Freshmax
Freshmax is a Melbourne-headquartered global fresh produce marketer and distributor, sourcing apples, pears, citrus, berries, cherries, grapes and tropical fruit from Pacific Rim production zones and selling to major retailers and export customers across six continents. It operates the Valleyfresh export arm and the Innovar IP unit managing 20+ proprietary branded varieties.
- Company typePrivate
- Founded1995
- HeadquartersRocklea, Australia
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Freshmax does
Freshmax Group is a global fresh produce marketing and distribution platform founded in New Zealand in 1995 and now headquartered in Melbourne, Australia. The company sources, markets and distributes fresh produce — apples, pears, avocados, bananas, berryfruit, cherries, citrus, table grapes, and durian & jackfruit — from production zones in New Zealand, Australia, the US, Chile and Peru, shipping to customers on six continents through 14 Pacific Rim locations and approximately 300 employees. It operates three integrated pillars: Freshmax Australia (domestic supply, ripening, packing and cold chain services), Valleyfresh (international import/export including offices in the US, Peru, Chile, Indonesia, India, Saudi Arabia and South Africa), and Innovar (a standalone IP commercialization unit managing 20+ proprietary branded varieties developed with breeders such as Plant & Food Research, Prevar, Provedo, CIV and University of California — including Modi, Sumo Citrus, Kanzi, Tangold, Gold Nugget, Lani, Starletta, Munch'n kiwiberry, Piqa Boo, King Midas, and Noble Harvest durian).
The company's business model rests on three revenue streams: (1) marketing and distribution of fresh produce to major retailers (Woolworths and Coles domestically, plus international supermarket chains) on a transaction/take-rate basis with multi-year contracts; (2) IP licensing and royalty revenue through Innovar, with full-production annual revenues forecast at A$150M+ across the 20+ IP varietal and brand licenses; and (3) third-party supply chain services (packing, ripening, fumigation, quality control, cold storage) provided to growers, retailers and other produce brands. Freshmax holds exclusive national retail partnerships for premium IP SKUs (Sumo Citrus and King Midas at Woolworths, Modi apples at Coles) and has executed multiple award-winning consumer marketing campaigns (Marketer of the Year 2016, Best Australasian Fresh Produce Company 2017). The platform combines dual-hemisphere counter-seasonal sourcing, cryogenic freezing technology for year-round tropical fruit supply, and vertically integrated orchard ownership (including Murrawee Farms in Victoria and former Crasborn operations in Hawkes Bay).
In 2025, Freshmax was acquired by investment manager Roc Partners, with stated plans to invest significantly in growth. The group has undergone a deliberate strategic refocus, divesting its New Zealand domestic produce business to T&G Global in 2019 and its New Zealand pipfruit operations to GTP Orchards Limited in 2022, while spinning out Innovar as a standalone IP commercialization entity in 2018. More than 50% of group revenue historically derives from international business units. Reg Weine, formerly CEO of Bubs Australia, was appointed Group CEO in February 2026 by Roc Partners, succeeding Murray McCallum.
Freshmax firmographics
Firmographics- Name
- Freshmax
- Legal name
- Freshmax Pty Ltd
- Website
- https://freshmax.group
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Freshmax is a Melbourne-headquartered global fresh produce marketer and distributor, sourcing apples, pears, citrus, berries, cherries, grapes and tropical fruit from Pacific Rim production zones and selling to major retailers and export customers across six continents. It operates the Valleyfresh export arm and the Innovar IP unit managing 20+ proprietary branded varieties.
- Ownership category
- akta.pro rank
Freshmax industry classification
Industry- Product category
- Fresh Produce Distribution
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fresh Fruit and Vegetable Merchant Wholesalers (424480)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Fresh Produce Distribution (CRAOABAB)
- akta.pro secondary industries
- Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE), Fresh Fruit Wholesale (AFAIACAA), Fresh Produce Packaging (IMALAHAE)
Keywords
Where Freshmax is headquartered
LocationHeadquarters
- HQ city
- Rocklea
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
Freshmax business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Fresh Produce Marketing and Distribution: Core revenue stream from marketing and distributing fresh produce (apples, pears, avocados, bananas, berryfruit, cherries, citrus, table grapes, durian) to retailers and export markets. The company operates as a full-service produce marketer handling sales, distribution, packing, ripening, and quality control services.
