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Board of Directors

Bruce Hassall
Chairman, Board of Directors
After retiring as the CEO and Senior Partner of PwC New Zealand Bruce joined the Board first as a Director in 2017 and was appointed Chairman in January 2018.  He brings to the Board a wealth of business and commercial experience across a wide range of industries and sectors, in particular retail and experience of operating in Asia.  He was a founding Board member of the New Zealand China Council.  He is a director of the Bank of New Zealand (BNZ) and Chairman of the Farmers Trading Company.  Bruce brings significant financial and analytical knowledge to the Board.

Bernie & Kaye Crosby
Founders & Directors

In the mid 1980's Bernie & Kaye made the decision to sell their partnership interests in an established Real Estate company and embark on a new venture - the founding of Prolife Foods Ltd.  Bernie's entrepreneurial and leadership skills, complemented by Kaye's approach to financial administration and her legal background and HR skills, provided the foundations and framework for the successful company it is today.  

In 2005 Kaye stepped back from a management role with the appointment of an HR Manager and Bernie elected to withdraw from day to day management of the business in 2006.  Both Bernie and Kaye remain actively involved in all decision making at Board level.

Bernie's successful business career includes setting up a joint venture in 1991.  Snack Systems (NZ) Ltd, now known as Provender Ltd, is a snack vending business with several franchisees serving businesses throughout New Zealand and now Australia.   He has taken up directorship positions and in 2009 was appointed to the Board of Waikato company, Proform Plastics Limited.

In 2009 Bernie was awarded an Honorary Bachelor of Business Studies from the Waikato Institute of Technology (Wintec) recognising Bernie's distinguished contribution in developing a successful Waikato based business that provides employment in the Waikato region and is among New Zealand's largest privately owned and operated food businesses.

Max Johnston

A former senior executive with Johnson & Johnson, the world's largest medical, pharmaceutical and consumer healthcare company; Mr Johnston was most recently, until his retirement in 2009, President and CEO of Johnson & Johnson Pacific, while also concurrently leading several Asia Pacific and global franchise and functional working groups.

During his executive career Mr Johnston was a past President of ACCORD Australia, Vice Chairman of the Australian Food and Grocery Council (AFGC) and board member of the Australian Self Medication Industry (ASMI).  Prior to joining Johnson & Johnson Max held senior local and international executive positions with Unilever and Diageo and from 2010 was a non-Executive Chairman of Probiotec and a non-Executive Director of ENERO.   He brings extensive overseas and local experience of leading businesses and franchises in Asia-Pacific, Western & Central Europe and Africa.

Other current directorships include Medical Developments International Ltd and Poly Novo Ltd.

Teresa Ciprian

Teresa has a background in the commercialisation, innovation, marketing and business development of branded consumer dairy and other foods in international markets.

She has significant international business experience in FMCG, having held several senior roles with Danone in both the USA and France, from where she worked internationally.  Her operational background enables her to bring a pragmatic commercial contribution on international branding, competitive growth strategies and consumer insight.

Other Directorships include Zespri, First Light Farm, Aspeq, FSANZ and SuperThriller Jetsprint


Westpac Waikato Business Awards Winners Announced
In announcing Bernie Crosby of Prolife Foods as the inaugural Laureate to the Waikato Business
Crosbys donate $100,000 to struggling Waikato businesses
Hamilton couple Bernie and Kaye Crosby have kick-started a scholarship aimed at helping Waikato
Founders of Company Awarded ONZM
The founders of Prolife Foods, Bernard and Kaye Crosby have been recognised in the 2014 New
Company Founder Establishes Charitable Trust
Bernie and Kaye Crosby have established the Neurological Research Charitable Trust.The Crosbys,