COMPANY HISTORY

Vincenzo (Jim) Raschella formed Fruitorama (SA); a family owned fruit and vegetable wholesaler and merchant business, in 1971.

Today his two sons, Tony Raschella and Enzo Raschella head the management team of the company. They remain heavily involved in the strategic development of the business, by overseeing both marketing and operational aspects from a ‘hands on' approach.

Fruitorama's fresh produce knowledge spans over 30 years. In this time we have gained significant experience and have developed many strong relationships with growers across various regions of South Australia . By doing this Fruitorama can provide our customers with exceptional products and service.

Fruitorama sells and delivers fresh produce to all states in Australia . The premium quality of potatoes grown in South Australia has created a market demand on a national basis.

Fruitorama's high quality assurance standards ensure that the quality of the product and continuity of supply can be relied upon on a year round basis

In November 1999, Fruitorama (SA) purchased The South Australian Potato Growers Co-operative, and formed The South Australian Potato Company. This was part of the strategy to vertically integrate operations to incorporate washing and packing, and ultimately growing.

The consolidation of both companies has enabled The South Australian Potato Company and Fruitorama (SA) to deliver higher quality products, consistency of supply, and total control of quality systems from ‘paddock to plate'.

Fruitorama is centrally located within the premium growing regions of South Australia . Fruitorama receives potatoes daily at its packing shed. The potatoes are then packaged and shipped on the same day.

• Our potatoes are grown and packaged in South Australia and then shipped abroad. Following this strategy the potatoes are only processed once, as opposed to Distributors/Wholesalers who have SA potatoes shipped to packing sheds on the East Coast in order to be packaged for a second time.

• By growing our own potatoes and having strong relationships with a number of growers we are able to maintain a consistency throughout the entire growing season. A distinct advantage during the short seasons.

• Fruitorama has account managers and sales representatives who develop and maintain strong relationships with growers and fully understand key issues, which impact on volume of supply and ranges of quality.