‘Audacious step’ challenges status quo

Freshmax NZ has announced a new collaborative avocado procurement and distribution model for the 2016/2017 season and has employed an industry veteran, Jim Tarawa, to help lead the change.

The new Avora concept represents a completely new approach to avocado marketing and promises a true grower-marketer partnership to deliver the most cost-efficient path to markets, says Jim, who is the company’s avocado procurement manager.

Freshmax NZ has in recent years consolidated its competitive position by acquiring and integrating the Australian-based operations of De Luca Banana Marketing, Sunraysia and finally in 2014 Freshmax become a major shareholder in Valleyfresh Australia and Valleyfresh North America.

Freshmax has connected its trans-Tasman distribution platform to successfully provide direct access to retail and wholesale markets in Australia, New Zealand and Asia.

“The strategy to offer Australian supermarkets 12-month avocado supply utilising NZ and Australian domestic fruit has been very successful in establishing programmed supply,” says Jim.

“The Avora concept revolves around leveraging a fully transparent logistics model which delivers all cost efficiencies back to growers.”

In addition, Freshmax has used the Freshmax Australia/DBM sales and distribution platform to reduce distribution costs and margins.

Radically different

On the back of exceptional grower returns last season, Jim says Freshmax is optimistic this radically different model can create scale for its growers, meet growing demand in Australian and Asian retail, and ultimately drive enhanced grower returns.

Jim has joined the business to drive the new model alongside category leaders Duncan Lilley and Dave Alderton. Jim has a wealth of avocado experience in the NZ industry and is particularly enthusiastic about introducing Avora to NZ producers.

“I’m really excited to be part of the Avora marketing team and talking to growers about direct access to customers. Freshmax has taken an audacious step in challenging the status quo.

“The message is simple – single commissions, no more multiple clips of the ticket through the supply chain and a marketer that works on declared fixed costs is a bold step.”

Avora aims to develop a truly collaborative concept with avocado grower supply linking the best NZ grown fruit with local and global markets at the lowest cost.


There are no comments on this article.

Leave a Comment

You must be logged in to make a comment. Login Now
Opinion Poll

We're not running a poll right now. Check back soon!