LeaderBrand Leads with AI Innovation
Major New Zealand fresh produce grower is tapping AI to manage weeds on one of its farms.
McPhail founded LeaderBrand in 1975 when he took over the family sheep and cattle farm, converting it to grow his first crop of potatoes.
Since then, the company has grown from a 40ha site in Gisborne to four sites across New Zealand, including sites in Pukekohe, Matamata, and the South Island, boasting crops like asparagus, broccoli, lettuce, sweetcorn, and squash.
He says he is “incredibly honoured” to have made the list, adding that it is a privilege to receive the award for doing “something that has never felt like work”.
“There are so many people who have gone before, and who are still active in the industry, who are equally deserving,” he says. “I humbly accept this award on behalf of all of them.”
“To me the success of LeaderBrand is all about its people. I started off growing plants but ended up growing people, something I’m very proud of,” McPhail says.
Meanwhile, LeaderBrand chief executive Richard Burke says McPhail’s vision to create a world-class farm is what continues to drive the team today.
“Murray’s success was in realising quickly which produce grew best in which soil and committing to crops that could be grown all year round,” Burke says, adding that McPhail had a ‘knack’ for picking future consumer trends and predicting what Kiwis would want to eat in the future.
“This was one of the key drivers to our investment into bagged salads and our undercover greenhouses,” Burke says.
McPhail’s career has not been without challenges, Burke explains. In 1988, Cyclone Bola destroyed the Gisborne farm.
“Many farmers at the time decided to sell up, but Murray’s tenacity and drive drove him to replace and rebuild. It was this pioneering spirit and the Kiwi can-do attitude that drove us once again to dig in after this year’s Cyclone Hale and Gabrielle.”
“Murray has led the industry for 50 years and built from scratch one of the largest produce businesses in New Zealand,” Burke says.
“All of the team at LeaderBrand are chuffed that Murray has been honoured for his services to our industry and for his commitment to the Gisborne region. It is well-deserved.”
Horticulture New Zealand president Barry O’Neil says the honour awarded to McPhail reflects his contribution to horticulture and his investment in, and support of, regional New Zealand.
“LeaderBrand, the company that Murray founded, was the first to introduce bagged lettuce to New Zealand, as well as provide a 200% guarantee on all its produce,” O’Neil says. “He is also credited as introducing broccoli to the New Zealand palate.”
O’Neil describes McPhail as a “visionary” leader and businessman.
“Tenacity, charisma, and clear vision have all been vital to Murray’s success. However, it is his boundless energy and drive that has led to his ongoing success.
“Throughout his career, he has been innovative and not afraid to take calculated risks, while providing employment for thousands of people over nearly five decades of business,” O’Neil adds.
