Company principals

When you engage McKINNA et al, you work directly with the company principals.  The owners of the business are ‘hands on’ with every project ensuring accountability and engendering a greater passion for the task.  The ‘et al‘ part of the McKINNA et al team comprise a foundation of administrative support as well as a network of specialists that can be on board where and when you need them.


David McKinna

  • Dip. Agriculture, Dookie College
  • B Economics (1st Class Honours), Monash University
  • Masters Economics, Monash University
  • PhD, Cornell University (USA)

David has a 30 year history as a trusted advisor to a client base of Australia’s leading agrifood brands. The unconventional career trajectory that led to him founding McKINNA et al was agricultural officer, academic, ministerial advisor, FMCG marketing director and marketing strategist. That tells you a lot about how he thinks.

David has served on a number of private sector and industry boards including an ASX 200 company and a multinational agribusiness corporation.

A diversity of life and career experience means David can navigate the worlds of both government and business, bringing together commercial pragmatism, analytical rigour and political nous. A lifetime in international agrifood has given him deep insight into how global markets work.

David’s ‘tell it like it is’ style makes him a sought after speaker, writer and social commentator. He has been a formidable expert witness in precedent-setting cases in Australia and Europe.


Catherine Wall

  • BA (Mus) Melbourne University (VCA)
  • Grad. Dip. (Bus) Monash University
  • MBA Mt Eliza Melbourne University

Following a career shift from the arts, Catherine gained over 15 years experience in frontline marketing, sales and general management roles in horticulture, where she served as a company director and was recipient of industry innovation awards.

As Managing Partner of McKINNA et al for over 15 years, she has been involved in every McKINNA et al strategic plan produced since.

Catherine has many years of consultation experience with business owners across every corner of Australia, spanning agri-industries as geographically and culturally diverse as tropical fruit in FNQ to abalone in Tasmania.  She also has cross-cultural consultation experience (both consumer and trade) from years of international in-market research in all of Australia’s key export markets where her language and cultural skills shine.

Catherine is a highly experienced workshop facilitator and a trained family business advisor.  She has been the recipient of a Victorian Government diversity scholarship for her work on a number of regional Victorian boards in arts and tourism.

et al

'et al'

Et al ’ is Latin for ‘and others’. The ‘et al ’ part of the team includes our trusted in-house administrative support staff as well our tight network of highly qualified subject matter specialists. When the project requires a multi-disciplined approach, these best in field professionals spring into action as part of our team. The calibre of McKINNA et al’s networks means we can dial in the best person for the job.

It is the et al factor that allows us to deliver on a promise of commercially pragmatic insight and responsive client service.

Associates that are regular part of ‘et al’ team include Joseph Lutvey and Wayne Prowse.

Wayne Prowse

  • Bachelor of Arts (Economic Statistics), University of New England
  • Dip Business Studies
  • MBA (International Business)

Wayne has notched up over 30 years of his career in the food industry with marketing roles in FMCG and in industry and export development roles with Horticulture Australia.  Building on this experience, Wayne established a highly respected trade analysis service, Fresh Intelligence.

Wayne has had a history of successful collaboration with McKINNA et al, conducting the supporting analysis for numerous export development projects and he is co-designer of McKINNA et al’s Market Potential Index tool used for prioritising export markets.

Wayne writes regularly for Asiafruit Magazine on international horticulture trade and has produced the annual Asiafruit Congress Statistics Handbook since 2012. He speaks regularly at conferences on international fresh produce trade topics.

Wayne’s peers have acclaimed his reputation for turning mountains of data into easily digestible information for strategic decision-making.

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