Redbridge Worldfresh has set up a new operation in New Zealand to source southern hemisphere fruit.

The business, the procurement division of Redbridge Holdings, is looking for better access to southern hemisphere produce and stronger links with growers.

It will also enable the company to take advantage of any new developments from New Zealand as they break.

Headed up by New Zealand-born Geoff Murdoch, who joined Redbridge Worldfresh in 2002, the new export division will work closely with the company's trading desks and the Summerfruit Company to procure product more cost-effectively.

Initially the division will source top fruit and blueberries, but is well placed to identify and maximise other opportunities.

The business is aiming for a low cost model to optimise the distribution channel into the UK and Europe, focusing on the value chain and delivering solutions to customer demands, which in turn will provide opportunities to grow European sales.

Murdoch said: "Acting as an exporter is more cost efficient for Redbridge and will allow us to develop better relationships with growers and suppliers and deliver fresh produce solutions to meet customer requirements. "

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