Australian fresh-produce supplier Freshmax Group has hired former Bubs Australia chief executive Reg Weine as its new CEO.
In a statement, the company highlighted Weine’s experience of more than 25 years across public and private markets, agri food and FMCG.
Weine’s most recent executive role was CEO of infant-formula company Bubs Australia, a position he held from August 2023 until last July.
Investment manager Roc Partners acquired Freshmax last year and at the time said it planned to invest “significantly” in the company’s growth while maintaining the existing structure and leadership.
Freshmax was previously owned by a mix of shareholders, including Maui Capital and employees.
At the time, the companies said Freshmax's annual sales stood at more than A$300m ($212.6m).
Announcing the new appointment, Roc Partners food and agriculture vice-president Todd Winkley said: “Reg is an accomplished leader with a proven track record in agrifood and he joins Freshmax at a pivotal time, as we look to build on our initial investment and deliver on our growth strategy.”
Weine has also held senior roles at SPC Ardmona, Bulla Dairy Foods and Blackmores.
He is a former board member of the Australian Food & Grocery Council (AFGC) and has chaired Maggie Beer Holdings Otway Pork, and Apple & Pear Australia Limited.
Commenting on his new role, Weine said: “I’m excited and honoured to be leading the Freshmax team as we continue to transform into a major vertically integrated fresh produce business.”
Freshmax does not own growing assets but runs an IP management division that oversees marketing, propagation, and growing rights, which are sub-licensed to growers.
Its brand portfolio includes a mix of owned and licensed brands, with licensed varieties such as Tangold mandarins, Mountain Blue blueberries, Lani cherries and Modi apples.
