Zerella Fresh, WA
Even as a child, Anthony Plum knew he wanted to become a vegetable grower. He spent time helping his father and grandfather irrigating produce and riding tractors on their farms. However, it was after ten years as a baker and pastry cook before Anthony decided to move into the family business.
Zerella Fresh started as a market gardening company in 1936, specialising in the growing and packing of carrots, potatoes, onions and pumpkins. Due to their overwhelming popularity, carrots became a core product more than 40 years ago.
"I can't think of another vegetable that's as versatile as a carrot. You can start with a carrot dip, a carrot salad, enjoy them as part of the main meal and then finish with some carrot cake. Plus the whole lot can be washed down with some fresh carrot juice!" ‐ Anthony Plum
Zerella Fresh began supplying carrots to Woolworths in the mid‐1980s. Today, they are one of the main suppliers, with over 250 tons of carrots going straight to Woolworths every week.
Carrots are grown in different locations throughout South Australia, including the Mallee region, Virginia, Port Gawler and Milang. By investing in fresh land, Zerella Fresh has ensured that Woolworths customers now receive carrots at their peak quality all year round.
"I love the friendly competition that we've created between the Zerella farm managers for each region to see who can grow the best carrots, potatoes, onions and pumpkins. With the other boys trying to keep up with me, I know Woolworths customers can buy Zerella produce with confidence!" ‐ Anthony Plum
To Anthony, the growing process is very consistent. To ensure high levels of organic matter, fresh ground is prepared in advance of planting. Carrot seeds are planted with cover crops to provide extra protection upon germination. Moisture levels and plant nutrition are then constantly monitored to make sure only varieties with the sweetest, juiciest taste are grown.
"I continue to be amazed at how such a small carrot seed can grow into a great vegetable so quickly. Even while I am out in the paddock, I am always enjoying a carrot straight out of the ground. My fiancée says that I am lucky that I don't work in a chocolate factory!" ‐ Anthony Plum
When the carrots are at their optimal taste, they are harvested overnight so that the carrots can be washed, packed and sent to the local Woolworths distribution centre within approximately ten hours. And as this happens seven days a week, 365 days a year, customers can always be sure they're receiving the freshest, tastiest carrots possible.
The best advice Anthony has received about growing carrots is to care for them 'little and often'. "You can't just put a heap of water and fertilizer on one day and leave them to fend for themselves. To get the best results, you need to be giving a little bit of water, fertilizer and care every day."
"The fresh smell of carrots being harvested is amazing. I should probably talk to one of those French perfume companies about bottling the smell and selling it." ‐ Anthony Plum
Anthony's advice for the younger generation trying to become farmers is straightforward. Simply stick at it, don't give up and stay true to what you're passionate about. If he wasn't working on a farm, the man known in his local community as 'Carrot' says he would be making the world's best pasties with all of the great Zerella vegetables. Apparently they taste so good you don't even need sauce! He also enjoys spending time with his family, camping, fishing, dabbling in photography and volunteering at a local sporting club.
Working alongside Anthony at Zerella is a team of farm managers, irrigation specialists and agronomists who share Anthony's passion for growing the best fresh produce available. Many of these people live in company provided accommodation so that they can monitor and attend to the crops every day of the year. It is their life's passion and the source of much friendly but very competitive banter. Together with Anthony's carrots, the team produces potatoes, onions and pumpkin.
Even Anthony admits to being envious of how Phil Gorman and the other potato farm managers can consistently get one seed potato to produce more than 12 new potatoes. Anthony's favourite potato is the maranca variety. Not only does he love its taste and versatility, he also loves the fact that it grows 20‐30% faster than most other varieties, which leaves more water for growing his beloved carrots.
Francis Murphy who manages most of Zerella's onion production is quick to boast that everyone knows that an onion is the quiet achiever in every meal, adding taste, flavour and texture to everything including bbqs, roasts, curries and even salads. Francis says that whole onions should be stored in a cool dry, dark place whilst cut pieces should be wrapped in plastic and stored in the refrigerator.
But our main pumpkin grower, Gavin Hibberd, proudly has the last laugh by stating that when the other guys can grow a carrot, potato or onion to more than 1 kg in as little as 3 months (as he achieves with pumpkin), maybe then they can claim to be the King of Vegetables Growers.