Lincoln University's science and engineering research subsidiary will have a change of identity from Monday.
After nearly 20 years operating under the name Lincoln Ventures, it's now to be known as Lincoln Agritech Ltd.
Chief executive Peter Barrowclough said the name change more accurately reflects its role in the primary sector.
He said Lincoln Agritech has a long history in agricultural technology which goes back to the 1960s when it was called the New Zealand Agricultural Engineering Institute.
Mr Barrowclough said the name Lincoln Ventures has been used for the last 20 years, but recently it's lead to some confusion with some offices at other universities.
"We wanted to clearly differentiate that we are a provider in our own right and with an engineering and science basis, and we do research for agriculture, industry and the environment, so we just thought that a change to Lincoln Agritech would better reflect the offering we've got the primary sector," he said.