Managing Director IFPA A-NZ, Belinda Wilson, was always drawn to industries that sat at the intersection of people, impact and systems.
Food, particularly fresh produce, touches every household, every day and affects health, well-being, livelihoods, regional communities and national economies. That’s why she is proud to be part of IFPA Australia and New Zealand.
She said that fresh produce businesses are expected to continually adapt to changing consumer expectations, regulatory demands, rising costs and increasingly complex climate conditions, yet much of that effort goes unseen and unrecognised.
We sit at the heart of a trans-Tasman industry, and what excites me most is connecting our Australian and New Zealand members with the global fresh produce community.
“Our role is to help ensure the work happening across the supply chain, from growers to retailers, is better understood, supported and valued on the world stage. We're building a future where food is healthy, accessible, and sustainably produced for generations to come," said Wilson.
Wilson’s career has spanned several sectors that have shaped how she views leadership, industry, and impact, including law, the development of the seafood sector, and working alongside the Australian Defence Force to support veterans through financial resilience.
While she considers herself relatively new to the horticulture industry, she has worked alongside the horticulture supply chain for much of her career, advising farmers and agribusinesses, working with peak bodies, and navigating the regulatory and governance environments that directly affect the sector.
“It’s collaborative, practical and generous with knowledge. I genuinely enjoy that there is still so much to learn, and that curiosity is not only accepted but encouraged.”
Over the years, she has been fortunate to learn from several leaders across sectors. However, what she admired most, particularly in the horticultural industry, was how people combined innovation with pragmatism, made decisions quickly, adapted to change, and were deeply people-focused.
“From these leaders, I’ve learned the importance of staying curious, backing your judgment, and building genuine relationships. My advice to others is to lean into opportunities, even when the path isn’t fully clear, and to trust that progress often comes from being willing to try.”
A recent career highlight for Wilson was having the backing and confidence of the Australian IFPA membership to try something entirely different with the Fruit & Veggies Yummy Yummy campaign with The Wiggles.
This was an Australia-wide whole-of-industry initiative designed to encourage children and families to enjoy more fruit and vegetables and inspire healthier eating habits in ways the sector couldn’t achieve on its own.
“Seeing the campaign come to life by delivering international recognition, clear member value, and broader benefits for the industry has been incredibly rewarding. It’s a partnership with reach and impact well beyond what industry alone could deliver, and I hope to see it brought to New Zealand by IFPA A-NZ,” said Wilson.
“It’s also an example of the type of platform IFPA can offer New Zealand members by connecting them to initiatives with scale, reach and influence, domestically and internationally.”
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