Accounting firm KPMG says New Zealand needs to focus on what agriculture companies can do in order to grow their global market share and reputation.
In its second Agribusiness Agenda report, KPMG says the sector has a lot of potential and needs to stop dwelling on factors it is unable to influence.
The firm's research is based on interviews with more than 80 industry leaders, and its report includes 38 recommendations.
KPMG partner and head of agribusiness, Ian Proudfoot, says the sector needs to start discussing the important issues that will shape the industry over the next five decades, such as focussing on customers and encouraging collaboration with other countries on a commercial basis.
He says it also came to light in the report that the boardroom table of many agriculture companies lack the expertise such firms need to expand, such as knowledge of international markets.
Mr Proudfoot says the main issues of concern to those surveyed include biosecurity, growing markets, farming practice and sustainability.