In­no­var ™ en­ters new phase

The Orchardist - - >>Orchard Management -

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.”

Newspapers in English

Newspapers from New Zealand

© PressReader. All rights reserved.