In Australia, Simfresh's triumph in supplying oranges and lemons all year round is not coincidental but the result of meticulous planning, including the strategic selection of regions and varietals, coupled with efficient logistics. The foundation of Simfresh, a family-operated entity since 1956 in the Sunraysia region, is deeply rooted in strong family values and resilience. These principles have guided the company through challenging times and facilitated expansion during favorable periods. Amanda Cini, CFO and Export Manager, highlights the significance of family dynamics in decision-making, "Our boardroom table is the dining room table," illustrating the swift adaptability to customer needs.
Simfresh prides itself on its long-standing relationships with local growers and its ability to maintain a consistent supply of quality citrus, thanks to a diverse selection of varietals and sourcing from various Australian orchards. This unique approach has established Simfresh as a reliable supplier to major supermarket chains both domestically and internationally. The company's enduring partnership with NAB has further contributed to its success, offering a robust support system through various banking needs. Looking ahead, Simfresh aims to broaden its international footprint, particularly in Asian markets, leveraging its agile and united family-based strategy for future endeavors.
Source: business.nab.com.au