Innovar ™ enters new phase
For many years, the Freshmax Group has played a major role in the commercialisation of intellectual property (IP) brands and varieties in the Australian and New Zealand fresh produce markets, both domestic and offshore.
Since 2014 this has been exclusively governed by its dedicated division, Innovar™. Freshmax currently holds more than 20 IP varietal and brand licenses across Australia and NZ with more than A$150 million in annual revenues forecasted at full production. It’s expected that this value will increase as further material is brought on stream over the coming two or three years.
The new entity will retain its well-recognised brand name (a hybrid of the words innovation and variety) and its leadership, with Simon Gillett set to take on the role of Innovar™ chief executive.
“By granting Innovar™ more autonomy and independence we afford it the freedom to build new and interesting partnerships and joint ventures with large scale produce organisations across the globe, who previously may have seen a partnership with Freshmax as a conflict,” he said.
“With a number of these partnerships already in negotiation, Innovar™’s new phase of growth is already underway.”
Innovar™’s varietal selection process previously hinged on selecting varieties that were primarily focused on strongly enhancing the supply portfolio within the group’s Australasian regional base of operations. However, with its new-found autonomy, Innovar™ will be free to explore IP opportunities across the globe with partners of all shapes and sizes, not just the Freshmax Group.
Innovar™ will operate as a services business, offering a solutions set that includes;
Establishment of commercial and royalty models
Establishment and roll out of license structures
Outreach and appointment of partners across the world
Development and ongoing governance of brands
Provision of “take to market” services to support inmarket partners in getting brands off the ground. Initial team members joining Gillett will include Rene Hylkema and Tania McAnearney in NZ and Matthew Crouch and Andrew Maughan in Australia.
“Over time we see significant scope for expansion both in terms of resource and also expertise, but for now we will be focusing on the deals at hand,” Gillett said.
“Within the Freshmax Group we have always tried to scope the longest-term outlook with regards to IP,” said Murray McCallum, group chief executive.
“We have gone further and are now looking at the larger scale role that we can play in ensuring the sustainable proliferation of IP for a wide range of categories’ needs and opportunities, regardless of market.”