Our values
Living and working in the Northern Rivers, our growers and employees have strong links to the communities in which they live and work, with many having connections with the sugar industry that go back multiple generations. The values embedded in the Sunshine Sugar business were developed by the people, endorsed and supported by the executive team and the Board of Directors. These values form the basis for how the people of Sunshine Sugar treat customers, suppliers, partners…and each other.
Teamwork
Means working together as a team to achieve a common goal utilising each other’s strengths to the best of our ability.
Integrity
Means conducting ourselves in a responsible and professional manner at all times..
Excellence
Means achieving excellence through communication, teamwork and seeking to continuously improve.
Accountability
Means that we are accountable to our values and behaviours.
Safety
Means that because our people are our greatest asset, their safety comes first.
Management team
The job of getting sugar from the farm to the factory involves a lot of people with a lot of different skill sets. The Sunshine Sugar business is fortunate to have a strong management team in place that is supported by a highly capable and active Board of Directors.
Adam Viertel
Chief Executive Officer
Adam was appointed to the role of Chief Executive Officer of Sunshine Sugar in late 2025.
He is an energetic executive manager with over 20 years’ experience in the natural resource and agriculture sectors with Rio Tinto and QSL.
Adam has a strong set of people engagement, operational safety and general management capabilities, having held senior leadership positions across a diverse range of operational, asset management and commercial functions, including extensive experience in bulk commodity supply chains. He brings a passion for leadership, team culture and stakeholder management to develop diverse talent and teams to exceed targets and deliver value.
Adam holds a Master of Business Administration and a Bachelor of Engineering Degree.
Seth Wreyford
Chief Financial Officer
Seth joined the Sunshine Sugar management team in September 2023, taking on the Finance Manager and Company Secretary role.
A strong operational professional and team leader with CPA and AICD qualifications, Seth brings a wealth of experience in finance and operations from across multiple industry sectors, including food, beverage and horticulture. He brings skills in systems and process improvements, strategic business change, decision support, team building and profit improvement.
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Daniel Rojo
Head of Operations, Broadwater Sugar Mill
Daniel rejoined the Sunshine Sugar executive team in early 2025 as Operations Manager at the Broadwater Sugar Mill.
With twenty years’ experience in project and engineering management, along with site operational roles within the sugar industry, Dan brings plenty of expertise to Broadwater. He is an experienced Operations and Technical Manager with a demonstrated history of working in energy, materials handling and food production industry and a skills base across Power Plants O&M, Manufacturing, Capital and Maintenance Management, Business Case Modelling, and Contract Management.
Simon Smith
Head of Operations, Harwood Sugar Mill & Refinery
Simon joined Sunshine Sugar in June 2026.
He is an executive leader with deep experience shaping operating models, driving enterprise transformation and delivering commercial outcomes across energy, industrial and infrastructure sectors.
He previously led the decarbonisation strategy within Origin Energy’s LPG business, spanning renewable fuels, supply chain emissions reduction, and customer transition pathways. T
Known for translating strategy into execution through disciplined governance, strong stakeholder engagement, and the development of high-performing teams, Simon brings full P&L accountability experience, board-level influence, and a pragmatic approach to growth, safety and resilience.
Aaron Baker
Head of Operations, Condong Sugar Mill
With more than 30 years of experience across the sugar and associated industries, Aaron Baker has built an extensive career spanning trade, operations, process engineering and senior leadership roles.
Aaron commenced his career at Condong Mill in 1996 as a Fitter and Machinist before progressing to Shift Supervisor between 2005 and 2008. He then moved to the Rocky Point Cogeneration Plant, where he served as Operations and Maintenance Manager from 2008 to 2012, before returning to Sunshine Sugar as a Shift Supervisor.
In 2017, Aaron transitioned into the Production Department as Lead Process Engineer and was appointed Production Manager in 2021. In 2026, he was appointed Head of Operations – Condong Mill.
His broad experience across maintenance, operations and production provides a deep technical understanding of the manufacturing process, complemented by practical leadership capability. Aaron has a proven track record of delivering safe and reliable operations, optimising plant performance, and leading multidisciplinary teams within a continuous improvement environment.
Geoff Drummond
Executive Manager, People & Culture
Geoff started with Sunshine Sugar in late 2024, taking on human resource management responsibility for the Sunshine Sugar business. This role provides hands on and strategic HR, ER, WHS & change management leadership.
With over 20 years’ experience in Australia and APAC, Geoff has worked across the Manufacturing, Mining Services, Logistics, Facilities Services & Hospitality industries. He also has prior experience in operations management and business accounting and is a highly skilled communicator and negotiator with strong conflict resolution skills. Geoff holds a Master of Human Resources Management and is a Certified Professional Member of the Australian Human Resources Institute.
Vivien Miller
Executive Manager, Communications & Corporate Strategy
Vivien has held the position of Communications Manager at Sunshine Sugar since 2016, having previously worked in corporate marketing and communications roles in the IT&T, Mining & Metals, Entertainment and Tourism industries. Vivien is responsible for managing Sunshine Sugar’s brand and reputation through internal and external company communication. She has over 15 years’ experience in her field.
Vivien holds a number of tertiary qualifications including a Masters Degree in Business and Marketing; a Graduate Diploma in Tourism Marketing and a Bachelor of Arts Degree majoring in English.
Sara Conway
Executive Manager, Health, Safety and Sustainability
Sara joined Sunshine Sugar in May 2026.
Sara has led operations, safety, and infrastructure teams across rail, mining, logistics, and health and safety. She has managed high-risk portfolios, built supplier relationships that drive performance, and responded to crises with calm clarity.
Working at the intersection of safety, leadership, and behavioural coaching, Sara is a certified Birkman facilitator, helping individuals and teams understand themselves better so they can lead, collaborate, and deliver with intention.
Board of Directors
The NSW Sugar Milling Co-operative Board of Directors is made up of a very experienced group of cane farming business people. Each growing and milling area is represented by three Directors and supported by Directors from the Manildra Group.