Australian Olive Association, Case Study

Seeing the Future of Farming Beyond the Grove

The Australian Olive Association brought Morris in across multiple conferences to provoke long-term thinking in an industry built on seasonal cycles and generational stewardship. At the National Olive Industry Conference in Adelaide, Morris closed the event with a keynote designed to push the sector beyond grove management and into systems thinking.

He unpacked how technology, consumer shifts, digital branding, and international trade expectations would reshape what olive producers need to be not just growers, but strategic connectors in global food value chains. His foresight challenged attendees to think in terms of data, carbon, traceability, and premium positioning. And the message stuck. Morris was invited back over multiple years to continue reshaping the conversation, working with the AOA to help members prepare for pressures they hadn’t yet named but soon would.

Shift: From volume production to strategic positioning in the global premium food economy.

The result? A multi-year collaboration that helped the AOA and its members begin building the next era of Australian olive success one rooted in innovation, trust, and forward-looking leadership.