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New dedicated IP business announced

The Freshmax Group has announced the formation of Innovar – the company’s own intellectual property commercialisation business.

Freshmax is a multinational fresh produce marketer that delivers a variety of key sales and distribution functions across a number of regional platforms in Australia, New Zealand and North America. Freshmax employs over 300 people across 14 locations around the Pacific Rim.

IP development has become a major component of Freshmax’s strategic plan over the last five years and Innovar represents a major leap forward in the Group’s dedication to further development. Freshmax has become a market leader in the commercialisation of in-demand IP varieties in Australasia and is now looking to apply its expertise in the US and other markets.

Innovar allows the group to focus all of its IP resources within a single structure and will remain focused on the licensing of new varieties, brand development, production planning and delivery to market. Currently Freshmax manages some well-known properties in New Zealand and Australia including the Mahana Red™, Kanzi® and Modi™ apple brands, and the highly unique kiwiberry.

Innovar will be manned by Rene Hylkema, New Variety Manager in New Zealand, Andrew Maughan, Australian IP Manager, and Simon Gillett, Global Licensing Manager, who is based in North America.

According to Gillett, “We continue to see huge value being delivered through the control and management of new varieties and brands in our major categories. This value directly benefits our suppliers as well as our customers and is only set to increase in the future.”

Freshmax/Innovar holds territory licenses for the following IP:
Kanzi®, Kiku®, Mahana Red®, Angélys , Modi™, Sumo Citrus®, Piqa® Boo®, Tango, Gold Nugget, Crimson Snow®, Sunworld® series, Folfer, Starletta™, Kiwiberry IP, Intense® & Love Beets®.

For more information:
Sarah McRae
[email protected]
Publication date: