Home SMART 100 (2013) Freshpak® packaging, distribution and e-commerce system (VIC) – 2013 Anthill SMART 100

Freshpak® packaging, distribution and e-commerce system (VIC) – 2013 Anthill SMART 100


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This innovation came to life when…

After several decades of retail experience, and after winning the Victorian Enterprise Workshop Program’s ‘Best Business Plan’ for networking the horticultural industry, there remained an itch that needed scratching.

With an ongoing interest in technology, and after five years of germination, the FreshPak® packaging and distribution concept was now a viable business opportunity. This ‘disruptive’ business model was proven to overcome many of the inefficiencies, overheads and legacies built into the traditional retail store, gift relay networks and supply chain management processes.

Developing strategic alliances with like-minded businesses enabled Celebration Express to be born.


The purpose of this innovation is to…

The innovation enables a combination of attractively presented perishable gifts like flowers, fruit and gourmet foods to be ordered online, and personalised with a photo or video of the sender, to be delivered at lower cost and in fresher condition.

It does this by…

Nesting packaging modules, offering a wide product combination (including fresh flower bouquets in water – e.g. a dozen roses – in water – in a vase, with chocolates and wine) in an outer container. Technical innovations include NFC microchips and the ability to upload photos and videos from a mobile device for delivery with the gift.


This innovation improves on what came before because…

This innovation improves on what came before because the attractive and sturdy packaging improves productivity and quality control, lowers rents, network commissions and labour overheads, improves distribution and allows order tracking. Orders are allocated automatically to the nearest Distribution Hub by postcode. The customer remains engaged with the upload process whilst retaining the ability to track the order anytime, online.

The benefits to the customer/end-user include…

Customers have a wider choice of quality gifts, can maintain their account online, add names and dates to a ‘special occasion’ reminder service, are guaranteed the freshest products and best pricing and they remain constantly in control of the transaction.


In the past, this problem was solved by…

Using relay networks such as Interflora, meaning the sending florist receives only 75% of the transaction value, potentially compromising the client’s ‘value for money’. The Distribution Hub business model, whist successful overseas, has not been used by this niche in Australia. To our knowledge, the design-registered packaging system is also unique to international markets.

Its predecessors/competitors include…

Most retail sales have been the domain of supermarkets, petrol stations, retail florists, gift relay networks (including Interflora), hamper suppliers, fruit markets and roadside stalls. Sales are hampered by poor presentation, quality and distribution issues.


This innovation is made for…

The FreshPak® platform is an online e-commerce storefront designed for presentation and safe delivery of floral gifts in water, and for the delivery of other perishable gifts, such as gourmet foods, fruit, wine, chocolates, cakes, meat and seafood. Its specialised supply chain management technologies assist growers and manufacturers, and distributors sell more perishable goods at retail.

The Australian floriculture industry is highly dependent on the consumer market, and generates approx. $1 billion annually. Half the cut flowers retailed in Australia are sold by the flower retailing industry. The other half are sold by other retailers, such as supermarkets, online and convenience stores.


It is available for sale through…

Products presented using the FreshPak® packaging and distribution system will be available via a 1300 number, e-commerce sales online for delivery, same- or next-day delivery via courier, and via pickup using Australia Post’s 24/7 e-Parcel Locker Service.

Our marketing strategy is to…

Promote the service via web pages, automated online marketing, mobile marketing, competitions, QR codes, social media (including Facebook, YouTube and Twitter), paid search such as Google Adwords, ‘Lumpy Mail’ postcards, mail, radio, TV, newsletters, coupons, loyalty cards, reminder services, strategic alliance retailers, and other appropriate media directed at high-worth companies and individuals.


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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.