Our
Heritage
We are extremely proud of our heritage.
It all began with little more than a vision of the benefits of working together and a ‘can do’ mindset.
These days, NFC boasts a national footprint
with packshed partners in three states
servicing growers
Australia-wide.
Who we are
…
the story of
our company
Sunshine Coast Fruit Marketing
Co-operative was established and began packing operations
Co-operative was established and began packing operations
1988
The brand "Natures Reserve" was registered and soon became acknowledged as the industry benchmark for quality avocado fruit
1991
Growth in grower member numbers saw the expansion of operations across state borders
into NSW and WA
into NSW and WA
2000
The business of the
Co-operative was incorporated as
The Fruit Company Limited
t/as Natures Fruit Company
The Fruit Company Limited
t/as Natures Fruit Company
2002
The company relocated to their
own purpose built packing and
administration facility
at Glass House Mountains
own purpose built packing and
administration facility
at Glass House Mountains
2007
Our History
Our story began in 1987 when a small group of avocado growers from the Sunshine Coast hinterland
rallied together to address the challenges individual growers faced when marketing their fruit. It was
soon noted that the need for a marketing arm, a single desk selling function, was a mutually shared
vision of these progressive growers.
Shortly after that initial meeting, on 11th December 1987,
‘The Sunshine Coast Fruit Marketing Cooperative Association Limited’ was registered.
‘The Sunshine Coast Fruit Marketing Cooperative Association Limited’ was registered.
The Board appointed a General Manager effective 1st February 1988.
The appointment of a team of support staff followed and preparation for
day-to-day operations was beginning to take shape as the 1988 season was
about to get under way.
The appointment of a team of support staff followed and preparation for
day-to-day operations was beginning to take shape as the 1988 season was
about to get under way.
The business was to soon articulate its clear and definitive objective …
“To obtain for the grower the highest possible nett return on fruit marketed
over the season.”
“To obtain for the grower the highest possible nett return on fruit marketed
over the season.”
Whilst the initial concept was to use their collective fruit volumes to leverage better returns, as enlightened growers they recognised the need to establish a brand that identified with certain quality values and which buyers could readily relate to. This was somewhat revolutionary thinking in the fresh produce industry as almost all produce was sold as a commodity and not differentiated by branding. At best, product quality was stated in generic terms such as “Premium”, “First Grade” and so on.
A marketing and advertising agency was
briefed by the Cooperative to develop a brand name and visual identity for the Cooperative’s flagship
product.
The brand name and logo, ‘Natures Reserve’ was launched, and today this remains a significant milestone for the business.
The brand name and logo, ‘Natures Reserve’ was launched, and today this remains a significant milestone for the business.
Natures Reserve soon became the industry’s most recognised avocado in its unmistakable ‘pink box’ –
acknowledged as the quality standard by which other fruit would be judged.
Putting marketing matters aside, the attention of management turned to establishing a packing
operation that would allow growers to focus on growing
a quality product.
a quality product.
Business continued to grow with membership extending across state boundaries to the South and the West.
Initially a packing and administration facility was established at leased premises in Palmwoods from where
operations subsequently relocated to dedicated premises at Windsor Road, Nambour equipped with a
complete infrastructure tailored for packing and administration.
As cooperative regulations varied from state to state, causing administration difficulties, the decision was
made in 2002 to incorporate the business as
The Fruit Company Limited, (trading as Natures Fruit Company).
The Fruit Company Limited, (trading as Natures Fruit Company).
The unlisted public company was to have a constitution that reflected the mutuality rules of the cooperative
it replaced, with no significant changes affecting the business relationship it previously enjoyed with its
grower members.
In 2007 the Board of Directors decided to acquire land at Glass House Mountains and build a modern purpose[1]designed packing and administration facility.
The Company’s operations relocated to the new premises in Coonowrin Road in November 2007 where the company has resided since.
