Meet the Ata Regenerative team
Dr Hugh Jellie – Founder and Chief Executive
My name is Dr Hugh Jellie. I’m the Founder and Chief Executive of Āta. I love working in the rural sector and I’m passionate about agriculture and the environment. During my long career I have become saddened by the impact industrialised farming has had on the environment and the communities reliant on having a healthy ecological system to protect and support them. The quest for more and more production has compromised New Zealand’s clean, green status. Āta is my way of doing something about this problem. It’s my way of giving back.
We all know that times are changing. You only need to look out your window to witness that. After a long career as a Veterinarian I have experienced the downside of intensive agriculture up close and I didn’t like what it did to people, animals or their environments. I have observed agriculture in many regions of the world and have spent the last 20 years investing in understanding and learning about the best solutions for New Zealand farming settings.
I am committed to changing the paradigm in NZ. The mechanistic, industrialised model of business or farming has not served us well. We must stop taking through production at all costs and learn from living systems how we better connect with each and with the land. After 12 years of global research, I’m confident about the benefits regenerative design can provide to farming and organisations and I’m looking forward to helping New Zealand farmers and organisations develop future-proof methods to support strong, healthy, ecological farming environments, which will be capable of producing the best food in the world.
Tre’ Cates – Managing Director – nRhythm
Tre’ is the Managing Director of nRhythm and is an Ata Regenerative partner. Tre’ consults with organisations in a variety of industries across 6 continents and 35 countries. He has proven to be indispensable in designing, developing, and implementing an organisation’s purpose for the future. His industry experience is diverse from the development of faith-based community organisations, a publicly-traded technology company, to a multinational organisation working in 20+ countries. Tré has a BA in Philosophy from Ouachita Baptist University and a MA in Theology from Southwestern seminary.
Chris Kerston – Chief Commercial Officer – Land to Market
As the CCO of the Land to Market program, Chris Kerston is a valued Ata Regenerative partner. Chris Kerston ranched full time for nearly 15 yrs before joining the Savory Institute. With a longstanding passion for regenerative agricultural and better food distribution systems, Chris has dedicated his life to helping connect ranchers with consumers in ways that create synergistic value for both sides. With formal training and instinctive talent, Chris utilises media in concert with traditional marketing techniques to help ranchers share their stories and build long lasting relationships with partners based upon common goals.
Mike Morgan – Director of Digital Strategy
Mike Morgan is a Founder and Director of SEO and Content Marketing consultancy, High Profile Enterprises and works as Ata Regenerative’s Director of Digital Strategy. He brings his 15 years of SEO, Content Marketing and Social Media experience to the Ata project. He has been recognised by a number of global SEO blogs for his work and his agency has been cited by some of the largest Content Marketing sites on the web including the Content Marketing Institute and Chief Content Officer magazine. His opinions on SEO and content have been published on a range of marketing and advertising blogs. Mike is passionate about regenerative and is excited to be able to contribute to this project.