Central Economic Development Agency (CEDA)

Milson Rotary welcomed back Bobbie O'Fee, a former club member who now serves as current chairperson (Heamana) of the Central Economic Development Agency (CEDA). Bobbie opened with a laugh, admitting that explaining CEDA's work can be a tough sell, joking that some people would rather hear about the sex life of a frog than sit through an economic development talk. From there, though, she made a strong case for why the agency's work matters so much to the region.

CEDA was formed when two earlier organisations were merged, and it now answers to two shareholders, the Manawatu District Council (MDC) and the Palmerston North City Council (PNCC). Bobbie explained that this creates an interesting governance challenge, since funding is not split evenly and every major decision has to pass through two separate council processes, sometimes weeks apart. If one council says no, she said, it is back to the drawing board.

Bobbie joined the CEDA board in 2019, just before COVID hit, and found herself helping frightened local businesses navigate lockdowns almost immediately. That early support work has grown into an ongoing programme, the Regional Business Partners scheme, which helps more than 400 businesses a year with everything from cash flow basics to HR and marketing support.

A Region Built on Balance

CEDA's vision for 2030 is for the region to become New Zealand's most progressive, built on three pillars, an exceptional lifestyle, competitive advantage, and standing as a magnet for investment, talent and visitors. Bobbie noted the region's economy is unusually balanced, roughly a third government spending, a third farming, and a third business and manufacturing, which helps it stay steady through tough times.

The Ring Road and the Distribution Hub

One of the biggest pieces of news Bobbie shared was that, just weeks earlier, the region secured 22.5 million dollars in government funding to progress the long awaited ring road, part of a project expected to bring billions of dollars in benefit over the next 20 years. She pointed to the growing distribution hub near the airport, already home to around 90 businesses, including a major Foodstuffs expansion that will make it the largest distribution facility in New Zealand. Ports as far afield as Tauranga and Wellington have also approached CEDA about partnering, keen to tap into the region's rail and road connections.

People, Place and Business

Bobbie described CEDA's work as three interlinked pillars, people, place and business, each strengthening the others. She noted the Central North Island region generates 22.4 percent of New Zealand's GDP, prompting her CEO's regular joke that this is bigger than the South Island, so where is the Minister for the Central North Island? Living at Himatangi Beach herself, Bobbie said she loves that CEDA's work spans the whole wider Manawatu, from the Coastal Arts Trail and Manawatu Garden Festival to Manfeild, Tech Week and careers expos for young people.

Telling the Region's Story

CEDA also works to attract people and investment to the region, including helping local employers such as the hospital promote the area to prospective overseas staff. Last year the region was invited to TRENZ, New Zealand's major tourism trade event, for the first time, taking 15 tourism packages to market. This year, with a return invitation, CEDA held more than 60 meetings with people interested in what the region has to offer, from farm stays to bike trails and walking bridges.

Bobbie closed by reflecting on the mixed mood of the past few years, with COVID, global conflict, rising costs and the upcoming election all adding to uncertainty for many locals. She recalled the community's strong reaction when Toyota's future in the region was in question, a reminder of how deeply felt business losses can be here. But she balanced this with optimism, noting growing interest from Australians keen to relocate for the lifestyle and opportunity the region offers, even at a lower salary.

Milson Rotary thanked Bobbie for a candid and wide ranging look at the work being done behind the scenes to grow and connect the Manawatu region.