- IP Licensing and Royalties: Revenue generated through Innovar subsidiary from licensing proprietary varieties and brands to growers. Freshmax manages IP commercialization including licensing fees, brand development, production planning and delivery to market.
- Supply Chain Services: Value-added services including packing, ripening, fumigation, quality control, and cold storage provided to growers, retailers, and third-party partners. These services are offered as both integrated operations for major retailers and standalone third-party services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Multi-year contract | B2B produce supply and services |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Freshmax product offering
Product offeringCore offering
Freshmax is a global fresh produce marketing and distribution business that sources, packs, ripens, quality-controls and supplies premium fresh produce (apples, pears, avocados, bananas, berryfruit, cherries, citrus, table grapes, durian and jackfruit) to major retailers and international export markets. It also develops and licenses proprietary fruit varieties and brands through its Innovar IP subsidiary, and offers contract supply chain services including ripening, packing, fumigation, QC and cold storage.
Product overview
Freshmax is a global fresh produce distribution and marketing platform operating around the Pacific Rim with core product categories including apples & pears, avocados, bananas, berryfruit, cherries, citrus, table grapes, and durian & jackfruit. The company's product portfolio consists of proprietary branded products (Modi® Apple, Sumo Citrus®, Tangold Seedless™, Gold Nugget, Lani® Cherry, Starletta® Cherry, Munch'n™ Kiwiberry, Piqa® Boo®, King Midas™, Avora®, Love Beets®, Extreme® Stonefruit) complemented by commodity fresh produce. Supporting services include packing, ripening, fumigation, quality control, and cold storage/warehousing. The company operates through two main divisions: Freshmax (domestic Australia) and Valleyfresh (international import/export operations), with Innovar® handling all intellectual property development and commercialization for proprietary varieties.
Differentiator
Problem solved
Functional benefit
Brands
- Innovar: Dedicated IP & Innovation business unit of Freshmax Group focused on research and development of new produce varieties, brand development, licensing, production planning and delivery to market
- Sumo Citrus
- Tangold Seedless
- Gold Nugget
- Modi Apple
- Lani Cherry
- Starletta Cherry
- Munch'n Kiwiberry
- Honey Belle Pear
- Piqa Boo Pear
- Avora Avocado
- Extreme Stonefruit
- Noble Harvest Durian
- Don's Durian
- Avora
- King Midas Plum
Products and services
- Apples & Pears Freshmax markets significant volumes of apples and pears including proprietary branded varieties from New Zealand, Australia, USA, Chile and Peru to retail and export customers.
- Avocados Freshmax handles avocado supply and distribution across Australia and New Zealand with direct access to retail and wholesale markets in both countries.
- Bananas Freshmax operates banana marketing and distribution operations, with Queensland bananas being a key production region, managed through its De Luca Banana Marketing subsidiary.
- Berryfruit Includes strawberries, blueberries, and kiwiberries. Freshmax holds exclusive strawberry IP licensing deals and manages blueberry IP through the BerryCo joint venture.
- Cherries & Stonefruit Freshmax exports premium cherries from Central Otago, New Zealand including proprietary brands Lani, Starletta and Pickers Best to Asian markets, along with stonefruit varieties from the Extreme program.
- Citrus Freshmax markets premium Australian-grown citrus and sources from around the Pacific Rim including Sumo Citrus, Tangold and Gold Nugget mandarins, oranges, lemons, limes and grapefruit.
- Table Grapes Dual-hemisphere supply of seedless and seeded table grapes from Australia, South America (Chile, Peru) and California enabling counter-seasonal supply to Asian markets.
- Durian & Jackfruit Freshmax holds exclusive brand rights to Noble Harvest and Don's branded durian and jackfruit including Musang King durian and Honey jackfruit (Nangka Madu J33), with year-round supply via cryogenic freezing.
