Woolworths’ Greenstock appoints GM for livestock sourcing and producer partnerships

Jon Condon, March 1, 2024

WOOLWORTHS’ stand-alone red meat supply chain business, Greenstock, has made a key appointment to its leadership team.

Former grains industry executive Felicity Coventry (nee Hennessy) has been appointed Greenstock’s general manager of strategic sourcing and producer partnerships.

Felicity Coventry

Greenstock managing director Anna Speer said the appointment would further enhance the company’s capability and represented a significant milestone in its supply chain journey.

Ms Coventry joins Greenstock from GrainCorp, where her most recent role was as general manager for transformation. Prior to joining GrainCorp, she held leadership and operations positions at KPMG, Ruralco, Agfarm, InterAg Service and Elders. She is a director of the Australian Business Research Institute and sits on the advisory board for CSIRO Agriculture and Food Committee.

Her appointment follows the departure last year of veteran Woolworths meat and livestock executive, Brett Thompson, who was general manager of strategic sourcing, processing and quality. His role covered both procurement of livestock and processing operations, with Woolworths various service kill providers.

Processing operations are now managed by former JBS staffmember, Matt Robinson, while Ms Coventry will have oversight for livestock procurement, producer partnerships, sustainability and animal welfare.

Matthew Robinson

She will also work closely with Woolworths retail team to better amplify to supermarket customers the ‘great livestock programs the company has.’

Sam Ditchfield will continue to lead Woolworths day-to-day livestock operations of both the lamb and beef livestock sourcing teams nationally.

Greenstock presently manages a supply chain covering around 9000 cattle per week, 25,000 lamb and 14,000 pigs, plus boxed meat purchases.

“Felicity brings a wealth of knowledge from the agribusiness industry after years of closely working with farmers across the country, as well as solid professional, transformation and leadership experience,” Greenstock managing director Anna Speer said.

“Felicity’s appointment to the leadership team will help drive the next evolution of our strategy, deepening existing farmer and feedlot partnerships to drive mutual value, including accelerating our welfare and sustainability opportunities together,” Ms Speer said.

Ms Coventry said she looked forward to partnering with Greenstock’s farmers and suppliers to contribute to our long-term future.

She starts her new role in early April, reporting to Greenstock’s MD Anna Speer.

Woolworths established Greenstock in 2021 as a stand-alone red meat business, working with primary producers and suppliers to provide for the combined red meat needs of Woolworths Group’s retail, export and food services businesses.






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