ISSUE 63 — JULY 2022
INTERVIEW
Grant Nichol Flavorite has undergone a lot of changes in the last 2 years with the merger of three flavorite businesses in 2020, securing Murphy and Tatura Fresh businesses during 2021, this was not the end. This got the business thinking and they saw a demand for change.
How did you get into the industry?
Further information can be found on their website. www.flavorite.com.au
What is the meaning behind the new tagline? ‘Flavour for life’
How long have you been at Flavorite? I started with Flavorite at the inception of “Flavorite Marketing” in May 2000.
What do you do at Flavorite? I manage our wholesale business in the Epping Market.
I started working in the family business 1986 wholesaling bananas… Our business has evolved to what it is now with 4th generation family members working alongside our dedicated team.
What was the reasoning behind the rebranding? With the merger of three Flavorite businesses in 2020 and the purchase of the Murphy and Tatura Fresh businesses in 2021, the timing was right to document what the Flavorite brand now stood for.
The updated company logo has a new iconic leaf shape with a hand at the bottom acting as the stem. This symbolises Flavorite’s technical growing expertise or “green thumb” which cares for the plant and grows flavoursome fresh produce. The team has also developed a new tagline “Flavour for life”, which provides a subtle nod to the company’s history of putting the flavour back into tomatoes, which was one of our companies’ earliest goals behind ‘Flavorite’s name’. We are committing to sustainably growing the most flavoursome and premium produce for generations to come!
Besides the produce you already stock, can we expect an expansion of your product portfolio? While the business is set to continue to expand, the plan will be to continue with our core lines and improve on supply while continuing to focus on producing quality produce for our customers.
What is your take on the relaunch of Flavorite? This is a very exciting time for Flavorite… I love the new brand and think it will unite all parts of our business and allow us to grow under a new fresh brand.
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