Moffatt Fresh Produce Turns 100!
In a time when the average lifespan of an Australian company sits at just a decade, Moffatt Fresh Produce shines as a remarkable beacon of resilience and longevity.
Nestled in the rural area of Tarome, in the Scenic Rim region of Queensland, this family-owned business is celebrating an incredible 100 years of bringing the freshest produce to communities all over Australia. This year, Moffatt Fresh Produce marks a century of delivering household staples like carrots, onions, celery, and pumpkin to families nationwide. To honour this significant milestone and glean insights from a five-generation, ten-decade-old business, we sat down with Steven Moffatt, Director of Moffatt Fresh Produce.
Q: Hey Steve – 100 years is no small feat. Can you take us back to the origins of Moffatt Fresh Produce and share a few key milestones in its history?
Steven: All the way back in 1924, Robert Moffatt settled in Tarome with his family and started the business. After his passing in 1938, his wife and son – who is my grandfather, Alan – took over, focusing on dairy cattle, potatoes, and legumes.
In the 1960s, Don and Greg Moffatt continued the farm, introducing carrots and pumpkins. By the 1970s, they had diversified into beans and field peas. Our focus switched to carrots in the 1990s, and in the 2010s, we pioneered electronic visual grading for carrots. Today, our carrot production is ten times what it was in the 2000s!
Our main business these days is carrots, celery, onions, and pumpkins. Our rich history means we’re very lucky to have such an experienced workforce. While the basics of farming remain, advancements in technology have helped us guarantee top quality and freshness. GPS and satellite technology, along with modern machinery, have enhanced our farming practices significantly and improved our yield, produce quality, and soil health.
Q: There have certainly been several generations involved in the business! At what point did Moffatt Fresh Produce begin supplying produce to Woolworths, and how has this relationship grown over the years?
Steven: We began indirectly supplying Woolworths in the 1970s and established a direct supply arrangement in 2012. Working closely with Woolworths allows us to bring fresh, high-quality produce to Australian families daily. Our partnership has grown over the years, and we collaborate on important issues such as sustainability and combating food waste, which is very rewarding.
“It’s fantastic to commemorate such a strong, deep-rooted partnership, and the fact that both businesses celebrate 100 years in 2024 is a great milestone to celebrate and reflect on. For many decades, the team at Moffatt Fresh Produce have grown and developed their business with Woolworths to the point where they are one of our largest carrot producers today. Great communication and transparency provide the platform for both businesses to work seamlessly together and manage the challenges that working with agricultural products can throw at us. With this strong, long-term partnership, we are really excited to see what the coming years bring, and we will be working hard to continue to drive the strategic partnership to even greater levels.”
Cormac Deery, General Manager Buying Vegetables
Q: Absolutely! Speaking of which, Moffatt Fresh Produce was the first supporter of the Woolworths Reindeer Carrots initiative. Can you share more about your drivers to support the cause?
Steven: The WIRES Reindeer Carrot initiative started after the 2019 bushfires, and we were more than happy to support Woolworths’ donations of 10c from every bag sold to support wildlife rescue and habitat recovery. It’s been a meaningful way to give back to our environment.
Q: It really is, and over $1 million in donations was achieved over the last Christmas period! In your day-to-day, how do you incorporate sustainable practices in your farming operations?
Steven: We use sustainable practices like cover cropping, crop rotation, integrated pest management, and varying irrigation and water management strategies. These practices focus on maintaining nutrients in our soils, reducing water consumption, and favouring organic over chemical controls for pest, disease, and weed management.
Q: It’s clear that you’re mindful of your impact. How do you see your role in not just supplying produce, but also in supporting the wellbeing of communities across Australia?
Steven: We feel privileged and obligated to provide nutritious vegetables, contributing to the health and wellbeing of Australian families. We aim to educate and encourage daily vegetable consumption.
Q: Awesome! We’ve only brushed the surface of Moffatt’s history, contributions, and evolution – but reflecting on the 100-year milestone, what are you most proud of?
Steven: Just having made it 100 years is remarkable enough in itself and something that the Moffatt family is immensely proud of. There is no greater satisfaction for me as the 4th generation farmer to see my father, the 3rd generation, be so proud of the legacy he helped to build and continue now into the 5th generation through his grandchildren. We are proud to remain family-owned and operated now and long into the future.
Q. How are you celebrating this significant anniversary, and what message would you like to share with your customers and our Trade Partner community?
Steven: We’ve introduced a new truck and trailer to our refrigerated transport fleet. It’s a tribute to the Moffatt family, specifically to Alan ‘Scott’ Moffatt, my grandfather and the key driver in establishing the Moffatt Fresh Produce business many years ago. It also pays tribute to the land on which the Moffatt family settled 100 years ago and continues to farm today. Later in the year, we will take the opportunity to celebrate 100 years with our family, friends, employees, suppliers, and customers.
Woolworths is proud of our enduring partnership with Moffatt Fresh Produce, and look forward to many more years of collaboration.
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