Horticulture

Kanzi breaks records as HBMA set five year strategy

By Sophie Baldwin

Dec 1, 2025

The HBMA board during its planning for a five-year strategy.

The Horticultural Brand Management Australia (HBMA) board, along with general manager Elisa King and key industry partners, recently came together for a strategic planning workshop to set its direction for the next five years.

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The session was facilitated by Allan Ryan from Hargraves Institute and focused on strengthening HBMA’s position as a leader in managing and growing premium brands across Australia.

The session started with Elisa highlighting the strong performance of HBMA’s brands.

“Since HBMA took on the management of Kanzi apples, brand awareness amongst consumers has increased 64 per cent,” she says.

“This season has been our best yet, selling 14 per cent more than this time last year, with data showing Kanzi is the biggest-selling IP apple in Australia season-to-date.

“We’re continuing to plant more trees to ensure we can meet growing demand.

“We were also thrilled to sell out the first QTee pear crop this year, and with orchards maturing we anticipate volumes will triple in the upcoming season.”

After almost six years as chairman, Rob Cathels (The N&A Group) has stepped down from the role but will remain on the board.

He is succeeded by Adam Buckley (Newton Orchards), who brings deep industry knowledge and a clear vision for HBMA’s future.

Elisa thanked Rob for his contribution and welcomed working alongside Adam.

“HBMA’s strength lies in collaboration, transparency, and making data-backed decisions — principles which will continue to guide us as we deliver value for growers, retailers, and consumers.”