The Company’s operations relocated to the new premises in Coonowrin Road in November 2007 where the company has resided since.
Our Values
The company values the highest integrity and
effective communication when dealing with
stakeholders. We believe this ethic promotes
reliance and trust, imperatives for longer term
productive relationships.
We would prefer to be defined as having a culture
that embraces responsible social behaviour, while
being progressive and innovative when tackling
business opportunities.
Our Reputation
Our principled approach when dealing with trade
suppliers, customers, service providers and
employees has earnt the company an enviable
reputation for transparency, trust, and above all,
honesty.
In turn, our conduct has allowed the company to
command high respect from all who engage with
us.
History
Our story began in 1987 when a small group of avocado growers from the Sunshine Coast hinterland
rallied together to address the challenges individual growers faced when marketing their fruit. It was
soon noted that the need for a marketing arm, a single desk selling function, was a mutually shared
vision of these progressive growers.
Shortly after that initial meeting, on 11th December 1987, ‘The Sunshine Coast Fruit Marketing
Cooperative Association Limited’ was registered.
The Board appointed a General Manager effective 1st February 1988. The appointment of a team of
support staff followed and preparation for day-to-day operations was beginning to take shape as the
1988 season was about to get under way
The business was to soon articulate its clear and definitive objective …
“To obtain for the grower the highest possible nett return on fruit marketed over the season.”
Whilst the initial concept was to use their collective fruit volumes to leverage better returns, as
enlightened growers they recognised the need to establish a brand that identified with certain quality
values and which buyers could readily relate to. This was somewhat revolutionary thinking in the fresh
produce industry as almost all produce was sold as a commodity and not differentiated by branding.
“Premium”, “First Grade” and so on.
At best, product quality was stated in generic terms such as A marketing and advertising agency was
briefed by the Cooperative to develop a brand name and visual identity for the Cooperative’s flagship
product. The brand name and logo, ‘Natures Reserve’ was launched, and today this remains a significant
milestone for the business.
Natures Reserve soon became the industry’s most recognised avocado in its unmistakable ‘pink box’ –
acknowledged as the quality standard by which other fruit would be judged.
Putting marketing matters aside, the attention of management turned to establishing a packing
operation that would allow growers to focus on growing a quality product.
Initially a packing and administration facility was established at leased premises in Palmwoods from where
operations subsequently relocated to dedicated premises at Windsor Road, Nambour equipped with a
complete infrastructure tailored for packing and administration.
Business continued to grow with membership extending across state boundaries to the South and the West.
As cooperative regulations varied from state to state, causing administration difficulties, the decision was
made in 2002 to incorporate the business as The Fruit Company Limited, (trading as Natures Fruit Company).
The unlisted public company was to have a constitution that reflected the mutuality rules of the cooperative
it replaced, with no significant changes affecting the business relationship it previously enjoyed with its
grower members.
In 2007 the Board of Directors decided to acquire land at Glasshouse Mountains and build a modern purposedesigned packing and administration facility. The Company’s operations relocated to the new premises in
Coonowrin Road in November 2007 where the company has resided since.
Corporate Governance
The Company is an unlisted public company and, as such, not only has a moral obligation to the rights
and interests of its shareholders but has a prudential duty and responsibility to all stakeholders to
ensure the conduct of its business is directed and controlled in a way that complies with sound
corporate governance principles. A Corporate Governance Policy has been developed with the aim of
securing the interests of all stakeholders. The process of implementation of the Policy is subject to
annual external audit.
Constitution
Our Constitution is based on mutuality rules preserving the principles of the co-operative model. It lays
the foundation for how our company is governed.
Board of Directors
The Fruit Company Limited (t/as Natures Fruit Company) is governed by a Board of directors. Each elected director
is voted into office for a two year term.
The election of directors is held annually on a rotational basis
and results announced at an Annual General Meeting, held in May.
Go to OUR PEOPLE page for Board members.
