John Webster, the Managing Director of peak industry body Horticulture Australia Ltd, said there were many opportunities and challenges confronting the sector.

Mr Webster said Future Focus, Horticulture Australia's strategic plan, would  help position the industry to maximise its potential in a dynamic global market.

"The industry also needs to develop a more pro-active approach to emerging industry-wide opportunities and challenges, rather than reacting to issues as they emerge," he told the conference.

"With limited resources, we need to focus on those areas with the highest payoffs. Its more than making supply more effective, we need to improve the industry"s competitive advantage in all markets.

"And it is important to separate out what can be done privately by firms from what needs to be done collectively."

Simon Costa, of the Costa group, focussed on the importance of having the right people and excellent leadership in maximising business effectiveness and growth. "Dealing with constant change and striving for business improvement is a huge challenge, but aligning values across a business is even more important, regardless of the scale of the business.

“A customer focus culture is critical to business success. We seek to reverse the traditional model of Systems, Processes and People and put people first," Mr Costa said.

Sarah Pennell, of Horticulture Australia, said consumers were demanding food with health benefits and that this was driving demand for fresh fruit and vegetables. "Consumers eat less as they age, but they want to eat better quality foods to promote health - and they are prepared to pay for this." she said.

"The trifecta of success is to have some real or perceived health benefit which can meet consumer needs for convenient, healthy snacking which also has the advantage of providing benefits in an all natural form – true super foods.