The Agri Business Directors

The Agri Business Directors

We believe that agribusiness and agricultural recruitment, strategy and investment are all linked as your people are the instigators of your success.  This is the reason as directors we work under a collaborative model.  For every request from agri businesses we receive we look as a team at your issue through these spheres to see how we can advise.  It also helps that we've all grown up on farms and have a close affinity to the agri business sector.  We look forward to meeting you.


Lucy PurcellLucy Purcell      

Lucy's background is in the Snowy Mountains where her family property consisted of orchards, sheep and cattle. From here Lucy studied agribusiness, marketing and hospitality before working in the wine and equine industries.  Lucy then had 10 years working as a specialised recruiter and strategist within the agribusiness and agriculture industry.  

Lucy's experience pans across small to large strategic recruitment  and investment ventures,  agriculture advertising and marketing campaigns and the food service industry giving her a unique network within Australia and Asia. Industries that have benefited from Lucy's diverse background include horticulture, machinery and technology, farming, FMCG, viticulture as well as the international and domestic agribusiness finance sector.

Since 2006 Lucy has been a Board Member and is the current Vice President for the Agribusiness Association of Australia  Lucy has been an active participant in many state and national events, conferences and round table discussions regarding the direction, brand and potential of Australian agribusiness food and farming sectors. Lucy has the understanding and empathy needed to help guide the industry to be sustainable as well as an international success.

Contact or phone +61 (0) 401 944 320

Ben PerryBen Perry

Ben grew up on a mixed farming property west of Forbes, central NSW.  After completing university, he worked as an exploration geologist for North Mining before moving to the Dept. of Mineral Resources. Disillusioned with his career he then travelled extensively in Mongolia, China, India, Burma and Afghanistan through to Europe and the Canadian Arctic.

He returned to manage the family property in his late 20’s before starting a cloth dyeing and natural cosmetic business then opened an advertising and marketing agency, Channel Zero in Sydney. 

For ten years this business looked after a number of large agribusinesses. Notable roles included the rebranding of Coopers Animal Health, Dow AgroSciences  and GrainCorp as well as working on a large number of products for companies such as Jurox, Merial, Fort Dodge, Living Turf, Grain Growers Association and Virbac.

Over this time with different partners he started a number of other businesses including Foxy Foods, a healthy, natural frozen yogurt range that is still retailing along the USA west coast. 

In 2012 he formed the strategic marketing and brand Agency Tom Thumb. Ben was  a Board Director for the Agribusiness Association of Australia until 2016 and now sits on their NSW state group. When Ben isn't heading up our strategic division he can be found relaxing on his property at Mudgee with a glass of Shiraz.

Contact or phone +61 (0) 425 324 256


Dominica CarolanDominica Carolan

Dominica grew up in North Western NSW on a cropping and livestock operation. Her early career was spent in the cotton industry before moving to Brisbane. For the last thirteen years Dominica has been involved in professional agribusiness recruiting within horticulture, livestock, seed, fertilizer, machinery and chemical sales. 

Through Dominica’s working career she has dealt with many of the leading agribusinesses to place full-time professionals. These companies set the standard for excellence in areas such as productivity, profitability, growth, and customer service. Dominica’s ultimate goal is to add value and enhance her clients staff by various avenues such as; embedding performance management structures, reviewing and restructuring the organisation, improving staff morale and retention of employees.

Dominica’s philosophy is that our clients want to hire the best candidates, and our candidates desire to work for the best companies. It’s her job to bring the two together. In her down time Dominica can be found screaming support for the Queensland Reds.

Contact: or phone +61 (0) 429 961 300


   Kate Cox

Kate runs our Communications and Media. Her family comes from Mudgee in Central West NSW on a cropping, livestock and vineyard operation. Kate is an experienced senior metropolitan newspaper editor and digital publishing leader turned commercial director. Across content, marketing and audience, Kate understands storytelling trends and what works + trade & consumer marketing + how to attract, keep & grow audiences.

Kate is a strategic thinker and stakeholder manager. She is an excellent verbal and written communicator, presenter and trainer. Before joining us Kate was the Commercial Content Director for Nine (Fairfax Media), National Managing Editor Food and Drink (Fairfax Media) and Editor of the Sun Herald Newspaper.  Kate was also a regular commentator on Channel 9 Weekend Today Show and pre that Channel 7 Sunrise “Angels” & The Morning Show “Jury”.  She is a regular public speaker, MC and panellist.

Kate won the International News Media Awards, New York - Best Marketing Solution for an advertising client. ‘Decoding Genius’ Podcast for GE (received more than 150,000).

Her impressive lineup of clients include GE, Samsung, Vodafone, NSW Government, CA, KPMG and Airbnb. Since focusing on the primary industry, she has worked on PR, media and content campaigns for NSW DPI, Cultiv8 SparkLabs, Co-operative Farming for BCCM and Burrundulla Vineyards.

Contact: or phone +61 (0) 411 422 889