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Thursday 30 May 2013

Marketing, Retailing and Supply Chain

Tristan Kitchener

Master of Ceremonies

Tristan Kitchener is an independent consultant focused upon the Fresh Produce and FMCG (Fast Moving Consumer Goods) sectors, supporting businesses in aspects such as marketing planning, private label strategy, retailer insights, and business planning and development. Given Tristan’s retailing experience, he is increasingly involved in assisting manufacturers and HAL member industries work more effectively with the major Australian grocery retailers and QSR industry.

Prior to this, Tristan was Group Merchandise Manager (Fresh Produce) at Coles Supermarkets from 2005-09 and managed the salads and vegetable trading teams. Previously, Tristan was a Produce Technologist and then Senior Category Buyer at Sainsbury’s Supermarkets UK from 1997-2005.

David Hughes

Emeritus Professor of Marketing, Imperial College London

Dr David Hughes is Emeritus Professor of Food Marketing at Imperial College London, and Visiting Professor at the University of Kent Business School and at the Royal Agricultural College, UK. David is a much sought-after speaker at international conferences and seminars on global food industry issues, particularly consumer trends, and is a strong proponent of building vertical alliances between key chain members in the food industry – farmers, life science and input companies, ingredient firms, food and beverage manufacturers, retailers and food service. He has lived and worked in Europe, North America, the Caribbean, Africa and South East Asia. David has extensive experience as an international advisory board member with food companies and organisations in three continents. Currently he is a Non-Executive Director of Berry Gardens Ltd – a UK farmer-owned berry fruit business with a blue chip customer portfolio; and on the Advisory Board of Rabobank, UK. He works closely with senior management of food and beverage firms on business strategy development and with governments on food policy formulation.

Click here for David's latest podcasts.

Read Session Overview

Turning Understanding of Retailers, Shoppers and Consumers into Profits

In many developed country markets, banana sales are Number 1 in volume in the Fruit Department, but they're certainly not Number 1 in value. The commoditisation of the overall fresh produce department is bad news for producers but it is not inevitable. Understanding what motivates: retailers to offer more and better space; shoppers to pay more; and consumers to eat more is fundamental to building long-term profitability for all in the banana value chain.

Steven Zanin

Business Development, Freshlogic

Steven Zanin leads business development at Freshlogic, Australia’s specialists in market and consumer insights for the fresh produce industry. In his role, Steve works directly with clients to meet their market insight needs at a category, channel and consumer level, to find the most effective alignment of insights and analysis options.

Steve has experience in agricultural investment analysis, and detailed knowledge of the large sale horticulture projects across Australia. He has a strong interest in agribusiness (that was seeded in his upbringing!!) and is a graduate of the Melbourne Business School.

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Keeping It Fresh: The Produce Scene, Now & Beyond

Steven will present a profile of the major trends in the Australian food market, drawing on the findings of Freshlogic’s 2013 FOODFrontiers™ analysis. This will cover the key pressure points, consumer sentiment and household food buying behaviour. Steve will outline what is set to impact the total food market in the near term, and the implications for Fresh Fruit and Bananas.

Michael Walton

Executive Director for Consumer and Business Intelligence, Nielsen Pacific

Michael is Executive Director for Consumer and Business Intelligence for Nielsen Pacific. In this role Michael manages the marketing and communications activities across all solutions and industries including Retail, Media, Liquor, Automotive and Financial. He also drives Nielsen’s consumer and business foresight : taking the large suite of Nielsen solutions and providing thinking on what lies ahead for clients.

Michael runs training both internally and externally and is a sought after trade magazine contributor, conference facilitator and presenter. He has been with Nielsen for 10 years in a variety of roles and prior to that National Marketing Manager for chain of independently owned retail stores.

Pat McEntee

General Manager Fresh Foods, Woolworths

Pat McEntee is the General Manager Fresh Foods for Woolworths Supermarkets. He is responsible for all strategic and day-to-day activity for Woolworths’ Fresh Food business, which includes fruit and vegetables, meat and poultry, smallgoods, delicatessen, bakery, seafood and chilled dairy.

In 2007, Pat was chosen to lead the development of the Thomas Dux Grocer concept. Today, Thomas Dux is Australia’s fastest growing organic and health food retailer, with 11 stores opened since 2008.

Pat also oversaw the integration of the Macro Wholefoods Market brand into Woolworths Supermarkets. Macro is now Australia’s leading health and wellness product range, offering great tasting, nutritionally sound and quality products at an affordable price. View more?

Pat joined Australia’s fresh food people over 25 years ago as a butcher. Since then, he has played a number of key roles within the fresh food business, including State Merchandise Manager for Meat in NSW, National Manager Delicatessen and Seafood and the Senior Business Manager for Meat nationally. Pat has been responsible for much of the product innovation and the development of Woolworths' fresh food offer.

Pat has completed the Executive Management Program at Monash University. Pat loves to travel and learn about new cultures. He likes nothing better than hitting the road to go and visit Woolworths' regional stores, farmers and growers.

