The Freshmax Group has ramped-up its focus on intellectual property (IP) development with the launch of Innovar.
The new entity provides Freshmax with its own IP commercialisation business, allowing the group to focus all of its IP resources within a single structure, while it retains its focus on the licensing of new varieties, brand development and production planning.
Freshmax currently manages a range of proprietary varietis in New Zealand and Australia, including the Mahana Red and Modi apple brands, along with the Hortgem Series, a line of four kiwiberry varieties.
Innovar will be headed up by the group’s New Zealand new variety manager Rene Hylkema, , Australian IP manager Andrew Maughan, and global licensing manager Simon Gillett, who is based in North America.
Gillett said Innovar’s multinational look will allow Freshmax to build on its reputation as a market leader in the commercialisation of in-demand IP varieties in Australasia, while applying its expertise in the US and other global markets.
“We continue to see huge value being delivered through the control and management of new varieties and brands in our major categories. This value directly benefits our suppliers as well as our customers and is only set to increase in the future,” Gillett explained.
