Words: Denise Murray, Beta Spuds 

Edited: Georgia Thomas, WA Potatoes 

After 38 years in the potato industry, Denise has seen it all. 

How long have you been in the potato industry, and how did it all begin? 

I have been in the potato industry for 38 years. It all started after I completed a business course and began work experience with Alex Murray’s WA, a company that managed the distribution of potatoes for wash packers, working closely with growers. 

At the time, the company was based at the Perth Markets before moving to Cockburn Road in Hamilton Hill. After completing my two-week work experience, I was offered a position, marking the start of my career in the potato industry. 

I still have fond memories of working there. My boss, Ken Murray, was exceptional — fair, compassionate, and loyal. He held his staff in high regard, and I recently spoke to a grower who thought I was Ken’s daughter due to my surname. 

Alex Murray’s WA was taken over by the Potato Board in 1988–89, which was later renamed the Potato Marketing Corporation. In 2004, the Corporation’s commercial activities were transferred to Western Potatoes Pty Ltd (WPL), a grower-owned company responsible for managing breeders’ rights for seed potatoes and overseeing potato exports from Western Australia. 

I joined Beta Farms in 2008 to manage licensing and seed placement for their grower base. Today, I’m still working with Beta Spuds, continuing in the same industry I love. 

What roles have you performed over the years? 

My first role was as a receptionist at Alex Murray’s. Over time, I performed a wide range of duties: 

• Grower payments and pack-outs (all done manually in the late 80s) 
• Merchant invoicing and accounts receivable 
• Issuing weekly quotas for fresh produce via telex 
• Supervising grower payments and merchant invoices as a data entry officer
• Overseeing export documentation and managing domestic licenses at the Potato Marketing Corporation
• At WPL, I worked across Australian and international markets, focusing on seed and ware potato exports. I also served as a liaison officer for seed growers, dealing with intellectual property and new potato varieties.

Now, at Beta Spuds, Beta Farms, and Beta Seeds, I work with growers in a more complex capacity. Beta Spuds holds exclusive rights to seven potato varieties, and every day presents unique challenges. 

Can you share some of your earliest memories or experiences related to the potato industry in WA? 

One of my fondest memories from when I started is how closely I worked with growers and their families. Back then, farming was truly a family affair, and you felt involved with the entire family — fathers, brothers, and eventually sons, all working together. 

The railroad used to deliver potatoes in rail carriages, and I remember the manual labour involved in unloading the bags. Potatoes were always in high demand, and there was a much simpler view of food. There wasn’t the same emphasis on wellness and health trends that we see today. 

Over the years, what significant changes have you witnessed in the WA potato industry in cultivation, technology, or market trends? 

Technology has drastically changed the industry. Machines like larger planters and harvesters have had a huge impact, and growers are focused on achieving best practice for soil health and fertiliser use. Quality assurance has also come a long way — Beta Spuds was the first to receive SQF2000 certification in 1997, setting a high standard for quality across WA. 

Over the years I have seen massive changes to our seed industry which impact the supply chain of our fresh produce received for market. Unfortunately, the government have made cuts to support which has also led to the loss of valuable knowledge in certain fields of expertise. 

I am very enthusiastic about WA seed. I have worked extremely hard with some incredible seed growers. Even now I see growers whose passion is alive in producing the best seed quality they can – because let’s face it what a feeling to receive the recognition that seed supplied to a ware grower was able to produce a good crop of ware potatoes. 

There’s still work to be done in educating consumers. People often overlook the health benefits of potatoes, and the perception that potatoes are unhealthy wasn’t something we dealt with in the past. Potatoes are incredibly nutritious, and consumers need to remember that it’s usually what you put on the potato that can make it less healthy! 

How have consumer demand and perceptions of potatoes changed during your time in the industry?

Potatoes have always been a staple, but the way they are marketed and sold has shifted. In the early days, dry-brushed potatoes were very popular, with around 8–10 varieties, including coloured potatoes. Today, consumers have so many other food options, and education about potatoes hasn’t really advanced. 

Simple things like how to store potatoes or understanding variety differences are still not well communicated. Not to mention, encouraging supermarkets to label the correct variety and display information about the varieties in stock.

Varieties like Carisma, which is low in carbs and has a lower glycemic index, are gaining popularity due to their health benefits. It’s a healthier option, especially for diabetics or those looking to maintain a balanced diet.

Could you recount any challenges the WA potato industry has overcome throughout the years?

One of the biggest challenges was the deregulation of the Potato Corporation. It was a massive change, but looking back, it helped the industry evolve into what it is today.

Weather has also become more unpredictable, with hotter, longer summers affecting potato quality. Despite these challenges, the industry has adapted and continues to thrive.

What roles do local farmers and growers play in the success of the WA potato industry?

Growers are the backbone of the potato industry. Their dedication to producing high-quality seed and ware potatoes is critical. They face a range of challenges daily, from weather conditions to budget constraints, yet they continue to deliver high-grade potatoes.

The seed industry, in particular, plays a vital role in the supply chain. Good seed quality sets the foundation for successful crops, and WA growers work incredibly hard to produce superior seed potatoes.

The magazine often focuses on recipes. Could you share a memorable potato dish or recipe that holds significance in WA?

Potato bake is always a favourite. It’s a dish that everyone personalises, and I often hear people adding something new to it. I love potato salad with a bit of curry powder or smashed gourmet potatoes with toppings like cheese, chives, mushrooms, or fresh parmesan. One of my favourite potato varieties is Canberra — it’s versatile, stores well, and has excellent flavour.

Additional thoughts

Reflecting on my 38 years in the industry, I’m incredibly grateful for the relationships I’ve built with colleagues and growers. I’ve worked on every side of the industry and seen significant changes, but one thing that remains constant is the hard work and passion of WA’s potato growers.

I’d like to extend my gratitude to my husband and son for their endless support over the years, and to the entire team at Beta Spuds. Especially CEO Matthew Cocciolone who I have watched grow in the industry since 2008 to become Beta Spuds 1st appointed CEO in 2018, who has been an inspiring leader providing support to all. The company has made great strides under his leadership, and I’m thankful to be part of such a dedicated group.

Carlo Cocciolone is the one to thank for my start with Beta Farms. Another one to mention with his ongoing support with the farm. We both have experienced trying times but always managed to strive for good outcomes along with challenges that only made us stronger. Carlo’s wealth of knowledge in the industry speaks volumes.

Danny Omodei is another one to mention who has always supported me in the industry. His ongoing wealth of knowledge in the industry he provides to Beta Spuds, Beta Farms and growers never goes unnoticed. 

Danny is always there to help in whatever field of difficulty that engages me at times. He also is someone that you can rely on with good intentions to help pursue any challenge. 

From my early days at the Potato Board and many years in the industry to this day I to dealings with Larry Hegarty (Mr Lamatada). Good ole Laz has been involved in the industry for a long time. We share many laughs about what has happened over the years and how some things are still the same. Larry is very passionate about potatoes making sure to do his utmost to help or accommodate any task. I look forward to continuing working with Laz and also maintaining a great friendship. 

The gentlest soul in the industry I have had the pleasure to work with Mick Della. His knowledge and expertise in growing spuds are a credit to him. Such a passionate man in making sure the job was done with attention to every aspect giving more than 100%.

Special thanks to all the growers both ware and seed your commitment to achieving your best does not go unnoticed along with your continued support given to me. 

Matt Cocciolone, CEO Beta Spuds