ISSN: 1838-7829

july

182013

10 Fresh Connections 2013 Overview

20Entrepeneurial Flowerdale Farm

22 Make the perfect Salami

LegaL Win for Produce Traders

Relocation: Supreme Court decision on 30th May: Interim Injunction – granted.

Fresh State CEO:John Roachjohn.roach@freshstate.com.auEditor / Advertising:Sonja van Eijksonjav@freshstate.com.auContributors:Sally Piper sallyp@freshstate.com.au

Design:Flying Dog Designswww.fddesigns.com.auPhotography:Michael Lamond admgr.gfv@ruralpress.comPeter Casamento www.casamento.com.au

Print:King Printwww.kingprint.com.auDistribution:Fresh State of Affairs is produced by Fresh State Ltd and is a free publication.

02 What’s on

03 President’s message

09 Australian Chamber

14 Fresh Connections: pictorial spread

16 Young Executive Committee Competition

17 Queensland Fruit fly deregulation

18 Fresh Connections: the Future of Fresh Food

24 Top ten

25 FSL Gala Ball

09 Brady IPS

27 Toyota Material Handling

28 MAB

CONTENTS ADVERTISING

20Flowerdale Farm: Second generation James Rattray continues to grow the business with innovative ideas.

Published by:

www.freshstate.com.au tel: 03 9689 3233

1008Men’s Health: Pitstop revs into Perth with Red Bull racing drivers Craig Lowndes and Jamie Whincup.

Fresh Connections: Overview of annual tradeshow held in Sydney this year.

04

22Making Salami: How to make the perfect salami with Tony Granieri. Plus get the tradition-al salami and pepper sauce recipes.

26Q&A – Fonse Muratore: Wholesaler and business owner of Fonzie’s Produce selling tropical fruits.

issue 18 july 2013

what’s on:

president’s message:

03

Welcome to edition 18 of Fresh State of Affairs, an edition that is produced in the middle of the most important stance that this industry has taken in generations - if ever!Do you recall the words from my last message:

The Government and MMA have held a gun to our heads to get their white elephant at Epping across the line, however my hat goes off to “almost” all of you! 94 lease holders have signed documents to bind us all together in what no doubt will be a lengthy battle with the Liberal Government. And yes it is a battle for your business investment and survival!

How true those words are! We now have 95 or around 90% of store holders. There are many others supporting our direction from all corners of the market (with few notable exceptions).

And this is despite the many attempts by Fresh State to sit with the MMA and Government to properly negotiate a sensible way forward for a successful move to Epping. All attempts have fallen on deaf ears. You have to ask why?

Maybe getting the judge to decide the issues (our last resort) was not such a bad idea. This is because if we win, everyone wins - if we lose everyone loses and so will the MMA

and the Government. This is because if we lose, based on the supposed damages claim from government and the costs associated with the move not many traders will be capable of the move.

On behalf of the Fresh State board, a special thank you to the store holders who attended the Interim and Interlocutory Injunction Hearings. It is important that you hear for yourselves the arguments that are furnished against you as “store holders and long term tenants” of the MMA. And yes, it is frustrating and disappointing to sit in court and hear such “.....”!

Besides the compulsory reading of the Injunctions, this edition spotlights the just completed Fresh Connection 2013 including global trends in retailing and connecting with customers; we have an interesting feature on Flowerdale Sprout Farm; and is this the “real Fonz” in Q & A.

Shane Schnitzler President Fresh State Ltd.

Fresh State Ltd makes this magazine available on the understanding the users exercise their own skill and care with respect to its use. Before relying on, or altering any business practices, users should carefully evaluate the ac-curacy, completeness and relevance of the information for their purpose and should obtain appropriate professional advice relevant to their particular circumstances. This magazine contains views and recommendations that do not necessarily reflect the views of Fresh State Ltd.

Fresh State does not in any circumstances accept respon-sibility for the accuracy or suitability or otherwise of any in-

formation published in Fresh State of Affairs. Fresh State Ltd specifically disclaims all and any liability for loss or damage of any nature whatsoever and however arising, whether due to accuracy, error or omission or any other cause.

In addition, by using the information in this magazine, each user waives and releases Fresh State, its staff and agents from any and all claims relating to the use of this document. In no event shall Fresh State Ltd be liable for any consequential damages resulting from using the information in Fresh State of Affairs.

© Fresh State Ltd 2013

This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior permission from Fresh State Ltd. Requests and inquiries concerning reproduction and rights should be addressed to:

The EditorFresh State of Affairs MagazineMarket Box 113, 542 Footscray RoadWest Melbourne VIC 3003

Disclaimer:

From the President

Shane Schnitzler

The Government and MMA have held a gun to our heads to get their white elephant at Epping across the line, however my hat goes off to “almost” all of you! 94 lease holders have signed documents to bind us all together in what no doubt will be a lengthy battle with the Liberal Government. And yes it is a battle for your business investment and survival!

what’s on:

04 issue 18 july 2013OF AFFAIRS

Interim Injunction Granted

05

The interim injunction effectively “stops the clocks” prior to 31 May 2013. It is part of the group action by the store holders and Fresh State against the MMA for unconscionable conduct under Australian Consumer Law of Australia and Victoria.

The action was taken because the MMA had imposed a 31 May 2013 deadline by which the store holders had to sign Agreements for Lease, Lease and Fit Out documents or lose their allocation rights at Epping. Many unresolved issues faced the store holders in considering whether to sign or not sign the documents. These included landlord alterations, central plant cooling, insurance issues, rental bond period, tenant fit out, rent levels ($478 m² vs $284 m²), recognition of current warehousing incumbents and

no tender documents for store holders to assess their options.

