The Terroir of Innovation

“Terroir is a mix between a geographical definition and a cultural one. It is a geographical area with specific geological, hydrological, soil and climate characteristics. But it is more than that. The terroir has a strong cultural side.” - French Food in the U.S.

I’ve spent more than 30 years thinking about innovation. First, I thought about why Japan seemed to be outpacing the U.S. in the automotive, semiconductor, consumer electronic and computer industries in the 1980s. Later on, I thought about how to help IBM introduce more innovation into its culture. And since 2002, I’ve been thinking about what makes California’s Silicon Valley the innovation center that it is.

I’ve also had a long-term interest in wine. I’ve been involved in the New Zealand wine industry for more than 20 years. While immersing myself in the wine industry, I came across the word, “terrior.” In France, terrior captures the idea that wine is influenced by the land on which the grapes are grown, the weather conditions and the local culture of wine makers.

As I have become more engaged with the New Zealand innovation economy, I feel that terrior applies also to innovation ecosystems. Aoteoroa’s unique combination of location, physical geography and Kiwi culture creates a great crucible for innovation.

Being on the far side of the world enabled New Zealand’s flora and fauna to evolve in its own way. In the same way, New Zealand’s people found their own way of getting things done. The number 8 wire mindset of settlers has driven a lot of innovation, while the strength of Maori indigenous knowledge has seeded a lot of new ideas. These factors have created an advantage, and a character - a terroir.

Today, more and more Kiwi entrepreneurs are leveraging Aotearoa’s unique terroir to create exceptional innovations and take them to the world. New Zealand is truly becoming an innovation nation.

– Mark Bregman