Herbage seed production for the period 1980-89 has averaged 20 600 metric tonnes (MT) (range 13 360-34 590). Canterbury has 82% of the total seed area. Production area (1989-90) by species are perennial ryegrass (Lolium perenne)44%; white clover (Trifolium repens) 33%; tall fescue (Festuca arundinacea) 6%; cocksfoot (Dactylis glomerata)5%. New Zealand exports seeds to over 40 countries with Australia; USA and the European Community representing major markets. Proprietary cultivars have increased in number from 5 (1980) to 62 (1989) and in volume from 0.1 to 27.0%) a trend we predict will continue, with proprietary cultivars being an estimated 60-65% of seed volume by 1995. The development of 'Endosafe' novel endophytes in ryegrass is expected to double seed usage in New Zealand for a decade as pasture renewal is increased from 250 000 ha to 500 000 ha per year. Opportunities and threats to the New Zealand 'industry, seed-quality training and research are discussed. Keywords: herbage seed, ryegrass, white clover, endophyte, exports, marketing, seed quality, training