Bryan Hart, General Manager of Growing Operations at AS Wilcox and Sons in Pukekohe, combines personal interest with professional dedication to potato production. A keen runner, he uses potatoes as a source of energy, boiling them and adding salt instead of relying on commercial energy gels.
Raised on a farm in Northland producing sheep, beef, potatoes, and kiwifruit, Hart studied horticultural science and worked as a consultant in New Zealand and the United States before joining AS Wilcox twelve years ago. The fourth-generation family business, established in the 1930s, supplies potatoes and other vegetables nationwide.
Hart is known for supporting research, improving productivity, and promoting the industry. He said, "I like potatoes because they are very relatable. 'What is your favourite potato?' could be an icebreaker at any barbecue; most people have an opinion."
Hart highlighted water efficiency, noting that potatoes require about 20% of the water needed to produce the same weight of rice. Advances in technology have also improved efficiency. Seeds are now planted with GPS technology for precise fertiliser placement, while sensors track soil moisture and nutrient demands. Precision spraying is carried out based on pest pressure, rather than by season.
He pointed to the increase in consumer choice, with a wider range of potato varieties available compared to twenty years ago. However, he noted that the emphasis on cooking methods and variety purposes has declined due to retail consolidation, cost-of-living pressures, and less education around food preparation.
Low-carbohydrate diets have also influenced perceptions, but Hart stressed that potatoes should be considered in balance. "Carbs are an energy source, that's why you're eating them, as part of a balanced diet. At the end of a meal with potatoes, compared to a meal with rice, you are getting those carbs but also Vitamin B6, potassium, Vitamin C, fibre, and other nutrient-dense components."
AS Wilcox has focused on taste-driven varieties such as Perlas and Inca Gold. Hart said new-season Perlas provide an easy option for consumers, while Inca Gold carries health benefits, though not formally researched for claims.
Despite technological progress, Hart emphasised the continued influence of weather on production. He noted economic pressures, including rising costs and unsustainable market values, but added that resilience and long-term planning remain essential.
Succession and attracting new talent are among the sector's challenges and opportunities. Hart said careers in the potato industry can include roles in sales, marketing, new product development, supply chain, agronomy, and engineering.
Source: Potato New Zealand