Meat and dairy products may be among the most advertised brands in the market but the importance of fruits and vegetables in the daily diet cannot be over-emphasised.
Subsisting in a perishable market, dealers in fruits and vegetables must constantly monitor movements and ensure that their products are sold before they become unworthy of consumption.
As a country of migrants, New Zealand’s population demonstrates an insatiable demand for fruits and vegetables and with more than 140 ethnic groups, the market for these are potent indeed.
Get Fresh is a significant player in the market and owner Naushad Hussain Ali is aware of its responsibility, among which is twice weekly import of good vegetables and fruits from his native Fiji.
Quality, consistency in supply, good service and appropriate pricing are among the ingredients that make the recipe of success. Soon the market began to accept the products imported by Get Fresh and they became the favourites of almost all ethnic groups for their exclusive taste and variety.
Holding prices
“Although the imported products are in great demand at Get Fresh outlets, we make them available to a few other retailers. We have constructed our own warehouse at the Otahuhu facility,” Mr Ali said.
Get Fresh is family business, which he established about five years ago, after purchasing an existing company.
He commenced operations at its original location in Otahuhu (81 Station Road) and now has a branch in Tipuki in Tauranga.
Get Fresh understands one important factor- that customers need to buy vegetables and fruits for their daily needs and hence these must be available at affordable prices.
“We have tried to maintain the prices of most items sold over the past several years. We want people to lead healthy lives,” Mr Ali said.
As well as a wide range of produce, Get Fresh imports and markets spices, rice, wheat, flour, dhal and many other items of household need.
Growing Halal
A new butchery at the store in Otahuhu caters to Halal customers.
“The awareness for Halal has been growing, followed by demand. Although we are in the business of fresh fruits and vegetables, the need to stock and promote other products related to food has been pronounced,” Mr Ali said and added that while Muslim customers have always been conscious of the religious implications of Halal, others are increasingly subscribing to the belief that Halal is healthier and safer.
He paid tributes to his uncle Amjad Ali who founded the company and his father Hussain Ali.
“They are my mentors who have guided me throughout my life. I owe my success to them. They personify the saying that entrepreneurs of Indian origin possess and display a deep-sense of commitment that is hard to beat.
“They are hardworking, diligent and enthusiastic. Their penchant for family unity and participation in progress is unbeatable,” Mr Ali said.