Put simply, the store holders were being forced to sign for terms that would be unsustainable businesswise and would result in driving many out of business. If they did not sign by 31 May 2013 they would lose their allocation.

Not surprisingly, the application for the Interim Injunction was opposed by the MMA. His Honour has ordered that the MMA is not to remove or reallocate the store holder’s allocation at least until 18 June 2013, or a further order of the court.

relocation:

Supreme Court Decision – 30 May 2013

The interim injunction effectively “stops the clocks” prior to 31 May 2013. It is part of the group action by the store holders and Fresh State against the MMA for unconscionable conduct under Australian Consumer Law of Australia and Victoria.

Justice Vickery of the Supreme Court of Victoria ruled in favour of the wholesalers (store holders) at the Melbourne Wholesale Fruit and Vegetable Market and granted an interim injunction order in their favour on 30 May 2013. The store holders, through Fresh State and eight other plaintiffs had applied for an injunction order restraining the Melbourne Market Authority (MMA) from removing and reallocating their stores at the new Epping Market.

continued on page 6 >

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In delivering his decision:

• HisHonourreferredtoaconcernthatthe store holders had been placed in an invidious position by the MMA. His Honour said that the MMA had given the store holders the choice of either accepting the MMA’s terms of taking up a store at the Epping Market, or allowing their allocation to lapse and be reallocated in a national tender. The court noted that whether or not a store holder might prefer to participate in the national tender would depend upon its terms.

• HisHonourwasconcernedthatthe terms of the national tender had not been provided to the store holders and in his view, this made it impossible for the store holders to make an informed commercial decision at the present time as to which alternative they wished to take.

• HisHonourfoundthatitwasatleastarguable that the store holders had obtained a proprietary right as a result of being allocated a store at the Epping Market.

• HisHonourwasconcernedthat,atleast on this basis, it was arguable that the MMA’s conduct in relation to that proprietary interest was unconscionable.

Justice Vickery ordered further that the store holders and the MMA participate in mediation to attempt to resolve the issues as to the documents and information that the store holders have requested that the MMA provide. This mediation is to occur prior to 17 June 2013 and will involve representatives of both parties attending before a senior lawyer who will be a mediator during a meeting when the parties are obliged to make genuine attempts to resolve the dispute.

The next step in the court proceeding is that the matter will be fixed for the hearing of a further application by the store holders to extend the injunction beyond the 18th June 2013. This application (Interlocutory Injunction) is likely to be heard by another judge in the Supreme Court of Victoria.

Supreme Court Hearing: 17 & 18 June 2013Interlocutory Injunction Hearing – Decision Pending (at the time of writing)

Justice Elliot of the Supreme Court of Victoria heard the application for the Interlocutory Injunction on 17 and 18 June 2013. Justice Elliot reserved his decision for deliberation. He extended the Interim Injunction granted by Justice Vickery from 18 June until he hands down his decision.

The Interlocutory Injunction takes forward the “stopping the clock” from the Interim Injunction order all the way through to hearing the trial, (if ordered for later this year).

Justice Elliot ordered a directions hearing on 21 June for both counsels in relation to the process of “discovery and trial dates” even though he has not handed down his decision.

Nunzio Lucarelli QC for Fresh State and the plaintiffs emphasised to Justice Elliot that the store holders were not trying to stop the move to Epping but that they require “fair and reasonable” terms to be able to consider signing their lease documents.

He also said that it was in everyone’s interest to settle the issues quickly so as store holders could focus their attentions on assessing their business models including their store and warehouse options as a package.

The store holders (are) not trying to stop the move to Epping but that they require “fair and reasonable” terms to be able to consider signing their lease documents.

What are the next steps?

1. If Justice Elliot grants the Interlocutory Injunction in favour of the store holders, a trial date will be set for later in the year. Discovery of documents and mediation will occur prior to the commencement of the trial.

Mr Lucarelli recommended to Justice Elliot that he was prepared for a trial from 17 August. Mr Karkar, QC for the MMA, stated that they would not be ready for trial for at least three months or more like November! (It does beg the question as to why there is the great urgency by the MMA for store holders to sign lease by 31 May 2013).

2. If Justice Elliot does not grant the Interlocutory injunction store holders will have seven days to consider their options and sign the lease documents as they stand or consider entering a national tender of a store space. Mr Karkar said that the tender document is yet to be developed. Store holders may also consider not relocating to Epping at all.

07

Who does this Supreme Court case affect?Everyone! Those who have a business at the Melbourne Markets have a direct interest in the action before the Supreme Court.

This is because of the nature of the forced relocation and the expectation that “what you have here you get at Epping” (and especially since the MMA took key money for all those years). For store holders and warehouse incumbents this was confirmed through negotiations with the MMA and Government in October and November 2010.

Secondly, the leases held by the cafe owners, hire companies, forklift workshop, gas stations and the like will need to receive the same rights as store holders.

Thirdly, it stands to reason that license holders such as the flower stand holders receive their like for like allocation (which they did with their recently held ballot). Fruit and Vegetable stand license holders should receive a similar allocation and if there is not enough space, then their allocation is purchased back by the MMA / Government on a voluntary basis.

Fourthly, the storage cage leases and license holders should be recognised in the same way as would the special license holders such as unloaders.

All of the above should be on similar terms or as close as possible that currently takes place at Footscray Road. And we are not forgetting the retailers and providores that are the tenants’ customers!