Iluka Davidson

National Banana Buyer, Coles

Panel Discussion - Fresh Food Retailing




Tristan Harris

Co-CEO, Harris Farm Markets

Tristan Harris is Co-CEO with Harris Farm Markets P/L, Australia’s largest independent fresh produce retailer. In charge of both buying and marketing, Tristan and his team are on a mission to grow the business by improving the total customer experience. Tristan joined the business in 2006 after first gaining a broad spectrum of corporate and management experience in global telecommunications and then having run his own successful businesses (Retail & Telco). Tristan holds an honours degree in Engineering, is a Member of the Australian Institute of Company Directors and is currently completing an MBA at the Australian Graduate School of Management. He also sits on the board of PMA - Australia & New Zealand.

David Weisz

Marketing Manager, Horticulture Australia Limited

David was appointed as Marketing Manager for Australian Bananas two years ago after a four-year stint as Marketing Manager for Vittoria Coffee. David has worked in Marketing, Communications & Business Development for over 13 years and offers multi-industry expertise and insights across Fresh Produce, FMCGs, IT, Entertainment, Music and Publishing industries.

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Australian Bananas 3-Year Marketing Plan

This presentation will provide a detailed overview of the new three-year marketing plan for Australian Bananas. David Weisz from HAL will set out the strategic direction of the new campaign and the consumer research that guided it. Jono McCauley from advertising agency Elevencom will present the creative components of the new “Nature’s Energy Snack” campaign and the thinking behind them – in particular the new focus on promoting the long-lasting energy benefits of bananas. Alex Pacey from media agency, Ikon, will detail when and where the campaign is running across various advertising and social media.

Jono McCauley

Director – Creative Strategy, Elevencom

Jono McCauley is one of Australia’s most experienced Creative Directors with over 20 years in the business. Jono has set the creative direction for many of Australia’s leading brands including IGA supermarkets, Mitre 10, Supercheap Auto and Hyundai. He also has extensive experience in fresh produce marketing working with HAL, One Harvest and Perfection Fresh.

Alex Pacey

General Manager, Ikon Communications

Alex Pacey is General Manager of Ikon Communications; Australia’s most awarded Media Agency. During his 13 year career Alex has amassed experience and expertise across multiple industries from Finance, FMCG & Beverages, Film & Entertainment and Primary Production. In his spare time he is a husband and father to two infant daughters; therefore he has no spare time.

Greg Bradshaw

Chairman, Australian Banana Wholesalers

Greg started at P.W.Chew in October 1980, under the guidance of the Wong family. Became Managing Director of P.W.Chew in August 1998, he has experienced the highs and lows of banana marketing and possess enough faith in the industry to bring his family into help him carry the business into the future.

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Supply Chain Panel Discussion

As a Wholesaler in the Central Markets, Sydney, the main thrust of my address will be where we fit into the Banana Industry supply chain.

In particular, the clearly identifiable link between:

  • The family business on the farm – The Grower
  • The family business in the market – The Central Markets Wholesaler
  • The family business in retail – The Independent Greengrocer

Related to this will be all the issues of supply and demand, quality of product and importantly, competition from the Independent Retailer.

I will also touch on the ripening process and associated costs and the need to satisfy an ever increasing demanding consumer.

Gary Fattore

Supply Chain Manager, CostaExchange

Gary has 30 years' experience in the Australian banana industry. From floor-sweeping beginnings at the Sydney Markets for COD while waiting for the tertiary semester to start, Gary was offered a position within the Banana business by the late David Ballantyne and continued to work in the markets during the day whilst completing his business management studies at nights. Having held many and varied positions in the banana industry over the years, Gary is now the Supply Chain Manager for the Costa Group's Banana interests. Gary is a current sitting member of the Banana IAC and is also on the committee of the ABW.

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Distribution Channel Costs Along the Supply Chain

The focus of my presentation will be around the various distribution channels and their supply chains with an emphasis on the cost structures of each distribution channel. There are various supply chain distribution channels within the Australian banana industry. Supply chain within the banana industry is not limited to pallets loaded onto a truck and sent to a customer in the southern markets. A supply chain begins with the planning of the turning of the first sod in a block of dirt and ends with the consumer throwing away the peel. Between these two processes there are many and varied other processes and costs. I hope to provoke rational discussion around each of the many make up of distribution channels and their effectiveness and suitability to each different business/farming model. I will also bring the information debate into play, by trying to determine what information is useful and constructive and what destructive information is.

Joe Stacey

Managing Director, Joe’s Cartons

Joe is founder of Joe's Cartons, servicing the banana industry since 1985, originally as supplying packaging consumables in the Banana Industry then expanding to other horticultural industries including avocado and mango. In the past 10 years, Joe's Cartons has found its own space as a team provider of cost effective packaging solutions, working with growers and marketing groups to identify, measure and supply total packaging solutions utilising a network of supply partners to achieve this.

Whilst Joe was born in Brisbane, he grew up in Tully and now lives in Innisfail. He is passionate about providing a service to assist in the sustainability and growth of the Australian banana industry which provides the economic stability for regions where they are grown.

Alf Canino

Depot Manager, JAT Refrigerated Road Services

Alf has extensive experience in both growing and transporting bananas. A former Innisfail grower, he now has more than 15 years’ experience in transportation. Alf is the depot manager for JAT Refrigerated Road Services at Tully, managing the north Queensland banana business. He began his transport-sector career in Innisfail in 1995, before joining JAT in Tully in 2006. JAT also has offices in Cairns, Townsville, Mackay, Brisbane and Sydney and operates 65 vehicles.