The Horticultural Brand Management Australia (HBMA) board, General Manager Elisa King, and key industry partners recently came together for a strategic planning workshop to set the direction for the next five years. The session was facilitated by Allan Ryan from Hargraves Institute and focused on strengthening HBMA's position as a leader in managing and growing premium brands across Australia.
© HBMA
HBMA Strategic Planning Workshop: Willis Casey (N&A), Glyndon Flavell (Flavell Fruit Sales), Laurie Thompson (Battunga Orchards/9Mile): Allan Ryan (Hargraves Institute), Sandra Ceravolo (Ceravolo Fine Fruits), Elisa King (HBMA), Tony Ceravolo (Ceravolo Fine Fruits) Rob Thompson (9mile), Adam Buckley (Newton) and Rob Cathels (N&A)
The session started with King highlighting the strong performance of HBMA's brands: "Since
HBMA took on the management of KANZI® apples, and brand awareness amongst consumers has increased by 64%. This season has been our best yet, selling 14% more than this time last year, with data showing Kanzi is the biggest-selling IP apple in Australia season-to-date. We're continuing to plant more trees to ensure we can meet growing demand. We were also thrilled to sell out the first QTee® pear crop this year, and with orchards maturing, we anticipate volumes will triple in the upcoming season."
After almost six years as Chairman, Rob Cathels (The N&A Group) has stepped down from the role but will remain on the board. He is succeeded by Adam Buckley (Newton Orchards), who brings deep industry knowledge and a clear vision for HBMA's future.
General Manager Elisa King thanked Rob for his contribution and welcomed working alongside Adam, adding: "HBMA's strength lies in collaboration, transparency, and making data-backed decisions — principles that will continue to guide us as we deliver value for growers, retailers, and consumers."
For more information
Elisa King
Horticulture Brand Management Australia Pty Ltd (HBMA)
[email protected]
Tel: +61 403 378888
https://www.hortbma.com.au/
