Bethany Hughes always wanted to work in an industry that felt meaningful and wholesome.
According to Hughes, fresh produce touches everyone’s daily life, yet the people behind it often go unseen. The chance to work alongside growers and family businesses who dedicate their lives to feeding communities felt incredibly special, and that’s what drew her in.
Hughes studied marketing and media design and has always loved creativity. Even in high school, her Year 12 final project involved developing a clothing brand concept where she designed the garments, all packaging from tags to shipping boxes, and built a full brand, marketing and sales strategy.
Her career began at The Heat Group, working across marketing and PR for beauty brands, followed by global brand experience at L’Oréal Luxe. She later joined Montague Farms and instantly felt at home as she drove down the orchard driveway.
More than a decade later, Hughes helped bring fruit branding and storytelling to life in all touch points of media marketing, from billboards, street activations, chef menus, TV cooking shows, magazine spreads, and so much more, before launching her own business, Fresh Activations, with her partner to support growers across Australia.
Creating a large-scale orchard brand from scratch for a large family business in NSW has been a major career highlight. From logo and packaging through to social, website and events, Hughes said it has been a rewarding journey of bringing identity to life.
“I genuinely love what I do. We work with passionate family farmers every day, helping strengthen the legacy they are building. Watching growers succeed and knowing we played a small role in that is the best feeling. It is meaningful, personal and far more fun than marketing the latest eyeshadow shade,” said Hughes.
“At the heart of everything we do are family growers who pour their lives into what they produce. Being able to help share their story and support their legacy is something I feel incredibly grateful for every day. Marketing fruit is far more fulfilling when you know the families behind every harvest.”
Caroline Pisciuneri is someone Hughes said she admired for many years. Pisciuneri’s family is involved across fruit growing, cattle farming, and transport, while also contributing to industry leadership through board and committee roles. What stood out most to Hughes was Pisciuneri’s kindness, energy and ability to balance family, farming and industry with ease.
At the same time, Hughes’ advice to her own admirers in the industry was never to doubt the ability to do meaningful things. She suggested starting the day with intention, celebrating small wins and pursuing work that makes one feel proud.
“Life moves so very quickly, so make the hours count. Stay curious and learn everything. I wanted to understand growing, packing, selling and marketing, but more importantly, I wanted to know the people behind it. When you connect with people, your work stops feeling like a job and starts feeling like a lifestyle.”
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