Logic says that if the above are accommodated on “fair and reasonable” terms then the occupancy level would be close to 100%!

And the other person taking a keen interest would be the Premier, (as the former Minister and Shadow Minister), especially given his very close previous involvement in this relocation debacle!

Those who have a business at the Melbourne Markets have a direct interest in the action before the Supreme Court. This is because of the nature of the forced relocation and the

expectation that “what you have here you get at Epping.”

08 OF AFFAIRS issue 18 july 2013m

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Red Bull racing drivers Craig Lowndes and Jamie Whincup revved into the Perth Markets to launch The Australian Chamber Pit Stop program in May.As part of the Pit Stop, the Royal Flying Doctor Service health team conducted a range of free healthy lifestyle tests for men including chassis (waist measure-ment), oil pressure (blood pressure), exhaust (smoking), shock absorber (stress) and torsion (flexibility) checks for nearly 100 people who put their bodies ‘over the pits’.

Australian Chamber President Shane Schnitzler was proud the event, now in it’s 4th year has been so successful in the central market system. “This is

the second Pit Stop in Perth and these guys really embrace the event which is fantastic” he said.

“The Australian Chamber are commit-ted to bringing more awareness to men’s health and we thank the Royal Flying Doctor Service for their contin-ued support of the program”.

Shane says the Pit Stop formula makes a big difference to its success. “There is no doubt the fast cars are a major

drawcard to whole-salers. Who doesn’t like a fast car?” he says.

With their V8 Super-cars in tip top shape, Jamie and Craig were then off to compete in the next round of the V8 Supercar Championships as

part of Chill Perth 360 event at Bar-bagallo Raceway. And, thanks to the Pitstop, Perth Wholesalers were also serviced for prime performance ready for the winter season of trading.

Top left: Jamie Whincup, Craig Lowndes and Craig Schnitzler launch the 2013 Perth Markets Pit Stop.

Left: Perth Wholesalers get inspired by the sight of Craig and his V8 Supercar.

Pit Stop revs into Perth

The Australian Chamber are committed to bringing more awareness to men’s health and we thank the Royal Flying Doctor Service for their continued support of the program.

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Call: 1300 884 090

A D V E R T I S E M E N T

Chamber Yearbook set for National distributionThe Australian Chamber of Fruit and Vegetable Industries has continued to provide sound leadership and promotion of the Australian fresh produce central market system to its members throughout the year.

The 2013 Australian Chamber Yearbook will be avail-able to wholesalers shortly, which provides highlights of the year at each central market as well as member-ship listings.

“The Yearbook has been an important communication tool, linking Australian Chamber members together and keeping them updated of events and news in the other markets.” says Sonja.

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10 -13 June 2013

All players in the fresh produce supply chain were challenged to ask some tough questions regarding their place in the industry in the years to come.

“Food defines a society, a civilization now and what we will become. The way we treat food is a mirror of the society we are.” said Michael in his opening address. “Food is a cultural act not an economic act and the industry has forgotten this in its aim to raise revenue.”

Echoing other keynote speakers from the conference, Michael said that every company in the industry needed to reinvent by the next decade by asking

the following questions:

What do I need to become?“It is all about the ‘Green

Revolution’” he says. “Cheap energy and a

sustainable environ-ment for our use into the future. Deplet-ing the world of its natural resources is not the answer to a successful business and we need to look at how and why we

use our resources to reap the rewards.”

Michael says we are currently in the middle

of another revolution and have been since 2005 whereby:

1. Socially – we are now interconnect-ed villages/communities.

2. Energy – its all about renewable energy.

3. Communication – is through social networking technologies.

“Every business will have to change to survive in this revolution, it’s just not optional anymore,” he says. “It might be uncomfortable if you are just realizing this now because you don’t know the rules.”

Shifts and Changes in the new revolution:

• Ashiftfromcentralizedsystems to distribution networks.

• Organisationalchanges.• Fromsupplytodemanddriventhinking.

Fewer resources.New global dynamics.

CHEAPENERGY

WESTERN WORLD RULES

ENVIRONMENTHas its limits. We need to work in partnership. “Production comes from people who understand this point.”

GREEN REVOLUTIONMore people.

Mirror Mirror on the wall

a new revolution is upon us

“Let’s get beyond noise, blame and chattering among the leaves and get moving.”

The Fresh Connections audience were faced with a truth that perhaps some didn’t want to hear when they looked into the mirror and were given an insight into the future. Internationally recognised speaker, author and facilitator Michael McCallum, also known as a ‘futures architect’, didn’t hold back as he guided delegates through a space that was both confronting and strangely captivating.

11

FRESH CONNECTIONS

• Fromheadtoheadcompetition to collaboration.

• Arapidgrowthinnewbusinessmodels – no one is immune.

“Family farmers have the opportunity to change in a new future but you can’t play if you’re not big enough. You need to really understand what your cus-tomer wants.

Do we really understand our market?

At the end of the day, Indians still eat Indian food – this doesn’t change.”

Do you want to be associated with products that have no nutritional value? What does this do to your image? It’s a contentious issue but the future is a different place.” continues Michael.

Realising value:

• Positioningbeyondcommodity.

• Buildingdistributionsystemsformany smaller things.

• Agroecology–freedomfromoil!

• Rethinkingprotein–howwegrowand deliver protein will be a big issue in the future.

“Although there is a shift in fresh produce areas there are also great opportunities which require different frameworks of thinking.

What are the real limits that my busi-ness is up against?”“The story of food in the 20th Cen-tury will be very different in the 21st Century and once we have the story we have to build pathways to fulfill that story. The new world we are going into is exciting:

• Collaborationsofsmallthingsnot big ones.

