Name

Fresh Direct

Legal name

Fresh Direct Limited

Website

https://freshdirect.co.nz

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Wholesale Produce Distribution

NAICS

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 Organic Produce Wholesale (AFAIAJAA)

Keywords

• Wholesale produce distribution
• Fresh fruits vegetables
• Cold chain logistics
• Produce packing services
• Organic produce supply

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Infrastructure, Supply Chain, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Wholesale Produce Sales: Core revenue from buying and selling fresh fruits, vegetables, and flowers at wholesale. Operates as a marketplace connecting growers with wholesale buyers. Products sold in bulk quantities (crates, bins, wholesale quantities).
2. Packing Services: Provides packing and processing services for growers, buyers, and exporters including retail-ready packaging, export-certified packing, automated lines (VFFS, HFFS, punnets), and grading services.
3. Chilled Transport/Logistics: Temperature-controlled transport services for pickup from growers and delivery to buyers. Operates dedicated freight fleet with nationwide reach.
4. Marketing & Category Management: Brand management, category management, retail merchandising, product demonstrations, media/advertising, and packaging design services for produce brands.
5. Export Services: Export produce coordination through sister company JP Exports, handling logistics and documentation for international markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Fresh Direct operates a New Zealand-wide wholesale produce marketplace and distribution platform, connecting growers with wholesale buyers through six physical markets in Auckland, Hamilton, Tauranga, Palmerston North, Wellington, and Christchurch, supported by temperature-controlled transport and nationwide 7-day delivery. The platform supplies fresh fruits, vegetables, flowers, and BioGro-certified organic produce, and bundles in packing services, chilled logistics, and brand/category management for growers and buyers.

Product overview

Fresh Direct operates as a unified wholesale produce marketplace and distribution platform, connecting New Zealand growers with wholesale buyers through an integrated network of six physical market locations (Auckland, Hamilton, Tauranga, Palmerston North, Wellington, Christchurch) and nationwide chilled transport. The platform comprises the core Fresh Direct marketplace for fruits, vegetables, and flowers, supplemented by sub-brands Purefresh Organic (certified organic produce) and Fresh Direct Floral (flowers and plants), plus a sister export company JP Exports. Service modules include packing services, chilled transport logistics, and marketing services (category management, retail merchandising, brand management) that together provide growers and buyers with end-to-end solutions from farm to retail.

Differentiator

Problem solved

Functional benefit

Brands

• Fresh Direct Floral: Fresh flowers and plants division offering wholesale floral products nationwide.
• Purefresh Organic

Products and services

• Wholesale Produce Bulk fresh fruits, vegetables, and specialty produce (apples, tomatoes, cherries, bananas, avocados, broccoli, kiwifruit, carrots, citrus, grapes, beans, eggs, and specialty items such as yams, tamarillos, and pomegranate arils) sold to wholesale buyers at Fresh Direct's six market locations and delivered nationwide.
• Purefresh Organic BioGro-certified organic produce line offering certified organic fruits and vegetables sourced from certified organic growers, available to supermarkets, organic retailers, and businesses across New Zealand.
• Fresh Direct Floral Fresh cut flowers, bouquets, bunches, and seasonal plants supplied to florists and bouquet businesses nationwide, featuring local and seasonal varieties.
• Packing Services Produce packing and processing services including retail-ready packaging, export-certified packing, and automated lines (VFFS pillow packs, netlon bags, wicket bags, HFFS horizontal packs, punnet packing), plus avocado and cherry grading, delivered for growers, buyers, and exporters.
• Chilled Transport Temperature-controlled transport services for fresh produce with a dedicated fleet offering local and nationwide delivery, grower pickup integrated into established freight runs, and flexible delivery windows to preserve cold chain integrity at 0-5°C.
• Marketing Services Integrated marketing and distribution services for produce brands including brand management, category management, media and advertising, retail merchandising, product demonstrations, and packaging design.
• JP Exports (Export Services) Sister-company export business specialising in supplying fresh New Zealand-grown fruit and vegetables to international markets, handling logistics coordination, documentation, and international compliance.
• Wholesale Produce Markets Six physical wholesale market locations across New Zealand (Auckland, Hamilton, Tauranga, Palmerston North, Wellington, Christchurch) providing central floors for buying and selling fresh produce in bulk quantities including crates, bins, and wholesale units.

