With highly productive and fertile land for growers, Cambridge is the perfect home base for the VegeFresh Group.

What began as a small family-run business has rapidly grown, delivering not only fresh, affordable produce to Cambridge but also a strong connection with the community.

The VegeFresh story began in 2008
With a strong background in horticulture and dairy farming refined over generations in Punjab, India, Avi Singh and his family took a leap of faith and purchased an existing small produce store on Victoria Street in Cambridge. 

The family had lived in Cambridge for some time, emigrating to New Zealand in the nineties, where Avi had spent many years working in agricultural roles.

Family unity and hard work
In the early days of the business, it was all hands on deck, with just their family of hardworking ‘employees’ building up a small but thriving business. 

Their hard work paid off, leading to the opening of a second store in Leamington. 

Over time, an opportunity arose to purchase the well-established The Deli on the Corner cafe, popular with locals for offering high-quality coffee and delicious meals in the heart of Cambridge.

Today, the VegeFresh Group has grown to employ over 60 dedicated staff members, including Avi’s siblings, daughters, nieces, nephews, and local community members. This close-knit team represents the family values that have driven the group’s success over the years, with most of the team working across each area of the business.

Fresh from the earth
At the core of the VegeFresh Group’s operations is their 60-acre Lamb Street farm, where the family grows various produce like nashi pears, asparagus, apples, strawberries, and more. 

Each day, new produce is harvested and delivered to the VegeFresh stores, with Leamington Berry produce being distributed as far as Christchurch, up to Auckland, and beyond. 

Recognising a demand for their sought-after produce in Matamata-Piako, the VegeFresh Group proudly opened VegeFresh Morrinsville, bringing their fresh fruit and vege’s to the Morrinsville community and its neighbouring towns. 

Repurposing organic waste
At times, some produce is left unsold, but with the community and local producers in mind, it’s repurposed as animal feed or compost, allowing local farmers to bring their trailers and buckets daily. Nothing goes to waste.

For the community during the good and bad
Every day, the VegeFresh Group brings their garden to tables across Cambridge, Morrinsville, and further afield. But the business is about more than just food - it’s about the people. 

The group actively supports local community organisations – Hautapu Rugby, Cambridge
Primary School, and Cambridge Volleyball, as well as sponsoring local events such as the Waipā Fun Runand other local sports events. 

During the pandemic, a time that was also challenging for the business, VegeFresh extended its generosity even further, delivering food parcels to those in need and showcasing the family’s love for the community that has stood by them.

“Our goal is to support the community as much as we can, whether it’s providing fresh and healthy produce at an affordable price, creating jobs for community members or offering sponsorship to local businesses and clubs. We love supporting those that have supported us over the years.” – Avi Singh