In late September 2024, I embarked on a meaningful visit to Australia, spanning from September 25th to October 4th. This journey was carefully planned with two primary goals: to raise market awareness and strengthen Haifa Group’s relationships across Australia. This visit marked a pivotal moment for our company’s presence in this region.
One of the highlights of my visit was addressing the Australian Almond Conference—a gathering that draws industry leaders and stakeholders from around the world. This was my chance to present Haifa's vision and strategic initiatives, reaffirming our commitment to the Australian market.
When I arrived, the warm welcome I received from our Ausralian team was truly heartening. This initial meeting set the tone for my time there, emphasizing the importance of personal connections and team unity.
Another memorable moment was the dinner with Kelly Freeman, CEO of Nutrien, and members of their Fertiliser team. As Haifa Australia’s largest distributor, Nutrien plays a key role in our supply chain. Our dinner discussions were rich with insights into industry trends, challenges, and potential collaborations, underscoring the strong, non-transactional relationship between Haifa and Nutrien.
My schedule also included media engagements, including an interview with the Australian Broadcasting Corporation (ABC) for their Country Hour and a local rural paper. These interviews were essential in sharing Haifa’s initiatives and discussing global food supply and nutrition with a broader audience.
My visit wasn’t just about formal meetings and media interactions. I also took part in several activities aimed at building stronger bonds with clients and stakeholders. For instance, a hot air balloon ride over the beautiful Barossa Valley with some key almond growers gave us a unique and memorable experience together, fostering personal connections and goodwill.
Additionally, I joined a dinner with important almond growers, such as those from Century Almonds and Walker Flat Almonds. This gathering gave us a chance to openly discuss the challenges facing the almond industry, such as carbon accounting and sustainability. I shared Haifa’s investments in our ammonia plant and our increased production capacity, highlighting our commitment to supporting the industry’s future.
Finally, my visit culminated with an address at the Almond Conference’s opening, where Trevor Dennis, our Office Manager, introduced me. I shared my personal journey and Haifa’s strategic investments, and I was truly honored by the positive feedback from the audience—it further solidified Haifa’s reputation within the industry.
In summary, my visit to Australia was a success. Through a blend of strategic meetings, media engagements, and personal connections, I was able to communicate Haifa’s vision and our dedication to the Australian market. This trip not only strengthened our presence in the region but also laid a strong foundation for future partnerships and growth.
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