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What are the distribution channels for microgreens, micro herbs, and wheat grass in Sydney, Australia?
Hi there, and thanks for your question regarding distribution channels for microgreens/herbs and wheatgrass in Sydney, Australia. The most useful sources I found were the homepages of the various area produce distributors, like Bidvest and Australian Wheatgrass, which clearly outlined how the ecosystem ran. Below, is my research methodology in addition to the overall findings and in-depth analysis of major players in this industry.
RESEARCH METHODOLOGY:
I first searched for whitepapers or business articles that might profile the microgreens/wheatgrass distribution in Sydney. Interestingly, there didn't appear to be any substantive content about this activity. Then I researched the actual homepages of the distributors of this produce in Sydney. This tactic was much more successful, providing insights into grower relationships, packaging basics, transportation methods, e-commerce activity and social media impact.
--For ease of reading, my layout for this answer entails--
I) The Main Distribution Channels Flow Chart
2) Overview of Findings
3) Quick Details - Distribution
4) Examples of Distributors
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MAIN DISTRIBUTION CHANNELS OF MICROGREENS/MICROHERBS/WHEATGRASS IN SYDNEY, AUSTRALIA:
--In general, there are two main distribution channels.--
• 1) Grower => Wholesaler/Distributor/Supplier => Retailer/Restaurant/Grocer => Consumer
• 2) Grower => Courier/Mail/Open Market => Consumer
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OVERVIEW OF FINDINGS - The Sydney Distribution Ecosystem:
In general, the distribution channels found for microgreens/herbs and wheatgrass in Sydney, Australia include small, private companies and a few large, established companies. The companies call themselves distributors, wholesalers and suppliers. The methods of transportation for the produce include trucks (including semi-trailers), couriers and postal mail. Retailers, grocers and restaurants are most likely to have truck delivery. For direct-to-consumer sales, some growers bring their produce right to the open Sydney food markets. Consumers can also have some micro produce mailed/delivered right to their front doors. Because of spoilage issues, some vendors only have limited schedules of delivery services, such as Australian Wheatgrass, which only delivers in Sydney on Tuesdays.
Freshness is, indeed, a top concern of the growers and distributors--as well as to the end consumer. The shipment methods include hand harvesting and packaging of the microgreens/herbs. Sometimes items are packaged in plastic containers or are put right into cardboard boxes. Some plants are actually shipped in water. The most standard way for shipments include the produce being in pots or in trays/punnets.
Some consolidation and collaboration is taking place among some produce growers in their dealings with distributors. As an example, Australian Fresh Leaf Herbs works with various growers across Australia in order to coordinate and group their shipments through distributors. It makes the distribution process easier and quicker, with less handling of the produce.
The various distributors often highlight their close partnerships with farms. Export Fresh, for instance, works withe 12 growers and Australian Fresh Leaf Herbs works with 15 growers. Export Fresh describes itself as the largest distributor of microgreens in the area due to their vast network. The company even extended their firm by buying a farm outright, so that they could grow hydroponically-grown produce.
The few larger players in the distribution channel, such as Bidvest and Export Fresh, tend to have a more sophisticated online presence, including robust social media interactivity. Bidvest has an e-commerce platform, including an app that allows clients to order microgreens. Export Fresh offers an E-mail/online newsletter. In the newsletter, the firm profiles a petite bouche chef of the month, showing beautiful pictures of microgreens/herbs.
Overall, the ecosystem of distribution of microgreens/herbs and wheatgrass in Sydney appears small, but well organized. Technology, via e-commerce and social media, has begun to enhance and quicken the distribution process. Trusted partnerships have developed, linking a supply chain that addresses the needs of retailers and consumers, alike.
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QUICK DETAILS--DISTRIBUTION ECOSYSTEM:
• General Methods of Operation:
--Distributors often have personal relationships with the growers.
--Some growers band together so that they can consolidate their shipments through selected distributors. [ie. Australian Fresh Leaf Herbs]
• Methods of Packaging:
--Many growers/distributors ship the products live in pots, punnets or water. [ie. Australian Wheatgrass]
--Usually, the produce is packed at the grower's facility before the distributor picks it up for delivery. [ie. Australian Fresh Leaf Herbs]
--If the products' leaves are individually plucked, they are often placed in large, sturdy boxes. [ie. Export Fresh]
--Many of the microgreens/herbs are picked and packed by hand.
• Methods of Transportation:
--Couriers such as Fastway can be used for home delivery.
--Australian Post can deliver the produce through the mail.
--Trucks, including semi-trailers, are used by the largest distributors.
• E-commerce and Social Media Activities:
--Some of the smaller distributors have simple websites with little to no e-commerce capabilities or social media presence. [ie. Gourmet Herbs]
--The larger distributors have sophisticated e-commerce platforms, including apps and active social media interaction.
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EXAMPLES OF DISTRIBUTORS OF MICROGREENS/HERBS OR WHEATGRASS IN SYDNEY:
Details:
This company is one of the largest distributors in the Sydney area, providing the top chefs and Sydney food markets with an extensive collection of fresh microgreens and microherbs. They maintain close relations both with their 12 growers and their customers. They actually profile a top chef using their products in their online newsletters on a weekly basis. A very active social media presence includes Facebook, Twitter and Instagram.
Details:
This firm dubs itself the “Fresh Food Specialists,” and they supply fresh produce, including microgreens and microherbs, throughout Australia, including Sydney. They also tout their close relationships with growers as a key strength of their offerings. They claim that their logistics network for foodservice delivery is the largest in Australia. Bidvest also has an e-commerce solution and an app so that retailers/foodservice companies can order online with ease.
Details:
This firm works with a national network of growers and retailers/foodservice clients, offering microgreens. They also work with sub-distributor partners throughout the country, including Sydney. This company is also an exporter. Flowerdale Farm sees itself as a true partner of its grower and retailer networks.
Details:
This company claims to have introduced wheatgrass to Australia. They deliver trays of wheatgrass and wheatgrass juice to retailers and juice restaurants and consumers throughout Sydney and elsewhere. This firm actually grows the wheatgrass as well as distributes it. They also work with resellers. For the direct deliveries, the company ships through the Australian postal service.
Details:
This grower brings their microherbs and wheatgrass straight to the Sydney Markets in order to sell directly to the public and/or restaurant buyers. They also take custom requests from restaurants to grow special microherbs. The produce is grown hydroponically and is sold in punnets/trays.
Details:
Over 50 years in existence, this Sydney-area firm works closely with local farmers in order to sell produce, including microgreens/herbs to restaurants, retailers and even schools and nursing homes. The website mentions that the produce can be delivered to the front door of the restaurant/retailer. The company has a social media footprint that includes Facebook and Instagram.
Details:
Based in the Sydney suburb of Clyde, this grower of microgreens/herbs explains its distribution flow chart very clearly on its webpage. They also partner with 15 farmers across the country. They actually pride themselves on their delivery system, connecting growers, distributors and the consumer. They consolidate all the ordering for the farmers to the correct distributors. The social media footprint includes Facebook and Twitter accounts.
Details:
This Sydney-based grower/supplier of wheatgrass and microgreens only has deliveries to Sydney on Tuesdays. The company uses Fastway courier service as well as Australian Post. All punnet/tray shipments are trackable and can be delivered to the customer's front door. The firm has an active Facebook account.
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To wrap it up, the Sydney microgreens/microherbs/wheatgrass distribution ecosytem is tightly run by assorted small and large companies working closely with growers. E-commerce, apps and social media are being used by some of these distributors to great effect. Freshness is of top concern to all participants in the supply chain.
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