Case Studies
Issue No. 8 - December/ 2002/january
Fruitwise
Local networking and agent partnership strengthens new exporter‘s prospects
When Fruitwise flew a pallet of new product to the US to his distributor to avoid the dockworkers’ blockade of American ports, it was a demonstration of one Australian firm’s responsible attitude to its overseas partners.
It’s interesting that a relatively small food industry firm based in the Adelaide Hills should feel so bound by principle, but Peter Bennett’s learning about export obviously drove the decision –when you find a reliable business partner, support is automatic.
In his past life, Peter was an audiovisual technician in a medical library. He doesn’t like chocolate and doesn’t drink coffee or tea. Instead he used to snack on dried fruit, and was frustrated that he couldn’t get any he really liked. Acquiring his own dehydration equipment, Peter went about developing something better.
Quitting his government job – “my only regret is I didn’t get a package!” – Peter started Fruitwise from his kitchen, intially doing the rounds of shows and field days where he sold not only his trademark rolls of natural dried fruit, but was an agent for the dehydration manufacturer also.
Fruitwise had its first business premises in McLaren Vale then moved to Woodside, to be closer to his main source of fruit in Lobethal. In February 2003 the Fruitwise operation will move to larger premises again, preparing to double production of its 16 products (down from 33) as a prelude to major exports.
Lyn Kelly joined Peter as a full partner in FruitWise three years ago, a move he belives was essential. “She has management expertise that is important, especially now that the costs have gone up. It is OK [to be inefficient] when you are a cottage industry and it just fills out time. But that would have turned into a real trap if I didn’t get help.”
Fruitwise produces its goods to HACCP standards and takes quality very seriously.
“We listen a lot to what the customers say. We put...
