Fruitgrowers rebrand to future proof organisation
Hawke’s Bay Fruitgrowers’ Association has undertaken a rebranding exercise launching on-line platforms to future proof the organisation, its president Ben James says.
“We want to make sure we reach a new younger breed of orchardist; we are launching on Facebook, Instagram and refreshing our website,” he says.
Now in its 120th year, the HBFGA is well resourced and forms a vital role in advocating for its members on a wide range of industry issues. “We will still operate under our motto: Protect, Foster and Promote.”
Sponsorship models are being reworked to encourage the HBFGA supporters to cover off a number of its major events. Tiered membership will be introduced to encourage new younger industry participants to join the association.
Momentum began four to six years ago to encourage younger members into the association, allowing corporate members to join. The Hawke’s Bay Young Fruitgrowers’ Group, which is flourishing, has become an important part of the succession plan for the association.
Membership is static, and Ben is keen to increase membership.
Horticulture New Zealand chief executive Mike Chapman says district associations like the HBFGA, are an integral part of grower representation.“it is absolutely critical that growers have a voice, and the associations provide that on a regional level,” he says.
The associations lobby on environmental, resource and water issues, and promote the industry to a number of sectors including education, banking and local authorities.
“Hawke’s Bay and Pukekohe in particular make a fantastic difference in their regions,” Mike says.