Freshmax was established in New Zealand in 1995 and privatised in 1997 through a management buyout which brought ENZA subsidiaries Freshmax and Frucor Produce together.
In 2006, Wolseley Private Equity partnered with Freshmax to reposition the company in Australia and to develop a leading Australasian fresh produce platform. Over the following years the business significantly improved its competitive position by acquiring and integrating John Holman & Co, Panda Ranch, Oztaste, Grewal, De Luca Banana Marketing (DBM Australia) and Opey (New Zealand) to drive future growth.
Since 2006, much of the Freshmax Group’s Australian operations have operated under the banner of Holman Fresh. This unity has brought together more than 50 years of experience in the Australian fresh produce industry. 2014 marked the rebranding of Holman Fresh to Freshmax, bringing the business closer together and ensuring a bright and collaborative future.
Maui Capital purchased Wolseley’s majority shareholding in the Group in late 2011, as the Group embarks to expand growing interests in Australasian regional expansion, intellectual property, and supply-side development in key categories.
In 2012, a joint venture established with Prime Harvest in California in order to commence development of a North American platform.
2014 has seen Freshmax become a major shareholder in Valleyfresh and Valleyfresh North America, solidifying their US operations. It has marked the rebranding of Holman Fresh to Freshmax Australia, bringing the business closer together and ensuring a bright and collaborative future. Freshmax Farms has also purchased Murrawee Farms, Swan Hill (AUS) to further establish our role in the Australian stonefruit industry as a grower-marketer on a wider scale.
Today the Freshmax Group comprise one of the largest fresh produce marketing and distribution operations in the pan-Pacific region.