Tasting natural success

The Queensland Fruit Processors team reveal the secrets to creating a healthy business

How did your business evolve?

Queensland Fruit Processors was founded in 2003 by Doug Bario and Michael Paull, two seasoned veterans of the food industry with more than 30 years' experience between them in fruit processing, fruit and vegetable distribution and food safety quality assurance systems. In 2005, Robert Molitoris joined the team to provide the management expertise and business development skills the company needed for growth and expansion. He has more than 25 years of experience in corporate management both here and in America.

Who else makes up the team?

We presently employ three staff members and several contractors. We also have one part-time sales consultant. The company is located at Burleigh Heads.

What was the attraction of fruit products?

The company was born because we saw there was a need in the market for good-tasting, all-natural fruit products that did not contain any artificial colours, artificial flavours or chemical preservatives and minimised the addition of sugars whenever possible. We found that the careful blending of fruits and the use of freezing eliminated the need for these types of additives and ingredients.

What's one core company value?

We adopt the business philosophy 'the customer is always right' and let it govern our behaviour in all our business dealings.

Describe your growth and some of your business achievements.

The company's turnover increased by 25 per cent per annum in its first two years and this year is forecasting at least double that. This growth has been due to a number of reasons. Our customer base has expanded from the Gold Coast and northern NSW to companies located in Brisbane, Sydney, Cairns, Bundaberg and the Northern Territory. This has been complemented by an increasing number of wholesale customers and an increase in home users. Last year, we relocated to larger premises to increase production capacity and improve operational efficiency. This, coupled with the introduction of new processing equipment, allowed us to meet the growth in customer demand and increase sales to an under-serviced segment of the fruit packaging market. We've also developed several new products as a result of research and development efforts and they're now starting to make a positive contribution.

What has been your most successful product to date?

The icfruits product has been the most successful of the home-grown products so far, because it meets the growing demand for good-tasting, healthy alternative foods for children and health-conscious adults. Icfruits is a real fruit ice block and has been rated 'green' by Nutrition Australia and Focis; the healthiest food category rating that can be assigned. It satisfies a huge void in the products available in school canteens as dictated by the new health regulations that have been introduced during the last year. Last year, Wiggles World, at Dreamworld, introduced the icfruits range and in August 2006, the Gold Coast Food Forum awarded the product a silver gong for the most innovative product of the year.

Does the range extend beyond fruit?

QFP has released a wide product range of herbs and spices including gourmet blends of great seasonings and tastes, seasoned breadcrumbs, flavoured salt flakes and unusual coating mixes. Its cracker jar blends are sold through local IGAs and our facility at Burleigh.

What gives the company its competitive edge?

QFP has incorporated its beliefs and values into its mission statement to keep everyone on the team apprised of their fundamental importance and responsibilities. We delineated management responsibilities and established a general governance structure to manage business activities.

In addition, we implemented systems that carefully monitor - production costs, inventory control, customer profile data and surveys, sales targets and results, pricing methodologies, purchasing terms and policies, terms of trade and credit policy. QFP utilises a weekly reporting system that monitors its performance against critical KPIs.

Where to for the company in the future?

We're designing several new manufacturing systems in the areas of cold storage and rapid freezing that will greatly improve productivity and increase inventory turnover while maintaining the highest standards for food handling and storage.

A communication network is also being developed to keep our existing customer base informed of new products and specials. Its goal is to increase the sales made per customer per month by expanding the range of products available. In this regard, the company's plans for expansion include the introduction of a more expansive product range that satisfies the health food consciousness of the general public.

Do you have any advice for would-be small business operators?

Simply, if you do what you really know and people want to buy it at a price that gives you a fair living and makes them happy and secure for the future, then you are at the beginning of a great endeavour. To get beyond that point takes a much deeper understanding. We are discovering that as we go.