Fresh farm goods on demand with Refresh:Food. Connecting farmers to you
Refresh:Food is a new digital marketplace designed to connect growers with excess fruit and vegetables to new networks of potential buyers.
The B2B marketplace is accessible via the Refresh:Food smartphone app and has been designed to make the exchange of produce as simple and transparent as possible.
The new startup has been launched with the ambition to help reduce food waste in the supply chain by creating an additional channel for farmers to achieve a commercial return for more of their produce.
Refresh:Food is a profit-for-purpose company, meaning any profit generated is invested into initiatives that help reduce food waste or hunger, such as supporting the work of charities like Foodbank, OzHarvest, and Fareshare.
The app allows farmers to list excess produce, which may be a result of bumper crops, weather damage, or imperfections, on the digital marketplace.
Produce buyers such as fruit and vegetable processors, packaged food manufacturers, small grocers, meal kit and produce box companies, and hospitality and food service providers can utilize the app to find savings on produce that may have minor imperfections, take advantage of seasonal abundance, and access new supply streams when their regular supply is disrupted.
Growers set the price, upload a photo of the produce, and document key details including harvest date, best before date, whether it is washed or any stickers have been applied, quality notes like damage and defects, and their relevant certifications (e.g., HARPS, Freshcare).
When a buyer is ready to make a purchase, the payment is securely managed through the app, with statements and invoices automatically generated. Buyers have the option to organize their own transport to collect and deliver their produce, request a quote for Refresh:Food to handle logistics, or have the produce delivered to a central ‘hub’ location for their collection.
Managing Director of Refresh:Food, Chris Cramond, said: “Our number one motivation for starting Refresh:Food is to reduce on-farm food waste by giving growers another avenue to sell excess produce—it’s sustainability with a commercial purpose.
“We want to help broaden growers’ networks of potential buyers to tap into demand that they wouldn’t otherwise have visibility of.
“Farmers obviously never want to see the food they grow ploughed back into the ground, and Refresh:Food is about creating another channel that they can turn to at a moment’s notice to find the right buyers for different grades of produce.
“We’ve had great feedback from our test users. It’s only early days, and we’re expecting to see more buyers and sellers come onboard in the next few months, which will help fuel our marketplace supply and demand.”
Flavorite is a family-run Victorian fruit and vegetable producer that has been part of the initial test group for Refresh:Food. It grows tomatoes, cucumbers, capsicums, eggplants, and blueberries almost exclusively in glasshouses across four regional locations: Warragul, Mansfield, Tatura, and Katunga. Less than two percent of Flavorite’s produce goes to waste; however, it is continuing to work towards zero food waste.
Flavorite has conducted 11 transactions on the app, selling truss tomatoes, saucing tomatoes, cherry tomatoes, and eggplant. For Flavorite, not only has the marketplace helped them move more surplus volume and generate revenue from it, but it has also given them greater control over the volumes flowing through traditional market channels to avoid oversupply that could be detrimental to their return.
Flavorite Chief Marketing Officer Sam Kisvarda said: “We already have really established sales channels; we supply to supermarkets and greengrocers around Australia and to the Melbourne wholesale markets.
“However, when it comes to cutting our food waste, every little bit helps, and Refresh:Food has allowed us to diversify our markets for lower-grade produce.
“The app is very user-friendly, and the Refresh:Food team has welcomed feedback to continue improving it and help form a closer connection between buyers and sellers.
“It’s given Flavorite the ability to connect with buyers we mightn’t have considered previously and improved the value of what would have otherwise been unsought.”
VegPro4 is a fresh-cut vegetable supplier based in Boonah, Queensland whose customers are food manufacturers and food service businesses. It purchases a wide range of vegetables and is often on the lookout for seasonal specials to offer its customers additional value. The business has used Refresh Food to purchase sweet potatoes.
General Manager of VegPro4, Sally Brent, said: “We’re always looking for seasonal specials to offer our customers extra value and variety that they can add to their menus in hospitality and food service.
“The Refresh:Food app can help us spot those one-off excess produce opportunities, and it has the potential to be a really handy resource when our regular supply is interrupted.
“You can see the quality of produce from the listing details, and we’re always happy to take veggies with minor imperfections because we’ll be processing them anyway – the freshness and taste is what matters most.”
The startup is backed by Woolworths Group and Boston Consulting Group – whose BCG X division worked with Woolworths Group to co-develop the strategy, stand up the business and build the technology behind the platform. The two companies were driven to create a new channel to help reduce food waste and food insecurity in Australia. Refresh:Food operates as an independent stand-alone business.
An additional feature of the app is the ability to donate produce to a hunger relief charity, should there be no relevant buyers for it at the time. To save produce going to waste, growers can list it on the app as a donation so that charities only need to cover the cost of transportation.
OzHarvest is one of the charities testing the app to help boost food rescue volume in Sydney, Brisbane and Melbourne. OzHarvest Head of Operations, Tracy Bialek said: “We’ve been able to test the Refresh:Food platform by purchasing pallets of good quality vegetables to help meet the current increase in demand for food. Innovation is a crucial part of addressing two national issues of food waste and food insecurity in Australia and OzHarvest is always looking for new ways to get good food to those who need it most.”