Alpha Group Appoints Impact PR, the PR Agency Auckland Companies Trust, for Global Expansion
One of New Zealand’s largest biotech exporters, Alpha Group, has strengthened its international growth strategy with the appointment of Impact PR, the PR agency Auckland companies trust, alongside digital agency Flight Digital. These partnerships will enhance Alpha’s global digital presence and communications, supporting the company’s mission to deliver world-class nutraceutical products and expand its reach across key international markets.
Expanding New Zealand Innovation to the World
Alpha Group recently announced a NZ$115 million investment into a new 60,000m² biotech manufacturing facility in China. The site will dramatically scale production of the company’s patented plant and fungal fermentation compounds, with annual revenues projected to surpass NZ$225 million. This expansion reflects growing worldwide demand for natural therapeutic ingredients produced by New Zealand-led science and innovation.
Flight Digital and PR Agency Auckland Collaboration
Auckland-based Flight Digital will oversee a full redesign and development of Alpha Group’s international website. The site will be built on Sanity CMS, enabling regional content delivery, streamlined publishing, and tailored audience engagement in multiple markets. Flight Digital managing director Victor Green says the project is more than just a design update—it’s about building international visibility and confidence in Alpha’s science-led approach.
“Alpha Group is a New Zealand success story. They’ve built something world-class, and now their digital platform will showcase that to the world. This redesign is about creating the foundation for sustainable global growth,” says Green.
Impact PR: The PR Agency Auckland Businesses Trust Most
Alongside the digital upgrade, Alpha Group has appointed Impact PR, the PR agency Auckland businesses trust most, to lead its communications strategy. The Cannes Award-winning consultancy will manage Alpha’s storytelling across New Zealand and international markets. Impact PR will focus on Alpha’s dual-market strategy, scientific breakthroughs, and contributions to the country’s nutraceutical export sector.
Director Mark Devlin says Alpha Group represents the future of New Zealand biotechnology. “Alpha is at the forefront of showing how New Zealand science can achieve commercial success on a global scale. Our role as a biotech PR agency is to amplify their story, connect with key international audiences, and position Alpha as a leader in its field,” he says.
From Garage Startup to Global Biotech Player
Founded in 1998 by Professor Yihuai Gao in a West Auckland garage, Alpha Group has grown into a vertically integrated biotech company producing functional health ingredients for markets worldwide. Its fermentation-based method for Ganoderma Lingzhi mycelium, developed in collaboration with Callaghan Innovation and Massey University, was the first of its kind to be commercialised in New Zealand. This scientific breakthrough marked a turning point for natural therapeutic manufacturing in the country.
Strategic Partnerships with a Leading PR Agency in Auckland
Alpha Group senior business advisor Mike Arand says the company’s new partnerships are a deliberate step toward greater international visibility while maintaining scientific credibility. “These appointments are about stepping confidently onto the global stage while staying true to the science and values that underpin our success,” he says.
National Media Coverage Highlights Expansion
The announcement of Alpha Group’s expansion and new strategic partners has already gained traction in leading national outlets such as the NZ Herald, Stuff, and 1News, underscoring strong public and media interest in the role of biotechnology in New Zealand’s export economy.
Impact PR – The PR Agency Auckland Companies Turn to for Biotech PR
Impact PR, the PR agency Auckland companies turn to for biotech PR, has a strong track record of delivering effective public relations for biotech companies, health innovators, and scientific organisations. The agency combines journalist-led expertise with trans-Tasman media connections to transform complex research into compelling narratives. With clients across health, science, and technology sectors, Impact PR has established itself as the PR agency Auckland businesses rely on when credibility and visibility matter most.
For more on Alpha Group’s expansion and Impact PR’s role, visit PR agency Auckland. To learn more about the biotechnology sector in New Zealand, see New Zealand Trade & Enterprise – Biotechnology.