Company Outline

DMS Progrowers is a leading kiwifruit and avocado orchard management and post-harvest operator in the Bay of Plenty. Established in 1989, DMS now manages more than 100 orchards and employ over 100 full-time staff, as well as another 500-plus seasonal workers during the annual harvest period. The DMS administration centre is located in Tauranga and they operate two major post-harvest facilities, as well as offer a range of services to orchards tailored to suit individual grower needs.


DMS were lacking a strategic advantage over competitors by way of an executive focus on company values that resonate with both their staff and customers. They were also without a long-term goal to work towards. Without these values for the team to rally behind, they were finding it hard to work cohesively towards their shared objectives, resulting in unnecessary levels of inefficiency within the company. This was noticed by the Executive Team, so they sought out external help to help solidify their team.


In 2012, Nick Harvey of Deep Waters Consulting was engaged to help facilitate this company-wide process. Nick’s expert facilitating skills combined with his charismatic personality enabled the team at DMS to cement and implement their core values. The values put in place are:

·         Show Initiative

·         Consistent Customer Focus

·         Together We Achieve

·         Positive Attitude

·         Passion for Success

·         Our People’s Wellbeing

Nick was also instrumental in working closely with the Executive Team to establish a Big Hairy Audacious Goal (BHAG) – a challenging yet achievable long-term goal for the company to strive towards.


Today, the guiding principles and vision which were developed in 2012 have become the backbone of the company culture at DMS. They are well on the way to achieving the BHAG which was put in place, and Nick returns every six months to keep everyone, including the Executive Team, accountable and on track.  

Nick has since been engaged for specific training and development of the DMS Client Services Team. Nick’s motivation and expert knowledge on spin selling and brand marketing concepts has led to the tremendous success of the development program. His genuine work place examples provided inspiration and encouragement to the Client Services Team, allowing them to provide a customer-focused service more in line with their core values.


Nick was approached in 2012 to help DMS to develop a strategic edge over their competitors. The outstanding result achieved with Nick’s help has ensured that DMS now have one of the most respected and high performing sales teams in the kiwifruit industry, which was a large part of their BHAG.