Yarra Valley Farms was established on September 1, 2001. From the outset, the core focus of the company was to provide quality fresh produce to the hospitality industry with a dynamic combination of great service and fantastic prices.
By the following year, the Yarra Valley Farms' customer base was growing rapidly, and management were striving heavily to service their customers on a personal basis, as if the company were set up exclusively to service that one customer.
This is when the concept of franchising originated. This concept would in effect give owner-operated franchisees a localised run to service, and the personal touch could be kept with each and every customer within this growing organisation.