Fred Muscatello, Director, Valley View Produce, Sydney Markets
Tell me about Valley View Produce
Valley View Produce is a small family-owned and operated wholesaling business based at the Sydney Markets.
My brother Joe and I now run the business as equal partners. We started at the market with our father in 1990 in B Shed; in 1995 we moved to A Shed and in 2013 took over a second module next door into the space we are in today.
What do you specialise in?
Our main lines are apples, pears, mangoes and stonefruit. We concentrate on providing quality produce and service to our customers, whether they are large or small.
Where do you source your produce from?
We source our produce from growers in the Goulburn Valley and the Batlow Fruit Co-op; and our mangoes from the Northern Territory.
We pride ourselves on our long-standing relationships with our supply partners.
RELATED READING
Who are your customers?
Ninety-five per cent of our customers are independent retailers. Being family owned and operated, we deliver a personalised service to their supply partners.
We also employ a small dedicated team to make sure that we offer great service to our clients.
How did you get into the fruit and veg business?
Originally my father started the business out of an 8-tonne truck in the seventies.
He was running the truck between Orange in NSW and Shepparton in Victoria picking up bulk fruit and re-selling to retailers.
I worked part-time with my father while at school, and then my brother and I started at the market with Dad in 1990 when he moved to the Sydney Markets.
What is the best thing about working at the market?
I love working at the market and really enjoy the relationships that you build with buyers and growers. It makes every day an enjoyable one.
What is most challenging about the industry?
The most challenging thing in the business is providing consistency of supply.
What highlights have your experienced in the business?
The biggest highlight for me and my brother has been being able to grow the business over the years.
What would you change at the market if you could?
It would be great if we could start even just a bit later than we do at the moment. But it seems to be the opposite.
All the retailers want to be at the market as early as possible so that they can beat the traffic and as Sydney traffic gets heavier we seem to have to start earlier than ever.
For instance, we used to start at 3am in the morning and now we are starting at 1am.
What would you say to young people who want to join the industry?
It’s a great industry to work in if you can put up with the hours. If you can put up with the early starts and are not afraid of hard work it is a very rewarding business to be in.
What is the secret to a successful business?
To be successful in this business it’s all about hard work and looking forward.
What does the future hold for the fruit and vegetable industry?
I think that there is a bright future ahead for the market, you just have to move with the changes and take any opportunity that presents itself and not get bogged down with the challenges.
As the chain stores gain market share we all have to work hard to support the independent retailers.
