The Flavorite Group has announced the merger of its business with the Murphy family tomato businesses in Victoria, formerly known as Murphy Fresh and Tatura Fresh.
The new Flavorite Group will incorporate the existing talent and expertise in place at the tomato glasshouses in Mansfield (Murphy Fresh) and Tatura (Tatura Fresh).
Chris Millis, chief operating officer of Flavorite, said the consolidated business will be well positioned to maintain long-held family values whilst unlocking the full potential of the combined growing and marketing expertise and asset base.
“We have been working together with the Murphy family for 20 years, sharing knowledge and expertise. We have very similar management styles and are excited to merge the two businesses,” said Mills.
“Operationally, this further strengthens the Flavorite Group by bringing onboard the highly skilled Murphy team.”
John Murphy, general manager and head grower of Murphy Fresh and Tatura Fresh, also welcomed the merger.
“For the last 20 years we have been working closely with the Flavorite group utilising the most innovative farming technology to deliver great produce to Australian families. This merger allows us to combine our knowledge and expertise to keep expanding on what we do best,” said Murphy.
This news followed the consolidation of Flavorite entities into the Flavorite Group in July 2020 in collaboration with Roc Partners.
At the time Flavorite said acquisitions, mergers, growth and diversification were all on its strategic agenda and the company has since diversified into commercial blueberry and cucumber plantings at its Warragul site.
It has also commenced its strategic growth plans with the construction of 45,000m2 glasshouse, at the same site, due for completion by August 2021.
Mike Nichol, chief executive of Flavorite, said these developments would create employment for a further 120 full time employees during peak harvest.
'We promised organic growth, and we have started on that path with our blueberries and new glasshouse construction at Warragul,” said Nichol.
“Fortunately, our long-term relationship and friendship with the Murphy family has presented us with the perfect opportunity to formally merge two great family businesses to strengthen our market position and allow further product and geographic growing diversification.
'The merger will allow us to further strengthen our offer to customers and deliver great products to market through innovation and quality for consumers.”
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