John Biviano, director, Biviano Direct, Thornbury, Victoria.
Tell me about Biviano Direct
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I LAUNCHED Biviano Direct, a family owned and operated fresh produce wholesaler with over 40 years' experience, in 2013.
My grandparents, Felicia and Giacomo (Jack) Biviano founded the family business in 1968 by opening a small retail outlet in Fairfield catering to local residents.
As the population grew in Melbourne, so did the business and we took the opportunity to expand into wholesale.
Biviano Direct operates in conjunction with Biviano & Sons Fruit Shop, which is run by my father Domenic, brother Daniel and my brother-in-law Jordan, to offer a vast range of products essential for all hospitality enterprises.
Our wholesale operations are located in Thornbury with a fleet of vehicles to source and deliver produce to Melbourne CBD and surrounding regions.
What sets your business apart from other wholesalers?
Due to my background in retail, we really offer our customers exceptional service. We run seven days a week and multiple orders in a day from a customer are never an issue.
The most important thing for me is that I just want our customers to be happy.
Where do you source your produce from?
We source as much produce as possible from local growers, such as strawberries, asparagus, celery and broccoli.
Everything else we source from the Epping market, which is about 20 minutes away from our warehouse.
Who are your customers?
We operate as a providore and supply fresh fruit and vegetables to local IGA's, restaurants, cafes, childcare centres.
We have really good relationships with our chefs, and everything is very personalised and we know all our customers really well.
How did you get into the fruit and veg business?
I started my working life in the family fruit shop, Biviano & Sons. I worked there in school holidays and weekends.
I basically grew up in the fruit shop and started going out to the old market with Dad from about 10 years old.
I continued to study after I'd done the HSC but I kept finding myself back in the fruit shop. All in all, I have been working full time in the business for 23 years.
I love what I do, and I am really proud that with the launch of Biviano Direct in 2013 I have taken the family business to another level.
What has changed at the market over the years?
The move from Footscray to Epping was of course the biggest change. The market seems to be less hectic these days.
I think because the new market is a bigger facility, it's more organised and there are more regulations it takes some of that old market feel away.
What is the best thing about working at the market and in the fruit and vegetable industry?
The best thing for me about working in the industry is the fantastic relationships that I have built over the years.
What would you change at the market if you could?
I don't think I'd change too much about the market because the people make the market.
The hours of course will always be hotly debated.
What is most challenging about the industry?
The hours are the most challenging thing about working in the industry, especially if you are a retailer or a providore, because you have to start even earlier and finish later. It really is non-stop, you take it home and you just keep going.
What is the secret to a successful business?
Passion combined with knowledge about the market.
I am very passionate about the produce that we supply our customers and love to check out the market vibe - what is currently in and what is out.
What does the future hold for the fruit and vegetable industry?
The control of the big chains is making it very hard for the retailer.
It is making it difficult for retailers to compete so to be successful retailers are having to reinvent the fruit shop and service and knowledge has to compensate for the convenience of the large supermarket.
