Box Divvy, a leading advocate for fresh produce distribution, is making the plea to farmers in response to reports of Woolworths’ growing reliance on imported fruit, underscoring the need to support local growers and foster a sustainable food ecosystem.
“It's more than just backing Australian farmers; it’s about advocating for a fundamental shift towards prioritising fresh, locally sourced produce over canned alternatives,“ Box Divvy co-founder Anton van den Berg said.
“At Box Divvy, our focus is on providing consumers with the freshest, most wholesome produce available."
Partnering with Box Divvy offers numerous benefits for Shepparton farmers, including increased market visibility, fair compensation and support for sustainable farming practices.
The platform’s commitment to transparency ensures growers receive equitable compensation, with up to 60 cents of every dollar spent going directly to farmers — a notable contrast to industry norms. Furthermore, consumers benefit from substantial savings, with produce being up to 30 per cent cheaper than supermarkets.
Jackson Bennett, national sales manager of Shepparton’s Prima Fresh, which sells apples, pears and stonefruit to Box Divvy, said it was nice to see more avenues available for fresh produce for people through home deliveries and the like.
“It’s really good, it’s what we need,” he said.
“For us, it’s just about highlighting to Australians that fresh is best and there’s a plentiful amount of fresh produce available in Australia that is very affordable.”
Prima Fresh sells to Coles, Costco, Aldi and Woolworths, as well as exporting and at wholesale markets, which is where Box Divvy has purchased from it in the past.
Now, it works directly with Prima Fresh via the new online app Refresh:Food, a platform aiding growers.
Mr Bennett said it was an easy process.
“We set the price, or agree to a price, and have a choice to say yes or no if we wish to supply, and that’s the way you always want it,” he said.
Since Woolworths announced its strategy of using imports to cut the cost of canned fruit, Australia’s largest cannery, SPC, has decided to cut its intake of peaches and pears by over 40 per cent due to increased competition from cheaper imports and cost-of-living pressures.
“Consumers are opting for less expensive products from countries like South Africa and China, leading SPC to reduce orders,” Mr van den Berg said.
“As a result, growers face tough decisions regarding their crops. Clearly, they cannot compete with cheap imports, and it is the farmers who are paying the price.”
Mr van den Berg said since the canning process compromised both the flavour and nutritional integrity of fruit, farmers could embrace the opportunity to supply fresh produce through Box Divvy to help safeguard the quality of their harvests and contribute to the vitality of their communities.
“With over 12,000 members and 250 food hubs already operational across NSW and the ACT, and expanding to Victoria shortly, Box Divvy provides Shepparton farmers with a direct avenue to connect with consumers and participate in a community-driven, farm-to-table movement,” Mr van den Berg said.
“Working together, we can create a food system that’s both sustainable and rewarding for all involved. Fresh is best on every level.”
As Box Divvy continues to expand, Shepparton farmers are encouraged to join in reshaping the future of food.
“It’s really just about highlighting the affordability of fresh produce and the availability of fresh produce in the country, and we grow the best produce in the world,” Mr Bennett said of Goulburn Valley orchards.
“It’s really just about driving consumers to want to buy more fresh produce and have it more readily available through more avenues as well.”
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