Freshmax debuts Avora avocado model
Jim Tarawa joins business
Freshmax NZ has announced a new collaborative avocado procurement and distribution model in the New Zealand market for the 2016/17 season and has employed an industry veteran to help lead the change.
Avora™ represents a new approach to aggregating New Zealand’s fragmented avocado supply base and delivering the most cost efficient fruit to domestic and export markets. Freshmax has connected its enviable trans-Tasman distribution platform to provide direct access to retail and wholesale markets in both Australia and New Zealand. In addition it will continue to grow the proportion of fruit put into its Asian customer network including direct to retail.
The Avora™ concept revolves around leveraging a fully transparent logistics model which delivers all cost efficiencies back to growers. In addition, Freshmax has used the link with its Australian sister company to reduce distribution costs and margins. On the back of exceptional grower returns last season Freshmax is optimistic that this radically different model can create scale for its growers, supply growing demand in Australian and Asian retail, and ultimately drive enhanced grower returns.
Freshmax is also proud to announce that Jim Tarawa has joined the business to drive the new model alongside category leader Duncan Lilley and Dave Alderton in the Northland region. Jim has a wealth of avocado experience in the New Zealand industry and is particularly enthusiastic about introducing Avora™ to New Zealand producers:
“I’m really excited to be part of the Avora™ marketing team. Freshmax have taken an audacious step in challenging the status quo amongst the export industry. The message to growers is simple – one commission is deducted through the supply chain. A modest per tray flat rate to cover the expenses running a small specialist team is all that is required. Freshmax have moved the actual sales commission line to where it should belong which is in-market.”
Avora™ aims to develop a truly collaborative concept with New Zealand avocado supply partners linking the best NZ grown fruit with local and global markets at the lowest cost. AvoraTM will operate with a significantly reduced margin marketing structure across multi markets and will deliver fully transparent payment reporting.
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