Showing there is more to this country's multibillion-dollar wood industry than growing trees and shipping logs abroad is one of the aims of a nationwide festival taking place during the Rugby World Cup.
New Zealand Trade and Enterprise's Winning With Wood festival will showcase genetics, harvesting, wood drying and processing equipment, transport services, wood fibre-based biotech, timber construction, manufactured wood products, architecture and design.
"The main goal is to demonstrate to our international visitors and to a certain extent our New Zealand audience that we have amazing innovation across the whole wood and forest sector value chain," said NZTE Bay of Plenty regional manager Lionel Crawley.
A number of events - including conferences, exhibitions, displays and competitions - will take place in Rotorua in the leadup to the city's first World Cup game (Fiji vs Namibia) on September 10.
Nearby Kawerau's Woodfest will kick off on Friday featuring the national wood skills competition and chainsaw carving.