According to the New Zealand Plant Breeding and Research Association's submission, New Zealand companies collectively spend over $35 million annually on plant breeding activities. Plant breeding involves a considerable investment of time and resources. It typically takes around 10 years and millions of dollars to develop a new variety for market. Moreover, when breeders start to develop a new variety, they rely on long-term assumptions about what farmers need and what end users such as food and beverage processors, feed manufacturers, etc., will want in 15 to 20 years' time from now. They factor in a range of assumptions about future needs. 