Dreamfarm claims its award-winning juicer has been copied by Kmart and Target

A local company behind an award-winning flat-folding juicer claims it has been ‘ripped off’ by an ‘unAustralian’ retail giant. CAN YOU TELL THE DIFFERENCE?

Dreamfarm founder and managing director Alex Granbury at their headquarters in Albion, Brisbane.

A small design company that makes funky-styled kitchen tools and gadgets claims it has been “ripped off” by an unAustralian retail giant which now stocks a cheap copy of its award-winning fold flat citrus juicer.

In a David versus Goliath type scenario, Brisbane-based Dreamfarm, which started in a backyard shed in 2003, has slammed ASX-listed Wesfarmers’ companies Kmart and Target claiming they were undercutting it by selling their flat fold Anko brand juicer for $5.

Dreamfarm founder and managing director Alex Granbury said their Fluicer – which retails for $24.95 – was named as one of Time Magazine’s best inventions of 2023.

He said their other products have been copied overseas over the years but the average consumer would think the Dreamfarm and Anko products were identical, although there were some “nuanced” differences.

“I just never thought it would be done by an Australian company. It’s pretty disappointing,” Mr Granbury said.

“We see this time and time again overseas but it’s never been this blatant from a company this size. The biggest kick in the teeth is that it’s an Australian company that’s come in and ripped us off. It couldn’t be more unAustralian honestly.”

Dreamfarm's $19.95 Fluicer, left, and Kmart's $5 folding juicer, right

Dreamfarm has 32 staff and an annual turnover of about $20m and over its life has launched more than 60 products, many of which have won major awards.

Mr Granbury said they have trademarked the name Flucier and have a design patent for the product in the US and Europe but not in Australia.

“Patents are a great system but also extremely expensive in application and litigation so we have to be selective about where we cover ourselves. The size of the Australian market for our business does not justify putting all of our patents here,” he said.

“If they called it the Flucier or if it happened in the US and Europe we would be all over them.

“But a big guy has come along and says thanks for your idea. I can see you don't have a patent here in Australia. We can make a cheap knock off in China and completely undercut you. They found the chink in our armour.”

ASX-listed Wesfarmers has a turnover of about $44bn and 120,000 staff working across retail, mining, health and other sectors.

A Kmart spokesperson said its merchandise team was focused on providing customers with great products at the lowest possible price.

“Our merchandise process also ensures we conduct thorough checks during the product ranging and development process, to ensure we are not infringing the rights of others,” they said.

Dreamfarm’s Fluicer in action.

Mr Granbury said the rise of online marketplaces like Temu has made it more difficult for companies like Dreamfarm which design their own products.

“The rise of Temu has really inflamed this dup culture which is unfortunately stifling innovation and taking away incentives to design new products,” he said.

“We do all our owned design and innovation in Australia, employ Australians and rely on a network of independent retailers.

“We apply for the R & D grant every year, which is backed by the Australian government and taxpayers.

Dreamfarm designed and sold its first product - a coffee grind knockbox called Grindenstein - in 2003.

Its products are now sold inmore than 35 countries and in 300 independent stores globally and are sold in Myers and David Jones.

The Fluicer was released in January, 2023 and quickly rose to the company’s number one selling product in Australia and the US.

Originally published as Dreamfarm claims its award-winning juicer has been copied by Kmart and Target