Mr Lloyd will take up the role on November 2, replacing acting CEO Vanessa Goss.

HAL chair Dr Nigel Steele Scott said: "John has extensive experience in agriculture with practical farmers as well as experience in business management in agriculture and marketing. We are delighted with his appointment."

Mr Lloyd said: "I’m really excited about working in an industry that shows such exciting growth prospects over the next five to 10 years."

Mr Lloyd’s appointment comes just as HAL is about to embark on a strategic planning process to set the direction for the company to 2015.

Horticulture Australia Limited (HAL) is a not-for-profit, industry-owned company. It works in partnership with Australia’s horticulture industries to invest almost $90 million annually in research, development and marketing programs that provide benefit to industry and the wider community.

Until recently Mr Lloyd ran a management consultancy specialising in operational and strategic advice to agricultural clients. He was once the CEO/vice president of Case New Holland Australia and New Zealand and general manager of commercial operations at Incitec Pivot.