Barenbrug UK pulls NZ lead into top role

Fresh out of the role as general manager for Barenbrug NZ, Hales has enjoyed a 20-year career in agribusiness since graduating from Massey University, including several posts in agribusiness and marketing in New Zealand and Australia.

“Barenbrug UK has enjoyed a phenomenal track record since its start 40 years ago,” says Mr Hales, “and it is rightly recognised as an innovative, exciting source of UK grass genetics, having brought 50 new varieties to the Recommended Lists since its inception 30 years ago.

“I have often worked with the UK operation, given the market similarities shared with New Zealand, but I am mindful that the market here is unique and I have a lot to learn. I’m looking forward to learning more about the UK market and building on the many successes the company has already achieved as we tackle farming’s challenges.”

Hales, who grew up on a sheep and beef farm in Hawke’s Bay, North Island, is also a past president of two New Zealand agricultural associations: the New Zealand Plant Breeding and Research Association, and the New Zealand Grain and Seed Trade Association. Prior to joining Barenbrug, he worked in various marketing and senior roles for companies including Rabobank and Syngenta.

He succeeds Paul Johnson, who has left the role after nearly 30 years with the company and 25 years as managing director. Under his tenure, Barenbrug UK has emerged as one of the UK’s most prolific grass-seed breeders, growing more than 2,500 tonnes of grass seed each year, around 70% of all UK-grown seed. Its top-performing varieties are now widely used throughout agriculture, amenity and sport, its grass featuring at many of the country’s most legendary sporting venues.