Digital marketplace connects produce sellers with buyers directly 

A new digital trading platform has launched across Australia designed to simplify distribution, sales, and logistics channels for buyers and sellers of fresh produce.  


The Freshey management team, Paul Thackray, Mark Esterhuizen, Peter Manettas, Tim Archibald and Nicholas Reid

The platform is available for all market participants including growers, agents, wholesalers and hospitality venues as a single portal to source, procure and receive fresh fruit and vegetables. 

“Our mission is to allow for easier trade through multiple segments of the market,” said Freshey chief executive Nicholas Reid.  

By opening up access to all, Freshey aims to provide transparency and innovation to Australia’s fresh produce market. 

“Our vision is to work with industry and to bring light to new and innovative ways to interact with product, sales and logistics, through online platforms,” Reid said.  

“We are seeking to empower the sector, not disrupt it.” 

The Freshey platform is based on founder Peter Manettas’ previous venture, ShoreTrade, which was built to shorten the seafood supply chain.  

“Years of experience in fresh food trading has allowed [our team] to put together a platform that truly benefits sellers and buyers, while also creating a user experience which they are comfortable with,” Manettas said.  

ShoreTrade has been backed by multiple VC’s and investors across Australia, and South-East Asia. For Freshey, ShoreTrade has partnered with the Tolson family who own White Prince Mushrooms to drive the expansion into produce.  

Tim Archibald, White Prince Mushrooms chief executive said, “The fresh fruit and vegetable sector is ready for this type of digital transformation, and by working with a proven technology, it gives all growers confidence that Freshey will deliver on its promise. I am incredibly excited for the opportunities Freshey will bring to our business and the sector more generally.”  

Freshey has been built to benefit each of its user segments, for growers it provides a single, digital marketplace to sell and/or market product, orders can be pre-placed and planned to reduce wastage. For agents and providores it can be a tool that empowers sales, consolidates logistics and acts as a procurement platform if needed. Grocers will have access to a wider wholesale network while hospitality venues can source a greater variety of fresh produce on-demand. 

Freshey also has a financing capability to help ensure fast and secured payments back to suppliers.