Press release: Perfection Fresh Marks 45 Years of Excellence in Fresh Produce Industry
October 4, 2023
Perfection Fresh, a name synonymous with premium fresh produce, this month proudly commemorates 45 years of growth, innovation, and commitment to quality in the fresh produce industry. From its modest beginnings in 1978, Perfection Fresh has evolved into a thriving business that embodies a profound passion for fresh produce, strong connections with employees and growers, strategic customer partnerships, sustainable practices, and a relentless pursuit of innovation.
Founded by Antonio (Tony) Simonetta, Perfection Fresh's journey began with a fundamental commitment to build trust and reliability within the market, initially trading in predominantly lettuce, cauliflower and broccoli. Michael Simonetta, CEO, expressed sentiments, stating, 'My father would be immensely proud to see how our business has thrived over the years, furthering the legacy he laid down. He would be honoured that we’re still working with some of the same families we began this journey with many years ago.”
The visionary leadership of current CEO Michael Simonetta, who joined the business in 1984 in sales, ignited a transformative phase for the company. Recognizing the demand for choice and inspired by international markets, Michael Simonetta sought out a broader range of produce varieties. This bold move led to the introduction of the iconic Broccolini® in 1999, a product that resonated with Australian consumers and set Perfection Fresh on the path of marketing proprietary products with trademarked varieties, setting them apart in the industry.
Luke Gibson, Chief Marketing and Innovation Officer, emphasized, "Innovation is at the heart of the business and has been right from the start. Delivering solutions and new ideas is in our DNA." This unwavering commitment to innovation has enabled Perfection Fresh to meet the ever-evolving demands of the market.
Throughout its 45-year journey, Perfection Fresh has been a pioneering force in the Australian fresh produce industry, introducing meaningful and impactful changes. Some highlights include:
In the early-1990s, Perfection Fresh became the first to introduce vacuum cooling of field-grown lettuce in Gatton and Werribee, resulting in superior product quality and extended shelf life.
Perfection Fresh pioneered the branding of fresh produce, starting with the introduction of Broccolini® in 1999. Today, the company boasts a market-leading portfolio of proprietary branded products.
In 2001, Perfection Fresh was the first to introduce grape tomatoes in Australia, revolutionizing the tomato category. The product was called ‘The Original Grape Tomato’.
During the early 2000s, the company introduced flow-wrapped truss tomatoes to the market, enhancing product quality and shelf life.
Launched this month, Perfection Fresh continues to lead the industry with its recent introduction of the New Air Fryer Vege range. Giving the ~62% of Australian households that own and use an air fryer (or more an oven) even greater inspiration to include fresh produce at mealtimes. Consumers say, they want to eat more fresh veggies, but they avoid convenience veg offers because they don’t look appetising.
While Perfection Fresh continues to expand its product offerings and invest in sustainable practices, one constant has remained - its people. CEO Michael Simonetta acknowledged that the employees are not just a workforce but an integral part of something greater. Their dedication and passion have fostered a sense of belonging and longevity within Perfection Fresh.
Michael Simonetta stated, "It's proven in tenure time. As the business grows, so do all the people in it." He expressed deep gratitude for the privilege of working alongside remarkable individuals within the company and its broader network of grower partners, customers, suppliers, and local communities.
Looking back on this remarkable 45-year journey, it is clear that Perfection Fresh's enduring passion for fresh produce and commitment to the communities it serves remain unwavering. The company's purpose remains unchanged - to make the goodness of fresh fruit and vegetables a bigger and more loved part of everybody’s life.
About Perfection Fresh
Perfection Fresh Australia is one of the country’s largest privately owned fresh produce businesses. The company owns several farms across the country, including glasshouses and berry farms and a network of farmers that grow their exclusive varieties. The business is renowned for leading innovation and marketing in horticulture, having introduced some of Australia’s best-loved produce brands such as Calypso® mangoes, Broccolini®, Qukes® baby cucumbers, Mix-a-Mato® tomatoes, Kumato® tomatoes Ecoganic® Red Tip® Bananas, Sunworld® Grapes and Perfection Berries. For more information: www.perfection.com.au
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