Adrian Parsons
Managing Director at Helix Australia- Claim this Profile
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Bio
Credentials
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PMA A-NZ Produce Executive Program
Institute of Food and Grocery ManagementJan, 2013- Oct, 2024
Experience
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Helix Australia
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Retail
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1 - 100 Employee
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Managing Director
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2008 - Present
Helix Australia is the world's leading breeder and marketer of new and improved Waxflower/Boronia varieties for cut flower and landscape application. I co-ordinate Helix Australia’s sales and marketing programme to our global network of licensed cut flower/nursery growers. In addition l work closely with our breeding partners to help develop market driven breeding outcomes. www.helixaustralia.com.au Helix Australia is the world's leading breeder and marketer of new and improved Waxflower/Boronia varieties for cut flower and landscape application. I co-ordinate Helix Australia’s sales and marketing programme to our global network of licensed cut flower/nursery growers. In addition l work closely with our breeding partners to help develop market driven breeding outcomes. www.helixaustralia.com.au
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Custom Extracts Pty Ltd
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Australia
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Food and Beverage Services
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Business Development Consultant
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Aug 2022 - Present
Custom Extracts is an Australian based company manufacturing natural flavours and functional extracts using state of the art equipment and the best local and internationally sourced ingredients.I am performing a marketing and business development role demonstrating Custom Extracts range to clients in beverage,food manufacturing and skin care industries Custom Extracts is an Australian based company manufacturing natural flavours and functional extracts using state of the art equipment and the best local and internationally sourced ingredients.I am performing a marketing and business development role demonstrating Custom Extracts range to clients in beverage,food manufacturing and skin care industries
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160 Acres
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Advertising Services
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Managing Director
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Oct 2017 - Present
160 Acres Group works with a range of SMEs within the horticultural industry to both grow their sales and improve their bottom line. Horticultural marketing consultancy services available in areas such as: * Marketing Strategy * Sales Strategy * New Product Development * Branding & Public Relations For more information visit www.160acres.com.au 160 Acres Group works with a range of SMEs within the horticultural industry to both grow their sales and improve their bottom line. Horticultural marketing consultancy services available in areas such as: * Marketing Strategy * Sales Strategy * New Product Development * Branding & Public Relations For more information visit www.160acres.com.au
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Melbourne Market Authority
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Australia
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Government Administration
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1 - 100 Employee
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Flower Market Advisory Committee
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2012 - 2016
Representing flower growers and flower wholesalers who are stand holders at National Flower Centre.Liasing with MMA Management and Board representatves on matters relating to operations of the National Flower Centre Representing flower growers and flower wholesalers who are stand holders at National Flower Centre.Liasing with MMA Management and Board representatves on matters relating to operations of the National Flower Centre
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FLOWERS VICTORIA
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United States
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Retail
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Member Executive Committee
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2010 - 2016
Flowers Victoria is the peak industry body representing Victorian flower growers. Flowers Victoria is the peak industry body representing Victorian flower growers.
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Co-Founder and Creative/Marketing Director
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Mar 2015 - Nov 2015
Latitude 33 Floral Group harnesses over 100 years of global flower sourcing and trading experience across three continents with an exciting and diverse product range including waxflower, serruria, pincushions, exotic Australian greens and all year round supply of premium quality roses and spray roses. The member partners of Latitude 33 Floral Group bring an amazing and diverse range of niche floral products to the group and by combining supply and logistics network, are able to provide a more efficient supply service to American clients. Founding members are Wafex USA, Wafex Kenya, Premium Greens Australia and AFG worldwide. As Creative/Marketing Director, I created the brand identity for the group, and supervised production of marketing materials, launched the website and managed public relations activity and events incuding the launch of Latitude 33 at the World Floral Expo in March 2015. www.latitude33flowers.com
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Vice President Marketing
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2013 - Nov 2015
Business development role in the planning and opening of new Wafex USA office based in Fallbrook California. I provided additional marketing support in developing WAFEX USA import and export sales programmes.I also played a public relations role in developing the profile of WAFEX USA across exisiting Wafex suppliers,clients and industry stake holders.
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Director Eastern States
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1994 - 2015
Over a 20+year period I took WAFEX Melbourne branch from start up phase as the company expanded its Australian footprint to help grow Melbourne sales. I drove the company’s accessibility to suitable export flower crops on the eastern seaboard. In addition to overseeing our Victorian sales program for local/import crops I also managed export sales into USA and South East Asia as well as managing our marketing and public relations programs. I led the creative and roll out phases of WAFEX flower trade branding programs including Sovereign Flower, Just Because Flowers and Waratah Ridge.
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Education
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1983 - 1987
University of Melbourne
B.Applied Science ( Horticulture), Nursery Production and Management -
1974 - 1982
DLS
Higher School Certificate -
1974 - 1982
DLS
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2012 - 2012
PRODUCE MARKETING AUSTRALIA
PRODUCE EXECUTIVE PROGRAM 2012
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