Elliot Groves
A Visionary Leader in the Ornamental Tree Industry
With over 25 years of dedicated experience in the ornamental tree industry, Elliot Groves stands as a seasoned professional who has left an indelible mark on the horticultural landscape. A middle-aged, well-traveled male, Elliot brings a wealth of global experiences to his multifaceted career.
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Elliot's journey has been characterised by a commitment to excellence, marked by the production and development of over 10 million trees that have adorned landscapes across Europe and North America. His success extends beyond the sheer quantity of trees produced; his visionary leadership has played a pivotal role in establishing large-scale growing operations in both New Zealand and the USA, notably in Oregon. Under his guidance, these operations have flourished, becoming beacons of success within the industry. This success has not only solidified his standing within the ornamental tree sector but has also fostered connections that span the US and EU wholesale plant industry.
In addition to his illustrious career in the ornamental tree industry, Elliot is a successful business owner and the Chief Executive of Madison Industries Limited in Auckland, New Zealand. Since April 2014, he has spearheaded project planning, design, and development for high-end residential homes and subdivisions. This role encompasses product acquisition, capex management, and overseeing the sales and marketing processes.
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Elliot is an enthusiastic communicator and an experiential thinker, bringing a dynamic and innovative approach to his work. His international experience includes serving as the Director of Operations for GA Partners in Auckland, New Zealand, since March 2014, and presently, as the International Sales Manager at Florja in Munich, Germany, since October 2017. Here, he plays a crucial role in advancing horticultural intelligence, pushing the boundaries of smart gardening and enabling plants to communicate with their caretakers.
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As a well-travelled individual, Elliot's global experiences have shaped his perspective and leadership style. He is an animal lover, a passionate advocate for mindfulness, and a supporter of giving back to the community. His love for music, bean bags, and the concept of mindfulness underscores his commitment to a holistic and balanced lifestyle.
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Elliot Groves is a proud alumnus of Victoria University and Otago University, New Zealand, holding a Bachelor's degree in International & Export Marketing and Operations Management.
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A true advocate for quality in every sense of the word, Elliot Groves is not merely a manager but a leader who embodies the ethos of perfection in production and a relentless pursuit of excellence. His credibility is rooted in a wealth of experience, a penchant for perfection, and a track record of success that has left an enduring impact on the ornamental tree industry.