Premium Fresh Tasmania

What Premium Fresh Tasmania does

Premium Fresh Tasmania is a privately owned, vertically integrated vegetable farming and processing operation headquartered at 199 Forthside Road, Forth, Tasmania, Australia. Founded approximately 1960 on the original family farm, the company grows produce on owned and long-term leased land across northern Tasmania and processes all output through a single, centrally-located packing facility at Forth. The product portfolio spans 13+ fresh produce SKUs including orange, organic, and Chantenay carrots; brown and red onions; shallots and Echalions; beetroot; turnips; swedes; brussels sprouts; cauliflower; and broccoli. The carrot season runs mid-December to July, the onion line operates 10-11 months per year, and the specialty line (swedes, turnips, brussels sprouts, broccoli, snacking carrots) runs 10-11 months per year.

The company operates on HACCP principles with full paddock-to-plate traceability and holds multiple food-safety and quality certifications: SQF 1000 Level 3 (since 2000), FRESHCARE, GLOBALG.A.P., Woolworths Quality Assurance (WQA, since 2001), and Coles Recognised Supplier status (15+ years). All farm machinery for land preparation, planting, nurturing, and harvesting is owned. The business sells on a B2B contract basis to two named enterprise customers — Coles and Woolworths supermarkets — which together constitute Australia's supermarket duopoly, and exports GLOBALG.A.P.-certified produce to European markets via partnerships with quality-accredited transport providers. Headcount ranges from 140 in the quieter season to over 220 during peak carrot season. Leadership is family-led: Managing Director Jim Ertler, Finance Director Rick Ertler, with Prakash Thapa as Supply Chain Coordinator and Jason McNeill as Agriculture Manager. No external investors, parent company, or M&A activity is disclosed in the available source material.

Name

Premium Fresh Tasmania

Legal name

Premium Fresh Tasmania

Website

https://premiumfresh.com.au

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

Premium Fresh Tasmania is a privately owned, vertically integrated vegetable farming and processing operation founded circa 1960 in Forth, Tasmania, supplying carrots, onions, shallots, brassicas, and specialty produce to Australian supermarket chains Coles and Woolworths, and exporting to European markets under HACCP and GLOBALG.A.P. certification.

Ownership category

akta.pro rank

Product category

Fresh Vegetable Production and Packing

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448), Farm Product Raw Material Merchant Wholesalers (4245)

SIC

Agricultural Production-Crops (100), Wholesale-Groceries & Related Products (5140), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE)

akta.pro secondary industries

Asparagus, Artichoke & Specialty Vegetable Farming (Asparagus, Artichokes, Celery, Okra) (AFAGADAI), Fresh Produce Distribution (CRAOABAB), Fresh Produce Wholesale Distribution (CRAOAAAC)

Keywords

• Fresh vegetable farming
• Carrot production
• Onion packing
• Brassica supply
• Produce export

Headquarters

HQ city

Forth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations

Revenue model

1. Fresh Vegetable Sales: Operates as a vertically integrated vegetable farming and processing operation. Grows produce on owned and leased land, processes at central packing facility at Forth, and distributes to domestic supermarkets (Coles, Woolworths) and international export markets.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Premium Fresh Tasmania operates a vertically integrated vegetable farming and packing business in Forth, Tasmania. It grows, harvests, processes, and packs a range of carrots, onions, shallots, echalions, beetroot, turnips, swedes, Brussels sprouts, cauliflower, and broccoli, supplying major Australian supermarket chains and international export markets.

Product overview

Premium Fresh Tasmania is a privately owned vegetable farming and processing operation established over 60 years ago, operating from the original family farm at Forth, Tasmania. The company grows the majority of its produce on its own land and long-term leased properties across northern Tasmania, managing every aspect from land preparation to harvesting using its own machinery. All produce is transported to the centrally-located packing facility at Forth to be graded and packed prior to dispatch. The product portfolio includes Orange Carrots, Organic Carrots, Chantenay Carrots, Brown Onions, Red Onions, Shallots, Echalions (Easy Shallots), Beetroot, Turnips, Swedes, Brussel Sprouts, Cauliflower, and Broccoli. The carrot season runs from mid-December to July, the onion line operates approximately 10-11 months per year, and the specialty line processes swedes, turnips, brussels sprouts, broccoli and snacking carrots year-round.

Differentiator

Problem solved

Functional benefit

Products and services

• Orange Carrots

Quantifiable outcome

• Dispatch within hours of harvest
• +1 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

Feature2 records

Partnerships

One partnership is on record.

• Quality Accredited Transport ProviderscoreOthersPartnerships with quality accredited transport providers ensure product reaches destination in perfect condition, whether across Bass Strait or across the world. These partnerships are essential to the company's distribution capability for both domestic and international markets.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Taylor Farms: North American fresh produce processor and supplier serving major retailers and foodservice. Comparable as a vertically integrated fresh vegetable processor with large supermarket customer base, though operating in a different geography.
• T&G Global: New Zealand-headquartered fresh produce grower and marketer with global operations across apples, citrus, berries, and vegetables. Comparable vertically integrated produce business with international export orientation.
• Driscoll's: Global market leader in fresh berries with Australian operations supplying major retailers. Comparable as a premium branded fresh produce supplier with global certifications and retailer relationships.

Direct peers

• Sumich Group: Western Australian vegetable producer and packer specializing in carrots, onions, and other root vegetables for Australian supermarket and export markets. Comparable grower-packer model focused on root vegetables.
• Zerella Fresh: South Australian-based hydroponic and field-grown vegetable producer (carrots, onions, potatoes) supplying major Australian retailers and export markets. Comparable in category mix and vertically integrated packhouse model.
• Mitolo Group: One of Australia's largest potato and onion growers, packers, and distributors supplying Coles, Woolworths, Aldi, and export markets. Closely comparable in core categories (onions) and supermarket customer base.
• Perfection Fresh: Australian family-owned fresh produce grower and marketer supplying major supermarkets with vegetables, berries, and herbs. Comparable vertically integrated model with multi-category offerings and similar retailer relationships.
• Costa Group: Australia's largest fresh produce grower, packer, and supplier serving Coles, Woolworths, and international markets across categories including berries, mushrooms, tomatoes, citrus, and avocados. Most directly comparable vertically integrated produce peer with overlapping retail customers.
• Harvest Moon: Australian vegetable grower and processor (carrots, onions) supplying domestic supermarket chains and export markets. Comparable integrated grower-packer business with supermarket customer overlap.

Regional players

• Rugby Farm: Tasmanian-based vegetable producer (carrots, onions, swedes, turnips) supplying Australian markets. Comparable regional Tasmanian competitor with overlapping product range and similar growing conditions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Premium Fresh Tasmania