Appointment signals Bloom Fresh’s plans for growth in these markets across multiple categories
Leading fruit breeder Bloom Fresh has announced the appointment of Campbell Banfield as its new general manager Australia, New Zealand, Southeast Asia & Korea. The company said the move underscores its belief in the huge growth potential in the table grape, cherry, raisin and blueberry industries in these markets.
This appointment follows the successful conclusion of the integration process of IFG and SNFL in Australia where Bloom Fresh was formally launched in late 2024. It also follows the breeder’s first grower open day for table grapes in Australia in February, where growers from around the country had the opportunity to see a glimpse of the exciting innovation pipeline that Bloom Fresh has in development.
Banfield brings a wealth of experience to the role, with most of his career spent in table grapes. With over a decade of senior leadership roles, he has extensive experience leading large teams domestically and globally across multiple areas including sales and marketing, export, supply and operations, technical and quality, farming production and varietal development.
Previously at Costa Group, Banfield played a pivotal role managing and growing Costa’s extensive partner grower network. Transitioning and growing the farming footprint to new varietals and significantly expanding sales programmes both domestically and internationally, all while building strong relationships across the region.
Banfield said there couldn’t be a better time to join Bloom Fresh.
“Table grapes are going through a period of transformation, and no other fruit category has the spectrum of flavours and varieties that table grapes offer. Bloom Fresh has, in my opinion, the industry leading position here globally,” said Banfield.
“Add to this the world class portfolio of low chill cherry varieties, which will significantly extend Australia’s cherry window, the recent acquisition of some very exciting blueberry genetics in a market well known for its berry production, and some great domestic opportunities for our raisins business, it makes for a very exciting space over the coming years.
“These new varietals are poised to deliver exceptional value and growth to our growers, retailers and consumers”.
Chief executive Josep Estiarte welcomed Banfield to the Bloom Fresh team.
“We have had the privilege of knowing Campbell for many years and have witnessed firsthand the significant impact he has made on both Costa Group and the industry as a whole,” said Estiarte.
“Campbell is widely respected across the industry in Australia, and his deep knowledge of the Chinese and South-East Asian markets will be instrumental in supporting Bloom Fresh’s growth ambitions in these regions. We are thrilled to welcome him to the team and look forward to seeing how he helps drive our business forward in the region.”
