Strategy and transformation specialist Verena Cunningham will join International Fresh Produce Association A-NZ (IFPA A-NZ) to strengthen its presence across New Zealand.

Verena brings 25 years of senior leadership experience from the fresh produce industry, including executive roles at SeekaFresh and Seeka Limited; head of strategy and category development (NZ Produce); transformation manager at T&G Global Limited; and marketing and strategic roles at Bayer CropScience, Germany.

Her role is newly created by IFPA A-NZ to focus on growth opportunities for New Zealand members.

“The focus will be on New Zealand members – understanding what they need, what will benefit their business, and helping their voices get heard. I am keen to understand what our members would like to see from this role and what difference it can make for them locally and on a global scale,” Verena explains.

“New Zealand has unique opportunities given the focus on export, our smaller population and the local retail market dynamics,” she says.

“I'm really looking forward to getting to know members, working alongside them, listening to industry priorities, and helping develop and translate the IFPA A-NZ strategy into action for the benefit of the New Zealand horticulture sector.

“With a focus on strengthening local member engagement, my first priority is to develop a New Zealand-specific membership strategy and business plan which delivers value for members while continuing to connect them to the overall IFPA A-NZ and IFPA Global opportunities, insights and networks.”

Verena was an IFPA A-NZ board member from 2018-2022 and has an innate understanding of New Zealand’s horticulture industry and its position within a global context. She has also been a deputy board member of the NZ Horticultural Export Authority.