How a small-time Adelaide greengrocer expanded across the ‘burbs: Tony & Marks’ key to success
AN Adelaide greengrocer has grown from a small-time suburban store to a major SA retailer, employing hundreds of staff. But the key to the success is simpler than you may think.
- Inside Adelaide’s $65m precinct at old Brickworks Markets site
- Tony & Mark’s Newton store grows on fresh approach
SUPPORT from loyal customers has helped Tony & Mark’s grow from a small greengrocer in Newton to a business employing about 200 staff across Adelaide.
The business opened in 1978 and expanded to Glenunga in 2013 and the Brickworks last year to cope with demand.
Michael Capobianco, son of Tony & Mark’s co-founder Mark Capobianco, says loyal customers are the backbone of any business.
“Our customers are loyal, extremely loyal,” Mr Capobianco says.
“Before we opened at Glenunga, we had customers who would come from there to Newton.”
The business was started by two Capobianco brothers — then market gardeners who wanted to move into retail.
Tony & Mark’s has since moved beyond just fruit and vegetables, now operating a florist, restaurant and gourmet store, as well as a wholesale arm that supplies produce to restaurants and cafes.
Mr Capobianco says the company’s staff take pride in providing quality customer service.
“Customer service is so important,” he says.
“All of it is about community support — our customers are our key.
“Without them, we don’t exist and that’s something we continually emphasise to staff.”
And he credits the business’ success to an attitude that customers and the community come first.
“That is one of our biggest philosophies: to give back to communities,” Mr Capobianco says
Last year the company expanded into the west, setting up shop at the former Brickworks market site, opened after a $64m revamp.
That shop includes a gourmet deli, florist and cafe.
“We had so many of our regular clients telling us to move to the western side of town,” Michael’s brother Paul Capobianco said at the time.
“We haven’t been located inside a big shopping precinct before and this is the largest of our stores so this is a very exciting venture.”
A family legacy
MICHAEL and Paul are the sons of Tony & Mark’s co-founder Mark Capobianco.
Their dad, the son of market gardeners who owned two hectares of land at Newton, was just 16 when he bought his first fruit and vegetable shop with his brother Tony at Clovercrest.
The brothers sold it after a few years before jointly buying the small Newton store.
While Tony runs another food business today, Mark is the sole owner of the fruit and vegetable store.
“Our aim is the best quality South Australian produce at the right price and if we can’t get it here, we go to Victoria and Queensland,” Mr Capobianco told Advertiser reporter Nigel Austin in an interview several years ago.
“We offer a large range of fruit and vegetables from the more exotic dragonfruit and kale to everyday favourites such as apples, pears, peaches, nectarines and so much more.
“But because a fruit shop can’t be just fruit and vegetables, we also stock an extensive range of more than 200 types of cheese, smallgoods, milk, pre-prepared meals, an extensive gourmet section and a florist section.”
At the time he said the success of the business was due to the people working for it, some for many years, who helped to create a big happy family environment with loyalty a key to success.
“The business just seems to keep growing because we’re here to keep our customers happy,” Mr Capobianco said.
“If our customers ask for something, we try and say yes and to make it an enjoyable experience.”
Excellent relationships with its growers are another focus of the business, with Tony & Mark’s dealing with second generation producer suppliers in some cases.
The Capobianco family is backing the Eastern Courier Messenger’s I Choose SA campaign, which is encouraging people and businesses to buy local products.