Exhibiting at Asia Fruit Logistica 2025

Freshmax Group Pty Ltd is a diversified fresh produce business operating across the Asia-Pacific region, with roots in New Zealand and a current headquarters in Melbourne, Australia. Since its founding in 1995, Freshmax has evolved into a leading player in fresh produce marketing, supply chain management, proprietary variety development, and global distribution. The company operates across the full spectrum of the fresh produce value chain, from orchard and farm through to wholesale and retail.

Core Business

Freshmax Group operates in the integrated fresh produce sector, delivering high-quality fruit and vegetable solutions to retail, wholesale, and foodservice markets. The company encompasses multiple business divisions across:

• Produce Marketing
• Global and Domestic Sourcing
• IP Variety Commercialization (via Innovar)
• Packing and Supply Chain Logistics
• Category Management and Retail Services

With a workforce exceeding 500 employees and a network of regional offices across New Zealand, Australia, the United States, and Asia, Freshmax is one of Australasia’s largest privately held produce businesses.

Product and Service Offerings

Freshmax distributes a diverse range of fresh produce sourced both locally and internationally. Core categories include:

• Apples & Pears:
  • Leading marketer of New Zealand-grown apples and Australian pears, including proprietary cultivars via Innovar
• Avocados:
  • Year-round supply from Australia, New Zealand, and Chile through DBM division
• Bananas:
  • Distributed through DBM brand into Australian retail chains
• Berryfruit:
  • Strawberries, raspberries, blackberries, blueberries marketed via BerryCo®
• Citrus:
  • Oranges, mandarins, lemons, and limes sourced from premium Australian growers
• Cherries:
  • Seasonal program including Tasmanian and New Zealand cherries
• Table Grapes:
  • Imported and domestically sourced, including IP varieties
• Durian & Jackfruit:
  • Distributed via Freshmax Asia for specialty Asian markets

Their vertically integrated model supports both branded and private label packaging, traceability, and end-to-end logistics solutions.

Specialization and Core USP

Freshmax’s unique strengths are rooted in its:

• IP and Innovation Division – Innovar™:
  • Develops and commercializes new fruit varieties in partnership with global breeders
  • Drives adoption of proprietary cultivars including premium apples and grapes
• Strategic Brand Portfolio:
  • ValleyFresh®, BerryCo®, DBM® and Innovar™ form a multi-segment brand ecosystem
• Regional Supply Networks:
  • Access to growers and orchards in over 10 countries including Chile, USA, Peru, South Africa, and Thailand
• Retail & Category Management Expertise:
  • Dedicated teams provide analytics-driven solutions to retail partners across ANZ

Financial Overview

While Freshmax is privately held, public reports and M&A disclosures provide insight into scale:

• Estimated annual group revenue exceeds AUD $400 million
• Operates more than 15 facilities across New Zealand, Australia, and Asia
• Exports to 50+ countries globally with a strong emphasis on Asia-Pacific
• Acquired in January 2025 by Roc Partners, a private equity firm, signaling robust investment confidence and future expansion plans

The company is positioned as a mid-to-large cap player in the global fresh produce sector.

International Shipments

Freshmax executes large-scale international programs for:

• Apples, grapes, and citrus from Australia and New Zealand to Asia, Middle East, and North America
• Berries and cherries via airfreight to Southeast Asia
• Durian and jackfruit distribution through Freshmax Asia for Chinese and Thai markets

Shipping highlights:

• Over 5,000 containers annually (sea freight and air freight combined)
• Primary export markets: China, Japan, Singapore, Vietnam, UAE, USA, and UK
• Cold chain infrastructure across port facilities and inland hubs supports compliance with high-value destination standards

Target Market

Freshmax services a variety of B2B and B2C clients:

• Major supermarket chains in Australia and New Zealand
• Asian retail importers and distributors
• Wholesale markets and foodservice
• Specialty fruit retailers and premium gift packers

The company also supports private label and retail category development programs in collaboration with retailers.

Capabilities

• Packing & Prepacking Facilities:
  • Located across Australia and New Zealand with retail-ready and bulk handling formats
• Logistics & Cold Chain:
  • Integrated supply chain with cold storage, reefer freight, and airfreight systems
• IP Variety Development:
  • Innovar™ provides commercial access to exclusive new cultivars
• Sales & Marketing Teams:
  • Regional offices in ANZ, USA, and Asia provide in-market representation
• Quality Control:
  • GlobalG.A.P. and HACCP-compliant systems at all major facilities

Certifications and Compliance

Freshmax operates to the highest food safety and compliance standards:

• GlobalG.A.P. (certified partner growers)
• HACCP-certified facilities
• BRCGS – British Retail Consortium
• Freshcare & SQF certification for Australian facilities
• Customs Trade Partnership Against Terrorism (C-TPAT) compliance for U.S. import programs
• Sedex Member – ethical trade compliance across the group

These accreditations enable Freshmax to supply into high-barrier markets such as Japan, UK, EU, and the U.S.

Customer Testimonials

While testimonials are not published directly, Freshmax brands are cited in industry forums and by retail partners for:

• “Consistent year-round supply and global sourcing flexibility”
• “Top-tier fruit innovation through Innovar cultivars”
• “Excellent performance in seasonal retail campaigns and promotions”

The company’s long-term relationships with major grocery chains are reflective of deep commercial trust.

Major Achievements

• Launch of BerryCo® as one of Australasia’s largest integrated berry marketing companies
• Development of proprietary apple and grape varieties through Innovar™
• Acquisition of Freshmax Group by Roc Partners (2025) to fund next-stage global expansion
• Executed over 5,000 containers of export produce annually across 50+ countries
• Retail category partner to multiple leading supermarket banners across ANZ
• Operated as exclusive licensee for leading IP cultivars in the Southern Hemisphere