Our Story

It all started on a farm in 1975

Our business was founded in 1975 by Arthur Kneebone, a passionate vegetable grower in Melbourne, Australia.

Arthur was deeply committed to delivering his produce in the freshest way possible, which led him to create innovative packaging solutions that revolutionised how producers across Australia supplied stores. His belief in people was a core value, and it was fitting that in 2010, Stephen Fanous, one of his mentees, joined him as a business partner.

Together, their shared passion for fresh produce transformed the fruit and vegetable industry, leading to the opening of several new stores across Melbourne. Unfortunately, Arthur passed away in 2017. Stephen, now the Managing Director, has built on their partnership, shaping a mission focused on making fresh food accessible to everyone, every day.

Originally, we started as growers and then expanded into wholesaling. The natural next step was to sell directly to consumers through stores located in key shopping centres around Melbourne.

Our approach to our stores is to bring the experience of a fresh market into local shopping centres across Australia.

What sets us apart from other produce retailers is our comprehensive knowledge of every stage of the process - from growing to wholesale, to selling directly to consumers in our stores. We have done it all ourselves and understand the challenges faced by growers and wholesalers. This experience fosters a deep respect for all parties involved, and we always honour our commitments.

We also proudly support HeartKids Australia, along with various community-based sporting teams and charities.