Jen Scoular is Chief Executive of New Zealand Avocado. Her primary role is to set and implement a strategy to grow the New Zealand avocado industry in value and capability. The industry vision is to optimize sustainable grower profitability. Jen has raised the visibility of the industry while promoting collaboration across the whole value chain. Industry returns have moved from $60m in 2012 to over $200m in 2021 and the industry is on track to meet its ambitious goals. Prior to her current role, Jen was Consul General and Trade Commissioner heading the New Zealand Consulate in Hamburg, Germany. Jen had earlier roles as Treasurer at Zespri and Barclays Bank in the UK.