• Frommachinestoecology.• Morecommunications.

From Production to Consumption – a look into the future:Production �•� �Producers�of�food�need�to�use�systems�

within�renewal�limits.•� �Need�to�produce�with�half�your�resources�–�

that’s�the�competition.•� �The�Dutch�are�the�leaders�in�this�space�at�the�

moment�(refer�to�Thanet�Earth).

Distribution •� �Putting�things�together�in�intelligent�ways.•� Designed�by�people�who�use�the�markets.•� �Technology�and�network�staff�allows�

us�to�do�this�easily.•� �Optimised,�intelligent�and�collaborative�

logistics.

Retail/ Processing

•� �Increasingly�diverse�consumer�defined� beyond�commodity.

•� Build�retail�and�community�with�this�area.

Consumption •� Distributed�society�from�high�value.•� Culturally�focused.•� Constrained.•� �Tailored�to�what�I�want.�

Not�what�you�THINK�I�want.

PREDICTION:Thanet Earth in the UK produces 15% of the salad items for the UK. Introduced by Dutch entrepreneurs, Thanet Earth is an approx 60 hectare glass house and distribution complex converted from agricultural land.

Michael predicts an explosion of these types of productions in the future.

“What�happens�if�someone�puts�one�of�these�facilities�next�to�a�major�city�and�doesn’t�go�through�the�market?”�he says.

“Whatever is happening now in technology – let’s put it on steroids and fast forward ten years … It’s all about reinventing your business and accelerating through the system.”

12 OF AFFAIRS issue 18 july 2013

10 -13 June 2013

Don’t just connect to a customer but help them connect to each other as well.”

This was the over arching message from Dan Gregory, best known for his television role on

ABC’s The Gruen Transfer, at the Fresh Connections 2013 Conference.

Connecting with your Customers

Dan recommends that in order to MAKE FRESH CONNECTIONS:

–��We�need�to�be�more�creative� in�how�we�do�business;

–��We�need�to�be�open�to� engaging�staff�to�be� creative�and;

–��That�CREATIVITY�was� the�last�point�of� difference�in� business. As a Wholesaler in the Melbourne

Wholesale Markets or an associate stakeholder, how do you connect?

3. Connecting using pass-on-able stories:Engaging the community with pass-on-able stories such

as the Nandos campaign. “The owners of Nando’s only had

three stores but wanted to expand and be famous. Using a

small budget with some creative advertising and a story that

people related to, their brand exploded.

1. Connecting through solutions not process:

“Sometimes it is all about thinking of new ways to do

business” says Dan, who used the example of the fly sticker

on urinals - introduced to make bathrooms cleaner with

very little effort. “This was a simple solution which had a

big impact”.

2. Connecting through a compelling identity:“Why” drives the “How” that determines the “What” - Why is often temporary. “Apple didn’t invent anything but a compelling

identity” says Dan. “Kodak forgot who they were and only focused on product and got lost”. Identity is driven by decision – this is what makes us buy and drives innovation.

What is it you are really selling?

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FRESH CONNECTIONS

7. Connecting through an emotional exchange:

It’s not just about dollars anymore – there is an emotional

change going on. Dan says we have to start selling the

vision not just the project.

“Nike doesn’t just sell shoes; it sells heroism, an experi-

ence, a way of life. This is what customers are chasing”.

4. Connecting to their values:

“People generally don’t understand what their

customers values are” says Dan. “For example

doctors sell time not health care, it is their time that

people want”. Dan says once you work out what

your customers value, you will make money.

“An optometrist ultimately sells frames for glasses

so there is the opportunity to market and sell

frames and to sell a lot of them.”

5. Connecting to their communities:

Dan says social media is currently the number one social activity besides pornography! There are now so many Facebook users that they could be the third largest nation on earth; with a quar-ter of 21 to 42 year olds checking their Facebook status before they get of bed in the morning.

“This is a huge change in the way we behave” continues Dave. Connecting with social media is here to stay and is a way to connect customers to each other. “Facebook and Linkedin are now used to choose seating on planes and Twitter is used in Japan to track health epidemics.”

6. Connecting through shared experiences:“Shared experiences help us feel like we are treated more personally” says Dan. Little things to improve personal touches really do matter to today’s customer. It is all about good service, good service, good service, he says.

OF AFFAIRS

1. Emilio Lorenzetto (BGP Produce) and Bjorn Baker (Netafim). | 2. Phillip Brancatisano, Charlie Costa (The Grapehouse) and Dwayne Pitman from Progressive. | 3. Gail Woods and Vicki Leng (Brismark). | 4. Michael Russo (Montague Group) and James from Lenswood Co-op. | 5. Lauren Richardson and Lisa Byrne (Flowerdale Farm). | 6. Danielle Button (Career Pathways) , John Roach (Fresh State) and Hana Tolhoerk (Flowerdale Farm). | 7. Billy Toumbos (Barkers The Fresh Choice) and Steve Grillo (Moraitis Group. 8. Rachael Palumbo (Monsanto), Daniel Scavo (Young Sang) and Brett McMillan (Metcash). 9. Yvonne McDiarmid (Plant and Food Research NZ) and Mark Baker (Produce Marketing Australia). | 10. Lloyd O’Donnell (Harris Farms), Cassia Fergusson (N&A Group) and Trevor Walsh (Carter & Spencer). | 11. Tony Ponder (Southern Produce) , Lisa Cork (Fresh Produce Marketing) and John Baker (Produce Marketing Aust).

issue 18 july 2013

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:OF AFFAIRS issue 18 july 2013

The Fresh State Ltd Young Executive Committee are holding a competition to highlight and hopefully improve the deteriorating roads within the market which are currently a risk to produce quality and forklift driver productivity.

