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Sydney start-up is digitally revolutionising fresh produce industry

Fresh produce industry’s $12b digital revolution

Sydney-based NetFresh launched in April 2019 and is set to revolutionise the $12 billion fresh produce industry. With a list of high-profile clients already on the books, including Sydney Markets, which is worth $3 billion alone, NetFresh allows producers and buyers, from growers through to retailers, to automate their day-to-day operations and operate more efficiently.

Via a real-time app and dashboard accessible from any device, buyers and sellers can trade anytime and anywhere from a virtual trading floor – opening up the global marketplace for both small and larger retailers targeting export markets.

Paul Sassine, founder of NetFresh, says this is ‘business disruption’ at its best – creating a new and efficient supply chain and opportunity for farmers, fresh food merchants and retailers to trade and streamline their businesses. “This is positive, transformational disruption,” says Sassine. “This is a very traditional industry, and a lot of people have been involved for generations. We’re taking it into the 21st century, partnering with PayPal as our secure payment platform.”

NetFresh’s PayPal partnership allows merchants to access secure payments in real time, record trades and sales data, then see the goods delivered. But the clincher, explains Todd Atkins, PayPal’s head of strategic development, are the payment methods available. “The fundamental part of PayPal’s offering is that buyers and sellers on NetFresh can use various payment methods anywhere in the world.”

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