THE VISION OF 'THE LEAF'
Australian Fresh Leaf Herbs is aiming to become the nation’s industry leader of fresh garnishing products in the Australian market within 5 years. To achieve this goal the business is driven by four core pillars of excellence;
PRODUCING - INNOVATING - MARKETING - DELIVERING
Farming is the core of our business. Our farms are our largest asset and will continue to grow into the future. Being great growers of fresh produce allows us to have an insight into what is required to set the platform to deliver high quality products all year round.
The current base of the Australian Fresh Leaf Herbs’ farming operation is located in Victoria near Clyde and will continue to be the headquarters of the Fresh Leaf business. However we are planning on developing a large scale production facility in the Northern Territory in 2012 to accommodate the growth that we are experiencing annually.
Our farming teams, lead by William Pham are continually looking at new, innovative and sustainable ways to produce our raw products. We listen and learn from some of Australia's greatest farmers that have delivered quality produce to Australian consumers for the last century.
We are always eager to support and work with young farmers and existing farmers that contribute to our annual raw product supply.
Our focus is to build our suppling growers businesses. By being growers ourselves we understand the importance of things like;
- Providing comprehensive 6-12 month demand forecasts through our “MySupply” program
- Prompt and regular payments to growers
- Strict quality rating, control systems and the need to report issues immediately
- Clearly defined expectations and two-way communication
- Undertaking business with trust and integrity at all times
We do not want our customers to see our suppliers as suppliers. Instead we see them as partners of our business. And like any great partnership - when our partners do the right thing by our supply chain everyone in that supply chain reaps the rewards. It’s a win-win for all parties.
From a manufacturing perspective our focus is continual evolution and development of processes. We look at things not only like cost savings benefits to the production process but ways to make the job easier and safer for staff and suppliers. We are constantly looking at developing sustainable methods around packaging and ways to reduce our carbon foot-print.
Innovation is the foundation of ‘The Leaf' and will remain the main driver that will continue to define our company into the future. We believe that innovation is the key to a company’s “reason for being”. If you believe in it, then you can build it!
In April 2008 we had a dream of supplying our product in the same way big manufacturers like Coke Cola, Kraft and Uncle Toby's do and that is to;
1) Supply a branded/identifiable product that the consumer will demand
2) Support our retailers in growing our range through education and understanding of the consumers changing requirements
3) Create an easier method for our distributors to order and dispatch our products through supply chain innovation.
4) Develop our products around customer needs and requests
This approach has and will continue to shift our business into new products and supply chain innovation and idea's that should keep supply chain stakeholders and consumers impressed with not only the products but the service and innovation that we deliver.
We have a strong policy in our business to continually delight our customers and consumers throughout our entire supply chain experience. We are proud that we have less than 0.1% error rating in the delivery of our products.
Our business is continually looking at ways we can reduce this to zero, and for the environment we work in this is very difficult to achieve as we are dealing with highly perishable products with a complex supply chain.
Our vision for the delivery of our products is to continually benchmark and improve the way in which we do business. We have undertaken a continual improvement program on our own current benchmarks. We are aware of what our competitors are doing and how they are tracking. We use this information as benchmarks and we ensure that we are matching if not exceeding their results.
In conclusion, I hope this gives you an insight into the essence and heart of what 'The Leaf' is about.
We are constantly looking at improving our performance and always open to new ideas and better ways of delivering our products.
If you are a consumer we hope you enjoy our products and we welcome your ideas and feedback.If you wish to stock our products we would appreciate the opportunity to discuss how we can get your customers buying and using our products on a regular basis.