Western Potatoes : Western Potatoes Team

Western Potatoes Team

Ray Wilson
Chief Executive Officer

Ray Wilson was appointed Chief Executive Officer of Western Potatoes in August 2006. Ray has a strong commercial background in management, business development, marketing and finance, gained most recently through diverse senior management roles in corporate and business banking. Previous positions held include State Manager with Elders Rural Bank; Director of Insight Marketing & Management; head of the agribusiness unit with a regional bank; and Agricultural Economist with Heytesbury Holdings. Ray has a Bachelor of Agricultural Economics and Master of Business (Marketing).

Ingrid Rorbye
Admin/Finance Manager

Ingrid Rorbye joined Western Potatoes in May 2006 as Admin/Finance Manager. Prior to that Ingrid was the Office and Marketing Manager for Kailis Organic Olive Groves Limited. Previous positions include Project Coordinator for a 56ha greenhouse Rose Project in Zimbabwe, exporting and coordinating all freight requirements. Ingrid has a Bachelor of Agricultural Science – Majoring in Horticulture.

Denise Murray
Export & Grower Liaison Officer (casual position)

Denise was appointed to Western Potatoes in November 2005 and has had extensive experience in the Western Australian potato industry. Prior to joining Western Potatoes, Denise was Supervisor, managing export, seed and licensing in the Operations Department at the Potato Marketing Corporation. Denise also provides back-up administration support.

Retail Sales & Development

An important part of the potato promotion campaign managed by Western Potatoes is the work undertaken by Retail Sales & Development Officers, Justin Wearne and Daniel Niciejewski.

Justin and Daniel work with the 400 plus retailers throughout WA to ensure they are supported with product information, training and in-store promotional material so that merchandising and display of fresh potatoes is done in a way that satisfies customer needs and boosts sales.

Role of Retail Sales & Development Officers
Training	Point-of-Sale Material	Feedback
Work with retailers to ensure staff are trained in all aspects of potato varieties, presentation, stock rotation, storage and handling.	Increase product appeal by ensuring point-of-sale display material is located in-stores. This includes ‘FeelGoodFood' Magazine (3 issues per years) supplied free to consumers.	Gather data and feedback from retailers on quality, price, varieties. Issue regular fax stream information briefs on the availability of up-coming varieties.
Coordinate tastings and cooking demonstrations on varieties and cooking uses for: consumers at shopping centres apprentice chefs, school canteen staff and retail staff at Western Potatoes own cooking demonstration facility at the Showgrounds.	Ensure retailers have access to new POS material: brown paper loose-fill potato storage bags with printed product information upright display stand to achieve high impact product positioning.	Liaise closely with the Potato Marketing Corporation, retailers, merchants and growers to facilitate information flow on supply of potato varieties along the supply-chain.

Role of Retail Sales & Development Officers

Training

Point-of-Sale Material

Feedback

Work with retailers to ensure staff are trained in all aspects of potato varieties, presentation, stock rotation, storage and handling.

Increase product appeal by ensuring point-of-sale display material is located in-stores. This includes ‘FeelGoodFood' Magazine (3 issues per years) supplied free to consumers.

Gather data and feedback from retailers on quality, price, varieties.

Issue regular fax stream information briefs on the availability of up-coming varieties.

Coordinate tastings and cooking demonstrations on varieties and cooking uses for:

consumers at shopping centres
apprentice chefs, school canteen staff and retail staff at Western Potatoes own cooking demonstration facility at the Showgrounds.

Ensure retailers have access to new POS material:

brown paper loose-fill potato storage bags with printed product information
upright display stand to achieve high impact product positioning.

Liaise closely with the Potato Marketing Corporation, retailers, merchants and growers to facilitate information flow on supply of potato varieties along the supply-chain.

Daniel Niciejewski
Retail Development & Support Officer

Daniel was appointed in October 2006. He has sales and marketing experience in the food industry. Previously he has held Sales Representative positions at Yakult Australia Limited and Ideal Sales, and was Store Manager at Workers World in Cannington WA.

Justin Wearne
Retail Development and Support Manager

Justin joined Western Potatoes in November 2005 and has had extensive experience in fresh produce retailing and customer service. He has had various positions in management at Golden Egg Farms, Supa Valu in Manning and was Fresh Produce Manager and Duty Manager at Supa Valu in Mount Lawley.