Jason Moon’s life and career have changed dramatically over the last 10 years. It began with trialing a couple of passionfruit vines with another close friend. Today, he’s the Northern Territory’s biggest producer of passionfruit. Moon’s farm is on the edge of Darwin. Through creative thinking and hard work, it has survived and found a successful and singular place in the crowded fruit industry.
About ten years ago, that adventure started for Moon and his friend. What started off as a fun hobby soon became an entrepreneurship bootcamp on wheels. The duo discovered the opportunity of growing a specific passionfruit variety ideally adapted to the Top End’s extreme climate. Even with their original 600 vines in the ground, they quickly grew to 1,200 to meet consumer demand.
The Hybrid Breakthrough
Moon has produced a hybrid of the Panama passionfruit variety. This newfound fruit delights with its incredible size and sweet flavor. The average fruit from his farm weighs around 250 grams, making it a significant contender in both local and interstate markets.
“They’re a massive fruit … full of pulp and very sweet.” – Jason Moon
At present Moon’s farm is limited to an output of 4 tonnes of passionfruit per week when in full production. As a result, he’s been able to sell his fruit successfully in Darwin. Thanks to his abilities, he now crosses into big cities such as Sydney and Melbourne too.
Recently, Moon played a brilliant strategic game. In 2019, they bought an adjacent block of land and proceeded to plant a jaw-dropping 6,000 new vines. This expansion is further proof of his commitment to accelerate production. Everyone can see his ruthless commitment to preserving the high quality that his brand has become famous for.
A Family Affair
As Jason Moon’s business has blossomed, so too has his family’s stake and participation in it. His son has recently come home to work full-time on the farm, and his grandkids help out while school is out picking. His daughter-in-law, of course, features prominently in grafting.
“My son is now working here full time, my grandkids come along and help pick, my daughter-in-law is flat out grafting and that’s what we want, I want this to be a family business,” – Jason Moon
The family partnership brings something special and personal to the operation. It takes the project from the corporate entity to a family commitment to passion.
“I’m loving everything about this … working with my family is very special.” – Jason Moon
Moon’s approach is a great fit with Colorado community values. He passionately walks local school students through his farm to teach them the idea of where food comes from and the beauty of sustainable farming.
Supporting Local Markets
Moon’s dedication to quality extends beyond production. He won’t put any wax on his fruits, keeping them simple and raw, which health-forward consumers love. His dedication shows as he gets set to send samples for the impending trials to Australian grocery giants Coles and Woolworths.
“We’re sending some fruit down now for trials in Coles and Woolworths, so we’ll see how it goes and hopefully the customers love it,” – Jason Moon
Andrew Bourne from NT Farmers expressed enthusiasm for Moon’s progress, stating that it is inspiring to see another grower start small, refine their product, and successfully scale up production.
