Adele Fitzpatrick


The Project Crimson Trust

Plenary Speaker

Mon 29 Nov

16:30 – 17:00

Engaging and Empowering the Community Through Trees


Adele has a long history with Project Crimson, beginning with sponsoring the Trust when she was communications manager at Meridian Energy in 2005. She joined Project Crimson as a Trustee in 2016 and then stepped in as Chief Executive in 2018 to manage the process of securing funding from the 1 Billion Trees fund and develop the Trust. Her career history is as a strategic communicator and marketer, having developed strategies, creative campaigns, brands, digital channels and managed media and crisis communications. Specialist industries include electricity and tourism.

As a mountain biker and trail runner, New Zealand’s native forests are not only her profession, but also her playground.


Adele will talk about building a marketplace for native trees and how to attract funding for trees through emotive storytelling and a commercial approach. The Trees That Count marketplace has allowed planters around the country to increase their efforts by more than 900,000 trees, which has had a huge impact on the health of the land, animals and people. She will talk about the importance of data capture to prove this impact and the huge job that is still to come.