Fresh Ingredients and a Winning Approach

Catering to the very best with a vision, passion and a resilient business model

“In 2000, I started The Fresh Collective from scratch. It was all about fresh beginnings,” says Peter McCloskey, Managing Director of The Fresh Collective, recalling the moment he pivoted from a challenging chapter in his life toward building what has become one of Australia’s premier catering companies. “At 43, I’d lost everything after selling my previous business and not getting paid. So, I began again—with the knowledge, the drive, and a different mindset.”

That turning point set the tone for a company that has since grown to employ 900 people and cater across iconic public venues, art institutions, and corporate events nationwide. With a story defined by resilience, passion for excellence, and a deep sense of purpose, McCloskey’s leadership has made The Fresh Collective a food powerhouse and a model of socially conscious enterprise.

A passion rekindled

McCloskey’s first foray into catering gave him 12 years of valuable experience, but his second venture was built with a sharper focus. “Fresh Collective was a reflection of my renewed commitment to quality—particularly the quality of our food,” he explains. Legal restrictions meant the company initially focused solely on corporate catering, but the restriction became a strategic advantage. With existing industry contacts and a reputation to rebuild, McCloskey and his then-partner laid a strong foundation by zeroing in on premium corporate experiences.

Once the legal constraints were lifted, McCloskey returned to the venues he loved most. “Public venues have always been my passion—especially the arts. Australia’s museums and galleries are incredible, but the food and beverage offerings often felt like an afterthought. I wanted to change that.”

He did. The Fresh Collective became equal with excellence in venue catering, partnering with institutions like the Art Gallery of New South Wales, the Sydney Theatre Company, and Opera Australia. “Our mission has always been to match the quality of the food and service to the quality of the venue.”

The art of venue

That approach has paid off. At the Art Gallery of New South Wales alone, The Fresh Collective operates multiple outlets: Crafted, a fine dining restaurant in partnership with celebrity chef Matt Moran; MOD.Dining, a contemporary Asian-inspired restaurant; espresso bars, cafés, and even an Indigenous kiosk in collaboration with chef Aunty Beryl Van-Oploo. Each is tailored to the gallery’s diverse audience and cultural messaging.

“What message does the venue want to send?” McCloskey asks. “Who are their guests? How can we ensure their food and beverage experience is part of their overall journey?”

This sensitivity to context sets The Fresh Collective apart. Whether it’s an elegant pre-theatre dinner or a bustling museum café, the brand adapts, innovates, and elevates.

Building a resilient brand

McCloskey notes that running a successful food business is about much more than what’s on the plate. “I was trained in five-star hotels, including Hilton, so I understood the importance of a solid administrative backbone,” he says.

To that end, McCloskey brought on board a financial expert from Four Seasons Hotel Group early in the company’s journey. “He was the Asia Pacific food and beverage controller, bringing the discipline and expertise we needed. We’ve been working together for many years now.”

This dedication to financial stewardship allowed the business to scale responsibly. “We never borrow. Every new venue or initiative is funded through our cash flow. That’s important to me—staying grounded and ensuring we never sacrifice quality for growth.”

What this means in practice is a company that grows deliberately, never chasing trends for short-term gain but instead nurturing long-term partnerships built on mutual respect and clear expectations. “It’s very easy in this industry to get caught up in opportunity,” McCloskey reflects. “But if you don’t have the systems to support that growth, it can all come crashing down. That’s why we’ve invested in strong internal processes—finance, compliance, HR, marketing—everything that allows us to expand without ever lowering our standards.”

The result is a rare combination: a business that operates with the soul of a boutique hospitality group and the reliability of a central corporate entity. “People are surprised when they hear we employ 1,500 people,” McCloskey says. “Because we still act like a tight-knit team. That’s what happens when you build on a strong foundation. You can grow—but you never lose your core.”

Elevating the experience

Initially, The Fresh Collective outsourced its service staff to focus solely on food quality. But McCloskey soon realized that world-class cuisine had to be complemented by equally excellent service. “Eventually, we began hiring and training our own staff. Whether it’s for events or our cafés, the level of service must match the food. That consistency is non-negotiable.”

