WAHU FEATURE

Photography Sunburnt Films

Going to the WA Horticultural Update (WAHU) for the first time I wasn’t quite sure what to expect. As someone new to the industry, I arrived at Mandoon Estate Winery feeling a mix of curiosity and nerves. But the moment I stepped onto the grounds, surrounded by blooming trees and neat rows of vines, all under clear blue skies, that uncertainty quickly turned into excitement.

Words Anitra Stene, Marketing & Communications Co-ordinator, vegetablesWA

THE day began with a warm welcome from the Director General of Department of Primary Industries and Regional Development, Heather Brayford, who set a professional and engaging tone with her welcoming address. Minister for Agriculture and Food | Fisheries | Forestry | Small Business | Midwest the Honorable Jackie Jarvis MLC, though unable to attend in person, delivered a recorded message that made an impact. Her announcement of the new John Cripps Horticulture Scholarships showed a strong commitment to advancing WA’s horticultural research and investing in its future. This scholarship supports postgraduate students at WA universities. For more info, visit www.dpird.wa.gov.au/businesses/grants-and-support/john-cripps-horticulture-scholarships.

The first session was presented by Grant Dusting, a self-described ‘people watcher’ and data nerd. Grant is a social researcher and Director of Strategy at McCrindle.

His presentation, ‘2040: Feeding the Future’, explored demographic shifts and generational trends that are already reshaping the industry. WA’s population growth — 2.3% last year, the highest in the country — was a key focus. With 81,400 new residents and projections of 3.5 million people in the next decade, Grant challenged us to think about how we communicate with both our workforce and our customers.

He broke down the generational makeup of the current workforce, noting that Gen Y and Gen Z now make up 64%. These groups value ethical sourcing, climate impact, and health — and their purchasing habits reflect that. He also spoke of the trending closure of nightclubs and subsequent rise of running groups as an example of how social behaviour is shifting.

“People are valuing the human connection,” he said, but Gen Y and Z are now finding it in places more aligned to their values.

When discussing the nationwide decline in vegetable consumption, Grant pointed to a key factor driving this trend: the increasing demand for convenience in everyday life. Across all demographics, busy schedules and changing habits have led to a rise in takeaway and ready-made meals, often at the expense of fresh produce.

This insight sparked conversation around how the horticulture industry can adapt, by offering pre-packed options and innovative packaging that align with modern consumer expectations, while still promoting health and nutrition.

Grant wrapped up with a series of principles for future-focused thinking — things like “observe tides, not waves” and “adjust the sails, don’t focus on the winds.”

It was a refreshing mix of data and philosophy, and it set the tone for the rest of the day.

Interested in reading some more insights from McCrindle? You can read their article ‘Building healthy intergenerational teams’ featuring some of the data presented at WAHU on page 16.

Next to the stage was a panel session on the subject ‘Productivity and Growth in a Changing World’. The panel was made up of experienced voices from across WA’s horticultural sector. Jenny Mercer, David Ellement, Doriana Mangili, and Ben Tanner, who shared their insights on the challenges and opportunities facing growers today. The conversation was grounded in reality, touching on everything from accommodation and labour shortages to variety selection and production efficiency.

One of the main topics was around yield, how it drives profitability and how technology can help improve it. There was a thoughtful discussion around automation, not as a replacement for labour, but as a complement to it. Take for instance the use of drones, that are now being used for spatial imaging to improve irrigation and crop performance. David Ellement also spoke about the importance of understanding customer behaviour through tech tools such as Home Scan, reminding us that data can help us move beyond assumptions.

The panel discussion then shifted to the challenges of competition and changing consumer behaviour, particularly in light of the nationwide decline in vegetable consumption. Doriana Mangili summed up the issue with a sharp observation:

“Who are we competing with? It’s not corn — it’s the corn chip.”

Her comment highlighted the reality that fresh produce isn’t just competing with other crops, it’s up against the convenience, branding, and marketing power of processed foods. In response, the panel explored how the industry can better position itself, from rethinking pricing models to reshaping how it communicates value. A key theme was the need to place nutrition at the centre of marketing and messaging — not just as a selling point, but as the foundation of preventative health. This shift is essential if fresh produce is to stand out in a market driven by convenience.

