Nestled within the Eastern Bay of Plenty region of New Zealand, a landscape renowned for its horticultural prowess, kiwifruit reigns supreme as the economic linchpin. With a resolve to diversify the agricultural landscape, local councils entrusted Eastern Bridge to explore legal alternatives. Identifying ginseng and truffles as potential options, Eastern Bridge embarked on a mission to bring this novel cultivation to the region.

A Korean ginseng grower, operating a small farm near Turangi within the Taupo District, caught Eastern Bridge's attention.

Recognising the potential of ginseng cultivation to diversify local agriculture, Eastern Bridge orchestrated a series of site visits. By uniting landowners situated on land unsuitable for kiwifruit cultivation, Eastern Bridge set the stage for a transformative endeavor.

Drawing this collective of landowners, Eastern Bridge facilitated comprehensive education on the ginseng industry and its cultivation techniques. Trial plantations were initiated across the district, aligning with the interests of private landowners, iwi, and Maori trusts. These ginseng trial areas strategically integrated with existing commercial forestry blocks, yielding dual value from the land.

From this foundation, New Zealand Forest Ginseng (NZFG) emerged as a horticultural enterprise, fervently nurturing ginseng within the Central North Island. However, the journey to market expansion came with its own set of challenges.

Strategically seeking to broaden their horizons, NZFG explored new markets under the guidance of New Zealand Trade & Enterprise. Amid preparations to enter the Chinese market, a crucial barrier surfaced - the Chinese government categorized ginseng as a medicinal product, elevating the market entry challenges to insurmountable levels.

With NZFG's investment at stake, Eastern Bridge's expertise was enlisted. Armed with an unyielding commitment, Eastern Bridge embarked on a comprehensive market research endeavor, delving into diverse alternatives. Analyzing traditional ginseng consumers and the realm of Traditional Chinese Medicine, Eastern Bridge cast a wide net in search of suitable markets.

Leveraging its global network, Eastern Bridge extended its scope beyond geographical boundaries. It meticulously studied locales boasting substantial Chinese and Korean populations, culminating in a well-informed recommendation: Los Angeles, United States, distinguished by its affluent Asian community.

The transformation in NZFG's trajectory was both gratifying and profound. Opting for the recommended Los Angeles market, NZFG harnessed a thriving avenue. With 85% of their products finding a home in the Californian metropolis, NZFG's owners encountered both relief and elation.

Eastern Bridge's influence extended beyond market research. Collaborating with Rotorua, Taupo, Whakatane, Opotiki, and Gisborne districts, as well as Korean ginseng farmers, Eastern Bridge facilitated comprehensive ginseng farm trials. The cultivation of ginseng, renowned in traditional Asian medicine, took root within the New Zealand landscape.

The trials, spanning a remarkable six years, bore fruit in the form of five operational commercial ginseng farms. In addition, a Korean-owned ginseng processing plant symbolized the fusion of Eastern Bridge's guidance with local endeavor.

Today, New Zealand ginseng garners distinction, coveted by Korean, Chinese, and American consumers. Emerging as the second-highest value crop grown in the nation, ginseng thrives beneath the canopies of pine forests in the brisk New Zealand climates. In this transformative journey, Eastern Bridge's role was pivotal, aligning diverse stakeholders and realizing the potential of ginseng cultivation to enhance local agriculture and enrich the regional economy.