Justine Coates

Managing Director,
Plus One Serve

Justine is the Managing Director of Plus One Serve - an executive leader who is passionate about making a positive difference by building sustainable futures to improve human and planetary health. She has immeasurable experience leading large multi-disciplinary, private, public, and global market stakeholder networks, with over 20 years leading business, brand, customer, and portfolio strategy and planning with extensive team and Board engagement.

Prior to the Plus One Serve, Justine was an Executive team member at Hort Innovation, as General Manager – Marketing and International Trade. She has a deep understanding of the agriculture and health sectors, federal and state funding models, and investment strategies that drive supply and demand-side outcomes for the horticulture industry. Justine was instrumental in supporting Aussie farmers through the Covid-19 pandemic – responsible for driving innovative investment structures including inception and delivery of the first whole-of-horticulture campaign and integrated program, The Good Mood Food – which delivered outstanding results.

Justine has expert understanding of consumers, retail and eCommerce, food, waste management, and sustainability, through roles held at Hort Innovation, Nutrition Australia, AUSVEG and the FVC, Weight Watchers, Cleanaway, Lion Co, Campbell-Arnotts, and helps businesses thrive through project-based consulting.