Protected Cropping Australia (PCA), the peak industry body representing commercial growers using protected cropping systems nationwide, is proud to announce the appointment of Michael Simonetta and Ben Hoodless to its Board of Directors.

 

These appointments mark a significant milestone in PCA’s evolution, bringing together two of the most respected leaders in Australia’s fresh produce and horticulture sectors to help guide the industry through a period of rapid innovation, sustainability transformation, and global opportunity.

 

Industry Titans Join PCA Board

 

Michael Simonetta

 

Michael is the former CEO of Perfection Fresh, one of Australia’s largest and most innovative fresh produce companies. Over his 40-year career, Michael introduced iconic products such as Broccolini®, Qukes®, and Calypso® mangoes, and oversaw the development of Australia’s largest glasshouse facility. He now serves as a Non-Executive Director at Perfection Fresh.

 

Michael’s leadership is deeply rooted in the values instilled by his father, Antonio Simonetta, founder of Perfection Fresh. In recognition of this legacy, PCA recently introduced the Antonio Simonetta Legacy “Rising Together” Award, presented at the 2025 PCA Gala Dinner.

 

The award honours leadership that uplifts the entire industry, a philosophy Michael has embodied throughout his career, especially during challenges like the ToBRFV outbreak, where under Michaels leadership, Perfection Fresh played a pivotal role in protecting not just its own operations, but the broader horticultural community.

 

“Considering the increasing economic pressures and the rising risk of exotic pest and disease incursions, it is vital to strengthen the financial resilience of growers while enhancing their preparedness for future biosecurity threats. This dual-focus strategy aims to ensure long-term viability, reduce vulnerability, and support rapid, effective responses to potential incursions in the future” says Michael on his appointment.

Michael continues to champion selfless leadership, collaboration, and innovation — values that align perfectly with PCA’s mission to support growers and drive excellence across protected cropping.

 

Ben Hoodless 

 

Ben is a seasoned agribusiness executive with over 25 years of experience across crop protection, biologics, genetics, and agtech commercialisation. He is currently the Managing Director of ElementAG, a Melbourne-based consultancy that partners with global technology providers to bring cutting-edge agricultural innovations to Australia and New Zealand.

 

Ben recently concluded his tenure as Managing Director of the International Fresh Produce Association Australia-New Zealand (IFPA A-NZ), where he previously served as Chair and Board Director. During his leadership, IFPA A-NZ experienced double-digit growth in its flagship event, Hort Connections, and expanded its offerings in sustainability and talent development through the 2025 curriculum program.

 

His career includes senior roles at Bayer CropScience and Monsanto, where he led the Vegetable Seeds Division across ANZ and Asia Pacific, including strategic roles in China, Korea, and Japan. Ben holds degrees in Horticultural Science and Commerce, and is known for his collaborative leadership style, strategic mindset, and ability to build high-performing teams.

 

“I am excited by the opportunity to join the PCA board with experience spanning commercial and industry associations in the fresh produce sector.  I look forward to working with the PCA chair, board and staff to continue to build a progressive association that can tackle head on the industry challenges and opportunities and provide value to members.”

 

“The Protected cropping industry is poised for further growth when you consider a future of expanding agtech/automation, consumer demand for new and high-quality produce and increasing pressure on natural resources and variable climate.  PCA is critical to support resilient local production of fresh produce” says Ben on his appointment.

 

Strategic Impact for PCA and the Industry

 

Chair of PCA, Andrew Tout, welcomed the appointments:

 

“Michael and Ben bring unmatched depth of experience, strategic thinking, and global networks to our Board. Their leadership will help PCA elevate its national profile, strengthen advocacy, and accelerate innovation across protected cropping. This is a transformative moment for our industry.”

 

“Michael’s legacy in varietal innovation, branding, and glasshouse development aligns perfectly with PCA’s mission to support growers and drive excellence. His appointment reflects our commitment to bold leadership and industry-wide collaboration.”

 

“Ben’s track record in commercialising agtech and building inclusive, high-performing teams will be invaluable as PCA expands its role in shaping the future of sustainable horticulture.”

 

For further information, visit www.protectedcropping.net.au