Freshmax was established in 1995 and privatised in 1997 through a management buyout which brought ENZA subsidiaries Freshmax and Frucor Produce together. Formed around its export business and three key regional wholesale platforms in Auckland, Wellington and Christchurch, Freshmax has grown into one of the three largest fresh produce companies in the New Zealand market.

In 2006 Wolseley Private Equity (WPE) partnered with Freshmax to reposition the company in Australia and to develop a leading Australasian fresh produce platform. Soon after the investment, John Holman & Co., a Melbourne-based produce wholesaling company, was acquired as the first pillar from which to build this Australian-wide business. This was closely followed by acquisitions of Panda Ranch (stonefruit, apple and pear specialists) and OzTaste (apple and pear suppliers).

John Holman & Co, now Holman Fresh Pty, was formed in Victoria in 1963 with interests primarily in wholesale operations in Melbourne. With the Panda Ranch and OzTaste acquisitions the company expanded and began supplying produce to other Australian territories and direct to retail.

Post-acquisition the Freshmax Group has expanded its Australian interests and launched a truly trans-tasman import/export business using existing expertise in both countries to procure and market produce via existing supply channels. Holman Fresh now operates sites in Melbourne, Shepparton, Sydney and Brisbane with further expansion planned.

In 2011, Freshmax and De Luca Banana Marketing (DBM) merged to deliver the best supply chain offer within the banana industry.

Today the Freshmax Group of Companies with its head office in Sydney, collectively comprises one of the largest fresh produce marketing and distribution operations in Australasia.