Two year plans turns into 40+ years for Midland Fresh | MARKETS PROFILE

Midland Fresh is a family-owned and operated fruit and vegetable wholesaler and home delivery business.

My late wife, Heather, and I started the business as a small fruit shop in 1980, which grew to a few fruit shops while the kids were young, then we started wholesaling, got out of retail and changed the name to Midland Fresh.

The business is now run by my son Shaun, daughter Lauren and myself.

What sets you apart from your competitors?

Our service is second to none.

We deliver any time, any day of the year, as requested by our customers so we have fantastic relationships with our chefs.

Our competitors have come and gone over the years but our service has kept us going.

What do you specialise in?

Originally as wholesalers we just made sure that we supplied what our customers wanted, however in the last five to 10 years we have also moved into more processed produce, an area of the business that continues to grow and sets us apart from our competitors.

We are also moving into more dry goods to meet our customers' needs.

Where do you source your produce from?

We have several refrigerated vehicles and source our produce direct from the Melbourne Market several times a week.

I start buying from about midnight and by 3am I'm fully loaded and ready to make the return trip home.

Who are your customers?

We run a home delivery business and supply fresh and processed produce to hotels, clubs, cafes, hospitals, aged care facilities, restaurants and bakeries around

Where do you deliver?

Our delivery area includes the area in and around Yarrawonga, Mulwala, Bundalong, Tungamah, Benalla, Cobram, Barooga, Tocumwal, Finley, Jerilderie, Berrigan, Howlong, Corowa, Wahgunyah and Rutherglen.

How did you get into the fruit and veg business?

In the late seventies my wife and I wanted to buy a business so we started a fruit and veg shop in a little country town because it was all we could afford to do.

We bought the house, and it had a shop on the front of it.

We knew nothing about running a fruit shop so I went to a bloke who ran a shop in Gisborne, and asked if I could shadow him at the market. He agreed and our business started from there.

We had a two year plan and it's turned into more than 40 years. Now my son and daughter both work in the business.

What is your favourite thing about the market?

I've been going to the market so long and I really like it, and I like the people there. I just really like going to the market, and prefer to do that than any other part of the business.

Even with the long drive I really enjoy it.

What's changed at the markets over the years?

It's mainly merchants and agents on the floor selling other people's products rather than growers like it used to be.

Also, the make-up of the market has changed with the supermarkets bypassing the central market system and the reduction of independent retailers.

What would you change at the market if you could?

They are trying to change the hours at the market and bush them back which will really impact our business.

Quite frankly they need to leave everything as it is, it works at the moment. Leave the hours alone.

It drives me up the wall that they are trying to control my hours, and in return control my business.

My business is over two and a half hours drive to the market. Everything revolves around our early starts, and they are going to ruin our business by dictating the hours that we can work.

If we can't get into the market early we cannot cater to our customers' needs.

What is the key to a successful business?

I never get angry with our customers, even if they are wrong, they are always right. Whatever the problem is we just wear it, and fix it.

What are some of the highlights of the business?

I think that fact that the business has survived and grown into what it is today is a highlight in itself.

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

The industry will continue to adapt and change, I'm not sure what will happen to the market itself.

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