If you’re in Terang and looking for a crisp apple or a juicy tomato, your first port of call will likely be Greavesys Fruit & Veg. Founded by Cassie and Jason Greaves, this friendly green grocer has become the heart of the sleepy country town’s fresh food scene.

The business first got its start as a market stall in Warrnambool back in 2009, and since then has grown into a bustling business that was recently named a finalist in Australia’s Favourite Family Business competition.

“We first started selling fresh produce at local markets,” Cassie recalls. “We did it from home for a couple of years before a shop lease came up in Terang. We took the plunge in 2011. I was still working seven days a week in Warrnambool while helping run the shop. It was full-on, but we needed that guaranteed income.”

Greavesys: Starting small, thinking big

Like many small business beginnings, it was anything but glamorous. The couple kicked things off with just a $10,000 personal loan. Every cent they made went straight back into the store to pay for new displays, a truck for supply runs, a point-of-sale system and more.

“The early days were tough,” Cassie says. “We had two van accidents in the first five years and our son was in the NICU for the first ten days after he was born. There were definitely moments where we wondered how we’d keep going.”

But giving up was never on the table. Jason had been in fresh produce since he was 15, cutting his teeth at Swintons IGA in Warrnambool before stints at Woolies and Franklins.

“He’d always dreamed of running his own store,” Cassie says. “So when the chance came, we just went for it.”

Finding their groove

The first real break came in 2015 when the couple relocated the shop closer to Terang’s CBD. “It was a big step, but it made a huge difference,” Cassie says. “The new spot helped us grow our customer base. More people discovered us, and we could do more for the community.”

Today, Greavesys has expanded beyond a family affair to encompass seven team members, a delivery service, and shelves stocked with goodies from more than 50 local producers. Jason still makes the twice-weekly trek to the Melbourne Markets to source the freshest produce, while Cassie handles everything from ordering and payroll to customer service and cleaning.

“We’ve got a great team,” Cassie says. “Lisa and Dale handle deliveries and customer service, and we’ve got four junior staff who help unload, pack, and clean. They’re legends.”

Family, teamwork, and a dash of chaos

Running a family business isn’t without its hiccups, especially when both founders are as driven (and particular) as Cassie and Jason. “We both like things done a certain way, and it’s not always the same way!” Cassie laughs. “We try not to talk about disagreements on load days when no one’s had any sleep.”

Despite the long hours and occasional tension, the pair operates in near-perfect sync most of the time.

“We work as one in 99.99 per cent of work-related things,” Cassie says. “It just works.”

Their resilience has been tested over the years. Cassie vividly remembers 2021, when Jason fell through the shed ceiling and ended up in the Royal Melbourne Hospital with serious injuries. “He was off work for seven weeks, right at the start of our busy season,” she says. “So, I was doing everything, even the Melbourne Market runs. Thankfully, our amazing staff rallied around.”

Not long before that, Cassie had her own scare. “I fractured my spine in a van accident when our son was just three months old,” she says. “We had two shops back then, it was chaos.”

The heart of Terang

Ask Cassie what makes their business special, and her response is all about family. “We’re a small family green grocer, a bit of a dying industry, but we’ve added a sprinkle of providor-style goodies. Local liquor, giftware, gourmet treats. It’s all about supporting local producers and giving our community something special.”

That community connection runs deep.

‘We donate hampers and produce, host tours for school kids, even help customers out when they need a hand,” Cassie says. “We once helped a customer move house because they didn’t have any family nearby. That’s just who we are.”

In a small town like Terang, that kind of care doesn’t go unnoticed. “When our customers go through hard times, we’re there for them, and when we’ve had tough times, they’ve been there for us. It’s like one big family.”

Service with a smile

Despite the setbacks, Cassie and Jason are proud of what they’ve built. “We’re proud to simply still have a shop,” Cassie says. “It’s still hard work and stupid long hours, but we have a job, our team has jobs, and we’re giving our community fresh food every day.”

Being shortlisted for Australia’s Favourite Family Business 2025 has been the cherry on top. “We’re still in shock,” Cassie admits. “Australia has so many family businesses, and we’re just a tiny dot on the map. It’s such an honour.”

The future of Greavesys

As for what’s next? “Honestly, we’d love to get to a point where we can take more than one day off a week,” Cassie muses. “We haven’t had a proper holiday since opening, unless you count hospital visits!”

Her advice for others thinking about starting a family business is simple. “It’s hard work, but it’s rewarding. You’ve got to love what you do.”

And the legacy she hopes to leave? “That our son, and anyone else watching, knows they can chase their dreams, whatever they are.”

Greavesys Fruit & Veg is a finalist in Australia’s Favourite Family Business Competition. You can vote for them and find out more about the rest of our finalists here.

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