Callum Ross, the newly appointed chief executive of the Hawke’s Bay Fruitgrowers’ Association, is set to assist fruit growers in the region as they recover from last year's Cyclone Gabrielle. Ross, who previously worked at apple company Rockit Global, plans to meet with two growers per week for the rest of the year to understand their issues and provide one-on-one support.

The association, celebrating its 125th anniversary, recently provided 65 regional growers with a $6000 grant to aid their recovery, thanks to funding from the Ministry of Business, Innovation and Employment. Ross aims to promote high-tech innovation in Hawke’s Bay horticulture, including water-saving projects and auto-picking robotics.

Ross also plans to bridge the gap between growers and consumers, making it easier for growers to sell their produce directly to consumers, bypassing supermarkets. He believes in the potential of companies like Wonky, which sells second-grade fruit directly to consumers on behalf of growers.

Attracting younger people to the fruit-growing industry is another priority for Ross. He wants to change the perception that it's just about picking apples, and highlight the technological advancements in the industry.

Source - https://www.freshplaza.com