John Velluti enjoys being chefs' eyes at the markets | MARKETS PROFILE

VELLUTI'S started out as a fruit barrow on Manly Wharf in 1998, and now supplies produce to some of Sydney's finest chefs.

After a chance introduction to chef, Matt Moran, in 2006 we started supplying his restaurants and as they grew so did we.

In 2019 we also bought the iconic Frank's Fruit Market in Haberfield, in Sydney's inner west from the Bonfante Family to complement the providoring side of the business.

Velluti's operates out of a little warehouse at the markets.

What do you specialise in?

We offer our customers fantastic attention to detail along with quality produce and service.

We also care about our customers. Our business is very relationship driven.

We really bridge the gap for our chefs, who can't physically get out to the farms nor the markets themselves, so I am probably the closest thing to them going to the markets themselves.

What sets your business apart from other providores?

Our customers are the type of customers who want to talk to someone who knows the answers.

They are not really interested in sales reps, and they are not really interested in being one of 600 customers.

Most of them are owner-operators so working with us, it's like birds of a feather.

Where do you source your produce from?

Essentially, we source all of our produce from Sydney Markets.

Our chefs are always looking for something new and interesting, because people are most discerning these days and don't want to eat in a restaurant what they can cook at home.

Who are your customers?

Our customers range from coffee shops to caterers to high-end restaurants.

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How did you get into the fruit and veg business?

It all started when I met my wife Bree, whose father was an agent at the market.

We decided to go to the markets one day and have breakfast with her father, and I was hooked, and realised that the market was the place for me.

He got me a job out there with CJ Lewis, another agent, and the rest they say is history.

After a few years the opportunity came up to start a fruit barrow on Manly wharf.

And it seemed like a good way to earn a little bit of extra money.

It grew from there with a fruit shop in Lindfield, which we later sold to take up the opportunity to supply to restaurants, as I had a few contacts in the hospitality industry. Velluti's grew from there.

What do you enjoy about the market?

I love fruit and veg, I love food, I love cooking and so does my family. The vibe at the market; fresh produce, pallets, forklifts, personalities and different cultures.

I love early mornings, and I particularly love the Saturday market, when all the growers come into town.

They tend to get us things that we can't always get through the agents.

What would you change at the market if you could?

It would be good if there was a bit more flexibility for the food service industry regarding what time you can enter the market as I have to source the produce, sort the orders and deliver everything to my customers while staying ahead of the Sydney traffic.

How has COVID-19 affected the business?

In hindsight, buying Frank's Fruit Market, set us up to weather the lockdowns while the providoring side of the business was slow, due to lockdowns.

We increased our home delivery service at Frank's and were able to move staff from the Velluti's side of the business to Frank's.

We have an online delivery service, so our customers could order what they wanted rather than be restricted to generic fruit boxes.

With re-opening we have to manage a lot of our chef's expectations, given that a lot of lines are hard to get.

Just because they've turned the lights on doesn't mean that everything is back to normal; the growers would've had to predict this weeks ago. Produce doesn't just appear at will.

What is the secret to a successful business?

I don't need to conquer the world, keeping our business at a size where we can offer a personal touch is the key for our success.

I love fruit and veg, and my wife, who grew up in the fruit and veg industry, has a canny business mind. We complement each others strengths, and work really well together.

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

We need to get younger people into the industry to make it sustainable into the future.

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