OUR TEAM
Our people represent the needs of forest service businesses.
AFCA engages with government, industry sectors and the community to represent the interests of our members. AFCA plays an important role in ensuring members, the forest industry, supply chain, and governments aware of developments and the best practices for a sustainable industry.
AFCA actively works on industry and government initiatives to improve operating environments and outcomes for our industry. Working with our partners and industry stakeholders, AFCA improves business conditions and promotes the value of forest service businesses.
Lloyd Martin, Chair
Lloyd Martin is an accomplished finance and governance leader with over a decade of experience at the helm of financial and strategic operations in the Australian forestry sector. Originally from the United Kingdom, Lloyd is a Chartered Certified Accountant and Fellow of the ACCA with a diverse background spanning accountancy, business transformation, and organisational leadership across multiple industries including natural resources, pharmaceuticals, oil and gas, IT, and process manufacturing.
Currently serving as Finance Director and Company Secretary at Leesons Logging & Cartage in Victoria, Lloyd has been integral in strengthening the company’s operational capability and governance culture, supporting the long-term vision of the Leeson family business. His tenure, now exceeding 10 years, is a testament to his commitment to excellence, innovation, and growing the next generation of industry leaders. With proven experience in start-ups, ERP and systems implementation, forensic and management accounting and risk assessment, Lloyd brings a rare mix of technical expertise and commercial insight. He has also held roles in financial control, project management, and interim directorship, demonstrating the adaptability required to lead in dynamic environments.
As Chair of the Board of Directors for the Australian Forest Contractors Association (AFCA), Lloyd is committed to strengthening the national voice of forest contracting businesses. His leadership emphasises sound governance, member-focused advocacy, and the development of sustainable commercial models that support contractors navigating complex regulatory, financial, and operational landscapes. Lloyd’s passion for people and performance underpins his approach to AFCA’s future—ensuring the Association remains relevant, resilient, and responsive to its members.
Francis Richardson, Director
His role with the company has developed over the years and has which has involved the implementation of systems such as MT Data tracking systems, Guardian fatigue management devices and a range of other supporting systems to improve our efficiency and effectiveness which has been instrumental to the significant growth in the business. Francis has a passion for the forest industry and continuously strides to introduce and improve technology in the sector for long term sustainability.
Mark Brown, Director
Professor of Forestry Operations, UniSC, Director – Forestry Research Institute – UniSC, Director – Forest Industries Research Centre - UniSC, Chair - IEA Bioenergy TCP, Task Leader, Biomass Supply – IEA Bioenergy, Treasurer – Rip City Basketball (USCBC inc.) Mark grew up in the forest industry and from the family sawmill and contracting business went on to get his career in applied forestry research and innovation having worked in research leadership roles both in Canada and Australia. Mark has 25 years’ experience in forestry and biomass supply applied research and innovation. His work focusses on research implementation across forest product, bioproduct and bioenergy supply chains, integrating and adapting traditional product supply with emerging bioenergy, bioproducts and circular economy opportunities.
Mark is an internationally recognised RD&I leader in partnership establishment and development with diverse industry, government, and academic partners and has leadership roles in IEA Bioenergy in the Executive Core Group, Chair of Communications and Biomass Supply Task Leader. Mark also provides leadership, governance and management to the Rip City Basketball association based out of the UniSC Arena. He has been an elected committee member as secretary and treasurer for over a decade.
Meeghan Price, Director
Meeghan is currently an operations supervisor for TP Bennett & Sons, a Harvesting and Haulage contractor based in Southern Tasmania. As the fifth generation of the business, she has worked across both plantation and native forests undertaking ground based and cable operations in her 10 years in the industry - starting when she was just 14. In 2021 Meeghan completed her Certificate III in Harvesting and Haulage and then won Trainee of the year- Small organisation at the Tasmanian Forests and Forest Products Network awards. She enjoys being on the ground in machines and on the tools, as well assisting with the behind the scenes administrations tasks that allow for all aspects of operations to run smoothly.
Meeghan is passionate about the industry and the crucial role it plays. This includes being an advocate to draw the younger generation into the industry and providing mentorship, that leverages the expertise she has learned from many icons of the industry, to become the next generation of knowledgeable industry professionals. She hopes that as an industry we can continue educate the public and promote our world class practices and the importance we play in producing one of the best renewable resources on the planet
