McClay said the changes would support productivity and innovation across the primary sector.
“From drought-resistant grass seed to higher-yielding, better-tasting produce, these reforms provide vital support for growers and exporters,” he said.
The Government said plant variety rights already underpin a significant share of export revenue, with about 75% of New Zealand’s $3.5 billion kiwifruit exports in 2024 derived from protected varieties.
Under the proposed changes, protection terms will be extended by five years to help preserve the value of premium cultivars and support long-term industry growth.
Provisional protection will also be restored, allowing breeders to enforce their rights from the time an application is filed rather than when it is granted.
Brewer said the amendments would reduce the risk of new varieties being exploited during what can be a lengthy approval process.
Industry leaders say the reforms will help underpin continued growth in the kiwifruit sector, particularly in the Bay of Plenty, where around 80% of the country’s crop is grown.
Zespri chief executive Jason Te Brake said stronger protections would support investment, innovation and export growth.
“Innovation is critical to protecting and growing value for New Zealand,” he said, noting kiwifruit returned more than $3 billion directly to growers and their communities in the 2024/25 season.
He said about three-quarters of export sales came from protected varieties, underscoring the importance of an effective intellectual property framework.
“Stronger plant variety rights would help the industry invest with confidence, protect value, and bring more high‑value varieties to market,” he said.
The Kiwifruit Breeding Centre (KBC) also backed the proposed amendments, saying they would help sustain long-term scientific and financial investment in new cultivars.
Chief executive Dr Matt Glenn said developing a commercially viable kiwifruit variety could take up to 20 years and require millions of dollars of investment, with fewer than 1% of potential varieties making it to market.
“A clear and durable protection framework gives industry greater confidence that this long-term investment can be responsibly managed, and value returned to growers,” he said.
KBC said extending protection periods and restoring provisional protection would better align New Zealand with international settings, safeguard existing value and support future export growth.
Port of Tauranga has also welcomed the announcement, saying it would support continued growth in export volumes and infrastructure investment.
Chief executive Leonard Sampson said the move provided greater certainty for growers and industry participants, enabling long-term planning and innovation.
“The success of the kiwifruit industry and Port of Tauranga are intertwined. This announcement supports our plans to increase capacity and invest in infrastructure to support growing export volumes,” he said.
The port is progressing expansion plans, including new berths and increased container terminal capacity, to accommodate future growth.
Priority One chief executive Dave Courtney said the amendments to the PVR Act were an important step to protecting export value.
He said a strong, modern intellectual property framework is critical for regions like the Western Bay of Plenty, where kiwifruit is a cornerstone industry.
Courtney said the kiwifruit industry’s continued investment in new varieties, science and global branding has delivered significant returns, and clearer plant variety rights will help ensure that value is retained in New Zealand.
“This is about backing the long-term growth of an industry that delivers billions in export earnings and underpins thousands of regional jobs. Stronger PVR settings give businesses the confidence to keep investing here, rather than offshore.”
Priority One said aligning New Zealand’s regime with international standards will help unlock future export growth and maintain competitiveness in global markets.
“These amendments send a clear signal that New Zealand is serious about protecting innovation and growing high-value exports – which is exactly the kind of confidence boost regions like ours need,” Courtney said.
The proposed reforms also include streamlining fee systems through the Intellectual Property Office of New Zealand to improve efficiency and help limit cost increases.
Ministers say the changes will help ensure New Zealand remains competitive in global horticulture markets while delivering ongoing benefits to regional communities.