The Senior Leadership Team

We pride ourselves on assembling a team of accomplished leaders who possess a wealth of expertise and a deep understanding of our fresh produce industry.


Perfection Fresh Senior Leadership Team

Michael Simonetta
Chief Executive Officer

Michael Simonetta currently serves as the CEO of the Perfection Fresh Group, after joining in 1984. Michael has been instrumental in taking his family-owned business from a small operation based at Sydney Markets to a major national and international marketer of fresh fruit and vegetables with more than 1200 team members and global investment partners.

Driven by a passion for produce and innovation, he pioneered the innovative concept of branded fruits and vegetables in Australia. Today the Perfection Fresh Group suite of branded produce includes Broccolini®, Qukes®, Calypso® mangoes, Qukes®, Cauli-Blossom ® Fioretto®, Petite® tomatoes, Mix-a-Mato®, Kumato®, Perfection Berries and many more, which can be found in households in Australia and across the world.

Michael has played key leadership roles in various industry associations, including the Produce Marketing Association Ltd. (USA, Australia, and NZ), and helped establish the Australian Fresh Produce Alliance in 2019. He also served as a director on the inaugural Board of the IFPA (International Fresh Produce Association).

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John Baker
Chief Strategy & Planning Officer

John has extensive international experience in food and agribusiness-focused investment, business development, financing, and advisory positions. He previously served as a Principal at Equilibrium Capital in Singapore, where he was responsible for origination, execution, and portfolio investment governance. He also was the Head of Private Equity at the Oman Investment Authority (OIA), the Sovereign Wealth Fund of Oman, residing in the Middle East for many years.

For the past 14 years, John was based in Singapore and contributed to food and agribusiness-focused research and corporate advisory at Rabobank, engaged in corporate mergers and acquisitions across Asia with the Louis Dreyfus Company, and gained private equity investment experience with Duxton Asset Management (Deutsche Asset Management) and First Agriculture Holdings.

As Chief Strategy Officer John develops and implements strategies that align with Perfection Fresh’s vision, mission, and long-term goals.


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Andrew Edwards
Chief Financial Officer

Andrew joined Perfection Fresh Australia in 2015 after 22 years of working across various industries, including retail, oil and gas, global shipping and FMCG. He is a certified accountant with an FCPA and an MBA from London Business School and is responsible for the strategic financial guidance to ensure Perfection Fresh Australia's financial health and stability.

Bringing with him domestic and international experience, Andrew spent 9 years based in the UK working for BP Petroleum across senior Finance and Commercial roles, both domestic and managing global teams. Alongside the day-to-day responsibilities, Andrew today has a group of accountancy and finance professionals that work together as a collaborative team within the finance function.

In his role as Chief Financial Officer, Andrew manages all financial planning and analysis, reporting, risk and capital management and collaborates on the financial strategy with the executive team to provide financial insights and guidance on all operations.

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Luke Gibson
Chief Marketing & Innovation Officer

Luke joined Perfection Fresh in early 2020,  after working predominantly in the FMCG sector as a brand and product leader across multiple food categories at Nestle and General Mills. Luke has worked regionally in Australia and New Zealand as well as in Global roles in Switzerland.

In addition to FMCG, Luke has also worked in various marketing roles across several industries including publishing and media, retail and not-for-profit sectors.

As Chief Marketing and Innovation Officer, Luke is accountable for brand, marketing, innovation, NPD, and external communication. His team cultivates a strategic vision to effectively position and promote the suite of Perfection Fresh brands and ensures we have a pipeline of consumer centric, growth driving initiatives across the Group.

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Francesco Oliveri
Chief Information Officer

Francesco is a technology leader with a lengthy background in the Fresh Produce industry. During his 20-year career, he has held key leadership positions in the Wholesale and Distribution industries in Europe and Australia, overseeing Technology Management with a focus on continuous improvement, digital transformation, and digital strategic initiatives.

Since 2005, Francesco has driven innovation and Fresh Produce Supply Chain integrations and traceability projects for the Perfection Fresh Group.

Francesco continues to guide his teams toward sustainable and operational success in the digital landscape.

As Chief Information Officer, Francesco is a technology advocate for the C Suite, offering guidance and leadership while advising the Company Board of Directors on technology-driven projects, business transformations, and cybersecurity.

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Andrew Redman
Chief Technical & Sustainability Officer

Andrew has extensive global experience with over 20 years in the food industry in senior Quality and Research roles, working for some of the world’s largest food manufacturers including General Mills, Danone, Mars and Campbells Soups.

He is also responsible for overseeing our rapidly emerging ESG program that will deliver improved sustainability outcomes across the organisation. Other areas of responsibility include managing the Convenience manufacturing operations in Homebush.

In his role as Chief Technical and Sustainability Officer, Andrew is focused on bringing a commercial and collaborative leadership style to deliver improved food safety and quality of fresh produce that delivers against increasing consumer expectations.


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John Simonetta
Chief Commercial Officer

Before Joining Perfection Fresh Australia in 1997, John spent five years working as a Lawyer for an Australian law firm. Since then, he has held various roles including CFO, COO, and CCO. During his tenure, he has been instrumental in implementing the 450 third-party grower network module across multiple products, servicing Australian and international retail and food service customers through online and QSR channels.

Identifying commercial structure opportunities, John introduced the restructuring of the sales and supply teams from a segregated departmentalised-focused approach to streamlined product-focused category teams, allowing each part of the supply chain to work towards the same goals.

In his current role as Chief Commercial Officer, John is responsible for all commercial operations including Sales, Supply, Fulfilment, Export and is also accountable for the trading floors (markets) across Australia. John is also a Director of the Australian Blueberry Growers’ Association Committee.

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Dominic Welfare
Chief People Officer

Dominic has a track record of successfully executing impactful business transformation initiatives across diverse industries, including construction, mining, equipment rental, FMCG and retail. Dominic has forged collaborative partnerships with business and people leaders, advisors, and external suppliers, and ensures that people strategies are seamlessly integrated with overall business and operational objectives.

He focuses on cultivating organisational capability, building employee productivity, and employee retention and actively engages people to propel business performance and enhance operational objectives.

As Chief People Officer, Dominic oversees various critical functions, including Human Resources, Employee Relations, Workplace Health and Safety, Ethical Sourcing, Payroll, Internal Communication, and Talent Acquisition. By harmonizing these areas, he creates a unified and synergistic approach to people management, enabling the organisation to succeed.

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