GROWING WITH PURPOSE
Tim Baker, founder of Crop, is on a mission to reconnect people with their food – and the soil beneath their feet.
After moving from London to Queenstown in 2014, Tim immersed himself in the region’s sustainability scene, particularly through his time at the Sherwood Hotel. While managing the bar and making regular visits to the on-site garden to craft specialist cocktails, Tim developed a strong connection with the hotel’s horticulturist, who soon became a close friend and mentor.
Their shared curiosity sparked a deeper interest in soil biodiversity and its role in plant and human health. Tim studied horticulture through Southern Institute of Technology, maintained community plots, and refined his skills working at a high- country station and native plant nursery. He eventually became Sherwood’s in- house horticulturist, growing produce for Otago’s only Two Hat restaurant, across multiple sites.
The idea for Crop emerged from conversations with people eager to grow their own food but unsure where to start. “Today’s food system is very fragile. That’s why we should all be thinking about having the skills to grow at least some of what we eat, ourselves,” he says.
This year, Tim and his family relocated to Matakana, drawn by the strong sense of community, proximity to the ocean, and the chance for their young son to grow up closer to extended family. “Each time we visited, we fell more in love with the place,” he explains. “Queenstown is growing rapidly and can feel quite transient. We were craving deeper roots and a slower pace.”
Today, Crop works with both private households and commercial clients – designing and maintaining edible landscapes, from simple backyard veggie patches to full kitchen garden models for restaurants. Whether the goal is a native-edged food forest, a thriving vegetable patch, or improved composting systems, Crop’s services are tailored to meet each client’s needs.
From first-time growers to seasoned gardeners lacking the time or energy to maintain their much-loved plots, Crop offers support at every stage. Tim’s approach makes food growing simple and achievable, with a focus on sustainable practices that work with nature, not against it.
“Growing your own food doesn’t have to be overwhelming,” says Tim. “It’s about working with nature, starting small, and enjoying the process.”