Joe Brizzi, owner/manager, Leo's Wholesale Fruit and Vegetables, Brookvale, NSW
Tell me about Leo's Wholesale Fruit and Vegetables
Our business was started by my father Leo as a large retail fruit market in Warringah Mall on Sydney's Northern Beaches.
In 1995, after 25 years in retailing, we decided to just continue with the wholesale side of the business, which we initially operated out of my father's garage until we moved into the current warehouse in Brookvale.
My brother John and I took over the business when Dad retired about 10 years ago.
What do you specialise in?
We have a commitment to quality and good knowledge of the Northern Beaches, having been born and bred in the area.
So we understand our clients and bring over 40 years experience to their businesses.
What sets your business apart from other wholesalers?
We are family owned and operated and specialise in providing quality produce to our customers on the Northern Beaches.
I am in the market six days a week where I do all of our buying, while my brother runs the warehouse.
My daughter Stephanie runs the home delivery side of the business, and my wife and sister-in-law manage the accounts
Where do you source your produce from?
All of our produce is sourced from Sydney Markets, where we have long term relationships with the growers and wholesalers.
I have been in the market with Dad since I was a kid, during all school holidays.
And then I joined the business when I left school.
Who are your customers?
Our customers include cafes, restaurants, clubs, nursing homes, schools and colleges, as well as home deliveries across Sydney's Northern Beaches.
How did you get into the fruit and veg business?
I worked with my Dad in the business while I was growing up so it just seemed like the right thing to continue when I left school.
I was passionate about fruit and veg and loved the atmosphere of the market.
What do you enjoy about the market?
I love all the energy and the haggling at the market; it just seems like part of me now.
It's like a second home, you make so many friends.
What's changed about the market over the years?
The market has lost some of the atmosphere, with less of the old-timers around and more business being done electronically.
Ninety per cent of the orders are pre-orders.
You also don't have all the local market gardeners anymore.
How has COVID-19 affected the business?
In response to the lockdowns we moved into home box deliveries like most of our competitors.
We also opened the warehouse as a mini market once a week to help keep us going during lockdown.
What's the most challenging part of the fresh produce industry?
Battling with the changing weather has always been the most challenging thing to deal with, trying to source quality produce in the event of floods, droughts and storms.
What is the secret to a successful business?
I feel that being hands-on is the most important thing when running a business.
You have to work in the business yourself to know what works and what doesn't.
What advice would you offer young people who want to join the industry?
This industry is not something that you can just walk into.
You have to be passionate and go into the market with your eyes open because they are like sharks out there.
They will take advantage of you in the market if you don't know what you're doing.
Your business is made in the market - you buy well, you sell well.
You need a mentor to learn the business.
I walked the market with my Dad for years before he let me loose to buy on my own.
What does the future hold for the fruit and vegetable industry?
It's getting harder to make a living, you need to be smarter.
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