Meet Fieldco - The Making of a Better Kumara

Kumara might be a Kiwi staple, but not all kumara is created equal.

Field Co Employee quality checking the kumara

At Fieldco, the difference starts long before harvest - in the soil, the season, and decades of experience growing in one of New Zealand’s most renowned kumara regions.

Where It All Begins

Fieldco’s story begins in 1976, when Rick Simpkin’s father made a bold decision.

Working in a government job and raising a large family, he wanted to build something of his own - something that could support his children and create a future. Looking around at the land in Kaipara, near Dargaville, he saw an opportunity. The region’s warm climate, rich soils, and long sunshine hours made it ideal for kumara - breaking into the relatively new commercial industry.

He bought a block in a sheltered valley and started growing.

Today, that original block is still in production, and three generations of the Simpkin family have continued building the Fieldco legacy. With nearly 150 years of combined growing experience, Fieldco’s expertise speaks for itself - and it’s a kumara you can trust.

But more than that, it’s a business built on family and community. Many of the team have grown up around the farm, and in a rural town like Dargaville, that connection runs deep.

At its core, Fieldco is about something simple: growing great-tasting food for New Zealanders.

Grown for the Land

Kumara is a subtropical crop - and where it’s grown makes all the difference.

Kumara getting picked

The Kaipara region offers a unique combination of warm days, humid nights, and some of the longest sunshine hours in the country. Beneath the surface, the clay-based soils help shape the kumara as it grows, contributing to both structure and quality.

Fieldco is deeply aware of kumara’s place in New Zealand’s historical food story.

“It’s a real Kiwi vegetable - it’s been here for generations,” they explain. “We want to keep inspiring chefs to use it more and celebrate it for what it is.”

Handled with Care

Kumara is more delicate than it looks.

At Fieldco, every kumara is handpicked to protect its skin and structure. The team work with a simple philosophy: “We treat our kumara like eggs,” meaning they’re handled with the utmost care and attention at every stage.

Harvest itself is a highly hands-on process. Once the tops are removed, the kumara are gently lifted from the soil and hand-selected by a team working alongside the harvester - ensuring minimal damage to the crop.

It’s labour-intensive, but intentional- because consistency at Fieldco starts in the paddock.

Where Flavour Develops

After harvest, Fieldco kumara goes through a carefully controlled curing process. This stage allows the skin to strengthen while natural sugars develop, enhancing both sweetness and texture.

It’s a critical step - and one that requires patience, precision, and experience.

And just as important as growing kumara is knowing when it’s ready. "Maturity is everything,” they explain. “If it’s had the right time in the ground, the flavour will be there.”

From Fieldco to the Kitchen

Kumara getting prepared

Fieldco is involved in every step of the process - from seed selection through to growing, harvesting, storing, washing, and packing.

But just as important is what happens next.

Through trusted partners like Bidfood, Fieldco kumara moves efficiently from grower to kitchen - maintaining its quality, traceability, and consistency along the way.

For chefs, that connection matters. It means a product that’s not only grown well, but delivered with the same level of care.

Quality You Can See - and Taste

At Fieldco, quality comes down to one thing: flavour.

While appearance matters, it’s not everything. Skin imperfections don’t affect how kumara eats - and with the right cooking techniques, a good kumara should be sweet, soft, and full of flavour.

“Don’t be deceived by how it looks,” the Simpkins say. “If you cook it right, it will shine.”

Different varieties also bring different strengths in the kitchen.

• Red kumara is drier and well suited to boiling, mashing, or roasting after par-cooking

• Orange (Beauregard) is naturally sweeter and ideal for roasting or baking

• Gold is often considered the sweetest eating variety, though less common

• Purple offers an earthy flavour and vibrant colour - perfect for adding something different to the plate

Together, they showcase just how versatile kumara can be.

Why It Matters in the Kitchen

In winter, kumara becomes a true workhorse ingredient - roasted, mashed, fried, baked, and used across both savoury and sweet menus.

It’s one of the most versatile vegetables available - equally at home in a salad as it is in a dessert.

For the Simpkin family, one standout is kumara cake - similar to carrot cake, with a soft texture and natural sweetness that carries through beautifully.

But beyond recipes, their goal is bigger.

Fieldco is passionate about encouraging chefs and operators to use kumara more - to experiment, to showcase it, and to recognise it as one of New Zealand’s most iconic ingredients.

Because when grown and handled properly, kumara has the ability to elevate even the simplest dishes.

The Difference Is in the Details

Like all growers, Fieldco faces challenges - from unpredictable weather to rising production costs. But their focus remains the same: control what they can and continue to deliver a product they’re proud of.

At a glance, kumara might seem simple.

Simpkin Family

But behind every Fieldco kumara is a family story, a connection to the land, and a commitment to growing great-tasting food for New Zealand.

And in a season where comfort food takes centre stage, those details make all the difference.