Dr. Martin Gooch has been appointed adjunct faculty with the School of Hospitality and Tourism Management, in the College of Management and Economics. Dr. Gooch has 28 years of management experience in the international agri-food industry, having worked in the UK, New Zealand, Australia, and Canada on product and process innovation and marketing from a value chain perspective. Awards recognizing his work include the SIAL prize for the “World’s Best New Fruit and Vegetable product of 2002” and in 2013 Bayer Inc. recognized Martin as “Outstanding Canadian” for his contribution to Food Chain Partnerships.

Martin holds qualifications in crop and animal production, farm management, and has an undergraduate degree in International Business. His Master’s thesis identified factors critical to the success of perishable food value chain alliances. His PhD identified ways to motivate farmers and managers of agri-food businesses to successfully adapt to changing market demands through developing close, strategic relationships and innovative business practices.

Dr. Gooch established the Value Chain Management Centre (VCMC) in 2008, becoming its first Director. In 2013 Martin founded and became CEO of VCM International (VCMI), of which the VCMC became a division at that time. VCMI helps businesses, primarily in the agricultural and food industry, enhance their long-term profitability and environmental sustainability, by developing effective consumer-focused relationships with customers and suppliers, enhancing their ability to adapt to changing market conditions and mitigate risks more effectively than if working unilaterally.