What CRASBORN FRESH HARVEST LIMITED does

CRASBORN FRESH HARVEST LIMITED is associated with Freshmax, a B2B fresh produce distribution and marketing business. The company sources premium produce from premier horticultural zones in New Zealand, Australia, the US, Chile, and Peru, and distributes to customers on six continents year-round. Its product portfolio spans eight core categories: apples and pears, avocados, bananas, berryfruit, cherries, citrus, table grapes, and durian and jackfruit. The company self-describes as one of the largest fresh produce marketing and distribution operations in the Southern Hemisphere.

The platform combines physical supply chain infrastructure with proprietary variety development. Through its Innovar IP development subsidiary, Freshmax partners with world-class treefruit and berryfruit breeding programs to develop and license proprietary genetics to grower partners in Australia, New Zealand, the US, and beyond. Supply chain and quality control services complement the distribution operations, providing end-to-end management from grower to retailer. The complementary hemispheres footprint (Northern and Southern Hemisphere production zones) is the structural basis for year-round supply capability.

Revenue is generated through two streams: transaction fees on fresh produce distribution and marketing, and licensing royalties from proprietary variety IP. The company serves a horizontal customer base across international food retailers and wholesalers, commercial growers, and the food service industry. Go-to-market is sales-led, relying on direct relationships with growers and downstream customers, supported by participation in industry trade events and two distribution channels — international and Australia domestic. The company is privately held (Freshmax Pty Ltd), with no disclosed institutional investors, funding rounds, or executive leadership information in the available sources.

Name

CRASBORN FRESH HARVEST LIMITED

Legal name

Freshmax Pty Ltd

Website

https://freshmax.co.nz

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Freshmax is a B2B fresh produce distribution and marketing business sourcing premium produce from Pacific Rim horticulture zones for delivery to international retailers, wholesalers, growers, and food service customers across six continents year-round, with proprietary variety licensing through its Innovar subsidiary.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Fresh Produce Wholesale Distribution (CRAOAAAC)

akta.pro secondary industries

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE), Fresh Produce Packhouses (Fruits & Vegetables) (AFAOAGAA)

Keywords

• Fresh produce distribution
• Produce marketing services
• Variety licensing
• Horticultural IP development
• Supply chain management

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fresh Produce Distribution and Marketing: Global fresh produce distribution and marketing to international customers across six continents, supplying premium produce year-round from production zones in New Zealand, Australia, the US, Chile, Peru and beyond
2. Proprietary Variety Licensing (Innovar): Licensing of proprietary fruit varieties and genetics to grower partners, offering exclusive access to proprietary brands and varieties developed through breeding partnerships

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Crasborn Fresh Harvest Limited is a New Zealand-based fresh produce marketing and distribution company operating within the Freshmax Group. It sources, markets, and distributes premium fresh produce—apples, pears, avocados, bananas, berries, cherries, citrus, table grapes, durian, and jackfruit—to retailers, wholesalers, and food service customers across Australia, New Zealand, and Asia. The company also develops and licenses proprietary apple and pear varieties through its Innovar program.

Product overview

Freshmax operates as a unified fresh produce marketing and distribution platform offering a diverse portfolio of eight core produce categories (Apples & Pears, Avocados, Bananas, Berryfruit, Cherries, Citrus, Table Grapes, and Durian & Jackfruit). These products are complemented by two key service pillars: Supply Chain & QC Services for logistics and quality assurance, and the Innovar IP Development program for proprietary variety development. The company functions as a platform connecting global growers with international markets, supplying customers across six continents year-round.

Differentiator

Problem solved

Functional benefit

Brands

• Innovar: IP development business that works with treefruit and berryfruit breeding programs to deliver new genetics and proprietary varieties to grower partners

Products and services

• Apples and pears distribution

Segments3 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.

• Innovar GlobalcoreStrategic or Co-development PartnerInnovar is Freshmax's IP development subsidiary that works with world-class treefruit and berryfruit breeding programs to develop and deliver proprietary varieties to grower partners in Australia, New Zealand, the US and beyond. This internal strategic unit is central to Freshmax's proprietary variety strategy.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• BayWa: German-headquartered global conglomerate with significant fresh produce trading, distribution and agriculture operations. Broad incumbent that overlaps with Freshmax in global produce distribution but operates a much wider portfolio.
• Dole plc: Global fresh produce giant with vertically integrated operations across multiple categories and continents. Broader and larger incumbent overlapping with Freshmax in fresh produce distribution, but with much wider category and geographic scope.

Emerging players

• IFG (International Fruit Genetics): Proprietary variety breeder and licensor for table grapes and cherries, working with grower partners globally. Closely comparable to the Innovar IP business within Freshmax's stonefruit and table grape categories.
• Sun World International: Proprietary variety developer and licensor for table grapes, stonefruit and cherries, working with global growers. Comparable to Freshmax through the Innovar IP model in treefruit and stonefruit categories.

Direct peers

• Driscoll's: Global berry specialist with proprietary variety development and exclusive grower network. Comparable to Freshmax in the IP-and-grower-partnership model, particularly within Freshmax's berryfruit category and Innovar IP program.
• T&G Global: New Zealand-headquartered global fresh produce marketer and distributor with multi-category portfolio and grower partnerships across the Pacific Rim. Highly comparable to Freshmax on geography, scale, business model and category mix.
• Oppy (Oppenheimer Group): North American fresh produce grower-marketer-distributor with international sourcing across categories including apples, pears, citrus, berries and grapes. Comparable to Freshmax in B2B distribution model and multi-category portfolio.
• Capespan: South African-origin global fresh produce marketer and distributor supplying retailers across multiple continents from producer countries in the Southern Hemisphere. Directly comparable as a multi-region Southern Hemisphere produce distribution platform.
• Zespri: New Zealand-based global marketer of kiwifruit with proprietary variety development and licensing model that closely mirrors Freshmax's Innovar IP business. Highly comparable on IP-driven grower partnerships and Pacific Rim origin.

Regional players

• Costa Group: Australia's largest horticultural producer and marketer across berries, citrus, avocados and mushrooms. Regional peer with significant category overlap to Freshmax's domestic Australian operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/crasborn-fresh-harvest-limited

Revenue estimate

Valuation estimate

Number of profiles

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 CRASBORN FRESH HARVEST LIMITED