Fruitezy was founded by Max Filipe in 2011 as a family owned and operated business in Sydney. Max’s journey as an entrepreneur in the fresh produce industry began in April 1985 when he, at the age of 26, opened up his first small fruit market business at the Fairfield Forum.
In 1988, Max bought a store in the south Sydney suburb of Miranda for expansion. When Westfield’s Miranda went through an expansion in 1992, Max fought hard, with a big vision for the future of his business, to take the biggest space in the mall to guarantee his business success for the long term.
From 1998 to 2000, Max took a break from the industry to spend time with his new-born baby and wife, focusing on the family, and sold the Miranda store.
In 2001, when Max made a return to fruit & veg, with a store at Chatswood Chase, he decided to give the store a unique name that would stand apart from the many generic fruit and vegetable shops all around Sydney, and thus the name Fruitezy was born.
Fruitezy has steady grown over the years, and now has stores in Chatswood Chase, Westfield’s Chatswood and Westfield’s Miranda, with more stores opening soon.
Commitment to Customers
Fruitezy is one of the leading providers of farm fresh fruit and vegetables in Sydney. It commits to providing the freshest fruits and vegetables at fair prices, as well as a great variety of groceries to the customers. Max and his team promise to offer a quality selection of gourmet products, corporate gift baskets, and homemade salads to cater all the needs of customers looking , and everything gets tasted before it comes to the store to be sold to customers.
“We sell tomatoes that taste like tomatoes. I do a taste test before all the produce comes to our store, and if it doesn’t taste good enough, it simply doesn’t get sold at our store.” – Max Filipe
Fruitezy’s ultimate commitment is to always know what our customers want, and to guarantee their full satisfaction and happiness. Max’s 30 years of experiences in the fruit industry business taught him how to handle tough responsibilities as an entrepreneur, and Max credits all that he’s learnt to listening to his customers and giving them what they want, not what he wants to sell.
Max’s future vision is to expand Fruitezy across other suburbs of Sydney, whilst maintaining the quality and personal customer service that Fruitezy has become known for.