Freshmax Group, a leading supplier of fresh produce in Australia, has strategically appointed Reg Weine, the former CEO of Bubs Australia, as its new chief executive officer.
In a recent statement, the company emphasized Weine’s extensive experience, spanning over 25 years in both public and private markets, particularly focusing on the agri-food sector and fast-moving consumer goods (FMCG).
Weine’s most recent tenure was as CEO of Bubs Australia, where he successfully led the infant formula company from August 2023 until July of this year.
Last year, investment manager Roc Partners acquired Freshmax and articulated plans to make substantial investments aimed at fostering the company’s growth while preserving its current structure and leadership.
The acquisition marked a significant transition for Freshmax, which was previously under the ownership of a diverse group of shareholders, including Maui Capital and its employees. At that time, the company’s annual sales surpassed A$300 million (approximately $212.6 million).
In announcing Weine’s appointment, Todd Winkley, Roc Partners’ Vice President of Food and Agriculture, stated: “Reg is an accomplished leader with a proven track record in agri-food, and he joins Freshmax at a pivotal time as we seek to build on our initial investment and fulfill our growth strategy.”
Furthermore, Weine has held various senior roles in notable companies, including SPC Ardmona, Bulla Dairy Foods, and Blackmores. His leadership experience is further complemented by his previous positions as a board member of the Australian Food & Grocery Council (AFGC) and as chair of Maggie Beer Holdings Otway Pork and Apple & Pear Australia Limited.
Upon accepting his new role, Weine expressed his enthusiasm: “I’m excited and honoured to be leading the Freshmax team as we continue to transform into a major vertically integrated fresh produce business.”
Notably, while Freshmax does not own growing assets, the company operates an intellectual property management division that oversees marketing, propagation, and growing rights, which are strategically sub-licensed to growers.
The company’s brand portfolio features a diverse array of both owned and licensed brands, including the popular licensed varieties such as Tangold mandarins, Mountain Blue blueberries, Lani cherries, and Modi apples.
