Freshmax Group focuses its IP efforts
Freshmax has announced the launch of a new entity - Innovar® - which will be dedicated to the research and development of new varieties.
The Freshmax Group has this week announced the launch of a new entity within the group. Innovar® will be entirely dedicated to the research and development of new varieties and fruit types.
Innovar® to lead Freshmax Group intellectual property business
The Freshmax Group has announced the formation of Innovar® – the company’s own intellectual property commercialisation business.
Freshmax is a multinational fresh produce marketer that delivers a variety of key sales and distribution functions across a number of regional platforms in Australia, New Zealand and North America. Freshmax employs over 300 people across 14 locations around the Pacific Rim.
IP development has become a major component of Freshmax’s strategic plan over the last five years and Innovar® represents a major leap forward in the Group’s dedication to further development. Freshmax has become a market leader in the commercialisation of in-demand IP varieties in Australasia and is now looking to apply its expertise in the US and other markets.
Innovar® allows the group to focus all of its IP resources within a single structure and will remain focused on the licensing of new varieties, brand development, production planning and delivery to market. Currently Freshmax manages some well-known properties in New Zealand and Australia including the Mahana Redâ„¢, Kanzi® and Modi® apple brands, and the highly unique Munch’n® Kiwiberry.
Innovar® will be manned by Rene Hylkema – New Variety Manager in New Zealand, Andrew Maughan, Australian – IP & Commercial Manager, and Simon Gillett – GM IP, Category & Marketing, who is based in North America.
"We continue to see huge value being delivered through the control and management of new varieties and brands in our major categories. This value directly benefits our suppliers as well as our customers and is only set to increase in the future."
According to Gillett, “We continue to see huge value being delivered through the control and management of new varieties and brands in our major categories. This value directly benefits our suppliers as well as our customers and is only set to increase in the future.”
Freshmax/Innovar® holds territory licenses for multiple IP varieties, including: Kanzi®, Kiku®, Mahana Red®, Angelys®, Modi®, Sumo Citrus®, Piqa® Boo®, Tango, Gold Nugget, Crimson Snow®, Sunworld® series, Lani®, Starletta®, Munch’n® Kiwiberry, and Intense® Tomato.