Newsroom

Woolworths’ partnership with sustainable Australian grower Flavorite, a family-owned business that uses advanced glasshouse technology to grow fresh produce, has entered its fourth decade.

The supply arrangement delivers 5.6 million kilograms of produce to stores every year and gets fresh tomatoes from vine to shelf within 24 hours.

 

  • Woolworths is celebrating a 30-year partnership with Australian-owned grower Flavorite, which supplies fresh produce using advanced protected-cropping methods.

  • The grower's six-hectare glasshouse yields approximately 5.6 million kilograms of produce annually, using sustainable methods like closed-loop water recycling and CO2 capture.

  • Freshly harvested tomatoes, including the new Tiny Berry Tomato, can arrive at Woolworths stores within 24 hours of being picked.

 

What is the secret behind Flavorite's fresh produce?

“It’s all based on flavour,” says Tom Millis, reflecting on his Dad's founding goal for the company.

For three decades, Flavorite has nurtured a partnership with Woolworths defined by a shared commitment to sustainable greenhouse agriculture and high-tech innovation.

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At the heart of Flavorite’s production is a six-hectare glasshouse that produces roughly 5.6 million kilograms of fruit and vegetables annually.


At the heart of Flavorite’s production is a six-hectare glasshouse that produces roughly 5.6 million kilograms of fruit and vegetables annually. 

The facility operates on a low-energy model, with a diffused glass roof that scatters natural light to ensure every leaf is illuminated. During the day, natural gas boilers provide warmth, and the resulting carbon dioxide is captured and redirected into the glasshouse to help the plants grow.

The team also operates a circular water management system, collecting run-off from the growing gutters and recycling it to prevent waste. This allows the team to maintain healthy plants all year round to help feed Woolworths customers.

"It's not just growing great produce, it's having an amazing team behind you to do it," says CEO Mike Nichol.

This combination of a dedicated team and efficient logistics is what makes the "glasshouse-to-shelf" experience possible. Tomatoes can arrive at Woolworths stores within 24 hours of being picked.

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How is Woolworths involved in developing new products?

How is Woolworths involved in developing new products?

Flavorite’s dedication to quality is rooted in rigorous testing. By trialing varieties that have performed well overseas and collaborating with Woolworths on joint taste panels, they ensure each new selection meets the expectations of Australian shoppers. The Tiny Berry Tomato is a direct result of this collaborative approach.

Once the tomatoes reach their destination, the care continues. Woolworths team members place the utmost importance on proper store-level handling, with truss tomatoes kept out of the coolroom and displayed in single layers to protect them from bruising.

Through 30 years of continuous trials, technological advancement, and a shared dedication to fresh food, the partnership between Woolworths and Flavorite continues to set the benchmark for Australian greenhouse farming.