IFPA Produce Executive Program inspires industry culture of change

May 30, 2024

Victoria, Australia - The 22nd IFPA Produce Executive Program held in Victoria earlier this month (May) was a powerful catalyst for inspiring positive change in the fresh produce industry, participants have said.

The annual leadership program – open to fresh produce industry executives from Australia and New Zealand – brought together 47 participants from all sectors of the supply chain including grower/wholesaler businesses, industry associations, retailers, fresh produce transport providers and labour hire companies for six days of intensive learning at Deakin University, Waurn Ponds, Victoria from May 19-24.

The 2024 IFPA Produce Executive Program group at Deakin University, Waurn Ponds (Victoria, Australia)

Developed by Streamwise Learning and the Institute of Food and Grocery Management as “a course for industry run by industry” it is produced in collaboration with naming rights sponsor, the IFPA. This year’s program was sold-out, underlining a full post-pandemic recovery.

Program director and industry management consultant Tristan Kitchener said the program was a one-of-a-kind experiential training course which blended personal development and MBA-style business education.

Tristan Kitchener “It's industry-crafted, industry-driven and delivered by industry experts. Amongst the business discussions and leadership development, we place a strong emphasis on collaboration, personal growth, and well-being. We want participants to leave not only with business insights but with a profound sense of connection and self-improvement over the week,” Mr Kitchener said.

“Our aim is for the program to be an asset to the industry by enhancing leadership development and collaboration throughout the value chain.”

Three first-time participants said the program engaged and motivated attendees, bringing them successfully on the journey to personal and professional growth.

Flavorite marketing advisor Rruta Narula was among six vegetable industry participants to attend on a Hort Innovation scholarship.

"It was an immersive, high-level learning experience – an opportunity to hit pause, step sideways and hit refresh,” she said.

“Key lessons included sessions on the benefits of health and wellbeing in our everyday and professional lives, turning a brand campaign vision into reality, regaining confidence in public speaking, establishing and following process and the importance of engaging with the right people throughout the process.”

Ms Narula said she had already shared learnings with her team and Flavorite’s wider strategy team and revisited health and wellbeing practices in her personal and professional life.

“The program caters exceptionally well for the specific needs of the market and industry. I’ve already recommended it to several colleagues for the future.”

Hort Innovation R&D manager – integrated pest and disease management, Araz Solomon said the diversity of industry participants provided a valuable insight into the wider supply chain.

“I left with a deeper understanding of how things are done, why they are and what they are, learnings about negotiation skills, presenting to influence and how to explain the value proposition,” Mr Solomon said.

"Some speakers had a unique style of presenting, incorporating exercise and meditation into the learning which was highly engaging and memorable. We (in fresh produce) run at a fast pace and it’s important to manage your self-care for productivity and sustainability – and it’s something we can all apply immediately,” he said.

Tripod Farmers Group chief commercial officer Simon Raj highly recommended the program.

“It was an insight into the breadth and depth of our industry. I’ve been in the industry for nearly 30 years and to put my little piece of knowledge within this environment not only confirmed what I know but how it can be built on. A key learning was about the importance of establishing a process of various steps and following it,” he said.

“The course also had a strong emphasis on health and wellbeing which was unexpected from a corporate training environment.”

Mr Raj said Tripod Farmers Group was already thinking who it would send next year and into the future.

Speakers cover industry challenges

Key-note speeches this year addressed trends, customers and markets, a framework for problem solving and innovation, leadership, motivation and decision making and collaborative advantage and personal resilience.

ALDI Stores Australia group director buying (fresh, commercial, bakery) Matthew Atley presents at the Produce Executive Program

Facilitators were Emeritus Professor of Food Marketing, David Hughes; Minds at Work partner Lisa Smith; Business Olympian Consulting director Gavin Freeman and Corporate Fitness Service facilitator Lex Dwyer. Guest speakers were Perfection Fresh Australia chief executive officer Michael Simonetta; Woolworths head of strategic sourcing – fruit and veg Warwick Hope; Sundrop Farms chief executive officer Steve Marafiote; Aldi Stores group buying director - fresh produce, bakery and commercial strategy Matthew Atley; Horticulture Innovation Australia chair Julie Bird; Coles Supermarkets general manager – fresh produce Charlotte Gilbert; IFPA managing director A-NZ Ben Hoodless; Entente Agency founder Kara Hurry; ROC Partners partner and agricultural lead Frank Barillaro and a session from Scotwork Collaborative Negotiation.

Hort Innovation scholarship recipients were Abigail Woods from Boratto Farms; Colin Shiel from Butler Market Gardens; Jason Miles from Ten Farms; Rruta Narula from Flavorite; Ijaz Mohideen from Mulgowie Farming Company; and Jay Dupre from Samson’s Fruit and Vegetable Supply.

IFPA A-NZ establishes program alumni

On the back of the program’s success, IFPA A-NZ established an alumni and invited all 2024 participants to attend the IFPA Member Networking Event at premier fresh produce trade show Hort Connections 2024 in Melbourne next week (June 3-5).

“ Ben Hoodless headshot We hope to build on the alumni program to reconnect the group after a week-long bonding and learning session, to re-kindle friendships over the years. This year’s event will be the first of many to happen in the future,” IFPA managing director A-NZ Ben Hoodless said.

The Member Networking Event will be held at The Decks, set within Boatbuilders Yard, opposite the Melbourne Convention and Exhibition Centre (the Hort Connections host venue) from 6-8pm on Tuesday, June 4.

"IFPA is pleased to provide its members with member-exclusive discounted rates," Mr Hoodless said.

IFPA Produce Executive Program inspires industry culture of change

Additional Press