Multifunctional covers are key tools for cherry orchard sustainability
01 May 2023
The adoption of multi-functional covers in orchard systems is widely increasing due to their protective function against biotic and abiotic stressors.
A new chapter opens for Cherry Growers Australia (CGA): from May 12, 2025, Penny Measham will be the new Chief Executive Officer of the association. A well-known and appreciated name in the Australian and international horticultural world, Penny brings with her extraordinary experience in research, trade, biosecurity, and agricultural development.
A high-level profile
Alison Jones, president of CGA, expressed great enthusiasm for the appointment: “Welcoming Penny Measham as the new CEO is a privilege. Her dedication to the sector of cherries and her passion for working with CGA are well known. I am certain that producers and stakeholders will support her in this new challenge, strengthening the association’s position both nationally and internationally.”
Originally from Tasmania, Penny began her career alongside cherry growers during her studies in applied sciences. Her passion led her to complete a PhD on crucial topics for the sector, such as the causes of fruit cracking, while also contributing as a lecturer and researcher in industry-dedicated projects.
International experience and vision
Her resume includes senior roles at Hort Innovation and the Queensland Department of Agriculture, where she led programs on foreign trade, market development, fruit production, crop protection, and biosecurity. In addition, Penny has been a board member and is recognized for her expertise in governance, strategic planning, and managing high-performance teams.
Globally, she has collaborated with the International Society of Horticultural Science and has participated as a speaker at major conferences on horticultural trade and production. Despite her international scope, Penny maintains a firm focus on Australia, aiming to generate concrete value for local cherry producers.
A guide to facing future challenges
CGA aims to strengthen its influence in national and international markets, at a time when competitiveness and challenges related to climate, logistics, and global demand require enlightened leadership. The appointment of Penny Measham therefore represents a fundamental step to support the growth of the sector, in line with European dynamics where product valorization and innovation are at the heart of market strategies.
Source: cherrygrowers.org
