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Our Team


Henry van der Velden - Director
Henry manages the largest covered cherry orchard in the South Island of New Zealand and has extensive experience in growing and exporting fruit.

With over 10 years international marketing experience, Henry has taken it upon himself to each year visit key customers and emerging markets becoming known as Mr Henry by name. This market recognition lead to a Taiwanese customer back in 2009 creating and adopting the Mr Henry brand which is now used exclusively in New Zealand for online sales via and

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Paul Croft - Director

Paul has over 15 years’ experience in the commercial property finance industry and over 10 years in the cherry industry previously as CFO for New Zealand Cherry Partnership and more recently as part of the international marketing team at Asia Fruit Logistica Hong Kong for the past 6 years.

He holds a Bachelor of Commerce and a Graduate Diploma in Finance.  He is a qualified Chartered Accountant and holds an Investment Management certificate.

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Neil MacDonald - Non-executive Director
Neil is a consultant with chartered accountant firm Yardley Lo and Associates in Dunedin. Neil has wide commercial skills from over 40 years in the workforce.

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Ricky Larsen - General Manager
Ricky has extensive experience in the primary agricultural export sector within the sheepmeat industry. He worked for Alliance Group Ltd for 28 years managing their Lorneville plant and latterly as General Manager of Blue Sky Meats for 10 years.

Both companies produced beyond 300 different specifications including frozen and chilled consumer ready cuts, of which 95%+ were exported to over 65 different countries.


Reece van der Velden - International Sales Manager
Reece has a Bachelor degree in Information Systems and Management with over 10 years e-commerce experience including cross-border sales. Reece has been a key lead in the marketing, organisation and sales at Asia Fruit Logistica Hong Kong.

Reece has a comprehensive understanding of the export process and updated the company’s export grade standards in 2015. Over the years Reece has visited more than 40 markets, more recently visiting new emerging markets. He developed a flagship 48pc VIP gift box which brought the premium New Zealand Cherry Corp brand to market. Reece maintains a close relationship with customers which is considered critical to the role of international sales.

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Shane Fookes - Chief Financial Officer
Shane is a qualified Chartered Accountant with a career largely based in management accounting, business advisory and commercial management roles. He holds a Bachelor of Management Studies plus a NZ Diploma in Business Studies.

Shane works closely with our international customers on a daily basis, following export loadouts, trade credit insurance, regulation, business analysis and completing CBA into each market. Shane has built close relationships over the years with customers from all 12 of our main markets. Shane is also part of our international marketing team at Asia Fruit Logistica Hong Kong.

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Heidi Hall - Sales & Marketing Assistant
Heidi is the newest member in the NZCC team, joining in late November 2017. She has a Bachelor's degree with joint majors of Marketing and Management. Heidi has extensive experience in digital marketing and website design. She has previously worked as a GM in a small valuation company, as a Business Developer at MediaWorks and as a digital analyst at Bauer Media. 

Heidi will be a key lead in the marketing, organisation and sales at Asia Fruit Logistica Hong Kong.