Nuffield NZ Farming Scholarship

2020 Scholar

Shannon Harnett

Shannon's Aha Moment

A plant variety right looks like an income stream: the owner collects a royalty on every tray sold. The two varieties Shannon knew from the inside said otherwise. What the right really buys is the power to decide how much gets planted, and holding supply under demand is what pays everyone in the chain.

Shannon Harnett

“A fundamental clarification is that rights and royalties do not guarantee a successful product. The protection of the Plant Variety Right, the strength of the product and the branding creates value. The key benefit of having the plant variety right is control. The control to structure supply to meet demand, now and into the future.”

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Shannon's Nuffield Journey

Shannon Harnett is a chartered accountant and co-owner of Rural Accountants in Whakatāne. She grew up on a sheep and beef farm in southern Hawke’s Bay and started in a Dannevirke farm accountancy practice straight out of school, going back to a senior role there before studying at Massey, where she took a business degree in accounting and management and a postgraduate diploma in agri-commerce. Accounting roles in Palmerston North, Rotorua, Waipukurau and Taupō followed. From 2015 Shannon was group financial controller and second in charge at Rockit Apple, through the period of its private equity buy-out, and founded Rural Accountants in 2017. She chairs or sits on boards across kiwifruit, Rockit apple and sheep and beef entities, among them a joint venture organic kiwifruit development with Māori landowners in the Eastern Bay of Plenty.

Shannon applied for Nuffield after being shoulder-tapped at an industry event. By her own account she would not have put her name forward otherwise, not being on farm and doubting she was a suitable candidate. Her application proposed examining whether New Zealand horticulture could make fuller use of the plant variety rights model, naming apples, hops, berries and kiwifruit.

Covid closed the borders and the international study became a domestic one, which suited a topic she already knew from the inside. Shannon’s report, Getting Plant Varieties Right, published in February 2022, works through two cases: Zespri SunGold kiwifruit and the Rockit apple. The royalty, she concludes, is not the point. What owning a plant variety right buys is control over how much gets planted, which keeps demand ahead of supply and rewards everyone along the chain. She also argues that updating the Plant Variety Rights Act to UPOV 1991 standards, required under the CPTPP, is a chance for New Zealand to write the best such legislation in the world.

Nuffield Research

Shannon examines how plant variety rights create value, using Zespri SunGold and the Rockit apple. She finds the right itself guarantees nothing: value comes from the product, the brand and above all the control to match supply to demand. She argues the pending update to the PVR Act is an opportunity to lead.

Featured Video

Shannon shares her Nuffield report findings.

Experience

Rural Accountants

Director, 2017-

Rockit Global Limited

Group Financial Controller, 2015-2017

BFA

Client Advisor, 2013-2015

Donald and Associates

Associate, 2011-2013

BDO Spicers Rotorua

Accountant, 2010-2011

Governance & Affiliations

NZ Institute 0f Directors

Chartered Member since 2018

Emerging Directors Forum – Tauranga

Member

Whakatane Members Forum

Committee Member

Education

2014NZIPIM Leadership Development Forum
2010/2012Chartered Accountants Australia and New Zealand (CAANZ) | Chartered Accountant CA | Certificate of Public Practice CPP
2011/2012Post Graduate Diploma in Agri-Commerce
2008Massey University Bachelor of Business Studies, Double Major – Accounting and Management

Training, Scholarships & Awards

2020Nuffield New Zealand Farming Scholarship

Read the Research

Read the executive summary and download the full pdf Nuffield report.

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Value Chain

Media appearances & public engagements

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