Farro Fresh Use Innovation To Overcome Fruit Fly Fiasco

For immediate release

Thursday 5th March, 2015

Farro Fresh Use Innovation To Overcome Fruit Fly Fiasco

Passionate Kiwi artisan food champion, Farro Fresh is upping the ante against the Queensland Fruit Fly invasion by ensuring its customers can still get the Kiwi produce they want, whenever they want, in Grey Lynn’s quarantine zone.

Farro Fresh’s popular Grey Lynn store is situated in the Queensland Fruit Fly outer quarantine zone, right on the boundary of Zone B, meaning customers have been unable to take whole fruit and a variety of vegetables out of zone.

Farro Fresh is a premium ‘one-stop-shop’ fresh food market. The destination store prides itself on supporting over 500 Kiwi artisan suppliers, including many fresh fruit growers, says co-founder Janene Draper.

“Grey Lynn’s loyal customer base includes not only local residents who reside inside and outside the 1.5km restriction zone, but also many from further afield. So as soon as news of the fruit fly contamination broke, we knew we had to act quickly to support both our customers and our suppliers.”

Soon after news of the Queensland Fruit Fly and quarantine system broke, Farro Fresh approached the Ministry for Primary Industries to offer an innovative solution to the conundrum.

"Our idea was to package all fruit and vegetables off-site in a non-restricted zone and completely seal them for transport to, and thus from, the restricted zone. This way the Queensland Fruit Fly cannot enter the produce while it is in the zone, so it can be transported out of zone without any concerns, allowing our dedicated suppliers to continue to supply us and our loyal customers to continue to buy from us in the Grey Lynn area,” says Draper.

Farro Fresh is the first retailer to approach the Ministry for Primary Industries and is now the first to be granted a register and permit system to allow their customers to move fresh produce outside of the restricted zone.

A spokesperson from the Ministry for Primary Industries, says this is a very good example of how local people and businesses can work together with us in this important operation. Where it can, MPI wants to help the people of the affected community by minimising impacts on their lifestyle and livelihoods.

“MPI very much appreciates the work that Farro Fresh in Grey Lynn has undertaken to ensure its fresh produce meets the Ministry’s controls that are in place to contain any spread of the Queensland fruit fly.”

All fruit will be packed, sealed, and checked off-site in a facility approved by the Ministry for Primary Industries before being transported to Farro Fresh Grey Lynn. Distinct green stickers on the newly packaged goods will allow customers to easily recognise what can be taken out of the restricted zone.

“The store has worked closely with us on a permitting system to enable customers to safely take produce from the store out of the controlled area,” adds the Ministry for Primary Industries spokesperson.

Customers will need to sign an MPI register in-store to ensure they understand the restrictions. Then they will receive a permit to allow them to transport fruit and vegetables purchased at Farro Fresh out of the restricted zone. For those who live outside the restricted zone, the permit will need to be shown each time they shop for fruit and vegetables at Farro Fresh during the Grey Lynn quarantine period.

Farro Fresh will have additional staff on-hand to help customers and explain the new labelling, the register and the permit system, says Draper.

“The permits are great news. Customers can be assured that as long as the packaging remains sealed, it’s ok to remove the items from the restricted area,” adds Draper.

As an added precaution, on the advice of the Ministry for Primary Industries, Farro Fresh will also be monitoring the quantities of product entering and leaving the store, she says.

“We have built a company based on strong stock management systems. So we’re just adding a few more, to ensure our customers can continue to shop with us.” Draper adds.

Farro Fresh Co-Founder, James Draper says Farro Fresh prides itself on innovation.

“Throughout life, as a business person, you are always going to come up against potentially difficult situations. As a relatively small player in the supermarket industry we always look for creative solutions and ways to be innovative,

“With sales affected by over 20% in the first week of the quarantine restrictions, our aim is to ensure our loyal customers know it’s safe to shop with us and the restrictions surrounding the Queensland Fruit Fly will not impact on our extensive array of quality products backed by the exceptional service they know and love,” says James Draper.

The newly packaged fruit and vegetable products will be available at Farro Fresh Grey Lynn fromtomorrow morning, Friday 6th March.

-ENDS-

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