New Zealand needs to move on from worshipping its number 8 wire culture, a conference in Wellington has been told.
KPMG's regional agribusiness head, Ian Proudfoot, told the Agriculture and Horticulture Outlook gathering that innovation is one of the priorities agricultural leaders have identified as being important to the country.
He says celebrating the number 8 wire image so publicly sells the country short, and does it a huge disservice.
Mr Proudfoot says improving productivity on farms is also a priority, but there's a big gap between the strongest and weakest farming performers.
He says there's a common view in the agriculture sector that farm extension programmes are not delivering what they need to.