ANTHONY JOSEPH

Anthony Joseph

Co founder at Phoenicia

Anthony Joseph is the co-founder of Phoenicia, a digital platform built to unlock one of Australia’s most critical yet largely unseen value chains Fresh Fruit and Vegetables. It’s a sector we all rely on every day, yet often take for granted. With much of the chain still opaque, Phoenicia harnesses technology to illuminate real-time data, unlock latent waste and ultimately drive efficiency and profitability for our farmers.

Drawing on decades of industry experience working in their family wholesaling business, Anthony shows how data-driven transparency can transform productivity, sustainability, and trust across the sector.