Horticulture Australia, Case Study

Redefining Horticulture’s Future with Horticulture Australia

Over several years, Morris returned time and again as Horticulture Australia's unofficial futurist, delivering Keynotes and Innovation Workshops. His involvement went far beyond single events—facilitating keynotes, workshops, and laser-focused strategy sessions that consistently positioned Horticulture Australia at the forefront of agricultural innovation.

During one of these pivotal sessions, Morris introduced the groundbreaking concept of branded fruit—urging growers to reconnect with urban consumers, transform fruit into a brand, and craft stories around place and people. This idea, unheard of at the time and wildly debated in the room, sparked further discussions with major retailers like Woolworths and led to additional work and strategic sessions with growers and associations. Today, the concept of branded fruit is commonplace, but it began as a radical shift towards reimagining horticulture's role in consumer engagement.

Shift: From traditional communication and industry practices to strategic, proactive adoption of digital tools, branded produce, and social media foresight.

The result? A cohesive vision and strategic blueprint empowering industry stakeholders to effectively leverage emerging trends, enhancing industry-wide collaboration and resilience.