What began as a corporate catering company soon evolved into a multifaceted enterprise, offering everything from fine dining to event planning and playing a pivotal role in marketing and driving business for venue partners.

“When we go into a venue, we take responsibility, not just take the space. We market it. We bring in the clientele. We work to make it a success for both parties.”

Hiring with humanity

At the heart of The Fresh Collective is a purpose far deeper than profit margins and performance metrics. For McCloskey, the accurate measure of success lies in the positive impact the business can have on people’s lives. “One of my core reasons for being in business is to create great jobs for hospitality people,” McCloskey explains. “I believe good employment can transform lives. It gives people a sense of purpose, structure, and pride—which we strive to offer at every level of our company.”

This philosophy is not just a slogan—it is embedded into the organization’s DNA. From senior executives to dishwashers and baristas to event planners, The Fresh Collective has cultivated an environment where employees feel seen, supported, and empowered. The company goes beyond traditional recruitment, seeking out individuals the mainstream job market may otherwise overlook. “We work with a range of organizations to connect with people who have been marginalized—whether they’ve experienced homelessness, have learning difficulties, or are exiting the prison system,” McCloskey says.

“These success stories shape our culture,” McCloskey reflects. “They’re not just heartwarming—fundamental to who we are. We don’t do it to tick a box or generate good PR. It’s who we are at our core. Creating great employment, and doing so with empathy and integrity, is what drives this business.”

Staying fresh in a competitive market

Innovation is a necessity in the highly competitive hospitality space, and McCloskey acknowledges that staying ahead takes more than just internal talent. “Our executive chefs are incredibly passionate. They’re always out trying new restaurants, attending global food events, connecting with farmers, experimenting with trends,” he says.

The company has also embraced collaborations with top chefs such as Matt Moran, Clayton Wells, and Khanh Nguyen, infusing fresh creativity and versatility into its offerings. “These collaborations have been essential. They bring in new techniques and ideas and keep our team excited and inspired.”

He believes this openness has kept the brand agile and relevant. “Ten years ago, I was more guarded. I saw other companies as competitors. But over time, we’ve embraced collaboration. It’s helped us stay fresher—always looking to improve.”

Finding faith

McCloskey’s leadership today is shaped by a meaningful personal transformation that followed the collapse of his first business. “When I lost everything, I went through a dark period—nearly a year of it,” he shares candidly. “I found faith during that time, and it changed everything. It helped me see life through a completely different lens.”

Where his first business was driven by a pursuit of personal success, wealth, and recognition, McCloskey says his new approach came from a deeper, more grounded place. “This time, I built the business from a different heart. It wasn’t about me—it was about creating something for others.”

Growing with intention

As The Fresh Collective eyes the future, McCloskey’s vision remains firm: sustainable, quality-driven growth.

“In our executive meeting just yesterday, we reaffirmed that we don’t want to grow too fast or lose what makes us special,” he says. “Our goal is to maintain structure, ensure quality, and keep our standards high—across food, service, and financial discipline.”

With recent expansion into Melbourne—a city McCloskey long admired but hesitated to enter—new opportunities have emerged. “Melbourne’s food scene is phenomenal. There’s been some competition with Sydney, but being so well-received there has been incredible. We’re focusing more of our efforts there in 2025.”

The company’s recent partnership with Coco Republic is also opening new avenues. The Fresh Collective now runs Coco Republic’s restaurants and cafés across multiple cities under the La Americana brand. “It’s not branded as us, but we’re behind it—and it’s been a wonderful collaboration.”

And more is on the horizon. “We’ve just signed up for a new project called Home, which provides food and beverage for high-end build-to-rent facilities. Again, it’s about aligning with partners who share our vision for excellence and care.”

At a Glance

Who: The Fresh Collective

What: A premium hospitality group that delivers high-quality catering, café, and event services across iconic cultural venues, corporate settings, and bespoke events.

Where: Catering and event services in Sydney, Melbourne, Canberra, and Brisbane.

Website: www.thefreshcollective.com.au

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