APAL 2026 Industry Forum - Melbourne Monday 27 July insights of the day
The Pomewest team participated in a forum alongside growers, industry stakeholders, and associates last Monday.
All of the key speakers were both informative and entertaining.
Key messages?
There is still opportunity to build domestic consumption, with a growing domestic population; the importance of locally grown real food is rising, and there is a shift away from ULP ultra-processed food in the snacking category. The importance of Australian-grown to consumers is evident in the ABC 4 Corners program “Duped,” which has caused a stir with reports of misleading origin claims and adulteration. The opportunities for export continue to present to create demand within the domestic market.
Pip Courtney from ABC's Landline served as the master of ceremonies, while APAL CEO Phil Turnbull welcomed the audience at the beginning of the event. He discussed APAL's priorities, emphasising a return to a grower-focused approach in industry representation. Although he celebrated the recent increase in grower confidence due to rising returns, he cautioned against complacency and stressed the importance of looking ahead, utilising new tools to continue building and expanding the Australian industry.
To thrive in the fruit-growing business, it is essential to look beyond the orchard gate by capturing reliable data and adapting to a changing business environment. This approach is crucial for staying resilient and ahead of the curve. The program was designed to inspire the industry to achieve greater success.
Simon Kuestenmacher - Director and Co-founder of the Demographics Group
Advised the delegates that ‘all is good’ if you live in Australia. The global population and consumers would rise over the next 40 years, providing opportunities for increased demand for fresh produce.
Australia’s economy was based on a simplistic business model that will serve Australians well for the foreseeable future. Referring to strong sustainable business revenue including Mining, Agriculture, Tourism and Education. Sustained migration policy is integral to maintaining sufficient workers and income tax revenue in the future, as we will not be able to keep up with demand without it. Political stability, along with mining, will enable continued foreign investment and economic confidence.
Key messages
Remain optimistic,
Australia has sustainable good wealth prospects
Don’t underestimate the impact of China, which remains a force of opportunity.
The other speakers included:
Dr Kate Burke from Think Agri
Whose key message was to become an ‘Agile Orchardist’ adopting planning to manage uncertain times. Data-driven, she reminds growers to keep looking at the numbers and to see threats as opportunities. Tools to keep in mind include mindset, maths and mechanics. When these factors come together, we can keep in the game. Know your business - growth comes from insight. On-farm benchmarking is essential to good farming, as is a robust succession plan that starts with open, clear communication from all parties. Kate has written a book on succession, which is available https://www.thinkagri.com.au/product/succession/
APAL’s Jeremy Griffith, General Manager
Gave an update on the current state of the industry after his recent appointment as GM. He gave an update on the national supply and demand trends and outlook for the year ahead. Production costs, the impact of under-performing blocks, considerations around new orchard redevelopment. The impact of exports on long-term sustainability.
Neil Rechlin - Director, NextGen Group
In a discussion about the Australian supermarket duopoly, Neil highlighted a $2.1 million fund to assist growers and packers in negotiating with buyers. He raised important questions about market pricing: should it be defensible, and how can we change the narratives surrounding it? He also addressed the issue of price setting, the impact of promotions on prices, and how these factors shape consumer perceptions of the true cost of growing food, as well as rejections.
Key lessons from this segment remind growers to document all conversations—whether via SMS or phone—and to follow up via email. He emphasised the significance of the industry’s collective power in addressing the practice of driving prices down. Instead of fearing retribution, he suggested escalating discussions with higher-ups in the chain of command.
Tom Potter - Eagle Boys Pizza
Such an entertaining and humorous speaker, a highlight of the day. In terms of business, lessons were to refocus on what you do well, swim in your own lane! Talking about is experiences in his business, the influence of his mother and how he changed the dial in the home delivery market.
Have the uncomfortable discussions. Find good mentors, identify your point of difference, and be guided by trust, integrity, and honour. Listen and be flexible to change. Research and know your competitors. Keep it simple, be in your happy place, and finally be present, have fun, be grateful and believe.
Lynda Pallone - Hort Innovation Head of Marketing
Lynda presented on the recent national campaigns for apples and pears targeting both domestic and export markets. Driven by data and guided by the Strategic Marketing Panel, it has been established that the best opportunities for both fruits lie within the snacking market. Bold and creative marketing strategies are being implemented to strengthen connections with today’s shoppers.
To promote healthy snacking, Appy, the apple mascot, was introduced, along with the continuation of the #nosnackgrets campaign, which encourages consumers to make better snack choices by opting for real food options. Additionally, pears have launched a new "Pear with Flair" program that offers suggestions for pairing pears with other foods, as well as recipe and serving ideas utilising social media influencers.
Elliot Jones General Manager WA Farm Direct
Elliot spoke to the audience about the journey of the WA Apple Breeding Program success story with the ANABP 01 know as the Bravo and Soluna apple both domestically and now in the international markets. What makes the commercial management of the variety work and the opportunities from new premium markets in exports. A story WA growers are very familar with.
Sami Kakelainen - unlocking the power of A1
The advancements in AI should not be ignored, and we should embrace significant changes to our way of life rather than fear them. In the context of horticulture, the practical benefits can be seen in time-saving documentation and deliverables. For example, audit and safety procedures can be streamlined, allowing orchard business owners to save time by utilizing this technology for the greater good. As this technology continues to evolve, its effectiveness will ultimately depend on the user’s ability to prompt, collate, and download source documents. As an evolving tool, there is still much to learn about how this new medium will benefit the industry and humanity in the years to come.
Peter Helliar - Comedy Personality
Peter closed the day with his unique perspective on life, using humor to connect with an audience that shares similar human experiences. He has performed stand-up comedy for years, selling out shows across the country while making "the difficult business of being funny look effortless." Now a Gold Logie nominee, he makes Australians laugh from his seat on The Project four nights a week and also hosts the brand-new quiz show CRAM for Network TEN.