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• JP ExportscoreStrategic or Co-development PartnerJP Exports is a sister company specializing in export produce, handling the supply of fresh New Zealand grown fruit and vegetables to international markets. Fresh Direct coordinates with JP Exports for export logistics and documentation.
• Purefresh OrganiccoreStrategic or Co-development PartnerPurefresh Organic is Fresh Direct's brand for certified organic produce packing and delivery. The brand is BioGro Organic Certified and serves supermarkets, organic retailers, and businesses across New Zealand.
• Willow Tree ProduceminorStrategic or Co-development PartnerPart of the J&P Turner Group, Willow Tree Produce handles processing operations for produce businesses.
• Quality Produce PackerscoreStrategic or Co-development PartnerPart of the group, Quality Produce Packers specializes in packing and processing produce into retail-ready packaging. Spin-off from Fresh Direct's packhouse in 2020.
• Turners & Growers (T&G)minorOthersHistoric parent company. In 1994, overseas ownership gained control of T&G, after which Jeffery and Peter Turner formed J&P Turner Ltd, which now includes Fresh Direct. The Turner family was foundational in establishing New Zealand's produce and kiwifruit export industries.
• Multiple Produce BrandscoreStrategic or Co-development PartnerFresh Direct provides marketing, distribution, and brand management services for multiple produce brands including Turners Floral, Centralpac, JP Cherries, Central Orchard Management, and Turners International Marketing as part of integrated brand management offerings.

Scale indicators4 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Darling Group: NZ produce marketer and distributor supplying domestic retailers and export markets. Direct competitor in NZ fresh produce wholesale.
• Seeka Limited: NZ-listed integrated produce company handling orchard management, packing, coolstorage, and marketing of kiwifruit, avocados, and other produce. Comparable as an NZ integrated packer-distributor with cold-chain assets.
• Freshmax: Australia/NZ-headquartered fresh produce grower, packer, and distributor operating integrated cold-chain and ripening facilities. Closely comparable business model to Fresh Direct across packing, transport, and wholesale produce supply.
• MG Marketing: NZ grower-owned cooperative marketing fresh fruit and vegetables to supermarkets and foodservice. Competes with Fresh Direct for NZ supermarket produce supply contracts.
• T&G Global: Largest NZ produce marketer and distributor with global reach; spun out of the original Turners & Growers that the Turner family helped build. Directly competes with Fresh Direct in NZ wholesale produce, packing, and export.
• Mr Apple: One of NZ's largest apple growers and exporters with integrated packhouse and coolstorage. Comparable on the packing, cool chain, and export dimensions of Fresh Direct's business.
• Scales Corporation: NZX-listed NZ agribusiness with major produce (apples, pears) growing, packing, storage, and marketing operations. Comparable integrated growing-to-distribution model in fresh produce.
• First Fresh NZ: NZ fresh produce grower, packer, and distributor serving supermarkets and foodservice. Overlaps with Fresh Direct's wholesale produce and packing services.

Broad incumbents

• Zespri: Global kiwifruit marketing giant with NZ grower base. While specialized in kiwifruit (a category Fresh Direct handles), Zespri is the dominant branded NZ produce exporter and a benchmark for international go-to-market capability.
• Foodstuffs North Island: Largest NZ supermarket cooperative and a key wholesale buyer for Fresh Direct. Included as a customer/buyer-side counterpart rather than a direct competitor; relevant for understanding buyer power dynamics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fresh-direct-ltd-nz
• Facebookfacebook.com/Fresh-Direct-NZ-100068882393562

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fresh Direct