Success Stories: Garry Jowett KeepFresh Technologies
Despite specifically targeting English speaking countries, Garry Jowett had his first export success in the Czech Republic.
And, he attributes much of his subsequent export success to his participation in the TradeStart program.
There’s no denying that his product has universal appeal. Through his company, KeepFresh Technologies, Mr Jowett manufactures a product that keeps fruit and vegetables fresh. His technology reduces household waste and helps commercial users to keep food fresh in storage and transit.
KeepFresh works by removing ethylene gas from the storage environment. In doing so, the storage life of fruit and vegetables can be extended by up to six weeks.
“Fresh produce wastage costs Australian households more than $15 million per week, so the global wastage figure is enormous,” Mr Jowett said.
“Exporting was identified as a critical component of the business plan when KeepFresh was established in January 2003 and our export objective is to establish trade in as many locations as possible,” he said.
“There is a definite gap in the global market for a consumer product like KeepFresh and we believe we have an opportunity to establish our product as an international brand.
“In addition to the Czech Republic, we have had sales in Fiji, Noumea and the Philippines. We are also in discussions with South Africa, Singapore, Canada, Holland, Italy, New Zealand and the United Kingdom.
“Participation in TradeStart allowed us to make direct and immediate contact with key prospects for an initial product assessment. It has also enabled us to enter markets which were not on our initial radar screen.
“Assistance with market assessment and filtering of prospects has ensured targeted and timely activity.
“Language assistance in the Czech market was also invaluable for translating packaging information.”
KeepFresh employs three staff directly and several more people are employed indirectly through the outsourcing of product packaging and construction.
Mr Jowett said the greatest challenges have been market knowledge, prospect identification, distribution chain understanding and strategies, and the costs involved in gaining knowledge and experience.
His advice to other first-time exporters is to join TradeStart, be willing to talk to all interested parties and ensure a professional product information package is available for prospects.
