Vice President of Marketing, Categories and Business Development

In this executive marketing role, James oversees the company’s cohesive marketing strategy while identifying and analyzing growth opportunities that span all Oppy categories. Currently overseeing our avocado and citrus campaigns, James also leads the team responsible for brand and product development initiatives, marketing communications strategies, and the translation of category analysis insights into effective sales tools―among other enterprises. He also manages the outside sales force dedicated to promoting the company’s full product range with these resources in hand.

James lends his passion and marketing expertise to many facets Oppy’s business. Over the years, he has either led or facilitated the strategy for virtually every category at Oppy. By forging strong relationships with international growers and drawing on his in-depth understanding of the North American retail landscape, James drives sustainable business for these items, and more.

Throughout his career, James has brought new energy into Oppy’s product portfolio, while adding value to partner brands. He was pivotal in the introduction of ENZA Braeburn and Pacific Rose™ apples to North America in the mid-1990s, setting the stage for highly-popular JAZZ™ and Envy™ apples’ later launch. Zespri® SunGold kiwifruit, Amorosa tomatoes and other items have benefitted from James’ expertise as they were introduced over the years.

From Wellington, New Zealand, James has a Bachelor of Commerce and Administration degree from Victoria University.