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Why Family Business Matters? A Celebration of Ashton Valley Fresh

KPMG and Family Business Association (FBA) work together to support family businesses across our nation. Family Businesses are the backbone of Australia's economy and make a significant broader contribution to the communities in which they operate.

18 June, 2024
Article, Family Business, Family-Owned Business, Partners
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KPMG and Family Business Association (AU) acknowledge the contribution Ashton Valley Fresh has made in growing the positive footprint for Australian family businesses. Ashton Valley Fresh is born out of an Australian fourth-generation family business which is now run by Joyce Ceravolo and Joseph Ceravolo, heavily focused on sustainability and finding new and innovative ways to use as much imperfect fruit as possible.

While this business came to life in 2008 by Joyce and Joseph’s father Tony, the family’s history of growing fresh, local produce spans across 60 years, with the first fruit seed being planted by Ralph and Josephine Ceravolo in the rolling, lush countryside of the Adelaide Hills in 1978. Today the company’s legacy continues, with the diverse variety and style of their quality Australian-grown produce winning them multiple awards for innovation, sustainability and business excellence at the South Australian Premier’s Food and Beverage Awards.

During a recent chat with Joyce, she proudly shared that Ashton Valley Fresh is dedicated to the local community and is passionate about their environmental footprint. Their mission is to continue their focus to minimise their environmental impact by maximising their natural crop protection through beneficial bug programmes and promoting natural predator ecosystems. By doing so this ensures they minimise human interaction and don’t interfere with the ecosystem. In addition to quality and sustainability, this family business has always been driven by the importance of supporting local farmers and creating a better future for younger generations. Supporting local farmers creates strong communities, helps retain investment in sustainability and helps create more jobs.

Joyce is proud of her family as fourth generation Australian immigrants whose hard work and commitment is in this family’s blood. The Cerevolo’s family mantra has always been: “The better you do, the better you get, the more you give back” and this is certainly a key ingredient in their secret to their success!

Ashton Valley Fresh is one of many of the Australian family businesses who are having a significant impact contributing to Australia’s infrastructure, economic resilience and broader community and we thank them for sharing their story with us. Please join us in congratulating them on their significant success and contribution to Australia’s economy.

KPMG is a professional services firm with global reach, and deep expertise in audit and assurance, tax and advisory and in the family business sector.