
An interview with Green Skin Avocados Directors Robert Gray and Treena Welch…
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Guacamole’s Editor (Guac): Congratulations on being named finalists in the Premier of Queensland’s Export Awards. What does this milestone mean for Green Skin Avocados and the wider industry?
Robert Gray (RG): Thank you! For us, this recognition is not just about our business, but about Australian avocados having a rightful place on the global stage. Exporting premium fruit is still relatively new in our industry, and being named a finalist proves that Australian-grown avocados can compete and lead internationally.
Guac: How significant is it to have avocados represented in these awards?
Treena Welch (TW): Oh, it’s really exciting! Avocados aren’t always seen as an iconic Australian export, but they should be. Not only do we market Hass, but Queensland is the only place in the world that grows Shepard, and we are the only business in the world with GMax®. Being finalists shines a spotlight on our growers, packers, and partners, and proves avocados deserve their place on the export awards map.
Guac: What has driven your export growth so far?
RG: Since starting exports in 2022, they have grown to nearly 40% of our business. Partnering directly with leading retailers in Asia ensures consistent quality, reliable supply and strong brand support. This model is winning with both retailers and consumers.

Guac: What does “best practice” look like for your business?
TW: For us, best practice is about obsession with detail and joy in the result. We are hands-on with every step: maturity testing, temperature tracking, and educating retailers and consumers. Our Ripe Button® system is a great example. I love it because it gives shoppers a little “aha” moment at shelf and at home. They press, they smile, they trust. That is how you build a category people come back to again and again.
Guac: How does this benefit Australian growers?
RG: Export growth strengthens the industry by creating stable returns and reducing reliance on the domestic market. By showing up 365 days a year with our 52 week offering of consistent, high-quality fruit, we build trust, lift consumption and deliver more profitable returns, while sustaining both farms and families long term.
Guac: And looking ahead?
TW: We are just getting started. Our goal is to lift exports to over 50 percent by 2030, opening markets like Canada, Japan, Thailand and hopefully China. But it is never just about volume. Every avocado carries our growers’ story, and our mission is to make people fall in love with that story and our fruit, predictably perfect avocados every time.
The winners of the Premier of Queensland’s Export Awards will be announced at the gala dinner on 10 October. For Robert and Treena, simply being named finalists has already been a milestone moment, but both agree the real win is showcasing what Australian avocados can achieve on the world stage.
“Whatever the outcome on the night, we are proud to be flying the flag for Queensland growers and proving that our avocados deserve global recognition,” says Treena with a smile.
“It is a celebration of how far the industry has come, and a reminder that the best is yet to be” adds Robert.
This article appears as part of the 26 September 2025 issue of Guacamole, AAL’s enewsletter.