50 | Hawke’s Bay: Freshmax Group PRODUCTION People the core of pipfruit business Sue Russell “We were in some amazing company and very happy to have been named as a finalist.” to page 52 At BDO, the more we get to know our clients and their business, the more passionate we are about them. Congratulations to Freshmax Group on your nomination in the 2022 Export Hawke’s Bay Awards. We are proud to be backing your success. Fruit Bowl of New Zealand. Backed by BDO. BDO Hawke’s Bay P: 06 872 9803 86 Station Street, Napier E: napier@bdo.co.nz Audit | Tax | Advisory www.bdo.nz Freshmax Group is one of the largest fresh produce marking and distribution operations in the Southern Hemisphere. In Hawke’s Bay, it is an integrated pipfruit business: growing, harvesting, packing and exporting apples and pears to the world. Kristy Elstone is the People & Organisation Manager across all Freshmax NZ operations. She’s been in that role nearly a year, having previously worked in HR and health & safety roles in other industries. She describes working at Freshmax as an absolute joy and is thoroughly enjoying her various responsibilities. The Hawke’s Bay business was started by the Crasborn family, growing apples, pears and summer fruits in the late 1980s. When the apple market was deregulated in 2001 it fundamentally changed the way the business operated as it was suddenly responsible for its own exporting decisions. It’s reported that, at the time, it was nothing short of chaos. Market operators had to adapt quickly and work together to create export pathways for their fruit, including developing new systems and technologies. Like all good Kiwi companies, the Crasborn family adapted and was at the forefront of many of those changes. In 2015, Freshmax Group NZ purchased the Crasborn operation and bought it into the Freshmax fold. Reflecting the impact Freshmax has had in the region, the company was named a finalist in the ‘Best Established Business’ category at the 2022 Hawke’s Bay Export awards. At the sold-out awards dinner, held at the Toitoi Hawke’s Bay Arts & Events Centre was the moment Kristy and the team from Freshmax waited to discover whether they had received the top award.
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