- Innovar IP Development & Licensing Freshmax's dedicated IP development and commercialization subsidiary, responsible for managing varietal licenses, brand development, production planning and market delivery for 20+ proprietary produce varieties including Modi, Sumo Citrus, Kanzi, Lani, Starletta, Munch'n Kiwiberry and Piqa Boo. Forecast A$150m+ annual revenues at full production.
- Supply Chain Services (Packing, Ripening, Fumigation, QC, Cold Storage) Multi-national supply chain services including pre-packing (film, net bag, flow wrap), ripening in dedicated centres, certified fumigation, professionally trained QC using GlobalGAP standards, and large-scale cold storage/warehousing operational 365 days a year, offered to major retailers and third-party partners.
Quantifiable outcome
- More than 35,000 units of Modi apples shipped to leading Asian supermarket chain in debut export year, accounting for 6%+ of Australian apple exports
- +2 more outcomes
Companies that use Freshmax
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Freshmax technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Freshmax partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- InnovarcoreSubsidiary dedicated to IP research and development of new varieties. Became independently incorporated commercial organization in 2018 to enable partnerships with large scale produce organizations globally. Manages 20+ IP varietal and brand licenses with over A$150m forecasted annual revenues at full production.
- ValleyfreshcoreWholly-owned subsidiary handling international export operations. Manages offices in Australia, New Zealand, USA, Peru, Chile, Indonesia, South Africa, India, Saudi Arabia. Operates import/export operations serving customers on six continents.
- Plant & Food Research New ZealandcoreBreeding program partnership for kiwiberry (Munch'n), cherries (Lani, Starletta), and Piqa Boo pears. Freshmax holds exclusive licensing rights for commercializing varieties developed by this program.
- Prevar LtdcoreLicensing partner for Piqa Boo pear cultivar (PremP009). Prevar commercializes cultivars from Plant & Food Research breeding programme globally under PIQA family trademark.
- BerryCocoreJoint venture between Valleyfresh Global and Southern Produce New Zealand for blueberry IP development. Has exclusive licensing deal for blueberry varieties in NZ with first production expected 2018.
- Little Tree CompanyminorNursery partner for Provedo stonefruit breeding program evaluation and propagation in Australia (Andrew and Claire Routley in Katunga, Victoria).
- EtheringtonminorJoint venture partner for Packing Station facility in Perth, Western Australia (900m2 pre-packing, storage, distribution facility). Partnership established 2014, ownership transferred to Etherington in 2018.
- Suri Agro FreshcoreKey India importer and partner for kiwiberry and other New Zealand produce. Won Best Cold Chain Operator award. First shipment of NZ kiwiberry into India through this partnership.
- Australia's Leading Fresh Produce GrowerscoreNetwork of growers across Australia for whom Freshmax is preferred packer. Provides packing, ripening, QC, and cold storage services to these partners.
- WoolworthscoreExclusive national retail partner for Sumo Citrus mandarins and King Midas plums. Major retail partner for Australian produce ranging. Multi-year partnership with collaborative marketing campaigns.
- ColescoreExclusive retail partner for Modi apples in Australia. Major Australian retail customer for multiple produce categories.
- Southern Produce New ZealandcoreJoint venture partner in BerryCo blueberry IP program. Innovative NZ exporter and marketer specializing in Australian and Asian direct to retail programs.
- Tian ShengminorSingapore importer who worked alongside Freshmax on development of new snack pack format for kiwiberries. Product sold through Cold Storage Singapore.
- Crasborn BroscoreMerger of pipfruit operating interests in 2014 following 8 years of partnership. Vertically integrated apple and stonefruit operation with 500 hectares in Hawkes Bay. Crasborn family took significant investment in Freshmax Group.
- Fresh Markets AustraliaminorNational organization representing six market chambers and 430+ fruit and vegetable wholesalers in Australia's central markets. Both joined Fresh Produce Safety Centre as Bronze supporters.
Scale indicators9 records
Recent moves12 records
Expansion highlights6 records
Freshmax competitors and assessment
Company assessmentDirect peers
- T&G Global: New Zealand-based fresh produce marketer (Enza apples, Jazz, Pacific Rose) and global distributor. Acquired Freshmax's NZ domestic business in 2019, making it both a customer and a direct competitor in ANZ produce marketing.
