Perfection Fresh (Aust)

Broccolini® baby broccoli celebrates 10 delicious years!

Before Broccolini® baby broccoli first appeared on local supermarket shelves traditional, meat-and-three-veg Aussies were generally cautious about exploring alternative, unconventional vegetable lines.

Then, in July 1999, Sydney-based fresh produce marketing company, Perfection Fresh, started sending some 7,200kg of Broccolini® baby broccoli a week to store - and the culinary tide started to turn.

Within weeks of first harvest, production of Broccolini® baby broccoli had increased five-fold and still demand outstripped supply. Australians had discovered there was more to vegies than peas and potatoes, and wanted more. In 2009, 13 of Perfection Fresh growers across Australia now produce an average of 18,000 cartons of Broccolini® baby broccoli a week, all year 'round.

Today, Australians regularly pop lines such as Qukes® baby Lebanese cucumbers, baby red capsicums, Minicab® baby red cabbages, The Original™ grape tomatoes, Italian and Chinese favourites such as Tuscan cabbage and baby wombok, as well as Broccolini® baby broccoli into their shopping baskets. It's been a dramatic diversification in tastes which early fresh produce industry movers and shakers such as the Simonetta family - which has owned and operated Perfection Fresh since 1978 - can take credit for.

Broccolini® baby broccoli is a cross between Gai Lan, also known as Chinese kale, and broccoli and was developed through careful selection of these specific varieties by Japan's Sakata Seed Corporation in the 1990s. While there may be products of a similar appearance on the market, Broccolini® baby broccoli is the only one of its kind bred from crossing these lines - a marriage which has resulted in its distinct texture and unique flavour profile.

To celebrate the tenth anniversary of Broccolini® baby broccoli's impact on Australian palates, Perfection Fresh has released a special Broccolini® baby broccoli recipe by Perfection Fresh chief executive officer, Michael Simonetta - who introduced Broccolini® baby broccoli to Australia.

"Broccolini® baby broccoli has been a phenomenal success story," Mr Simonetta said.

"During the past decade, sales have grown year in, year out, and we have seen it develop from an occasional niche purchase at the top end of the consumer market to a weekly purchase."

Broccolini® baby broccoli is produced in Queensland, New South Wales, Victoria, South Australia and Western Australia. In 2007, based on its success in developing the line in Australia, Perfection Fresh was granted exclusive rights to market Broccolini® baby broccoli in New Zealand.

"It's a labour intensive crop where plants are pinched back by hand, and each stem is handpicked before to packing," said Mr Simonetta.

Broccolini® baby broccoli has asparagus-like stems with tiny buds in clusters of florets similar to broccoli. Stalks are firm, tender and succulent and 100 per cent edible. It has a sweet, delicate flavour with a subtle peppery "edge".

"There are some copy products on the market, so to guarantee consumers get the variety with the right flavour profile every time, we advise them to look for Broccolini® baby broccoli which is clearly defined on its tag," Mr Simonetta said.

Broccolini® baby broccoli is available nationally.