Our Story

Graeme Pitchford is living the dream, turning his boyhood passion for vegetable growing into a reality.

Boyhood Dream to Family Business

Graeme is a sixth-generation horticulturalist. The son of an accountant and youngest of three boys, all he can remember is “wanting to be a vegetable grower”. The passion for farming definitely runs in the family; one brother (Wayne) has a PhD in agricultural science, and another brother (Glenn) has been both a dairy and beef farmer.

Despite limited experience and resources, he started Pitchford Produce at the age of 18, and gradually built it up through hard work and determination. When Graeme first started his farming operations in 1989, the labour force consisted of just him and his mother (Bev). However, in 1999 Graeme’s father (John) retired from 27 years as a manager, trainer, and consultant, to join Graeme in the vegetable business. His background in accounting particularly strengthened the company’s operations.

Over the years, Graeme has learned the ins and outs of growing different vegetables, established relationships with market wholesalers, and won industry recognition, such as the Perfection Fresh ‘Grower of the Year’ award. Now a published professional, he keeps up to date in the industry by participating in studies and following the latest research in sustainable farming practices.

Graeme and his wife Mandy live on the farm, where they have raised their three children: Eliza, Meg, and Oli. The whole family have been engaged in the operation of the farm; throughout their childhood and adolescence, the children have loved helping out wherever needed.