YOUR BUSINESS
Ahead of the curve 3 LIZ and Roger Fahl.
BY MELISSA DENNING LABOUR SCHEME FACILITATOR
3 A key element to Fruitico’s success has been its diversification of labour.
Current circumstances have required a changed process for most businesses. Some businesses have gone online only, others have reinvented how they operate. Fruitico has had to do this also, however their ‘change’ came about in 2016. 2016 was the tipping point for Roger and Liz Fahl. After 20 years in the industry they were starting to see more and more overseas produce arriving onto West Australian supermarket shelves. Rather than continue in the same fashion they realised they had to get ahead of their own curve, for their company’s survival.
New plant varieties, new markets and a new joint venture all contributed to their adapted business model, but a key element to their success has been their diversification of labour. Originally the Meelon farm used local Australian and international labour. 20 years ago, Australians would travel from crop to crop following the harvest trail to gain employment. Spending the summer in South-West WA was pleasant and bountiful for work, however this type of Australia
PHOTOS © Fruitico
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ruitico is in an enviable position, some might say lucky. Whilst most companies have been dealing with the Coronavirus pandemic, Fruitico has quietly and efficiently continued to provide amazing produce to local and international markets.
WA Grower WINTER 2020
