Episode 78

full
Published on:

7th Sep 2026

Steve Saunders on Building Agritech Startup Robotics Plus and the Road to Acquisition by Yamaha Agriculture

Steve Saunders tells the full behind-the-scenes story of how Robotics Plus went from a PhD project at Massey University to a globally operating autonomous vehicle and robotic packing company, attracting investment from Yamaha Motor in 2017 and a full acquisition by Yamaha Agriculture in 2025. This is part one of a two-part series. Part two features Nolan Paul, CEO of Yamaha Agriculture.

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In this episode you’ll hear:

  • How Steve Saunders went from growing up on a dairy farm in the Waikato to co-founding Robotics Plus and many other ventures
  • Why choosing corporate investment from Yamaha over venture capital was the critical decision
  • The inside story of how Steve led investments into Robotics Plus, by Yamaha, to a full acquisition, and why building trust through consistent face-to-face contact was everything.
  • Practical advice for Kiwi entrepreneurs going global with their startup

About Steve

Steve Saunders (Ngāti Ranginui) is a New Zealand serial entrepreneur with more than 35 years’ experience across the horticultural and food sectors, startups, and investments, having built many successful horticultural businesses. He is the co-founder of Robotics Plus – the Tauranga-based agritech company acquired by Japan’s Yamaha Motor Company in 2025 to form the foundation of Yamaha Agriculture, Inc. He is now the Senior Vice President, Business Development & Strategy at Yamaha Agriculture.

Steve brings extensive leadership and investment experience, global grower connections and financial expertise. From co-founding Gro-Link to launching GroPlus and PollenPlus, he is also a founding shareholder and director of Rockit Global Limited (Rockit Apples). He was also one of the founders of Mount Pack & Cool, one of the largest and most technologically advanced kiwifruit packhouses in the Bay of Plenty. He co-founded the Newnham Park Innovation Centre, a hub for export-focused businesses in the Bay of Plenty, and served for 13 years on the board of Priority One, the economic development organisation for the Western Bay of Plenty.

A long-time champion of Māori investment in agriculture and innovation, Steve has served on the Federation of Māori Authorities advisory board and was named Te Tohu Kairangi mō te Kaiārahi Pakihi / Outstanding Māori Business Leader in 2022.

Steve is also a sought-after mentor, known for generously sharing his time, knowledge and networks to support others on their journey. He is a long-time supporter of the Young Innovator Awards, helping inspire and encourage the next generation of innovators and business leaders.

His contribution to New Zealand’s exporting success and to developing others was recognised with the ExportNZ Bay of Plenty Export Awards Services to Exporting Award in 2025.

Links

Robotics Plus: https://www.roboticsplus.co.nz/

Yamaha Agriculture: https://yamaha-agriculture.com/news-media/robotics-plus-joins-yamaha-agriculture/

Connect with Jayne and Catherine

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About the Podcast

Jandals in Japan®
Bringing The Land of the Long White Cloud to The Land of the Rising Sun
The best show about New Zealanders doing business in Japan, bringing The Land of the Long White Cloud to The Land of the Rising Sun
How do you build a brand in Japan and nurture a loyal customer base?
What do you need to have in your tool belt if you are thinking of coming to Japan to launch a business here?
Japan is often considered to be in the "too hard" basket but we are here to open up the black box of doing business in Japan.
We will share stories from successful Kiwis selling their products and services here in Japan.
They'll tell you their tips for success and pitfalls to avoid.
They'll share their challenges and what they did to overcome them.
They will tell you things you can't find in textbooks or on the internet.
We will also be sharing the latest intel and insights on Japan from our on-the-ground presence
And you'll hear some super business culture and other tips from us sprinkled throughout.
Grab a glass of sake and let's get into it.
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About your hosts

Jayne Nakata

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Jayne Nakata is a Southland girl who arrived in Japan in 2002, planning to stay just two years. 20 years later she is still living in Fukushima Prefecture with her Japanese husband and two children. When the triple disaster hit in 2011, Jayne made the commitment to stay in Fukushima and contribute to rebuilding the area. She is the host of the award winning podcast Transformations with Jayne, which is a favourite with international women living in Japan. She is also the double award winning podcast producer and manager for PodLaunch with Jayne.

Catherine O’Connell

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Originally from Christchurch, Catherine O’Connell has lived in Japan since 2002 and has built a distinguished 23-year career as legal counsel in leading Japanese corporations. In 2018, she launched Catherine O’Connell Law, Tokyo’s first foreign female–founded boutique law firm, now a multi-award-winning practice.
Catherine is Vice Chair Emerita of the Australian & New Zealand Chamber of Commerce in Japan (2012–2025) and currently serves as an Audit & Supervisory Board Member at Fujitsu Limited (2022–). She previously served on the Audit & Supervisory Board of Toyota Motor Corporation (2023–2025).
A trusted advisor to boards and coach/mentor to C-suite executives, Catherine helps leaders excel in the complex Japanese business environment with cross-cultural clarity and strategic insight.
Alongside co-hosting the Jandals in Japan™ Podcast, she is also the host of the award-winning Lawyer on Air Podcast, highlighting untold stories of women in law in Japan.