Apple & Pear Australia Ltd (APAL), Case Study

Innovate or Relocate: Challenging Fruit Producers to Think Beyond the Orchard

Apple & Pear Australia Ltd (APAL), together with Summerfruit Australia and the Australian Nashi Growers Association, invited Morris to keynote their combined national industry conference, Innovate or Real-Estate. The theme was clear: future success wouldn’t come from land alone, but from ideas. Morris delivered a strategic foresight keynote that urged growers, marketers, logistics suppliers, and exporters to move beyond incremental change and embrace proactive innovation.

Drawing on broader industry foresight and his recent work with HAL and other agri-sector leaders, Morris introduced a vision of the future where consumers don’t just buy fruit, they buy story, trust, and purpose. He challenged producers to imagine value beyond volume  from branded produce to personalised nutrition, AI-supported logistics, climate-resilient farming, and international IP partnerships. The message was clear: it’s not about more fruit. It’s about different thinking.

Shift: From commodity supply to story-rich, innovation-led produce ecosystems.

The result? A strategic reset for APAL and its peers, sparking cross-sector conversations around branding, technology, consumer connection, and how growers can secure future success by aligning with the full food innovation ecosystem.