- Costa Group: Australia's largest fresh produce grower-marketer across berries, avocados, citrus and mushrooms. Directly comparable as a vertically integrated Australian fresh produce platform with retail and export channels.
- Mission Produce: World's largest avocado grower-marketer-distributor with year-round global supply. Directly comparable as a vertically integrated, IP-and-variety-led avocado platform; Freshmax operates Avora as its NZ avocado channel.
- Driscoll's: Global market leader in berry marketing and proprietary variety development. Closely comparable IP-and-brand-led fresh produce marketing model with global retail distribution and exclusive licensed grower networks.
- Zespri International: World's largest kiwifruit marketer with proprietary SunGold and Green varieties. Closely comparable IP-led marketing model, though focused on a single fruit category; Freshmax's NZ CEO Andrew Common previously headed Zespri's East/Southeast Asia division.
- Oppenheimer Group (Oppy): North American fresh produce marketer-distributor with international grower partnerships across multiple categories. Comparable full-service marketing/distribution platform model with category management and IP commercialization.
- Naturipe Farms: Berry-focused grower-marketer with proprietary varieties and global retail partnerships. Comparable IP-led, branded-produce model serving major retailers with exclusive berry SKUs.
Broad incumbents
- Dole plc: Global fresh produce incumbent operating across multiple fruit and vegetable categories with vertically integrated growing, packing and distribution. Comparable scale and category breadth, but far broader portfolio than Freshmax's premium focus.
- Sunkist Growers: Long-established US citrus marketing cooperative with licensed grower network and proprietary brand. Comparable IP-licensing-and-marketing model in the citrus category specifically, where Freshmax holds Sumo Citrus, Tangold and Gold Nugget rights.
- Calavo Growers: Established US avocado and fresh produce marketer-distributor with international grower relationships. Comparable marketing-and-distribution role in fresh produce, though narrower category focus (avocados, tomatoes) than Freshmax.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Freshmax social profiles
Digital presenceFreshmax compliance and trust
Trust signalCompliance2 records
Freshmax financial estimates
Financial estimateRevenue estimate
Valuation estimate
Freshmax leadership team
Management profileNumber of profiles
Profiles8 records
Freshmax subsidiaries and ownership
Company hierarchySubsidiaries9 records
Freshmax funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Freshmax M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Freshmax
What does Freshmax do?
Freshmax is a global fresh produce marketing and distribution business that sources, packs, ripens, quality-controls and supplies premium fresh produce (apples, pears, avocados, bananas, berryfruit, cherries, citrus, table grapes, durian and jackfruit) to major retailers and international export markets. It also develops and licenses proprietary fruit varieties and brands through its Innovar IP subsidiary, and offers contract supply chain services including ripening, packing, fumigation, QC and cold storage.
Is Freshmax a public or private company?
Freshmax is a private company. It is classified as private equity controlled and is currently operating.
When was Freshmax founded?
Freshmax was founded in 1995. It employs 251 to 500 people.
Where is Freshmax based?
Freshmax is headquartered in Rocklea, Australia, in the Oceania region.
How does Freshmax make money?
Three revenue lines are on record. Fresh Produce Marketing and Distribution is the primary driver. The others are IP Licensing and Royalties and supply Chain Services.
Who are Freshmax's main competitors?
Direct peers on record are T&G Global, Costa Group, Mission Produce, Driscoll's, Zespri International, Oppenheimer Group (Oppy) and Naturipe Farms. Broad incumbents are Dole plc, Sunkist Growers and Calavo Growers.
Does Freshmax have an API?
No public API is recorded for Freshmax.
What industry is Freshmax in?
Freshmax's product category is Fresh Produce Distribution. Its primary akta.pro industry code is CRAOABAB, Fresh Produce Distribution, with a secondary code of AFAIABAE, Fresh Produce Wholesale (Fruit & Vegetables). Its NAICS code is 42448 and its SIC code is 5140.