Scott Hobson, Co-Founder, Magnify
In the rolling pastures of Aotearoa (New Zealand), where agriculture is both heritage and heartbeat, a quiet transformation is underway. It’s not the one driven by machines or synthetic formulas but by biology. At the heart of this movement is Magnify New Zealand, a pioneering Ag-Bio company putting the power of natural systems back into the hands of farmers. Founded on the visionary insights of Scott Hobson, a figure with a deep understanding of both traditional fertilizer practices and the land’s inherent potential, Magnify NZ’s journey is a testament to transforming agricultural sustainability into tangible profitability—a vision anchored by an enduring commitment to the land and abiding empathy to nature
With a strong focus on innovation, resilience, and ecological balance, Magnify NZ is not just powering green agriculture but delivering a blueprint for the future of farming.
The Genesis: Nurturing Nature’s Potential
The origin of Magnify NZ lies in the lived experience of its founder, Scott Hobson, who has long straddled the worlds of practical farming and fertilizer science. The diminishing returns and the hazardous ecological impact of synthetic fertilizers led Hobson to envision a different path—nurture nature and use its own resources to feed the plants. “I saw an opportunity to create solutions that work in harmony with nature rather than against it. The motivation was twofold: to boost profitability and resilience for farmers and to address pressing challenges like soil degradation, nitrogen leaching, and climate impacts,” shares the CEO.
This cycle of “value creation”, woven into the very fabric of Magnify NZ, empowers farmers to boost productivity while healing ecosystems. Magnify’s bio-stimulants and bio-fertilizers are designed to unlock soil potential, reduce synthetic dependency, and combat crises like nitrogen leaching and topsoil erosion—a crisis starkly quantified by Hobson: “We’ve lost half the world’s topsoil in 150 years. Without change, it could vanish in 60.”
The Science of Symbiosis: A Biological Breakthrough
At Magnify’s core lies a simple yet profound principle: “Feed the soil micro-biology, and they support the plant.” The conventional farming practices that flood the plantations with high doses of synthetic nutrients often prove detrimental to crop health and are even subject to run-offs. Instead of enhancing the plant’s potential superficially, Magnify’s bio-stimulants go deep down and awaken the soil’s innate fertility capacity. In collaboration with its astute team of research scientists and field experts, the company has developed products that release beneficial microbes to unlocking the soil’s natural nutrient reserves—ultimately helping to create a thriving soil ecosystem. These microorganisms expand the root systems, which dramatically improves the plant’s uptake efficiency. This biological approach recognises that plants allocate 30% of their sugars to nourish microbial allies—a natural exchange now turbocharged by Magnify’s formulations.
From increasing root biomass to modulating soil temperature and enhancing moisture retention, Magnify’s formulations support the full soil-plant-animal continuum.
Independent trials over 20 years validate the approach. By boosting nutrient efficiency farmers achieve comparable or superior yields with fewer chemicals. One trial revealed a staggering 91% reduction in nitrate leaching—a game-changer for water quality. “Microbes are doing the heavy lifting—recycling organic matter, mobilizing nutrients, and improving root growth,” explains Hobson. “We’re just giving nature the tools to work smarter.”
Recognitions and Resilience
The year 2023 marked a significant milestone in the legacy of Scott Hobson and his dedicated team of innovators, scientists, and field experts. Magnify NZ was honored with the Sustainability Award for its unwavering commitment to putting science-based sustainable practices at the heart of farming. For them, the award not only validates their longstanding commitment to grit, innovation, and hard work but also strengthens their resolve to drive their mission forward with renewed vigor. The award enforces their objective and wins customers’ loyalty, opening doors for fresh collaborations with forward-thinking farmers, domestic and international. “Looking forward, it sharpens our focus on our purpose—delivering tangible value for rural businesses while looking after the land for the next generation. It’s a shared achievement that drives us onwards, knowing our mahi is making a genuine, positive impact,” Hobson beams.
Innovation, Adaptation, and Farmer-Centred Design
Magnify’s success is grounded in adaptability. Their products comply with the dynamic nature of farming and flexible regulatory protocols. From water quality mandates to emissions compliance, Magnify’s bio-solutions strictly adhere to stringent frameworks while still delivering value.
With predictive models that have been working accurately since 2001 and anchored in science and local conditions, the company doesn’t just respond to change, it anticipates changes. “With the tools and information we can utilize, we then review our formulations under “real world” New Zealand farming conditions—across regions, soil types, and livestock or crop systems—to ensure they deliver solutions,” affirmed the CEO.
Farmers as Co-Innovators
Customers’ inquisitiveness and innovation have played a pivotal role in Magnify’s continued growth. Moreover, at Magnify NZ, the farmers are the “most fearless innovators”—taking the products into uncharted territories and uncovering new possibilities.
From replacing fungicides in onion, barley, and broad bean crops to restoring soils deemed beyond recovery, their stories are extraordinary.
Dairy farmers report healthier pastures with less fertilizer; crop growers replace fungicides with Magni-Life, seeing yields rise while diseases plummet. Sheep farmers using Magni-Lamb report less drenching, heavier lambs, and stronger stock—while simultaneously combating the threat of drench resistance.
For Magnify, sustainability isn’t a buzzword—it’s a seven-generation pledge. “The opposite of sustainable is expiring,” Hobson quips. Their products, proven to lower costs and environmental footprints, dissolve the false choice between ecology and economics and predict a synergy.
“These outcomes are not just economic,” says Hobson. “They’re emotional. We’ve seen farmers regain confidence, hope, and pride in the land they steward.”
The Road Ahead: Global, Grounded, Growing
Looking to the future, Magnify NZ is scaling impact. With new partnerships in development and a growing network of field support specialists, the company is building NZ-wide ecosystems of regenerative, profitable farming.
Upcoming innovations include crop-specific microbial blends and enhanced climate-smart formulations. But no matter how high-tech the solutions become, the company remains grounded in its foundational belief: real change grows from the soil up.
“Our mission is clear,” concludes Hobson. “Deliver solutions that restore balance, reward the farmer, and respect the future. The tools are here. The science is sound. And we believe the time for biological farming isn’t coming—it’s already begun.”
Magnify New Zealand is more than an agritech company. It’s a catalyst for enduring change—a living example that farming can be regenerative, resilient, and remarkably rewarding. From the paddocks of Aotearoa to fields across the globe, its message is clear: when you magnify nature, you magnify the future.