For over a century, New Zealand has built its economy through a series of commodity-based booms--from wood and wool to beef and butter. Now the country faces new challenges. In a world where value is increasingly rooted in capital- and technology-intensive industries, can countries dependent on agriculture really sustain its high living standards by growing crops? This book takes readers out on to farms, orchards, and vineyards, and inside the offices and factories of processors and exporters, to show how innovative New Zealanders are answering these challenges. From Icebreaker clothing to Mr Apple fruit exports, innovative companies are creating high-value, unique products, rooted in particular places, and making pathways to the niche markets where they can realize that value.