Conditions of Entry:

> Entrants must be a qualified forklift driver within the market and be a registered MMA user.

> Must name three black spots within the market with a reason for each.

> Must compete an entry form and deliver to the Fresh State Office by 10 am on 24 July 2013 either in person, mail or email to sallyp@freshstate.com.au

> Full Terms and Conditions below.

Further inquires: Paul Taranto – 0418 229 283

Have your say & win an iPad!

Black Spot Safety Competition

TERMS AND CONDITIONS: [1] To qualify to enter this competition you must complete three black spot areas within the market along with an explanation as to why and must be a qualified forklift driver within the market and a registered MMA user. [2] The competition end date is 10 am on 24 July 2013 and will be drawn at the Young Executive Committee Meeting held at this date and time. [3] The winner of the competition will be notified after the draw by telephone and announced in the August Edition #19 of the Fresh State of Affairs Magazine. [4] The winner of the competition will win an ipad to the value of $850. [5] This competition is coordinated by the Fresh State Ltd Young Executive Committee based at the Melbourne Wholesale Markets, 542 Footscray Road, West Melbourne. [6] Completed entries to be sent to the Fresh State Limited Office by email to sallyp@freshstate.com.au, Market Box 113 or hand delivered to reception by the due date to be eligible to win the prize.

3 BLACK SPOTS: Please mark the locations of black spots on the map.

1. ________________________________

________________________________

Reason: ___________________________

________________________________

2. ________________________________

________________________________

Reason: ___________________________

________________________________

3. ________________________________

Reason: ___________________________

________________________________

Name: ______________________________________________________________________________________

Business: ______________________________________________ Tel: ______________________________

Are you a registered MMA user and qualified forklift driver? YES

Bla

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Com

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To be in the draw to win an iPad – please take five minutes to fill out the entry form below and name three Black Spots with a brief description of each.

valued at

$850

17qld fruitfly deregulation:

The Victoria Minister for Agriculture and Food Security, Peter Walsh, has approved opening up the movement of Queensland fruit fly (QFF) host material into the market effective 1 July 2013. This will mean that legislation requiring the mandatory treatment and verification of QFF host material entering the state will be rescinded by this date or shortly after. The changes to Victoria’s QFF management arrangements are aimed at reducing the regulatory burden on horticultural producers across the state and Melbourne wholesalers except in the Greater Sunraysia Pest Free Area. Requirements for host fruits entering the Greater Sunraysia Pest Free Area will remain unchanged, with all consignments requiring certification and verification upon arrival within the district.

For wholesalers the outcome is that trade down the eastern seaboard of Australia will be freed up as host QFF fruits entering Greater Victoria for distribution or processing will no longer require certification and treatment for fruit fly.

This is an important step forward as it appeared that the Melbourne market would be distorted against other eastern seaboard wholesalers for QFF host fruit. The deregistration of the QFF control chemicals Fenthion and Dimethoate by the APVMA over the last two years has exasperated that situation.

Wholesalers currently sending produce to Tasmania and west across the South Australian border will continue to require certification and treatment for fruit fly under the regulations in place with those States.

Under section 18 of the Plant Biosecurity Act 2010, the marketing of host fruits infested with QFF will remain an offence. Heavy penalties apply to businesses found not complying with legislative requirements including the return,

treatment or destruction of produce at the owner’s expense.

For further information, please contact Gary D’Arcy, DPI Product Integrity Manager on (03) 9217 4175.

Queensland Fruit Fly Management

Changes Approved 4

The changes to Victoria’s QFF management arrangements are aimed at reducing the regulatory burden on horticultural producers across the state and Melbourne wholesalers except in the Greater Sunraysia Pest Free Area.

issue 18 july 201318

Fresh Connections 2013 was all about the future and encapsu-lated innovations and new ideas in a nutshell according to one of our astute Melbourne Markets Wholesalers.Guest speakers were on topic, inspirational and will no doubt have an impact on some business models in the coming year.

“This particular conference was especially poignant to our wholesale industry as we face big changes with the move to a new market in Epping

in late 2014” says Fresh State President Shane Schnitzler.

“Our guys need to look at their business models, their outlook into the future and their communication channels in order to remain competitive,” he says.

“The Fresh Connections 2013 Conference covered these aspects plus more and it was great to see wholesalers embracing the knowledge and hopefully they are prepared to make changes”.

At the Trade Show Closing Drinks, Shane Schnitzler thanked the

sponsors, exhibitors, speakers, special guests, organisers and delegates for their participation in the conference, acknowledging that the event wouldn’t be as successful without them. “This event is gaining in traction every year” he said. “We have gathered the best of the best in the fresh produce industry and they are here at this conference”.

Shane thanked Toyota Material Handling for their ongoing support of the event, Consolidated Freight for donating the freight of 10 pallets of produce from Melbourne to Sydney, the CMAA.

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The Future of Fresh Food was at Fresh Connections 2013

OHHHHHH What a Feeling..!Lucky winner Tristan Harris from Harris Farms won the highly sought after Toyota Yaris and will now be able to promote this car in a Harris Farms store for one of his customers to drive away!

A big thank you to Toyota Material Handling for providing this fantastic car for the promotion.

The prestigious Young Achiever Award was presented to our very own Charlie Natale from Alfresco Fruits Pty Ltd.

