Joe Ponte, chief executive officer, C & S Ponte Produce Pty Ltd, Melbourne Market, Epping, Vic.
Tell me about C & S Ponte
C & S Ponte Produce is the wholesale arm of the business. The name Ponte has been associated with the produce market for over 90 years.
The family owned and operated business was originally started by my grandfather in the 1920s when he came to Australia from Italy.
My brother and I, the third generation, currently own and operate the business, and my son and two nephews who are currently working in the business are the fourth.
What sets your business apart from other wholesalers?
Our diversity sets us apart from other wholesalers. We have four arms to the business: wholesaling under C & S Ponte; our brokering arm, Direct Harvest; our export section and our food services division, Provincial Produce Australia.
We take advantage of the network that we have, not only locally in Australia but we have access to stock in 14 or so different countries.
Where do you source your produce from?
We source our produce from all over Australia from Western Australia to Northern Queensland, depending on the produce and the season.
Who are your customers?
Our customers on the wholesale side of the business are mainly independent retailers and the food service industry as we don't deal directly with supermarkets.
How did you get into the fruit and veg business?
I remember going out the Queen Victoria Market with my Dad when I was little. I have been in the industry for over 45 years, it's in the blood.
I tried a few other things when I was younger but it was inevitable that I'd run the business with my brother.
My grandfather started the business and his three sons, the youngest of which was my father, all worked in the business.
Hopefully my grandchildren will eventually be the fifth generation to run the business.
What has changed at the market over the years?
The change in people's eating habits have had a direct effect on the way the industry is structured. Everything is based on convenience for customers.
Fast food, pre-packaged and pre-prepared food. Add to that the supermarkets buying direct from growers and using their buying power to bypass and undercut the central market system.
All in all, the industry has had to adapt and change to stay up to date with customers' needs and lifestyle choices.
The central market now predominantly supplies independent retailers and the food service industry.
What is the best thing about working at the market and in the industry?
The people, definitely the people make the market and the industry. I love the challenges of wheeling and dealing; buying and selling.
After 45 years or so in the industry I still love the buzz of the market and the characters of the people.
What would you change at the market if you could?
If I could change anything I'd love to be able to look in a crystal ball to see where we'll all be in 10 years.
The market is changing so fast that it's difficult to anticipate where to next.
What is the secret to a successful business?
Moving ahead we need to futureproof the business, and diversify to stay ahead of our competitors and anticipate market change.
You need to have the right people around you who share your commitment, especially as you continue to grow and diversify.
What is most challenging about the industry?
Once again, the biggest challenge is understanding where the growth is going to be and planning for it.
What does the future hold for the fruit and vegetable industry?
It's not all doom and gloom. Granted it's not what it used to be, you have to work harder and smarter to earn a living and grow the business.
But I still see a good future for the fruit and vegetable industry you just have to continue to look for future opportunities.
