AFTER almost 30 years, Australian fresh produce company, Flavorite, has undergone a makeover. If you’re driving on the Midland Freeway, past Tatura, you may notice new signage that has been erected on the roadside where the unmissable glasshouses stand.
With the merger of three Flavorite businesses in 2020 and the purchase of the Murphy and Tatura Fresh businesses in 2021, it was time to put the Aussie brand under the microscope and document what Flavorite now stood for.
Tom Millis, Flavorite’s marketing and communications manager, reflects on when Flavorite’s founders, Warren Nichol and Mark Millis, set out to put the flavour back into tomatoes in the early 90s.
They had a mantra – “you’ve got to get the flavour-right” and what resulted was their new brand name – “Flavorite”.
This play on words has stood the test of time and their original logo with the iconic fruitier and his swag of premium glasshouse produce has delighted consumers across Australia and overseas. With the help of a Melbourne-based branding agency, Flavorite identified that this logo didn’t capture all that the business undertakes today.
With four production sites across Victoria and several capital projects underway, Flavorite’s growing area is set to reach 90ha, making it the largest grower of glasshouse produce in Australia, and they’re not stopping there. Within the next five years, they plan to have over 120ha of growing area and to further diversify their product portfolio as it expands beyond tomatoes.
The updated company logo has a new leaf shape with a hand acting as a stem. This symbolises the brand’s technical growing expertise, or ‘green thumb’. The new tagline, ‘Flavour for Life’ is a subtle nod to the company’s history and their commitment to sustainable growing flavoursome premium produce for generations to come.
To learn more about Flavorite and follow their journey, check out their refreshed website, www.flavorite.com.au
