Dasha & Sherie Sherif
Located on the banks of the Goulburn River in Victoria lies the gorgeous regional city of Shepparton. The city’s surrounding towns are known for their’ peach, pear, apricot and plum orchards. This is home to the Sherif family, passionate growers of one of the most delicious of stone fruits, the apricots.
in the beginning
It all started some 74 years ago when Dasha’s grandparents bought their very first 34 acre parcel of land. The family began farming vegetables including tomatoes, peas and beans. The farm was much smaller at the time with no machinery. The work relied heavily on utilizing horses to pull ploughs and till the soil. Along with this there was much manual labour which contributed to the growth of their orchard. Some years later the family invested in a tractor which helped save time and reduce labour. Ploughs and discs were hooked up to the tractor and this helped move the fruit from the orchard to the packing shed.
from veggies to fruit
In 1954 the family decided they wanted a change consequently diversified into growing fruit
can’t control the weather
Growing apricots is a whole new kettle of fish pardon the pun, and Mother Nature works in mysterious ways. The weather plays an integral role in the growth of the fruit. Dasha relies on his mobile phone weather zone app which helps gauge the change in weather conditions. Too much rain will cause apricots to soften and tarnish when handled, over-ripen and some varieties may crack. The heat also can contribute to over-ripening and the skin cracking.
Dasha and his family are dedicated to growing the business so as to produce more premium tasty apricots for everyone to enjoy!
people love our fruit
see what they say
Being a chef and owner of Moda Tapas Brasa Bar, I pride myself on working with the best local produce available. This is why I go myself to the markets each week and get to know the farmers, and families that grow some of the best in the world. Working with someone like Mira from Devine Fruits helps to bridge the gap between the venue and the growers. Creating stories with the recipes that I create helps people to connect with the food and generates lasting memories. Getting to know the farmer and being able to showcase their produce in the restaurant is so important to me. Living in Queensland we have amazing produce to work with but getting to know and support the families is so important. Mira is an amazing advocate for these farmers and growers and is so passionate about what she does, it is a real pleasure to work with her.
Moda Tapas Brasa Bar
“It was such a pleasure to work with Mira from Divine Fruits. Her passion to share the grower’s story behind the amazing produce we enjoy as an end product is admirable. Thank you Mira for sharing your passion with us and your commitment to connecting consumers with the grower’s story.”
Live Love Nourish
As a grower/supplier myself and a regular with using social media as a tool for advertising, I always love taking the time to see just what Mira and the team at Divine fruits have been up to on their Instagram account. I find Mira's work to be inspirational in sharing the grower's stories and connecting them to the public. I really enjoy seeing what other growers in around the nation stories are and different growing ideas and tips that are shared. Keep up the fantastic work!
Divine Fruits is a marketing powerhouse, they know how to spotlight a grower and their product and will connect them with the grocers and families that love what they do. Letting customers become ambassadors of their produce. It's a real pleasure to be associated with this branding.
Andersson's Fruit Market
We bought five kgs of your wonderful plums for making a family favourite, plum jam. I ate a Kaso plum first and it was certainly the sweetest, juiciest plum I have ever eaten. We always buy Australian as much as possible and certainly only Aussie for fresh fruits and vegetables.
Westridge Fruit & Vegetables has been proud to support Divine Fruits in sharing the growers' stories. We love to be able to tell and show our customers where the fruit is grown and who is growing it. We are passionate about fruit and vegetables and Divine Fruits shares this passion with us.
Thanks, Mira and her team for their outstanding efforts with connecting Growers - Retailers - Consumers.
Westridge Fruit and Vegetables
Divine Fruits have helped provide a connection; from grower to retailer to the consumer. Our customers are now aware of the various growing regions and can see how the fruit is grown when it is in season and who is growing it. Harvest Markets Booval is very happy to support Divine Fruits and thank them for helping share the grower’s stories.
Harvest Markets Booval
Since partnering with Divine Fruits we have noticed our local community has a better understanding of what goes into growing the fruit on the farm and what happens to get it to the shelves of the local fruit shops. Divine Fruits has helped boost the demand for Kumbia stone fruit. A WIN-WIN outcome!
Every working week in the Traprock Region brings with it different experiences. Beginning with each seasons’ pruning and flowering right through until harvest and retailing, the highs and the lows of seasonal conditions, the people involved, their passion and their experiences are captured by Divine Fruits who are able to share the story about the families with you. Once you have eaten this delicious stone fruit, following the stories on Divine Fruits will be the closest thing to being in Stanthorpe’s Traprock Region.
In December 2016 we decided to engage Mira from Divine Fruits to market our Kaso Plums brand. After attending the product launch and in-store promotions in Brisbane and on the Gold Coast, we noticed that the customers were keen to learn more about where and how our fruit is grown. Through the use of Divine Fruits social media and promotional materials in stores, our brand gained more recognition and a greater demand for the product. Mira’s idea was to make the connection to unite the fruit grower with the consumer creating amazing results. This is not only a testament to the quality of Kaso Plums but also to Mira’s ingenious marketing of our brand.
Alex and Skinder
Mira has produced high-quality events namely the Guide Dogs Qld Charity Concert on the Gold Coast featuring International Pop Rock Band Herman’s Hermits. Each event was successfully carried out to plan and the feedback from guests was absolutely astounding. Mira is professional, enthusiastic and driven to deliver high standard work with the aim of fulfilling the client’s needs. She has the ability to energize the crowd with her bubbly nature and is meticulous in every aspect.
Whitehead Crowther Lawyers
I had the pleasure of speaking at Mira’s International Women’s Day event held on the Gold Coast. Mira did such an amazing job of organizing and running the event. It was one of the most well-planned and executed events right down to the pre-work on social media and all the many other touch points were brilliant! Mira is a professional and a dream to work with.
Speaker Advisor Author
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