Patties Foods is generating sales growth well above the broader market for its Four’N’Twenty pies brand and aims to accelerate it with a step-up in celebrity partnerships after signing Australian Football League Women’s star Tayla Harris as an “ambassador” for the next two years.

Four’N’Twenty already uses Ben Simmons and the Philadelphia 76ers National Basketball Association team to spearhead a push in the United States. Mr Simmons, who grew up in Melbourne, has been lauded as one of the best Australian players to have played in the NBA and is an important part of the Philadelphia 76ers team.