Abstract
This research investigated the barriers and opportunities for biodigestate, a key by product of bioenergy production, as an input to commercial agricultural operations within New Zealand. The qualitative research examined in detail how the product fitted into the agricultural community. The interview sample included both users and non‐users of biodigestate‐based fertiliser and fertiliser channel participants. The data was analysed using thematic analysis. Fifteen themes emerged, under three headings: general fertiliser purchase issues, motivations to use biodigestate, and barriers to using biodigestate. Those farmers that had used biodigestate based fertiliser were pleased with its performance relative to current mineral based fertilisers. The principal barriers to uptake were concerns about contaminants, most notably chemical contaminants such as heavy metals, issues with application (investment in specialist equipment and soil damage), and reliability of supply. Channels of fertiliser delivery within the market emerged as a significant issue for aspiring biodigestate‐based fertiliser producers. Findings in this area were; firstly that fertilisers are sold, with marketing in a support role, and that biodigestate marketing should be sales driven. Effective sales efforts within any particular market are also very ‘culture specific’. Secondly, the biggest barrier for biodigestate was the very close relationship that farmers had with their existing suppliers, and the high perceived risk of switching suppliers. Thirdly that the existing companies were primarily distributors of fertiliser, and they were therefore potential allies, not adversaries of biodigestate producers within any particular market. Finally, the existing fertiliser companies had local market/consumer knowledge that was of critical importance to the technical design and development of biodigestate production processes. The main conclusion was that the most effective way to present biodigestate‐based fertiliser to commercial agricultural users was via their existing channels of supply and as a component/adjunct to existing fertility to solutions.