Pomlife

What Pomlife does

Pomlife is an Australian fresh pomegranate product manufacturer operating from the Goulburn Valley region of Victoria. The company's core offering is fresh pomegranate arils — the edible seed portion of the fruit — packed into consumer-ready punnets and marketed under the tagline 'Enriched By Nature'. Pomlife sources fruit from local growers in the Goulburn Valley and processes it into ready-to-eat arils, eliminating the deseeding inconvenience that historically constrained fresh pomegranate consumption. The product is positioned around antioxidant content (polyphenols), dietary fibre, and natural immune support claims.

The company distributes primarily through the two dominant Australian supermarket chains, Woolworths and Coles, both in-store and online, and operates a secondary food service channel supplying restaurants, cafes, and hospitality operators. Pomlife is wholly owned by SPC (Shepparton Partners Collective), an established Australian food company, and benefits from corporate backing, shared recipe content, and cross-promotional marketing within the SPC brand family. Marketing is concentrated on content-driven channels, including an extensive recipe blog and an Instagram presence (@POMLIFEAU).

Pomlife is a privately held, single-product, single-geography business with 11–50 employees, founded approximately in 2008. Its operations are constrained to Australia, with no disclosed international footprint or expansion. The business model is straightforward packaged-goods wholesale through major retailers, with pricing determined by the retailers rather than the producer. Management data is thin — Gal Shapir is listed as Founder & CEO — and no venture funding, acquisitions, or public-market activity is present in the source material.

Name

Pomlife

Legal name

Pomlife

Website

https://pomlife.com.au

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Pomlife is an Australian manufacturer of fresh pomegranate arils packed in consumer punnets, sourced from Goulburn Valley growers and sold through Woolworths, Coles, and a secondary food service channel. The SPC-owned, Victoria-based company serves health-conscious Australian consumers and hospitality operators.

Ownership category

akta.pro rank

Product category

Fresh Packaged Produce

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Food And Kindred Products (2000), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Foodservice / HORECA Produce Wholesale (AFAIACAI)

akta.pro secondary industry

Fruit Snacks & Dried Fruit (CRADABAJ)

Keywords

• Fresh pomegranate arils
• Packaged fresh produce
• Fruit processing manufacturer
• Food service ingredients
• Australian grocery supply

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Fresh Pomegranate Arils Retail Sales: Pomlife generates revenue through the sale of fresh pomegranate aril products packaged in punnets, distributed through major Australian supermarket chains including Woolworths and Coles.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Pomlife manufactures and supplies fresh pomegranate arils packaged in consumer-ready punnets, sourced from Australian growers in the Goulburn Valley region of Victoria. The company also offers a dedicated food service product line for restaurants, cafes, and catering operators. Distribution is concentrated through Australia's two leading supermarket chains, Woolworths and Coles.

Product overview

Pomlife is a food products company specializing in pomegranate-based offerings. The company's product portfolio centers on Fresh Arils (pre-packaged pomegranate seeds in punnets) and Food Service Products. All products feature Australian-grown pomegranates from the Goulburn Valley Region of Victoria. Products are distributed through major Australian retailers Woolworths and Coles, as well as to commercial food service operators.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Arils Ready-to-eat fresh pomegranate arils (edible seeds) packed in consumer punnets. The arils retain their vibrant red colour from polyphenol antioxidants and are positioned as a convenient, healthy way for Australian consumers to enjoy fresh pomegranate without deseeding the whole fruit. Sold nationally through Woolworths and Coles.
• Food Service Products Pomegranate products packaged and sized for commercial food service operators, including restaurants, cafes, catering services, and hospitality businesses that need fresh pomegranate for menu ingredients, garnishing, and food preparation.

Quantifiable outcome

• Packed With Antioxidants (polyphenols)
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• SPC (Shepparton Partners Collective)coreStrategic or Co-development PartnerPomlife is proudly owned by SPC, an established Australian food company. SPC provides corporate ownership, brand backing, and cross-promotional opportunities including shared recipe collections and family product marketing.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Costa Group: Australia's largest horticultural company producing berries, citrus, avocados, and mushrooms. Comparable as a large-scale Australian fresh produce supplier with national retail and food service distribution.
• Driscoll's: Global market leader in fresh berries. Comparable as a branded fresh fruit supplier with packaged retail SKUs and a focus on convenience formats positioned around health and snacking.
• Del Monte Fresh Produce: Global producer, distributor, and marketer of fresh fruits and vegetables. Comparable as a large-scale fresh produce brand with packaged retail offerings and food service supply.
• Ocean Spray: Farmer-owned cooperative producing cranberries and other fresh/juice products. Comparable as a single-fruit branded cooperative leveraging health positioning and retail dominance.
• Montague: Australian family-owned fresh produce company producing apples, stone fruit, and other fresh formats. Comparable as a domestic fresh fruit grower and processor with established retail relationships.

Direct peers

• Perfection Fresh: Major Australian fresh produce grower, packer, and distributor. Comparable as an Australian-based fresh produce brand supplying Woolworths, Coles, and food service channels with packaged fresh fruit.
• Pom Wonderful: The leading US pomegranate juice and fresh aril brand. Directly comparable as a vertically integrated pomegranate-focused CPG company operating in fresh and processed formats.

Others

• SPC (Shepparton Partners Collective): Pomlife's parent company and an established Australian processed fruit and tomato product brand. Comparable not as a competitor but as the corporate owner and cross-promotion partner providing distribution synergies.

Regional players

• FreshSelect: Australian fresh produce supplier operating across multiple categories with retail and food service distribution. Comparable as a domestic fresh-cut and packaged produce supplier.
• Nutrano Produce Group: Australian fresh produce company focused on citrus, blueberries, and tropical fruits. Comparable as a domestic fresh fruit grower and packer serving Australian retailers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/pomlifeau
• Facebookfacebook.com/pomlifeaustralia
• LinkedInlinkedin.com/company/pomlife

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Pomlife