A nostalgic look at NZ’s produce trucks of the 1980s and how today’s growers have evolved with modern transport
In the 1980s, New Zealand was undergoing significant change. Deregulation had begun to reshape the economy, lifting long-standing controls and altering the landscape for many key industries. Yet, amid this shift, the livestock and fresh produce sectors largely escaped the rail-favoured regulations that had hampered other freight operations. As a result, many producers (though they preferred the title of ‘growers’) ran their own fleets of trucks to ensure that their produce made it to market on time, every time.
Today, produce travels from field to packhouse or directly to distribution centres (DCs), often under tight delivery windows and with an ever-growing list of health and safety protocols. Time slots must be hit with precision, and modern DCs are locked down with fences, gates, and mandatory inductions. Back in the day, things were more relaxed, but no less efficient.
Auckland and Wellington markets on a Sunday morning were a hive of activity and the ideal place to witness the wide range of growers’ trucks rolling in. These markets were open spaces, bustling with energy but free from the rigid security measures we see today. No high-vis vests were required; no pre-registered visitor passes – just a bit of commonsense and a healthy respect for the forklifts zipping around.
Photographing these trucks was easy then. They were out in the open, often with proud owners nearby, more than happy to talk shop. Try getting close to a DC loading bay with a camera these days, you’ll likely be escorted off-site before you can even focus the lens.
Many of those grower names from the ‘80s have stood the test of time. But the pressure of urban sprawl and the steady push of housing developments have seen some iconic names sell up. Productive land has too often given way to rooftops and driveways. It’s an unfortunate trade-off in a country that once prided itself on its food-producing heritage.
The 1980s were also a defining era for the road transport industry. With new rules around logbooks, hubometers, axle loadings, and Gross Combination Mass (GCM) increases – from 39 to 44 tonnes – the decade sparked innovation across the sector. Transport operators began investing in more capable setups. The standard truck of the time evolved into 6×4 or 8×4 units, often towing upgraded 3- or 4-axle trailers to maximise payload and, just as importantly, road user charge (RUC) efficiency.
Curtainsiders were just starting to make their mark in the produce transport scene. Growers quickly realised the benefits: quicker turnaround, reduced damage, and less hassle compared to traditional tarped loads. Drivers appreciated them too, not just for the ease of loading and unloading but for the added comfort and safety they brought to the job.
Around the same time, bulk produce like potatoes and onions made the shift from loose tipper bins to stackable timber bins. This opened up greater flexibility in the types of trucks that could be used. Flat decks became the go-to, and the rule was simple: the more bins you could carry, the better it was for the grower.
The trucks themselves reflected the diversity of the time. D Series Fords, Internationals, early Macks and Kenworth’s were commonly seen, often decked out with custom touches that reflected the pride growers had in their fleets. Japanese and European makes were also emerging, particularly for the smaller, part-time operations. These trucks weren’t just tools; they were symbols of the business and extensions of the growers themselves.
Backloads were often secondary, consisting of empty bins or packaging. The priority was always the fresh produce, delivered in perfect condition to secure the best return. A quick turnaround, then back to the farm for another load. It was a cycle built on trust, efficiency, and a deep understanding of the land and the road.
Fast forward to today, and while the industry has changed dramatically, the core values remain. Many of the big-name growers from back then are still operating today – Balle Bros, Wilcox & Sons, AH Gorn & Sons, Hira Bhana, Kim Young & Sons, Chapman Onions, Masters, Heartland, Talleys, Pyes, Turners & Growers – to name a few. These businesses have adapted, expanded, and embraced technology while remaining deeply connected to their core beliefs.
Companies like Balle Brothers and Wilcox now operate on a national scale, with year-round supply lines and sophisticated logistics networks. Their growing operations span multiple regions, and their fleets of HPMV-rated (High Productivity Motor Vehicle) units ensure that every trip counts – whether hauling fertiliser and packaging to the fields or bringing fresh produce out to market.
Their trucks have become sleek, branded mobile billboards and instantly recognisable. What was once simply transport has evolved into a key part of the marketing strategy, with strong brand identities extending all the way to the retail shelf. Many have even created their own supermarket brands or exclusive lines for boutique retailers. Some have gone further still, operating their own frozen chip factories and adding value at every step.
While the term ‘paddock to plate’ is now a trendy slogan, these growers have been living that concept for generations – quietly, consistently, and with a deep sense of purpose. They understand that it’s not just about growing food, it’s about delivering it in the best possible condition, every time.
And none of it would happen without the trucks or the dedicated drivers behind the wheel. Because no matter how modern or mechanised the system becomes, one truth remains: Without the trucks, nothing moves.