Simon Hamad, owner, The Fruit Cart, Ashfield, Sydney.
Tell me about The Fruit Cart
THE Fruit Cart is a home delivery service that I started about seven years ago, delivering to Sydney's Inner West and the Sutherland Shire.
I initially started the business out of my uncle's place in Alexandria and now we operate out of a small space in Ashfield.
What do you specialise in?
We specialise in delivering boxes of fresh produce directly from the markets to our customers' front door.
We are small and we like to be small so that we can be as personal as possible.
We like to have a bit of fun with our customers by running little competitions and sometimes slipping interesting varieties of fruit or vegetables into their orders with a surprise recipe to try.
Who are your customers?
We supply boxed fresh fruit and veggies directly to people's homes.
Our main customers are families which comprise about 90 per cent from the Sutherland Shire, where I live, and the rest from Sydney's Inner West.
What sets your business apart from other delivery services?
We started our business solely as a box delivery service, whereas most of the other delivery services are part of a larger operation.
We have been running for over seven years and really focus on giving our customers a personalised service.
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Because we are small, just two delivery vans, one driven by myself, we know our customers personally and communicate with them on a regular basis.
They are individual names and faces to us, not just delivery numbers.
Where do you source your produce from?
We buy all of our produce fresh from the markets to always ensure the good quality for our customers to ensure that they keep coming back.
We try to focus on seasonality for our customers and never supply any imported produce.
How did you get into the fruit and veg business?
My family has been involved in fruit and vegetables for over 50 years. Both of my grandfathers were in the industry.
Joseph, my paternal grandfather, owned a small store on the Mediterranean Coast and Simon (senior) from my mother's side had a fruit shop in Woollahra, Sydney.
My father and extended family are also fruit shop owners and produce wholesalers, so the family's experience in the industry goes back a long way.
My first job was in my uncle's fruit shop when I was 13, and then when I left high school I worked at the markets in B-shed at the well-known Stan Hunt stand.
After five years I took a break, travelling the world for a number of years before returning home in 2004.
I returned to work with Stan Hunt's daughter, Cherie, on a home delivery run for nine years and it was there that I learnt the importance of delivering fresh produce straight to the doorstep.
The natural step from there was to start my own business.
What is the best thing about working at the market?
The people, and the atmosphere are the best things about the markets.
It's vibrant, it's breathtaking, and it's heartbreaking.
There is never a dull moment. I enjoy the banter, I love working in the industry.
I would go nuts if I had to work in an office.
I love getting to know my suppliers and my customers and having a chat.
What would you change at the market if you could?
Waking up at 2am in the morning is something I would definitely change if I could, although I know that will never happen.
What is most challenging about the industry?
Being a sole trader, the challenge is getting your staff right.
It's really the foundation of your business.
Once you've got that right your confidence in the business grows and you can plan ahead.
What is the secret to a successful business?
You really need to work on getting your systems right and learn from your mistakes.
I'm not perfect, but we all need to learn from our mistakes, and don't start the blame game.
What advice would you give young people who want to join the industry?
There are still lots of opportunities in the industry but you need to be prepared to work hard and learn from others around you.
I can't emphasise too much how important it is to work hard. You reap what you sow.
What does the future hold for the fruit and vegetable industry?
The markets will always be the lifeline to the city - everyone has to eat.
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