White Prince Mushrooms has brought on Sebastian 'Seb' Brandt, the former marketing chief for Ingham Group, as Group Chief Executive Officer, effective 27 January 2026. Brandt brings over 25 years of leadership experience in the fast-moving consumer goods (FMCG), retail, quick service restaurant (QSR), and agribusiness sectors to the role. His career includes senior executive positions at major companies such as PepsiCo, Ingham's, Red Bull, and Fosters. Most recently, he served as Chief Commercial Officer at Vow, where he focused on commercial growth in emerging food categories, including cultured meat.
In his new role, Brandt will oversee the White Prince Group's portfolio, which includes White Prince Mushrooms, White Prince Markets, and Elf Farm Supplies. He is expected to drive innovation across the Group's fresh produce and agriculture operations. His experience encompasses global brand building, strategy, operations, and supply chain excellence.
David Keldie, Chairman of the Board, stated, "Seb's values-driven leadership style and commitment to sustainability align closely with the company's vision to expand innovation in sustainable farming practices and create new opportunities for Australian consumers and retail partners.
"Seb brings the right tools to match our growth ambitions in coming years. We want to move from trusted partner to category captain, driving growth in the mushroom category and being relied on to bring breakthrough innovation and world class insights to the table."
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