James Parsons, Director

James is an experienced agribusiness leader and director, bringing deep governance expertise and a practical, farmer-led perspective to Lincoln Agritech. He founded and ran Northland-based Hard Hill Country Genetics, a business breeding and supplying sheep and Angus beef genetics to clients across New Zealand. The 600 ha hill country property was one of the earliest adopters of Halter virtual fencing for beef in 2023. James now provides specialist advice to farm businesses considering virtual fencing as an option for their farms whilst overseeing his farm business.

James has held a range of senior governance roles across the rural sector. He is the former chair of Wools of New Zealand LP, served as a director of OSPRI, which oversees NAIT, the national cattle and deer traceability system, and TB Free, New Zealand’s national disease and pest management programme. He is a former Chair of Beef + Lamb New Zealand and the New Zealand Meat Board and continues to support farm businesses as a director and consultant with AgFirst Northland.

His governance experience spans industry good levy organisations, economic development, the veterinary sector and electricity, underpinned by strengths in strategic leadership, stakeholder engagement, and government and media relations. James brings a strong systems view of the agricultural sector, grounded in hands-on farming experience.

James is a Nuffield Farming Scholar and a graduate of Lincoln University, where he was awarded the Diploma in Farm Management with Distinction and was the University’s Gold Medallist. James is also a Lincoln University Council member.

Focus areas:

• Agribusiness leadership and governance
• Farm technology adoption and integration
• Farm systems and livestock genetics
• Stakeholder engagement and sector strategy
• National biosecurity, traceability and rural policy