VFF announces Jane Lovell as new CEO

She also has extensive industry experience as the National Rural Issues manager at AgriFutures.

VFF president Emma Germano labelled Ms Lovell's appointment "super exciting".

“Jane will bring a wealth of experience and enthusiasm to the role and I look forward to working with Jane in continuing to move the VFF forward,” Ms Germano said.“As the VFF looks to grow our membership and refocus our efforts to return value to our membership and influence government decision making, this external appointment will help to ensure the VFF is a contemporary organisation that represents today’s Victorian farming sector.”

Ms Lovell said she felt extremely privileged to be taking the leadership role with the VFF.

“We have some real challenges ahead to promote and secure the critical role farming has in our communities and for our state,” she said.

“I look forward to getting out and connecting with our members to better understand their priorities and concerns, and to working with the VFF team to provide a strong, united voice for Victorian farmers.”

More than 100 people applied for the position.