Ashley Berrysmith of New Zealand Fresh Cuts recently won the Ernst and Young Entrepreneur of the year.
Under various brand incarnations dating back to the original company launch in 1980, Ashley Berrysmith has helped change the taste buds of New Zealanders who now relish the array of fresh sprouts, salad greens, vegetable mixes, baby peeled carrots and hemp seed oil he passionately produces.
The growth path to becoming the country’s dominant provider of fresh greens in a miniature format has not been without some sobering moments. In 1990, trading then as Sun Sprout Limited, the company established its Sprout Man brand as a mainstream supermarket product.
“Part of the success was by offering the product in its freshest state. We achieved this by installing refrigerated cabinets in Woolworths and Big Fresh supermarkets throughout New Zealand.
“To build on this momentum, we looked at overseas fresh produce trends and identified the achievements of baby leaf growing systems that had been launched in the United Kingdom market by Vitacress.
“In 1994 we launched our own version in a trial at some Woolworth’s stores.”
Great expectations soon wilted as, its focus now is not just on continuing to supply the local market, but also on capitalizing on export successes in Singapore and Hong Kong. The company is also looking to take their products out of this world through a project involving NASA. The aim is to grow fresh greens on their space station missions.
That’s one tiny lettuce for NASA, one giant leap for the mung bean sprout pioneer.
