A later-than-expected season for a leading organic Victorian blueberry farm has meant fruit is available in May.
Moondarra Blueberries is based around two hours east of Melbourne, and Business Manager, Kate Prezioso explained that February is usually the peak month for the blueberries, but this year was delayed.
"We started about three weeks late," she said. "We actually had pickers here at the start of January with nothing to pick. In past years, we have been known to go into June, but usually, the end of March and into April is the cut-off for us. We are going longer this year. This has been all due to the weather; last year there was a lack of sunshine and it was a very cold lead-up, the fruit just wasn't ready. Typically we expect our fruit to ripen just before Christmas, and then normally start picking in early January when workers become available, which means we are often running the risk of over-ripe fruit, but this year we were at least two weeks later before we got into full production.”
Kate’s father, Mal Deveson, started the farm over 40 years ago, planting some of the first blueberry varieties released in Australia, and it has remained a family-run business since with Kate, her brother, Joel, running the core farm and business operations. In the late 1980s, the farm began changing the growing process to organic and was soon after officially certified by the National Association for Sustainable Agriculture Australia (NASAA).
"It's a family-founded and run business," Ms Prezioso said. "We have had demand (for our organic fruit) all along, but it is definitely growing. I think, organics is a really big driver for us having the market that we do, and the loyalty from our customers. The main thing we are known for is our quality, and we don't like to rest on that reputation. We know that there is always someone behind us trying to do better, but our premium fruit allows us to have the share of the market that we do. But the movement is happening, it's a different environment to what it was 10 years ago, in regards to sustainable business practices, sustainable farming and regenerative farming. We're not the 'hippies' anymore - people are wanting to do what we have always been doing."
In addition to planting some of the first varieties to come to Australia, the family also grow many of the publicly available heritage varieties from around the world in what they have labelled their "Museum Block". Moondarra have also bred some varieties themselves, so that there are around 30 different ones to choose from in a season, that ripen at different times.
"Our prices are at the high end," Ms Prezioso said. "We do a delivery run around Melbourne and Victoria that we manage ourselves. We used to go through the wholesale market around 15 years ago, but we were struggling with our fruit being used as a political pawn within the market. We got a bit frustrated with that process and went direct. We have a loyal and passionate customer base in Victoria - so we go direct to shops, quality fruiterers, restaurants and cafes. We also do three to four farmers' markets around Melbourne, to sell directly to consumers. This method is a good way for us also to get good feedback which then helps us develop strategies and adapt to what the consumer needs or wants."
In 2019, Moondarra Blueberries switched from single-use plastics to a home compostable punnet for their fresh blueberries, which Ms Prezioso says has been one of the biggest changes for the business and has helped keep a point of difference in the market.
"Our customer was already an organic eater and they were insisting and pressuring us to move away from single-use plastics because they didn't feel that it aligned with what they wanted to purchase. We did try approaching local punnet and packaging manufacturers to help us innovate a solution, but because we are quite small, they weren't really keen to help us as we wouldn't have made their minimum orders. But at an AUSPACK expo, we met up with Proseal who had connections with a NZ family-owned business, Punchbowl Packaging, who worked with us. At the time they were doing fibre bases with recyclable heat-sealed film and were just starting to investigate home-compostable film. We wanted to have the complete sustainable solution, the complete journey, in making it 100% certified home compostable, and they were very happy to support our vision and work with us."
Moondarra Blueberries were chosen as the Grown category winner of the Eat Easy Awards 2021, for their fruit quality and innovative packaging. The business has also recently constructed its own apiary and keeps bees that help with blueberry pollination and produce honey from wild foraging on the 160-acre farm which allows another avenue for sales. The main focus this year is on finding a sustainable packaging solution for their frozen products and the completion of a solar and battery system to help power their pack facilities and irrigation systems.
For more information
Kate Prezioso
Moondarra Blueberries
Phone: +61 3 5165 3498
info@moonblue.com.au
www.moonblue.com.au
www.instagram.com/moondarrablue