Perfection Fresh, Australian founders of the Broccolini® brand and 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 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 iconic Broccolini in 1999, 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, these are some highlights:
- In the early-1990s, they became the first to introduce vacuum cooling of field-grown lettuce in Gatton and Werribee.
- 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, the first to introduce grape tomatoes in Australia, revolutionizing the tomato category.
- During the early 2000s, the company introduced flow-wrapped truss tomatoes to the market, enhancing product quality and shelf life.
- Launched this month, they continue 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.
CEO Michael Simonetta acknowledged that the employees are not just a workforce but an integral part of something greater. "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 broader network of grower partners, customers, suppliers, and local communities.
For more information:
Luke Gibson
Perfect Fresh
Tel: +612 9704 1974
Email: [email protected]
www.perfection.com.au