About Us

Fruition Horticulture Hawke's Bay is built around the idea of using expertise and innovative technology to help improve on-orchard performance. We partner with leading firms globally to provide the best technology and services to our clients.

Precision Horticulture team members working with Green Atlas Cartographer on Hawkes Bay apple orchard.
Fruition technical services team on Hawkes Bay apple orchard.
Fruition Tech Team on Hawkes Bay apple orchard.
Fruition Irrigation Technicians on Hawkes Bay apple orchard.
Fruition Tech Team performing fruit count on Hawkes Bay apple orchard.
Fruition technicians performing apple fruit harvest assessment.

Our Team

Jack Hughes, Horticultural Consultant & Managing Director at Fruition Horticulture Hawkes Bay.

Jack Hughes

Horticultural Consultant | Managing Director

• B.Hort.Sci (1980) Lincoln University

• Certificate in Sustainable Nutrient Management in NZ Agriculture (2013)

My main focus is the management of crop and canopy for maximum performance and profitability. This involves optimising the inputs of orchard system design, labour and technology. Precision Hort sums it up. My background in commercial horticulture, research and consultancy helps me to provide expertise across a broad range of horticultural subjects.

Svetlana Drinnan, Technical Services Manager at Fruition Horticulture Hawkes Bay

Svetlana Drinnan

Technical Services Manager

• B.Bus (marketing)/B.Econ (2001), The Academy of National Economy, Russian Federation

• NZ Certificate in Sustainable Horticulture, Level 3 (2016), EIT

I am very passionate about all living plants and trees, and love spending time in orchards and vineyards observing constant changes in the field. I have a varied role at Fruition that extends across the provision of technical services to our clients, research, lab work and design.

Angus Bews, Irrigation Services Manager at Fruition Horticulture Hawkes Bay

Angus Bews

Irrigation Services Manager

• B.Agri.Sci (2017) Massey University

At Fruition my main focus is Soil and Water. This role is analyzing weekly moisture data gathered from Neutron Probes and providing accurate irrigation advice. Monitoring of soil moisture is also completed via Sentek continuous probes. I also complete site assessments and due diligence on potential properties for clients.

Alex Hoek, Precision Horticulture Manager at Fruition Horticulture Hawkes Bay

Alex Hoek

Precision Horticulture Manager

• B.Agri.Sci (2020) Massey University

• PG Dip Geospatial Science (2024) Massey University

Until recently, there has been no way to quantify variation, nor have we had tools to address variation within orchard blocks. Growers have to treat whole blocks as uniform objects, knowing full well that they are not. With the Green Atlas Cartographer, we find ourselves in a space where we can now quantify variation, and variable rate applications are beginning to allow the treatment of said variation. I view my role as helping to deliver services that progress our clients towards a future of managing their orchards better, from lowering inputs through more targeted applications to growing optimal crops through more appropriate loading of trees/vines.

Adam Fisher, Precision Horticulture Technician at Fruition Horticulture Hawkes Bay

Adam Fisher

Precision Horticulture Technician

Having been involved with technology in post-harvest and how it can be utilised to improve efficiencies it is exciting to explore how technology can be applied at an orchard level. My role at Fruition is to support our precision horticulture services. This involves the operation and data processing for our Green Atlas Cartographers. I enjoy the challenge of applying new technology into orchard management systems and making sure data collected is presented in a form where it is beneficial to clients.

Danielle McMillan, Horticultural Technician at Fruition Horticulture Hawkes Bay

Danielle McMillan

Horticultural Technician

• B.Vit/B.WSc (2018) EIT

I have a background in Viticulture, and this has given me a huge passion for plant physiology, sustainable practices and land stewardship.  My role at Fruition is primarily to provide growers with technical information that assists them to make better management decisions. I also assist the wider team at Fruition with ongoing projects and trials for both industry and individual clients.

Larry Morgan, Precision Horticulture – Viticulture at Fruition Horticulture Hawkes Bay

Larry Morgan

Precision Horticulture – Viticulture

• B. Hort. Sc (1979) Massey University

• Dip Teaching (1980) Christchurch Teachers’ College

• PG Dip Spatial Science (2021) Massey University

All aspects of viticulture interest me, but my focus over the last few years has been in practical applications of precision viticulture technologies.  Recent advances in remote sensing and data handling have meant that things which were once only research tools can now be integrated into daily vineyard activities.  With over 50 years involvement in Horticulture and 35 years of experience in the NZ Viticulture industry, I am well positioned to assist growers to make the most of these new and emerging technologies to ensure efficient, cost-effective production.

Catherine Scott, Office Manager at Fruition Horticulture Hawkes Bay

Catherine Scott

Office Manager

• B.Agr (1991) Massey University

I keep the business and admin wheels turning and make sure the office runs smoothly. I like to interact with clients and keep everyone on their toes. For variety and fresh air, I help out with some extra auditing, sample collection and soil moisture monitoring jobs. I’m responsible for maintaining everyone’s favourite - our Health & Safety system.

Donna Crawley and Gaeline Davies, Fruition Technical Team at Fruition Horticulture Hawkes Bay

Donna Crawley and Gaeline Davies

Fruition Technical Team

From P&D assessments to fruit counts and packhouse audits, Donna and Gaeline are our experienced and multifaceted Tech Team. Their skills, knowledge, and reliability are crucial to the provision of all Fruition services.

Collaborations & Partners

There’s no way we can do all this ourselves. Our modus operandi is to work with good people who have complementary expertise to create innovative services and mutual value.

Green Atlas logo.

In 2019, Green Atlas and Fruition forged an exclusive New Zealand Partnership Agreement. The Aussie Founders of Green Atlas, Steve Scheding and James Underwood have built the Cartographer from over 10 years ‘hard yards’ research & development out of Sydney University. They are world leaders in machine vision and field robotics and Fruition HB provides the specialist crop knowledge and desire to apply and develop the technology for horticulture on our home turf.

Hortplus logo.

Our involvement with HortPlus stretches back 30 years ago when they first launched weather based disease models. We’ve come a long way since those early ‘dial-up data’ days. Mike and the HortPlus team have built our Portal, software application and website and we keep adding to the ‘to-do’ list.

Sentek logo.

Fruition’s relationship with Sentek has been going strong for 25 years. Sentek’s full service design, development, manufacture and support of instrumentation for measuring and managing soil moisture gives our clients ‘best in class’ technology. Their international reach and ongoing in-house research and development underpins the continuous improvement of their services.