Family keeps fruit flowing in Brisbane with The Wholesale Fruit Company | MARKETS PROFILE

Our family started in the industry in 1984, owning three fruit shops, progressing into the wholesaling side of the industry in 1994.

At that time there were only a few providoring businesses that worked directly from the Brisbane Markets in Rocklea, and we were one of them.

What sets your business apart from other wholesalers?

We never let our customers down.

We keep our customers informed about all things important to their individual requirements via newsletters and other methods such as our personalised App ordering system which gives them complete control on what they order.

What do you specialise in?

We specialise in every line imaginable that is applicable to the food industry. Just recently The Wholesale Fruit Company made an exclusive Brisbane distribution agreement on an exciting new line which nearly all food outlets use and have to order from other suppliers.

Watch this space as an announcement will be made in due course to our customers.

Where do you source your produce from?

We source our produce and related products from within the Brisbane Market, selected growers, processors and individual suppliers.

Who are your customers?

We supply pretty much all sectors of the food and beverage industry such as hotels, hospitals, catering companies, restaurants, cafes, aged care and schools.

How did you get into the fruit and veg business?

I have been in the industry 12 years. I grew up walking the markets from about the age of six, going to work with Dad and never did I ever think that I'd work here; it just never crossed my mind.

I was working at LJ Hooker on a school-based traineeship and then went into sales and marketing for three years straight from school.

I was singing in a band at the same time and my sister, who was working for Dad, left to have her first child so Dad offered me a job to do all the books and general admin.

After about six years in the business I stepped into the sales role where my focus is on developing our relationships with our customers.

How challenging is it working with family?

It can be challenging, very challenging at times but all in all I love it. Working with my Dad and my sister Jodie is enjoyable.

We always strive to have very open communication. The three of us always make sure that we are on the same page at all times and if we make a decision for the business the three of us need to agree on that decision.

What has changed in the market over the years?

Cafes have become a lot more popular. When I started out in the industry restaurants were basically 'it' and everyone only went out for breakfast on the rare occasion.

Now there seems to be a café on every corner and going out for breakfast is almost a daily event.

I think social media has had a lot of influence on this and our whole customer base has changed because of it.

What is the best thing about working at the market?

I like how it is such a unique industry; it is different every day and it is challenging, but we have our own little community that's great to work in.

What would you change at the market if you could?

I'm not sure that I would change anything, it's pretty good the way it is.

What is most challenging about the industry?

Dealing with the weather conditions can be challenging. The most difficult thing at times like this is maintaining the quality of our produce and accessing the quantities that we need to meet our customers' needs.

At these times informing your customers and keeping them up to date on the state of the market is one of the keys to overcoming such issues.

What is the secret to a successful business?

The secret to a successful business is doing the same thing day in, day out to maintain consistency, reliability and doing what you said you would do.

Knowledge is power; the more information you provide your customers the more successful they will be. It's a flow-on effect, if your customers do well in return you will do well.

What advice would you give young people who want to work in the industry?

This is a very exciting and ever evolving industry. With all the cooking shows in the media now it has turned into quite a cool industry to be in.

So, with that I would encourage young people to get involved, particularly females, as it's possible to make a long career within the industry.

What does the future hold for the fruit and vegetable industry?

The future is very bright for the industry as a whole. From what I have experienced, and what my father has shared with me, the industry has changed immensely over the last 35 years.

For every door that closes another two open and the trends need to be recognised and explored to keep moving with the times.