Australian Power Equipment (APE) recently had the honour of attending the 2025 Women in Industry Awards – a celebration of innovation, leadership, and excellence across sectors traditionally dominated by men.
Among the finalists was APE’s co-founder and Director, Abby Crawford, recognised in the prestigious Business Development Success category.
This accolade celebrates outstanding growth, forward-thinking strategy, and commercial achievement – all areas where Abby has delivered in spades. In just five years, she has helped shape APE from a nimble startup into a nationally recognised supplier of high-voltage power equipment, servicing clients across mining, infrastructure, renewables, and defence.
While she didn’t take home the trophy, Abby says the experience was a win in itself.
“Being named a finalist alongside such extraordinary women was both humbling and energising,” she said. “The Women in Industry Awards aren’t just a celebration of success, they’re a reminder that the future of our industries is brighter, more inclusive, and more innovative when women lead boldly.
“At APE, we’ve only scratched the surface of what’s possible. I hope our story encourages others to back themselves — even in spaces where they may not fit the mold. That’s where real change begins.”
Big-picture thinking & bold results
Abby’s strategic leadership has seen APE transition from one-off product sales to delivering multimillion-dollar turnkey solutions. The company has expanded its footprint across Australia and New Zealand and is increasingly being recognised for embedding sustainability into every part of its operations.
One standout initiative is APE’s commitment to donating over 8 per cent of gross profits to conservation programs – a rare move in the industrial equipment space, and one that reflects Abby’s belief that business can and should be a force for good.
Among APE’s most meaningful partnerships is with Taronga Conservation Society, supporting frontline work in endangered species protection, including the iconic Australian platypus.
Backing Taronga’s platypus mission
As part of their support, the APE team recently visited Taronga Western Plains Zoo in Dubbo, where the world’s largest purpose-built platypus conservation centre – Platypus Rescue HQ – is located.
The state-of-the-art facility, built on Dundullimal Tubba-Gah Wiradjuri Country, opened just over a year ago and has already delivered vital outcomes for this elusive native species.
“We were fortunate enough to tour the new Platypus Rescue HQ with platypus keeper James Witcombe,” said Abby.
“The facility is incredibly impressive, combining a research hub, rescue and rehabilitation space, and a pre-release zone for recovering platypuses. Seeing firsthand how our funding helps protect such an iconic species really brought home why this work matters.”
A key highlight of the centre is a custom-designed platypus habitat, where visitors can view Mackenzie, an adult male platypus and ambassador for his species. The exhibit has welcomed thousands of guests since opening, helping Australians of all ages connect with an animal many have never seen in the wild.
James Witcombe explains the power of this connection.
“It’s been amazing to see how Mackenzie captures the imagination. People are so excited to see a platypus up close, and to learn about how unique they are, and to better understand the challenges they face in the wild,” he said.
“People in regional NSW especially feel a strong connection to platypuses and are really keen to learn how to protect them. We call them a flagship species: if we care for platypuses, we care for river systems as a whole.”
“A lot of guests are already reducing plastic in their daily lives, but seeing a platypus in person really drives the message home. It inspires action.”
Conservation with commercial conscience
APE’s partnership with Taronga Conservation Society Australia is a shining example of what can happen when businesses go beyond transactional thinking. It’s not just about corporate social responsibility – it’s about aligning purpose with impact and creating a model that future-proofs both planet and profit.
Taronga is a not-for-profit organisation. Every visit, donation, overnight stay, gift, or encounter booked helps protect Australia’s wildlife and wild places. And with support from businesses like APE, their reach and impact continues to grow. For Abby and the APE team, this is just the beginning. “There’s so much more we can do, not just in business, but in backing the causes we care about. Supporting Taronga has given our work even greater meaning. We’re proud to help protect the platypus and the ecosystems that sustain them.”
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