Marketing was also seen as a powerful tool in tackling other industry challenges, including waste reduction. The panel discussed creative strategies such as repositioning fruit and vegetables as snack options and using shelf branding to make fresh produce more appealing and accessible. These ideas reflect a broader push to get fresh produce seen not only as a healthy choice, but as a desirable and convenient one, using marketing to drive both consumption and sustainability.

The conversation also turned inward, with reflections on workplace culture and the importance of finding the right balance between collaboration and competition to foster innovation and improve productivity across the sector.

The final discussion turned to the role of government, with closing remarks focusing on the need for clear legislation around AI and the importance of industry bodies in shaping its potential to enhance productivity.

After a short break, the second panel session focused on reconnecting consumers to growers and rebuilding value. Michael Coote from AUSVEG, Jason Wu from the George Institute and UNSW, Melissa Worthington from Buy West Eat Best, and Carina Tan-Van Baren from Healthway led a powerful conversation about the link between horticulture and public health.

Jason Wu shared compelling research showing how the variety and frequency of fresh produce consumption can impact cognitive development in children. Carina then spoke about Healthway’s expanded role across government and non-government sectors, aiming to promote health equity and nutrition. One statistic that really stood out to me: Perth consumes five times more junk food than fresh produce.

That’s a staggering gap, and it underscores the urgency of making healthy food more accessible, especially in regional areas.

Melissa highlighted the success of Buy West Eat Best, WA’s longest-running local produce campaign. She noted that their logo, now instantly recognisable throughout the WA community, due to the program’s focus on education and local pride is clearly resonating. She also mentioned the importance of marketing and communication in driving behavioural change. In the US, doctors are now prescribing fresh produce to patients as part of dietary interventions, a concept that’s being explored here in Australia too.

Read the Buy West Eat Best review of their 2025 Meet the Buyer Expo on page 20.

After a break for lunch, and some time to explore the trade displays, the final session of the day, “Tools for Tomorrow,” kicked off. This was a rapid-fire showcase of innovation, with each speaker given just 10 minutes to present.

First off was Clare McClelland from the Australian Fresh Produce Alliance, who introduced a free emissions reporting tool developed with Sustenance Asia. It’s designed to help growers measure Scope 1 and 2 emissions, with future plans to include Scope 3. Clare was refreshingly practical, emphasizing that growers shouldn’t be paying thousands for tools that should be accessible and easy to use.

Kathryn Young from Hort Innovation followed with a whirlwind tour of automation projects. From a world-first mango auto-harvester to robotic banana processing and AI-powered fruit quality detection, the future is clearly arriving fast. She also touched on biosecurity tech, water recycling, and subsurface water retention systems being developed internationally. It was a fascinating glimpse into the future vision of horticulture.

Next came DPIRD’s Valeria Almeida Lima and Dario Stefanelli, who shared insights into modern horticultural systems and plant breeding programs. One of the most innovated ideas presented was their work on Narrow Orchard Systems — essentially flat, two-dimensional canopies that help improve light distribution and make automation a whole lot easier. Trials are underway across Australia, and the potential for increased yield and positive sustainability is huge.

Jen Riseley from Pomewest wrapped up the session with updates on pest management, soil sustainability, and orchard renovation trials.

Her overview of the PIPS projects showed how targeted research is helping growers tackle real-world challenges.

The day ended with a keynote from Brad Hogg, former Australian cricketer. His story, from growing up on a farm near Williams to representing Australia, was heartfelt, funny, and inspiring. He spoke candidly about resilience, setbacks, and the importance of chasing your dreams, leaving everyone with a sense of motivation and pride.

For me, the WAHU conference was more than just an industry update, it was a deep dive into the challenges, innovations, and opportunities that define horticulture today.

I left feeling informed, inspired, and connected. It’s clear that the industry is evolving rapidly, and events like WAHU are essential for bringing people together to share knowledge, spark ideas, and build a stronger future. I’m already looking forward to the next one.