tools and support to succeed in the roles they choose.
 

Community Engagement

The New Zealand National Fieldays Society has significantly increased its efforts to engage and connect with our local community and the broader agricultural sector. Central to these efforts is our Youth Environmental Education Programme funded by Waikato Regional Council's Environmental Impact Fund, focusing on local Year 7 and 8 students. Year one has delivered on concept and planning the programme, which will include four single-day workshops in a year. Once this plan has been approved, we will focus on implementation. Innovative sessions feature role-playing like detective games and talk shows, to form engaging learning experiences that resonate with young people, so that the education can be retained and passed on.

As a separate initiative, in line with the Society’s pillar of supporting education and globalisation, we have a project underway, which connects intermediate-aged students from Ōhaupō and Kaipaki Schools with peers at Ark Quest Education Centre in Kenya. 

This cross-cultural exercise began with pen pal letters and has sparked genuine excitement among all participants and builds on our long-standing relationship with Ark Quest Education Centre where our pre-loved uniforms have found new purpose previously.

In the spirit of sustainability, and to further support our community, we donated fifteen bar leaner tops crafted from SaveBoard's sustainable building materials that were previously used at Fieldays, to several local schools to support education and facility improvements.

The Society maintains strong relationships with numerous stakeholder groups, including regular collaboration with Waikato Regional Council, Waipā District Council, Hamilton City Council, local agricultural organisations, and individual community members by liaising with key contacts on all the Society’s community and sustainability efforts.

The Mystery Creek Community Catchment initiative represents our commitment to community-led environmental action. Through productive meetings with our steering group, including CEO of NZ Landcare Trust Nick Edgar and long-time volunteer Sam Williams, we have developed a fully community-driven environmental strategy based on ideas from our community hui. This work, supported by a $11,000 grant from Waipā District Council's Heritage Fund, paid for the Mystery Creek Biodiversity Restoration and Enhancement Strategic Plan to be drawn up.

The Society remains committed to nurturing these community relationships, continually exploring new ways to engage with our neighbours, schools, businesses and iwi. We hope to be a part of the community's social and environmental fabric, contributing positively to the lives of those around us.

Sustainability

This year has seen the implementation and expansion of ambitious initiatives that position us as leaders in sustainable event management and environmental stewardship across New Zealand's primary sector.

Fieldays Sustainability Awards, in association with Instep
We completed a pilot for the new category awards at Fieldays 2025 with eight exhibitors. Deejays Gourmet Griller won the Small Business category and Hydroflow Distributors Limited won the Large Business category. The feedback from participants was positive. Based on input, we have redesigned and improved the criteria for Fieldays 2026, which will see the awards available to enter for all exhibitors in 2026. Part of the review included the formation of an Exhibitor Advisory Group made up of participants from the trial.

Exhibitor participation and compliance with sustainability at Fieldays
Waste minimisation plans have seen encouraging growth, with 25 exhibitors submitting voluntary plans, up from just six in 2024, as we work toward a higher uptake year on year.

Environmental stewardship and biodiversity protection
Our Property Enhancement and Weeding Warriors volunteer groups act as stewards of the environment on our property, meeting fortnightly to maintain and improve the grounds. Their contributions not only benefit the site and surrounding ecosystem but also build social connections among volunteers.

Our long-standing Predator-Free volunteer team continues to thrive, this year being equipped with a dedicated all-terrain vehicle, making their weekly work more efficient and enjoyable. Since launching in August 2019, they have established five trap lines and a track, with over 120 numbered traps. Their dedication exemplifies our commitment to biodiversity protection, particularly in protecting habitat for the endangered long-tailed bat (Pekapeka) that calls our waterways home.

Reporting and global alignment
This year we completed an inaugural Scope 3 Emissions Report for the Society, developed using the Greenhouse Gas Protocol and P&L-based estimation methods. This report along with our annual Fieldays and Society sustainability reports, provides a framework for operational delivery.

Using a report developed for our organisation from the University of Waikato, on ‘Embedding Environmental Sustainability into the DNA of the Society' we have introduced clauses across several formal agreements and policies including staff sustainability policy, MOUs, sponsorships, and supplier partnerships.

Internally, we embraced initiatives like Plastic Free July to encourage everyday sustainable practices, with staff receiving daily tips, contributing to a pledge wall, and participating in hands-on activities like beeswax wrap-making. These initiatives help foster a culture of sustainability in how we work.

Looking ahead
The Society remains committed to prioritising sustainable practices in everything we do. Through our comprehensive initiatives, we are ensuring that Mystery Creek continues to be a place where environmental stewardship is prioritised, and sustainable practices inspire positive change for our communities.
 

Internal recognition: Our Annual Awards

The Annual Awards event is an important part of the Society’s calendar where we can formally recognise and celebrate our members, volunteers and staff for the work they did across the year. 

The John Kneebone Volunteer of the Year award is open to all volunteers of the Society who have not previously received the award. The award is peer-voted from nominations agreed by the Society board and was first presented in 2016. 

The Rimmington Award is presented to an external organisation or person in recognition of outstanding service to Fieldays (the event) with its inception in 1992. 

For the Society, recognising staff with annual awards is important as it acknowledges and celebrates their hard work, dedication, and contributions. It shows employees that their efforts are valued, fostering a sense of belonging and loyalty to the organisation and contributes to a supportive and rewarding workplace culture.  

Directory of Board Members

The Society is a Board-wide member with the Institute of Directors (IOD) demonstrating their commitment to governance in New Zealand and all of our Board holds this membership.