Mr Erby was the CEO of Bright Food Global, a brand marketing, sales and distribution business in the food and beverage industry. Originally appointed to the role of CEO by Champ Private Equity to support its sale to Chinese SOE, Bright Food Group, Geoff remained with the business and over the 10-year period led the organization through a period of growth across ANZ, Hong Kong and China by establishing business simplicity, optimizing customer value, driving consumer alignment, and championing leadership development. Through both acquisition and organic growth the business became a leader in multiple fields, including exporting Australian citrus to Asia, supplying the premium foodservice markets of Australia and Hong Kong with cheese, caviar and small goods and providing retail customers in Australia, New Zealand, Hong Kong and mainland China with the best brands and products of the world. Geoff was a foundation Board Member for Bright Food China's acquisition of Grupo Miquel Alimentacio (GM Food), a Spanish cash and carry operation. Prior to joining Bright Food Global Geoff was part of the team under Graeme Hart (Burns Philp) that lead a turnaround of Goodman Fielder where he was the Managing Director for the Home Ingredients business.