John Cordina, owner and managing director, Hydro Produce, Sydney Markets, NSW
Tell me about Hydro Produce
Hydro Produce is a grower - packer - marketer of hydroponically grown and field grown produce.
The Hydro Produce story begins with family. Starting as a small Sydney based farming business in the 1940s. Today we operate as a national business serving all parts of Australia and the export market.
The business has two Sydney-based packing and logistic hubs and farming investments in Queensland, Victoria, NSW and South Australia.
Our core product range includes herbs, sweetpotato, ginger, lettuce, corn, brassica and soft veg lines.
Our farming network consists of our own farm investments and partnerships in Vic, NSW, Qld, SA and Tasmania.
What sets your business apart from other wholesalers?
We like to consider ourselves as a grower first and foremost. It all starts on farm for us. Our farms and their regional diversity are key to how well we service our customer base.
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Our packing - marketing arm has been built against a high-level customer service model.
Today we not only pack and send direct from farm but we also have packing facilities based in Sydney across two sites.
Supporting our business is our own transport fleet that services the country with deliveries 363 days of the year.
What do you specialise in?
Vegetables have traditionally been our focus, however our future interests will include select fruit lines.
Where do you source your produce from?
Our farming network consists of our own farm investments and partnerships in Vic, NSW, Qld, SA and Tasmania.
Who are your customers?
We serve customers across major retailers, independents, export, foodservice.
How did you get into the fruit and veg business?
Not born in a cabbage patch but close.
My farther and family were/are growers, I grew up on farm and it's always been what I've known.
I started working in the business when I was 14, after school and on school holidays. In 2010 I took over the running the business when my Dad retired.
What has changed at the market over the years?
The market is an important part of the fresh produce space but I can see that its role has changed over the years.
For our business, the reliance on the market is not what it was back in my father's day. This has been driven by our business direction, customers and customer strategies.
It does remain a good guide and place to pulse check our wider serviceability and sounding board.
What is the best thing about working at the market?
The social aspect of the markets is great and I don't think you ever can get tired of the early morning buzz.
Whilst one our packing hubs is based in the market I probably only spend 50 per cent of my time there now. I am generally on farm or at our Silverwater facility (10 min down the road).
What would you change at the market if you could?
That's a hard one. I'm not sure what to say here- there is a lot of tradition in the market and it holds an important place in the industry for producers and retailers alike.
Rather than change I think it would be nice to see the market continue well into the future as it is now.
What is most challenging about the industry?
Growing and moving perishable goods ... it's a daily balancing act to achieve optimum freshness and quality.
I think the other two challenges are people and sustainability.
What is the secret to a successful business?
Know your business well. Spend time across all areas of your business, conduct regular business health checks to maintain performance and drive proactive staff behaviours.
What advice would you offer young people who want to enter the fruit and vegetable industry?
Be open to learning and be versatile. Build a network of people around you that will support and guide you.
What does the future hold for the fruit and vegetable industry?
I certainly don't have a crystal ball but no doubt the industry will continue to attract investment interest from private equity groups and foreign companies, I think we may see some diversify as they look to spread their risk and I also think we will see consolidation of category players overtime.
Then there is the obvious opportunities in the export space as greater global market place access opens up.
