Martin Gooch, MAgriBus
Martin was appointed director of the Value Chain Management Centre in January 2008.  Prior to that, he was a Senior Research Associate, focused on Value Chain Management (VCM)  and Value Chain Analysis (VCA) research.  Martin joined the George Morris Centre in 2005.  He has considerable experience in researching and developing value chain alliances.  Martin's Masters thesis analyzed the critical success factors in forming and managing value chain alliances within the perishable food industry.  He is now working on his PhD, through the University of Queensland, witn a focus on assisting farmers in looking at their businesses as part of a value chain, thus encouraging appropriate changes in management and mindset.  His experiences in commercial and academic realms have allowed Martin to develop close links with a number of internationally successful companies, as well as industry and academic experts who are seen as world leaders in developing alliances in order to secure markets as diverse as Britain, Australia, New Zealand, Hong Kong, Singapore, Malaysia, Japan, the Netherlands, the United States, and Canada.

Martin has contributed to Value Chain initiatives that have won international awards of excellence, and have set the benchmark for best practice in product development and marketing in the horticultural industry.

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Contact:  519-822-3929, ext. 216