“I was surprised to be named as the Young Achiever” said Charlie who had a big day out at the conference.

“There is a lot of tough competition in our industry so I appreciate the acknowledgement and thank The Australian Chamber for this honour”. As well as winning the award, Charlie also displayed his produce in the fresh produce display area and picked up a new ‘big name’ buyer in the process. Congratulations Charlie!

The Meritorious Service Award was presented to Joe Antico from Sydney Markets.

The Australian Chamber Awards

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“This particular conference was especially poignant to our wholesale industry as we face big changes with the move to a new market in Epping in late 2014.

With Fresh Connections heading over the Tasman in 2014, Shane reiterated that it was as important as ever for the Australian contingent to keep the momentum going to support the Fresh Connections Conference in New Zealand as either an exhibitor or a delegate.

“This is an excellent opportunity to see how the Kiwi’s do business and what they can bring to the table in this region” he said.

With a noticeably large influx of New Zealand delegates this year it sets the scene for perhaps a fresh take on a proven formula when they host the event from Auckland in a year’s time.

See you at Fresh Connections in Auckland, 26 to 28 June 2014.

Fresh Produce comes alive in the Trade Show:The Trade Show was once again bursting with fresh produce goodness with the addition of The Australian Chamber fresh produce display area and our wholesalers from across Australia’s central market system, who were able to showcase the best of the best to buyers.

1. Allan Fong from Perfect Produce NZ likes the quality of Corrigan’s Cos Lettuce.

2. Melbourne Wholesaler Daniel Scavo from Young Sang & Co gets a little corny.

3. Apple growers James Ryan and Michael Ajani from Bonview Orchards in Victoria check out the quality of the produce.

4. Veli Velisha talks business with Ronan Bowles from Foodstuffs, NZ.

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20 OF AFFAIRS issue 18 june 2013

It all started when Catherine and Charles Rattray decided to grow alfalfa sprouts in the 1970’s on a small parcel of farmland that the family lived on in Flowerdale just 15 minutes south of Yea. “Mum and dad were hippies back then and liked to eat alfalfa - so growing it themselves was a natural choice,” says son James who is now the General Manager of wholesale business Flowerdale Farm. “They would drive their Kombi van around Melbourne selling the alfalfa to specialist health food shops and groovy cafes that were popular in the day”.

The business evolved and the Rattray’s extended their range and by the 1990’s Charles was selling from the growers floor at the Melbourne Wholesale Mar-kets. “Dad decided to sell the produce himself instead of using an agent as he needed to protect his market share,” continues James.

Catherine and Charles have now grown and further refined their business specialising in snow pea shoots, popcorn shoots, lentils & gourmet mixes and they have expanded with a stable of quality growers across

Australia who produce the balance of their range. “The business moved from the growers floor to a B Stand in the market and we just keep getting bigger and bigger”.

In an era where family succession planning has been the elephant in the room, the Rattray’s have addressed this issue head on with the successful implementation of son James into their ranks – even if it was by accident.

James started off in the hospitality industry and worked his way up to managing restaurants. Seven years ago his parents asked him to help out on the farm so they could go on holidays and he caught the bug, and has never looked back. “It has worked out well”

says James. “Mum and Dad would have sold had I not been able to help out, so their legacy has been able to continue and flourish.”

The business is now set up as two enti-ties – Flowerdale Sprout Farm which Charles continues to operate from outside of Yea and Flowerdale Farm, the wholesale and export arm of the business which James operates.

Flowerdale FarmFlowerdale Farm is a well known name within the Melbourne Wholesale Markets arena. Its prominent ‘King Parrot’ logo and its innovative products such as edible flowers and micro herbs, have been duplicated through the wholesale scene as the company creates a blazing trail of success both domestically and internationally.

James Rattray with French Iron Chef Hiroyuki Sakai Iron Chef Gourmet Exchange Dinner in Japan.

wholesaler/m

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As a child, James spent a lot of time travelling overseas with his family to Asia and the Middle East and has continued that tradition as an adult using his experience to identify trends in the market and new opportunities.

“I travel overseas about six times a year and have noticed over the years

how food trends are changing worldwide.”

This encouraged James to start the export division of the business about six months ago which has been very successful. “We export our range of products to Singapore, Dubai, Thailand, Maldives, Seychelles, Indonesia, Philip-

pines and we are currently working on markets into Japan, Malaysia, Taiwan and Korea.

James’ networks with top quality chefs and his experience in restaurants has helped him to identify niche markets and speciality products that are in demand by hospitality industry.

He recently accompanied an Austra-lian contingency to attend the Iron Chef Gourmet Exchange Dinner in Japan. The Australian chef delegation

of Luke Nguyen (host of SBS TV Luke Nguyen’s Vietnam), Florent Gerardin (Virginia Plain), Mark Normoyle (RACV City Club), Kin San Ikuei Arakane (Feathertop Wines Alfresco Dining Restaurant) and Pierrick Boyer (Le Petite Gateau) worked alongside three

of the world renowned iron chefs to create a memorable meal event.

James believes you need to be pas-sionate about what you are doing and love doing it to be successful in any business. He is an innovator and entre-preneur in his own right and says that they have only just begun in growing their business. “You need to keep inno-vating, research the market and keep taking marketing share,” he says.

In recognition that indeed Flowerdale Farm are travelling down a successful, innovative path, they were recently nominated as one of five finalists in the PMA-Produce Plus Marketer of the Year Award 2013. “We were proud to be a national finalist for this award,” says Flowerdale

Farm Marketing Manager Lisa Byrne. “The nomination centres around Flowerdale’s new website showcas-ing its 150 products, six social media channels, e newsletter and new product lines.”

