The Whole Fruit and Grocery Store Sylvania

The Whole Fruit and Grocery Store Sylvania

Southgate Shopping Centre, Princes Hwy & Port Hacking Road, Sylvania NSW 2224

02 9544 7822

fruit@thewholefruitstore.com.au

Breathing new life into a 20-year-old greengrocer in Sydney’s Sutherland Shire are Daphne and Frank Raiti who took over The Whole Fruit and Grocery Store in August 2018.

Frank’s background in fresh produce and Daphne’s experience in marketing and management were instrumental in rebranding and transforming the store to better target its offerings.

“Everyone is pretty savvy about what they want these days so it’s offering something different,” says Daphne.

“You have to cater to everybody and we find our customer base is very diverse. People appreciate the freshness, and people from all backgrounds come in and buy what they’re used to because we’ve got it.”

The store stocks a range of fresh produce sourced from Sydney’s wholesale market, and includes a large deli and grocery selection. Daphne says there are challenges with having major supermarkets in the same complex, but she makes sure the store keeps fresh and varied produce as a point of difference.

“For us it’s about being more flexible and doing what the big guys can’t. That’s where we beat them because our customers trust us to deliver the products they want and can’t get anywhere else.”

Original story by Produce Plus Magazine

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