The directors of the Potatoes South Australia Incorporated Board of Management are:


Chief Executive Officer

RobbieDavis32 002 Robbie Davis

Robbie has business experience in both the private and public sectors domestically and internationally, and at Board level as a Board member and reporting to a Board in the capacity of CEO. She is also a primary producer (beef cattle) in the upper south east of South Australia. She has an intimate understanding of agricultural production systems, particularly sustainable whole of industry value chains from the paddock to the end-consumer. Following almost ten years living and working in Southeast Asia (Singapore, Indonesia, Brunei), she was self-employed as an agribusiness consultant until her appointment as CEO in 2012.  Robbie was awarded the RIRDC Rural Woman of the Year (SA) 2016.

Her key roles have been to develop stakeholder networks, and to develop and implement management and financial processes, and funding and Strategic Plans.

Qualifications: Bachelor of Agricultural Science, Master of Business Administration (University of Adelaide), Graduate Australian Institute of Company Directors


Independent Chair

Bio Andrew M Potato Mark Geraghty

Mark is an Executive General Manager of RACV, a mutual organisation employing over 3,500 staff in the insurance and hospitality industry across Australia.  Mark has more than 30 years’ experience in sales, marketing, supply chain and general management activities in a wide range of commercial sectors, covering consumer goods including food & beverages, rural services, and financial services. Immediately prior to joining RACV, Mark worked in several senior roles at Elders Ltd across all aspects of the agricultural sector. Mark has held several Board roles in industry associations including as a previous Board member of Potatoes South Australia.

Qualifications: Bachelor of Science (Hons), Master of Commerce (University of New South Wales) GAICD. 


frank  Frank Mitolo

Frank has been involved with the family business for more than 30 years, commencing as Sales Manager and is now The Mitolo Group’s CEO & Managing Director. Whilst in his role he has managed the strategic direction and significant growth of The Mitolo Group business. He actively leads the Sales and Marketing  division including the Group’s market development and innovation strategies, as well as research and development initiatives such as plant breeding trials.  In addition to the Mitolo Group role Frank is also the founder of Mitolo Wines and has just launched a cellar door and restaurant Bocca di Lupo in McLaren Vale. Frank has undergone leadership development activities through TEC and international YPO Forum.


AndrewWhite Andrew Widdison

Andrew is a third generation potato farmer at Kalangadoo in the southeast of South Australia and has been growing potatoes for processing for more than twenty years. His family business currently supplies potatoes to Safries/McCains Foods at Penola. He is Chair of the South East Potato Growers Association (SEPGA) which represents potato growers in the region. A passionate industry advocate, Andrew is keen to see the continuing development of an efficient and sustainable industry to meet consumer expectations.  


Pud Richard Haynes

Richard has a strong association with the land and grew up on his family’s farm in Naracoorte, South Australia. He has a strong technical background in agriculture and has worked at Elders Ltd for over fifteen years, focusing on the viticulture and horticulture industries. He began his career as a Branch Manager in the lower southeast of South Australia and spent four years working with local growers. He has spent the last ten years working with national corporate horticulture clients as a Key Account Manager.

Richard has been treasurer of Potatoes South Australia Incorporated since 2011. He has also been an advisor to the Barossa Valley viticulture technical group since 2006.

Qualifications: Bachelor of Agricultural Science (Adel)


BradHigginsDirectoryPic Brad Higgins

Mr Brad Higgins is Westpac’s Regional General Manager, Agribusiness, South Australia and Western Australia and is responsible for managing end to end relationships across this geography of Australia. Brad was raised on a beef cattle and prime lamb property in South Australia’s Limestone Coast region and has 30 years agribusiness experience.

Prior to joining Westpac more than six years ago, he held senior client-facing roles with the Commonwealth Bank Australia and Global Animal Health Company, Pfizer Ltd. With detailed knowledge of all facets of agribusiness and a passion for sharing knowledge, Brad successfully links like-minded participants in the food and fibre production sector to ensure thought leadership is realised. He holds a Graduate Diploma of Management from the University of New England and a member of the Australian Institute of Company Directors. 

It’s Brad’s belief that through leading research and development programs, Australian agribusiness professionals are in a strong position to share innovation, which is mutually beneficial with our trading partners. 


 Rod Knight

Prior to commencing in the agricultural sector in 2006, Rod was a finance professional in large multi-national manufacturing organisations within the Telecommunications, Defence and Broadcast industries. From 2006 until 2017 Rod has served as the Chief Financial Officer within large privately-owned fresh produce businesses with full function finance responsibility, with a focus on strategic and operational performance. This has included strategy deployment, implementing Lean Management principles, implementing ERP systems, leveraging business process efficiencies, steering major cost reduction programs, and growing export markets. Rod joined Thomas Foods International Fresh Produce in 2014 as Chief Financial Officer, and in 2017 was appointed Chief Executive Officer.  In September 2019 Rod joined Lindsay Australia Ltd in a Commercial Manager role.

Qualifications: Bachelor of Business (Accounting) (Monash University), CPA


Jackson Mark Jackson

Mark is a Partner of Crawford Legal, an Adelaide-based commercial law firm, and heads its dispute resolution team.  Mark has over 17 years’ experience advising clients across a broad range of industries.  In his current role, he is focused on assisting clients throughout Australia navigate commercial disputes.  He also advises clients on structuring and implementing commercial transactions and corporate governance.  Before joining Crawford Legal, Mark was the Head of Legal and Compliance for national ASX-listed agribusiness, Elders Limited.  He has significant experience advising agribusiness clients across all points of the value chain, including growers, manufacturers, distributors and exporters. 

Mark holds a Bachelor of Laws (Hons), Bachelor of Economics and a Graduate Diploma of Legal Practice


Haby Cropped Aaron Haby

Aaron is a potato producer at Walkers Flat on the River Murray in South Australia. He is a third-generation farmer in the district and added centre pivot irrigation to the property in 1996. With perseverance, the area of production has increased substantially and he now produces up to 243 hectares of washed potatoes under irrigation. The business also produces onions for the fresh market which are packed at Rivapak in Mannum, South Australia. Aaron is a progressive farmer adopting technologies including GPS, variable rate spreading, EM soil mapping and NDVI. All of these systems build soil structure and increase productivity. His property supports the industry by offering areas of crop for trial work of new products and potato varieties.

Qualifications: Diploma of Agriculture RTE 50103