With an impressive career within the rural sector and previous board experience, Atmore brings a raft of experience to the board table.
She has worked in global agritech and related sectors most of her career with executive leadership roles predominantly in sales and marketing.
Currently, she heads global markering for the Datamars Livestock Solutions business and prior to that led Tru-Test Group's New Zealand business for nine years.
Chairman of PBB, Philip Shepherd, says Verne brings an impressive skill set to the table in an area the business is looking to expand.
"She'll help us progress our business in terms of the products we offer," Shepherd says.
"We are looking forward to Verne joining us and were thrilled when she accepted our invitation."
PBB general manager Harry Faas says Verne's governance experience and skills in marketing will be a huge benefit to the business.
"PBB is transitioning to offering more than just admin-based service. We're offering a suite of services to all sheep and beef farmers throughout New Zealand. We are offering tags, software and DNA services among other things to all farmers - not just stud breeders. We're confident Verne extensive experience in marketing will help us to take those services to the next level."
Atmore says livestock markets are strong and growing, driven largely by increasing demand for meat and dairy which continues to grow significantly in developing nations, and remains fairly stable in developed nations where there's a greater shift to more quality, less quantity of meat.
"This demand sits alongside pressures around more sustainable use of scarce resources such as land and water, food security and traceability and the importance of targeted animal health practices," says Atmore.
"These trends all point to PBB playing a key role in partnering with breed societies to 'reshape' the sector. I'm looking forward to working with the Board and Harry as the business navigates this to deliver value for all stakeholders," she explains.
Atmore is one of two independent directors to sit on the PBB Board. She will start officially on 12 May.
