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Australia’s most powerful all-in-one ERP for primary & secondary produce wholesalers

Save time, cut costs, and grow faster, with a system built specifically for the pace and complexity of fresh produce.

Trusted by produce wholesalers across Australia

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“Processes are so much easier and there’s less human error, which is what we want. The stability of the software program has been fantastic. We've had zero downtime over the past seven years.”

Pat Rositano, Managing Director

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Fresh produce moves fast. Your systems should too.

Wholesale produce businesses deal with constant price changes, fluctuating supply, retailer EDI orders, and fast-moving warehouse operations. Trying to manage all of that across spreadsheets, disconnected accounting tools, and manual processes creates delays, mistakes, lost margin and a lot of headaches!


A connected ERP gives you one source of truth across pricing, inventory, buying, orders, delivery, and finance, so your team can move faster with confidence.

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  • Reduce manual entry and duplicated work

  • Improve visibility across margins, stock, and orders

  • Strengthen traceability and compliance readiness

  • Scale operations without chaos

Choose the ERP built for your type of wholesale operation

Your business isn’t generic, and your ERP shouldn’t be either. Fresh is configurable and designed around real produce workflows.

Fresh supports the two main operating models in produce wholesale:

Primary wholesalers (Market Agents) who sell produce on behalf of growers through markets or direct channels.


Secondary wholesalers (Distributors) who purchase produce, hold inventory, and resell to retailers, hospitality, and food service customers.

Solutions
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Fresh Market Agent


(Primary Wholesale ERP)

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Built for primary wholesalers who need speed, accuracy, and lot-based control.

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Lot-based profitability reporting for real-time margin visibility.

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Touchscreen sales for fast order processing.

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Compliance tools aligned to industry requirements (incl. Horticultural Code workflows).

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Track grower consignments, manage payback calculations, and see profitability by lot in real time without manual spreadsheets.

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Fresh Distribution


(Secondary Wholesale ERP)

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Built for secondary wholesalers managing inventory, sales, and fast-moving pricing.

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Automated pricing updates, no more spreadsheet chasing.

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Pallet and crate tracking for better visibility.

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Automated purchase orders based on stock needs.

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Handle frequent buy price changes, manage warehouse stock accurately, and process high volumes of customer orders without losing margin visibility.

One platform to manage the core functions that wholesalers rely on every day.

Everything connects in one system, so your team isn’t re-entering data across spreadsheets, accounting tools, and warehouse systems just to keep operations running.

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Manage payments and invoices with fully integrated accounts payable and receivable

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Order entry, customer management, and fulfilment

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Inventory, warehouse, stocktake, and wastage reduction

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Traceability, records, and audit readiness

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​Buying and receiving workflows, and Pricing and Margin control

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Order entry, customer management, and fulfilment

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Add-on modules to match how your business works

Need extra capability? Choose modules designed specifically for produce wholesale operations.


Examples include:

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Online ordering for customers

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Packing & repack workflows

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Proof of Delivery and real-time delivery tracking

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Touch-enabled sales tools

These modules extend the core ERP so you can support growing order volumes, delivery operations, and customer expectations without adding disconnected software.

Free guide: Secondary Wholesale at Scale

How to streamline, grow, and stay profitable

Secondary wholesale moves fast, and scattered systems can’t keep up. This guide shows how ERP unifies pricing, inventory, operations, ordering, and compliance so you can scale with control.

What's Inside:

  • Breaking the margin trap

  • Controlling inventory and wastage

  • Real-time operations without the stress

  • Online ordering that works for you

  • Compliance made simple

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WA Farm Direct: Scalable from Day One

Highlights:
 

  • Onboarded in two days, accelerating time-to-trade

  • Reduced manual entry with chain store EDI

  • Boosted operational visibility with Fresh Direct & Insights

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Express Wholesalers: Scaling Smarter

Highlights:
 

  • Saved 3–4 hours/day on back-office tasks

  • Zero recorded downtime over seven years and counting

  • Improved packing accuracy with digital scale integration

See how wholesalers scale with Fresh

If you want an ERP partner who understands produce workflows and supports your growth, let’s talk.

See how Fresh handles pricing changes, inventory control, EDI orders, and day-to-day wholesale operations in a live walkthrough.

Book a demo or request a no-obligation business review consultation.

FAQs

What is an ERP system for fresh produce wholesalers?

An ERP (Enterprise Resource Planning) system is an all-in-one platform that connects your accounting, purchasing, inventory, sales, dispatch, compliance, reporting, and pricing, so everyone works from the same real-time data instead of spreadsheets and disconnected tools.

How quickly can a produce wholesaler get up and running on Fresh?

Onboarding time depends on your processes and complexity, but Fresh has enabled rapid setup, with a customer becoming operational within 2 days, accelerating time-to-trade through tailored onboarding and training. 

How does Fresh reduce waste and improve inventory control in a fast-moving warehouse?

Fresh supports tighter control with a single view of stock movements, clearer visibility of what’s on hand and where it’s stored, and more structured receipting and stock management, helping prevent overstocking, aged stock, and daily surprises. 

Is Fresh designed for primary wholesalers, secondary wholesalers, or both?

Fresh is purpose-built for the produce industry and supports both models: market-based primary wholesale workflows (including grower agreements and payback controls) and secondary wholesale distribution workflows (pricing, warehousing, dispatch, ordering, and reporting).

How does Fresh help secondary wholesalers manage rapid price changes and margin pressure?

Secondary wholesale margins can disappear quickly when buy prices move multiple times per week. Fresh helps by bringing purchasing, inventory, and sales data into a single, connected view, enabling faster pricing decisions and tighter margin control. 

Can Fresh support online ordering for my customers?

Yes. Fresh can support online ordering so customers can place orders with more accurate, up-to-date information, reducing back-and-forth calls, manual entry, and order errors as volumes scale.

Does Fresh integrate with EDI for major retailers and chain stores?

Yes. Fresh supports EDI integration to reduce manual data entry and improve the speed and accuracy of handling chain store orders. This has been used for retailer order processing, including major partners noted in customer outcomes.

How does Fresh help with compliance, traceability, and audit readiness?

Fresh supports consistent record-keeping across purchasing, stock movement, and operational processes, helping build a clearer audit trail. This is especially important where compliance requirements include the Horticulture Code of Conduct and broader food safety and QA expectations.

Does Fresh include accounting, or will I need separate finance software?

Fresh is designed to unify operational and financial workflows so purchasing, dispatch, invoicing, credits, and accounts aren’t managed in disconnected systems, reducing double handling and reconciliation friction in day-to-day operations.

What outcomes have other produce wholesalers achieved with Fresh?

Customers have reported measurable improvements, including reducing manual data entry via EDI, improving operational visibility through additional tools/modules, saving 3-4 hours per day on back-office tasks, improving packing accuracy via scale integration, and achieving zero recorded downtime over an extended period.

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