Joanne Barber

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Director, Founder & Investor

Palmview Australia Pty Ltd Barber Family Trust

Apr 2025 - Current (1 year 4 months)

Over the course of my career, I’ve discovered that the periods “in between roles” are some of the most valuable for personal growth and impact. During these times, I focus on leveraging my strengths-particularly coaching and mentoring startup founders. Kicking off in June 2025 I will be supporting the #Farmers2Founders program as an Executive-in-Residence (Exec-iR) coach, where I help early-stage startups navigate the challenges of scaling. Working with founders to refine their strategies, and achieve success in areas such as investment readiness, customer alignment, and corporate governance. My approach is grounded in empowering founders to unlock their potential and navigate the complexities of startup growth. Whether it’s guiding them

Co Founder, Chief Operating Officer, Director

Levur

Aug 2023 - Mar 2025 (1 year 8 months)

Levur is a startup focused on creating sustainable alternatives to unsustainable plant and animal oils, particularly aiming to replace palm oil. Their innovative science-driven approach addresses environmental challenges such as deforestation and biodiversity loss. Leading commercialisation at Levur Pty Ltd, I drove the adoption of precision fermentation sampling, a customisable oil alternatives for global partners in cosmetics, nutraceuticals, and food. My responsibilities spanned: • Co-led securing the capital to advance Levur’s yeast-based, eco-friendly oil technology. This included Venture Capital (1.2M), Government Grants (matched funding) and non-dilutive funding (winning KPMG 100K Nature Capital prize). • Forging partnerships with i

Chief Operating Officer

FutureFeed

Jul 2022 - Apr 2023 (10 months)

FutureFeed is a rapidly scaling startup dedicated to global adoption of Asparagopsis seaweed as a livestock feed supplement, aiming to dramatically cut methane emissions in agriculture. Backed by CSIRO, MLA, and JCU, with board representation from major industry players, FutureFeed is at the forefront of sustainable agricultural innovation and climate action. Key Responsibilities and Achievements: • Managed relationships with licensees and customers, and maintained board communications. • Leveraged 30 years’ experience across marketing, business development, intellectual property and contract management, stakeholder engagement, R&D project management, training, government relations, and public speaking. • Oversaw international regulatory ro

Head of Operations and Certification

FutureFeed

Nov 2020 - Jul 2022 (1 year 9 months)

The main objective was to align industry supplements with standard measurement protocols and facilitate their inclusion in the Australian Carbon Credit Unit (ACCU) Scheme. I led the technology roadmap to develop AI supporting software to manage transparency and integrity in the standards of accounting. Established a standardised set of governing rules for Asparagopsis, integrated into the measurement of enteric carbon emissions. Developed a traceability system for labeling claims that aligns with carbon accounting regulations and prioritises consumer interests. (Registered with IP AU) Acted as the primary point of contact for all stakeholder groups, including government bodies, industry supplement subcommittees, licensees, and board. Pr

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Chair, Chief Executive Officer, Co founder

We Affirm Co Lab Loop

Dec 2018 - Oct 2021 (2 years 11 months)

Lab-Loop® was created to help hotels eliminate single-use plastics in bathroom amenities, enabling properties to operate in a way that is environmentally, socially, and economically responsible. By offering locally made products and unique circular recycling program providing a wonderful guest experiences, Lab-Loop set to empower hotels globally to meet sustainability goals, align with SDGs, and provide transparent sustainability reporting to stakeholders. What We Set To Do: • Manufacture skincare, body care, and hair care products locally and globally (think of a destination like Bali) • Offer brand and market design (private label & brand management to meet hotel guests on their journey) • Provide product development expertise • Deliver a

Global Vice President, Hotel Wellness (Singapore HQ)

COMO Shambhala part of the COMO Group

Feb 2017 - Jan 2019 (2 years)

COMO Shambhala, established in 1997 by Christina Ong, has grown from a single yoga studio in Singapore into a global leader in holistic wellness, now operating 17 spas across nine countries and four continents. The brand is celebrated for integrating modern science with time-honored healing traditions, offering transformative experiences designed to nurture mind, body, and spirit for nearly three decades. As VP of Wellness at COMO Shambhala. • Directed global wellness operations across 14 locations in nine countries, leading a team of 300 wellness professionals to deliver consistent, high-quality guest experiences. • Led the successful 21st anniversary campaign, including a strategic collaboration with Mulberry Bags and the launch of the C

General Manager, Commercial, Marketing and Communications

Australian Organic Limited

May 2013 - Aug 2016 (3 years 4 months)

Australian Organic (formerly Biological Farmers of Australia) is a leading not-for-profit championing the integrity of organic standards in Australia, ensuring these standards are maintained by the supply chain itself. As General Manager of Commercial, I provided strategic leadership across the domestic and international organic supply chain, collaborating with clients, members, staff, government, the Board, and the CEO. • Designed and launched Australian Organic Awareness Month, establishing it as Australia’s largest and ongoing campaign for certified organic industry awareness, which continues to drive national consumer engagement. • Published two editions of the Australian Organic Market Report, providing critical industry data and bench

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Chair, Chief Executive Officer, Founder

Your Product Solutions Consultancy Firm

May 2009 - Dec 2016 (7 years 8 months)

Managing Director of Your Product Solutions included product development, innovation, managing supply chain and business strategy for a diverse range of wellness companies including; Australian Organic (Australia), COMO Group (Singapore), Organic and Beyond (China), AusEcoShop (Australia-China), CarePlus Australia (Australia - China) and many other brands in US, EU. From sourcing seed to plate and building brands to international markets. Navigating compliance and market penetration.

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Chair, Chief Executive Officer, Co Founder

Equalibrium Bar pty ltd Spa and Wellness

Oct 2003 - Apr 2008 (4 years 7 months)

Equalibrium Bar (ebar) was, at its peak, Australia’s largest retailer of organic and natural skincare, pioneering a market that was still emerging and largely uninformed. With over 11,000 beauty lines, ebar set new standards in customer engagement, product education, and innovation, offering spa services, a unique aromatherapy blending bar, and a closed-loop packaging program. The business also developed its own private label range, continually sourced new products nationwide, and built a reputation for quality and trust-so much so that many mistook it for an international franchise. • Built and maintained Australia’s largest selection of organic and natural skincare, offering over 11,000 SKUs and setting a national benchmark for range and

Senior Sales Executive

Wella

Mar 2000 - May 2004 (4 years 3 months)

Wella Professionals is a leading global hair care and color brand, renowned for its innovative, high-performance products designed for salon professionals. With over 140 years of heritage, it is the No. 1 salon color brand worldwide, offering advanced hair color, care, and styling solutions that combine science, technology, and artistry to inspire creativity and deliver exceptional results. • Built and managed strong relationships with leading and emerging hair salon owners across Southeast Queensland, driving Wella’s presence and market share. • Promoted and delivered innovative hair colour and care products, along with professional training services, to support salon growth and excellence. • Consistently ranked among the top 5 national sa

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