Alpha Group Appoints Flight Digital and Impact PR to Support Global Expansion

One of NZ’s largest biotech exporters Alpha Group has appointed digital agency Auckland Flight Digital and communications firm Impact PR as strategic partners to support its rapid international expansion.

The move follows Alpha Group’s announcement of a NZ$115 million investment into a new 60,000m² biotech manufacturing facility in China. The site will boost the output of the company’s patented plant and fungal fermentation compounds and is forecast to generate over NZ$225 million in annual revenue.

Flight Digital has been selected to lead the full redesign and development of Alpha’s global website, with a focus on showcasing the business’s scale, innovation and international infrastructure. Using the flexible Sanity CMS platform, the new site will support regional content delivery, fast publishing and localised audience targeting, laying the groundwork for Alpha’s global brand story to be more widely seen and understood.

Victor Green, Flight Digital managing director, says Alpha Group is one of those New Zealand success stories that more people should know about.

“They’ve built something world-class, and now it’s time for their digital presence to reflect that. This isn’t just a redesign-it’s about building a solid foundation for international visibility, confidence and growth,” he says.

Cannes Award-winning agency Impact PR has also been appointed as Alpha Group’s public relations partner, tasked with leading the company’s strategic communications across New Zealand and key international markets. The boutique firm will support Alpha’s storytelling around its dual-market strategy, scientific breakthroughs and contribution to New Zealand’s nutraceutical export sector.

Mark Devlin, director of Impact PR, says Alpha is at the forefront of a major shift in how New Zealand science can drive global commercial outcomes.

“We’re proud to help tell that story and support a company that’s not only scaling rapidly but also reinvesting in Kiwi-led innovation and research.”

Founded in a West Auckland garage in 1998 by Professor Yihuai Gao, Alpha Group is now a vertically integrated biotech firm producing functional health ingredients for markets around the globe.

Its fermentation-based production method for Ganoderma Lingzhi mycelium, developed in collaboration with Callaghan Innovation and Massey University, is the first of its kind to be commercialised in New Zealand, representing a step change in natural therapeutic manufacturing.

As Alpha’s international footprint grows, the company’s leaders say that digital visibility and effective brand storytelling are vital for engaging with global partners and reinforcing the company’s scientific credibility.

Mike Arand, Alpha Group senior business advisor, says the appointments mark a deliberate shift toward greater international visibility, while maintaining the scientific integrity and values that have guided the company’s growth.

“These appointments are about stepping into a more visible role internationally, while staying true to the science and values that underpin our success,” he says.