AUCKLAND, Today: Alpha Group, one of New Zealand’s biggest biotech exporters, has brought on Flight Digital and Impact PR as key partners to help drive its global expansion plans.
The partnerships come after Alpha confirmed a NZ$115 million investment into a 60,000m² biotech facility in China. The site is set to boost production of its patented plant and fungal fermentation compounds, generating more than NZ$225 million annually.
Flight Digital will handle a full redesign of Alpha’s global website. Built on the Sanity CMS platform, the new site will enable fast publishing, regional content delivery and localisation, showcasing Alpha’s international scale and innovation.
Victor Green, Flight Digital managing director, says Alpha Group deserves wider recognition. “They’ve built something world-class, and now it’s time for their digital presence to reflect that. This isn’t just a redesign-it’s about building a solid foundation for international visibility, confidence and growth.”
“We’re proud to help tell that story and support a company that’s not only scaling rapidly but also reinvesting in Kiwi-led innovation and research.” – Mark Devlin
Impact PR, led by Cannes Award-winning talent, has been named Alpha’s PR partner. The agency will manage strategic communications across New Zealand and international markets, telling Alpha’s story through its dual-market strategy, scientific breakthroughs and nutraceutical export contributions.
Mark Devlin, Impact PR director, says Alpha highlights how Kiwi science can deliver global outcomes. “We’re proud to help tell that story and support a company that’s not only scaling rapidly but also reinvesting in Kiwi-led innovation and research.”
Alpha began in a West Auckland garage in 1998, founded by Professor Yihuai Gao. Today, it’s a vertically integrated biotech firm producing functional health ingredients worldwide.
Its fermentation method for Ganoderma Lingzhi mycelium, developed with Callaghan Innovation and Massey University was the first commercialised in New Zealand.
With Alpha’s international reach expanding, leadership is clear on the need for visibility and strong brand storytelling. Mike Arand, Alpha Group senior business advisor says, “These appointments are about stepping into a more visible role internationally, while staying true to the science and values that underpin our success.”
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