New Zealand's primary industries will need 50,000 more employees by 2015 if it's to reach the target of doubling exports within 11 years, says Primary Industries Minister Nathan Guy.

Nathan also told guests at the 2014 Bay of Plenty Young Grower of the Year awards on Wednesday night that half of the new workers will require a tertiary or Level 4 qualification.

The horticulture industry is trying to grow its employment appeal to young people.

Earlier in the evening two contestants, Craig Ward and Simon Bowker, both from Katikati, spoke of the poor image horticulture as a career has among college students.

'Horticulture is regarded as the subject you take if you are not smart enough to do sciences and maths,” says Craig.

He ignored the stigma to graduate with a Bachelor of Applied Science in Horticulture and a Post-Graduate Diploma of Agri-science in Horticulture from Massey University – and today a is technical advisor at kiwifruit and avocado postharvest operator Apata.

'It is time to dispel the myth and recognise the true value horticulture has to offer,” says Simon, who also encountered negative attitudes to his career choice.

Despite this, he completed a Diploma in Horticulture at Lincoln University and today is orchard manager for Katikati's Hume Pack and Cool.

HortNZ senior business manager Sue Pickering also holds concern about the industry's future workforce.

'We do not have enough talent within the industry to reach our growth targets.

'We need to do more, get better connected with each other – and the rest of New Zealand – to tell the story of our fantastic industry.”

The horticulture industry needs to invest between $1.5biilion-$2billion into its human resources, says Sue.

Nathan says the Government is working to do more to sell primary industries as a career to students.

Among initiatives is the recently-launched Enterprising Primary Industries Career Challenge, which asks school students to identify different careers within the primary industries and develop a strategy to promote them to the target market of Year 10 students.

Nathan says it is up to everyone within primary industries to help raise the profile of career opportunities.

'New Zealand has a proud tradition in the primary industries – it's an innovative sector that requires our best and brightest across a range of skills.

'As international markets become more sophisticated and competitive, it is crucial New Zealand's primary industries keep pace.

'There's good capacity in our tertiary education system to meet this need. The challenge for all of us is to inspire more young people to obtain good qualifications and work in the sector.