Profile: Kyle Lovreta

For Kyle Lovreta, a third-generation table grape grower in the Swan Valley, Western Australia, farming isn’t just a career – it’s his way of life. Kyle’s grandparents began growing grapes in 1936 after emigrating from Croatia. Kyle is the ATGA’s newest WA delegate and a passionate member of the Swan Valley industry.

How did you become involved in the table grape industry?

I am lucky enough to have been born into this industry and have grown up watching my parents, Tony & Julie Lovreta, run our farm my entire life.

My grandfather Stipan Lovreta started our family business in 1936 after immigrating from Croatia, and it was handed down to my dad when he sadly passed away. I have grown up watching my dad work tirelessly on our farm amongst the vines, living and breathing this business.

I am honoured to be walking in their footsteps and learning from the best. I get to watch nearly 90 years of knowledge and information every single day, hear stories of the successes and failures our family has worked through to build what we have today, and I get to have a hand in continuing that tradition to keep this business going and try to build it even stronger, as the world changes, with the hopes of being able to continue to grow this farm in my dad’s honour and pass it on for future generations of Lovretas to carry on the traditions that have started here in the Swan Valley. It is my ultimate goal to carry on my grandfather’s dream and legacy of building something meaningful in Australia.

I could not be prouder to look back at where I have come from and see the incredible hard work that my family has put in to bring us here. And I love being able to be a part of the hard work we are doing now to run Lovreta Estate.

Together with my sister, Shari Lovreta-Fiorentino, the plan is to expand our business to even greater heights to ensure the success for future generations, like her son Blake. I can’t wait to see what the future has in store for us.

How have things changed over the years?

Over the years there have been a lot of changes. Technology is becoming a major part in farming now, which has led to some amazing innovations and improvements.

With each generation, we’ve seen advancements in farming practices; we started with my grandfather operating using a horse and cart, now we have a fleet of tractors and machinery saving both time and effort.

We’ve also seen improvements in grape varieties, better irrigation systems, pest control, and soil management which all contribute to better yields and quality.

We have also seen an upturn in the administrative requirements of grape production, with the increase of documentation and record keeping. And with ever expanding population and housing requirements encroachment is always on the horizon for all Swan Valley growers.

While new technologies and techniques have made things more efficient, I never want to forget the old ways, so it has always been my goal to learn all I can from my father and his knowledge of the farming and agricultural business, as there is something to be said for the natural instincts of a lifelong farmer. I want to be able to use those instincts and combine them with the innovations of the industry to ensure the greatest success for our family business.

It’s about finding the right balance between preserving the old ways and embracing innovation.

Where do you see the industry going forward? Where do you think industry needs to focus its attention?

Looking ahead, I see the table grape industry focusing more on sustainability and efficiency. With challenges like climate change and water scarcity, I think we’ll see greater use of drought-resistant grape varieties and more precise irrigation methods. Technology, like precision agriculture, will become more common, helping us use resources more efficiently.

Sustainability will be key, from growing practices to packaging, consumers are increasingly demanding eco-friendly products.  At the same time, quality and consistency can’t be overlooked—it’s essential for staying competitive in the market.

Moving forward, the industry will need to balance innovation with maintaining high standards of quality and environmental responsibility.

Greater focus needs to be on the national and inter-national biosecurity controls, as new pests and diseases have a huge effect on not only growing practices, but the costs and sustainability of all farms locally and interstate. As seen recently with a Qfly incursion into Western Australia, which threatened local supply of not only grapes, but all fruit growers.

What do you love about the industry?

This industry is unforgiving, harsh and difficult. It takes a lot from you and can be inconsistent with the returns. It is always a gamble; but when you get it right, it can be an amazing feeling.

There’s something incredibly rewarding, after the hard work we put in all year long, to see the fruits of our labour. I love the satisfaction I feel when Lovreta Estate succeeds in producing high-quality grapes that people enjoy. Hearing our consumers seek out our brand, because they know Lovreta Estate always has top quality produce, will never stop being a source of pride for me, as it speaks to the legacy handed down by my family.

I also appreciate the long-term nature of it – all the planning, patience, and care it takes to nurture vines over many years, knowing you’re continuing a tradition that’s been passed down through generations.

What are some career highlights/moments you’re proud of?

I take pride in carrying on the legacy of my grandfather with my dad, by helping maintain a family-run farm for nearly a century.

Keeping that tradition alive, while also embracing technology and adapting to modern challenges and innovations, is something I’m really proud of and I’m honoured to continue what my family started.

For me, it’s about more than just the business – it’s about making my family proud.

Being elected to the Grape Growers Association of WA, was both a huge honour and responsibility, as a member of the younger farming generation. It has opened doors for me to learn more and become more involved in the local grape growing industry, while also enabling me to become a voice in the community for innovation, technology and potential advancements.

With my recent election as the WA delegate to the Australian Table Grape Association board, I hope to provide the same insights and contributions on a national level.

Is there anything related to technology or innovation that you or your business would like to explore more?

Absolutely! There’s always room to explore new technologies that can make our farming practices more efficient and sustainable. One area I’d love to dive deeper into is precision agriculture.

Using sensors and data analytics to monitor soil moisture, plant health, and weather patterns in real-time could help us make better, more informed decisions on irrigation, fertilisation, and pest management. This could reduce waste, optimise resources, and ultimately improve grape quality.

In a lot of industries, the use of drones has proven to be an effective tool for monitoring, inspections, and labour replacement. For farming and agriculture, I would love to see drone use be utilised for more crop-specific work, such as pest and disease management, identification, diagnosis, and irrigation and efficiency inspections.

In terms of sustainability, I’d like to look at more eco-friendly packaging solutions. As consumers become more environmentally conscious, finding ways to reduce packaging waste while still protecting the grapes is something I’d love to explore further.

Overall, the potential for technology to improve everything from crop management to sustainability is exciting, and it’s something I’m eager to incorporate more into our business as we move forward.