James Rattray is a big fan of the Melbourne Market Credit Service and recommends market buyers and sellers become members for the following reasons:

James’ TOP 3 TIPS for joining the Credit Service:

James believes you need to be passionate about what you are doing and love doing it to be successful in any business. He is an innovator and entrepreneur in his own right.

1. Relationship building:

The Credit Services takes the pain out of getting money out of customers. You can really damage relationships and potentially lose business when you get in a tug of war over money.

2. Saves money:

It costs enormous amounts of money to chase debts in small business. The Credit Service saves small business lots of money for doing this work for us.

3. Straightforward invoicing:

Everyone pays the Credit Service and that’s why it works. The Credit Service eliminates the risk of bad debts and is an insurance policy against that.

21

OF AFFAIRS

What was once the only means to preserve meat, salami making has become a deep-rooted Italian tradition over the centuries.When the fennel is in season, and the moon is at it’s peak, this marks the right time in the yearly calendar for the best salami to be made, insists Melbourne Wholesaler Tony Granieri and his wife Bruna.

‘It’s all about the moon” says Bruna. “When the moon is in the right position, this means we can make the salami”.

Italians say that the best time to make salami is during the chill of winter, after the full moon when the moon is wan-ing. This will ensure that the salami will cure well and not spoil. At this time of year many Italian families are preparing for salami making day - a day when the

entire family takes part, performing their duties based on their age.

Tony and Bruna have continued this tradition, making salami with their friends every year at the end of June. “Our children never liked pork when they were young” contin-ues Bruna. “So we have only started making salami again in the last seven years”.

Traditionally, salami makers have grown their own pigs from piglets, feeding them any of the leftover fruits and veg-etables from the Summer and Autumn Harvest. When she was a young girl in Australia, Bruna’s family would kill a whole pig and have a big celebration using every part of the pig. “Nothing went to waste - and I mean nothing” says Bruna. “Some of the pig would be used for salami, other parts for fresh sausages, sauces and the list goes on.”

However, in this modern age, the Gran-ieri’s buy their pork from the butcher using clean cut meat. “We are a lot lazier these day’s I think - everything we need is available to buy so it’s easier”. Their friends have all the equipment so between them they make 60 kilos of salami and divide it. “Every kilo of meat makes two salami”.

The night before they stuff the salami skins with meat that they have fla-voured using a mix of salt, fennel and a red pepper sauce. “The red pepper sauce is made using the same tech-

nique as our tomato sauce but we always make it a year in advance ready for the salami” says Bruna.

The salami must be smoked in order to keep it fresh and tasty. “We let the salami rest for a day and sweat. Holes are pierced into the skin to allow air and liquid to escape and then we hang them up and smoke a couple of times before they are rested”.

Bruna says you can eat the salami within three to four months depend-ing on its size. “We vacuum seal them and still have four salami’s left from two years ago which will be fine to eat.”

There are no preservatives in the salami and even Bruna’s Naturapath has given her salami the tick of approval.

issue 18 july 2013

The Season is right for Salami!

mak

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Tony Granieri looking forward to Salami making season.

The best time to make salami is during the chill of winter, after the full moon … This will ensure that the salami will cure well and not spoil.

making salam

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TRADITIONAL SALAMI RECIPE:Ingredients:• 10poundsofshoulderpork.

(We get our meat from our butcher and he minces it for us, it’s best minced thick.

• 6tbspspoonofsalt• 2tbspofblackpepper• 4tspoffennel(optional)• 4tbspofhotchilliflakes• 600gmofpeppersauce(seereceipebelow–ifyoudon’thave

pepper sauce use 6 tbsp of paprika)

• 1/4bottleofsherryorgoodwine.

This recipe is for hot salami but you could certainly decrease chilli flakes and black pepper to your liking.

Method:

1. Place pork on a table or board and set aside to drain off excess water.

2. Then prepare all dry ingredients - spread your meat out and mix in the dry ingredients well.

3. Cover and leave overnight.

4. Next day prepare your casing - if salted rinse under cold running water several times.

5. Put in a bowl with a lemon cut into quarters with a cup of sherry.

6. Next make a small burger and fry slowly to test for taste if under salted you can always add but you can’t take out.

7. Fill your casing very firmly. Prick a few times and then tie tightly.

8. Set aside on a clean table cloth and wipe to remove excess moisture over night.

9. Next day you can hang up the salami. Then after two to three days you can smoke (if you like) a couple of times. Best time around June 2 to 3 days after a full moon.

TO MAkE SPECIAL PEPPER SAuCE:1. Make sure your peppers are red and ripe then wash

and cut into half remove all seeds.

2. Bring a pot to boil and pour in peppers - cook until a sharp knife will go in don’t leave until too soft.

3. Take out with a colander so you can use up all the remaining peppers.

4. Put in a colander and cool. Remove skins when you have finished.

5. Wrap peppers in a clean cloth and tighten to remove access water - place back in a pot and add salt which will sweeten the peppers then put in a blender and blend a little at a time until finished and place sauce in sterilised jars.

6. Finally place sauce jars in the pot and cover up to three quarters of the jar with water.

7. Bring to boil. This will take between 45 to 50 minutes depending on the size of pot. Maintain boiling point for 15 to 20 minutes then switch off heat and allow to stand until cool – undisturbed for a couple of hours.

I also find that this pepper sauce can be used in your favourite recipe in place of peppers but you only need a small amount so when you open a jar fill the top with oil and it will keep for week in the fridge.

