Exploring new value chains for health and wellness markets
Branching Out is validating the commercial potential of high-value medicinal plants suited to the region’s climate, soils, and future-focused farming systems. The trial includes angelica, ashwagandha, astragalus, calendula, and liquorice.
Through hands-on field trials, scientific testing, and direct market engagement, the project is uncovering how these crops can enable new value chains across health, wellness, and natural products - creating sustainable, future-focused diversification opportunities for landowners, and others across the value chain, including engineering, manufacturing and support services.
The plants under trial have been selected based on their:
- High-value and diversified revenue streams (including extracts, dried root material, and essential oils for use by natural health product industry, but also as functional ingredients prized by perfume, health and wellness industries).
- Unique chemical profiles and bioactive properties.
- Compatibility with local growing conditions.
- Alignment with existing regional expertise and value chains.
About the Medicinal Plants under trial
The Branching Out trials have focused on five key medicinal plants. The trials have aimed to assess how plant variety and density influence yield, quality, and suitability for commercial production. They have also evaluated harvest methods, post-harvest handling, and market value to determine overall economic viability.
Ashwagandha
A well-known adaptogen, ashwagandha is used in stress-support and cognitive health products.
Calendula
Calendula is widely used in natural health, skincare, and wellness products for its anti-inflammatory, antimicrobial, and healing properties. It also has applications in teas, supplements, and cosmetics, making it a valuable functional ingredient across multiple industries. The plant’s role in crop rotation and soil health also makes it a strong candidate in regenerative systems.
Astragalus
Astragalus is a medicinal herb known for its immune-boosting, anti-inflammatory, and antioxidant properties. It is commonly used in supplements and teas to support overall wellness, combat fatigue, and enhance resistance to stress and illness.
Angelica
While also part of the gin botanicals project, angelica holds traditional medicinal use for digestion and respiratory health. Growing trials have indicated that Taranaki can grow high-yielding angelica with high levels of essential oils.
Liquorice
Valued for its anti-inflammatory, antiviral, and digestive health properties, liquorice is being trialled in parallel with its use in the gin botanicals programme. It requires a longer growing period and is being closely monitored for root structure and glycyrrhizin levels.
Trial designs have been adapted across years to better suit local conditions — with changes to spacing, weed management strategies, and sowing dates. Sites include Pukearuhe, Hillsborough, Eltham, Toko, Okato, and Pihama, with rotational strategies employed to preserve soil health and reduce disease pressure.
Analysing high-value active compounds
To unlock commercial value, Branching Out has undertaken scientific analysis to assess each plant’s phytochemical profile - identifying and validating the presence of active compounds relevant to natural health and wellness, as well as functional, applications. Scientific validation will support future product claims and provides confidence for producers and end-users alike.
- Scientific testing of ashwagandha grown under trial has confirmed withanolide content and profiles aligned with American Pharmacopeia standards across four different seed line variants, supporting the potential for compliant local cultivation and processing. Liquorice root is undergoing analysis for glycyrrhizin, the compound associated with its anti-inflammatory effects, and quality traits like root diameter and sugar levels.
- Calendula is undergoing testing for key bioactive compounds such as flavonoids and triterpenoids to assess its suitability for medicinal and cosmetic applications.
- Angelica has been assessed for essential oil profiles and secondary compounds.
- Astragalus, when ready for harvest, will be scientifically tested for polysaccharide and saponin content - particularly astragaloside IV - to evaluate its potential for use in immune-support and nutraceutical products. Root structure is particularly prized for this crop.
In addition to product development, lab results, along with other factors such as yield, are being used to inform crop selection and harvesting timing, forming the scientific basis for a value chain that meets industry and regulatory standards.
Wondering if your land or business could diversify?
We can help you understand the opportunities that may be available for your land and your particular operation/circumstance. Whether it's initial advice, or pointing you in the right direction, we're happy to help.
Market potential and industry interest
Branching Out developed a detailed Industry Paper on Medicinal Plants, which outlines current market trends, global demand surges, sector development in Aotearoa, and potential export opportunities. This resource is especially useful for growers, product developers, and investors looking to enter or support the sector.
In summary, there is a global shift toward natural health products, wellness beverages, and cosmeceuticals is driving demand for medicinal plant ingredients with traceable, sustainable origins.
- International and domestic buyers are seeking products with ethical sourcing and ingredient provenance.
- Calendula and liquorice are of interest to natural skincare brands, while ashwagandha is in demand from the nutraceuticals sector, including stress-relief supplements and functional drinks.
- Conversations are also underway with product developers in New Zealand looking to use local medicinal plants in tonics, elixirs, and teas.
Find out if your land is suitable for medicinal plants
Compare land use opportunities by viewing the PDF or using the links below to access the interactive GIS maps (enter your address to get a more accurate understanding of the suitability of your land).
Please note: Maps are indicative only. Further research and professional advice should be sought if you wish to pursue this opportunity further.
Commercial drying facility: Scaling for market readiness
A critical enabler of the gin botanicals value chain is the development of a pilot-scale commercial drying facility, which is funded largely by the Three Waters Better Off Grant Fund package.
- Drying is essential to preserve aroma, quality, and active compounds in these botanicals — and is a key step in producing a distiller-ready ingredient that meets industry specifications.
- This facility will provide post-harvest drying services for crops such as the gin botanicals and medicinal plants under trial.
- The selected dryer is widely used across industries in New Zealand to produce value-added products and is capable of pilot-scale drying of a diverse range of materials - from root crops and hops to meat, fruit, vegetables, and nuts.
- Until now, drying related to the project and new crops had been carried out by research institutions or at toll-processors. The facility represents a significant leap forward in processing capability and quality assurance for Taranaki-grown botanicals, further derisking the opportunity.
- It also unlocks the potential to aggregate product from multiple growers, supporting larger batch production for both domestic and export distilleries.
Our blueprint for medicinal plants in Taranaki
This blueprint provides an overview for commercial production and processing of medicinal plants and their value chain in Taranaki, and an indication of potential returns.
Please note: This blueprint was produced in 2022.
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