Fres

h State 2013 Gala Ball

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Speaking at this years Fresh Connections Conference in Sydney, David confirmed what readers of the Fresh State of Affairs Magazine Top 10 already know – trends always have to be in groups of 10! Thanks David for your tick of confidence!

David Hughes TOP 10 Global Trends in Food Retailing

1. Globalisation of retailingIt’s all about price price price!

2. Tough economic climate and its impact on groceryImpacts fresh produce and consumers buy more processed/cheaper produce.

3. Increasing price transparency and competitionConsumers have easy access to compare prices and shop accordingly

4. Copying: a retailer core competency, store formats, promotional tools“The real challenge if you want to do something radically different is that you need to battle with your own culture within your own company”.

5. Big box formats struggling.

It’s a multi format future - to make hypermarkets less like ‘big barns’ with restaurant brands being incorporated into stores.

6. Polarisation of retailing Growth in hard discount outlets like Aldi and premium stores.

7. On-line shopping and “wheel of retailing”It is the virtual shopping revolution and Australia, no matter its size or market – is right in the firing line.

8. More and new routes to the consumerOnline shops, pop up menus/specials, social media – the consumer is more contactable than ever before.

9.Convenienceofshopping/mealpreparationMoving more and more towards convenience in our fresh produce. For example potatoes are more popular in their processed form than purchased as a single entity by consumers.

10. Food retailing and food service convergeDemand of high quality produce by the both consumer and the professional chef.

Professor David Hughes is a world expert on retail trends. He constantly studies what consumers are doing, where retailers are focusing their future planning and how this will affect suppliers to retailers.

Global trends

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Buff up your dancing shoes;

get your top hat on and be prepared

to party at the 2013 Gala Ball!

Fresh State Awards on the night include:

Wholesale Company of the Year

Wholesale Personality of the Year

Young Marketeer of the Year

This is Your Life Presentation

To pre book a table of 12 or for more information please contact Sally or Sonja at the Fresh State office on 9689 3233 or email sallyp@freshstate.com.au or sonjav@freshstate.com.au

Fres

h State 2013 Gala BallSave the date and spread the word….

25

Friday 4 October 2013At The Carousel, Albert Park

Q &

A:

26 OF AFFAIRS

Fonse

Mura

tore ‘The Fonze’ is all about truth, justice and the

Australian way and practices what he preaches.

Works:

Director/Owner/Salesman of Fonzie’s Produce selling rockmelons, papaya, avocados, stonefruit, paw paw and pineapples.

Suburb where I live:

Essendon born and bred.

Most of my day is spent:

Working at the market from 1.00 am to 1.00 pm Monday to Friday, oh except for Tuesday’s when I am renovating my daughter’s house.

The football team I barrack for is:

Essendon!

My favourite Melbourne Market moment was:

The opening day of my very own store - Fonzies Produce on 2 February 1996.

The quality I respect most in a person is:

Honesty.

As I have grown older I have learnt:

To take a step back and give everyone the benefit of the doubt.

The qualities I most enjoy about Melbourne Market are:

Friends and chatting about footy, racing and politics.

In my spare time I enjoy:

Renovating houses and relaxing. Saturday is my ‘Relax Day’.

My first job was:

Helping my dad around the wholesale market as a young kid.

My fondest memory is:

The birth of my two children, Melissa and Tony.

The aspect of my job I Iike the most is:

The atmosphere of the market – its addictive - you can’t leave the place; once you’re here it’s in your blood.

The thing I dislike the most is:

Liars.

I am passionate about:

See the BOMBERS fly up up – to win the premiership flag!

My business associates would say that I:

Am very easy going.

When I was a child I wanted to be:

In a pop band and I was! The band was called Saville Row named after a UK surburb that made suits. I was the bass player for twelve years and of course we all wore suits.

The place in the world I would most like to go is:

Europe and I am going for the first time in June.

The thing a lot of people don’t know about me is:

I am an Aircraft Mechanic by trade and worked for Ansett for many years

My favourite fruit or vegetable is:

Mango and Bok Choy. Fonse says the best way to eat bok choy is to lightly fry with garlic and lemon juice – delicious!

I thought talking to the Market equivalent of ‘The Fonze’ would evoke Happy Day’s memories but how wrong I was. Instead Fonse Muratore has more surprises up his sleeve than rabbits in a hat!!! He is more a mixture of Seinfield, Superman and George Harrison all rolled into one and an all round nice guy.

After finishing an apprenticeship as an aircraft mechanic, Fonse worked at Ansett until 1981 when he decided to hang up his wings and enter the retail environment at the Queen Vic Market – a place he was familiar with from working with his dad when he was younger.

By 1990 he had garnered a reputation for his management skills and work ethic and was subsequently head hunted by a wholesaler at Footscray Road.

Fonse loved the atmosphere within the market so much that he decided to take a chance and open his own store. With the valued assistance and advice from Bruno and Connie Roda (who also suggested the great business name), Fonse commenced his new journey as a wholesaler and business owner in his own right. He started out selling vegetable lines but soon decided to switch to tropical fruits purely because he loved to sample the product - and the rest is history!

It could be said that Fonse is faster than a speeding bullet in his own easy going way. He is all about truth, justice and the Australian way and practices what he preaches.

While not at the market Fonse can be found with hammer in hand renovating his daughter Melissa’s house. A self diagnosed Seinfeld tragic, Fonse also has a repertoire of classic quotes from the popular sitcom but chooses to close our interview succinctly and true to form - “Giddy Up” he says.

issue 18 july 2013

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