AU: Perfection Fresh establishes export base in Singapore
Perfection Fresh has appointed experienced fresh produce and retail executive Malcolm McLean to lead its Singapore operations as general manager exports (Asia).
Mr McLean, who has some 17 years' experience in the retail and export sectors, will oversee the procurement and sales of Perfection Fresh specialty and commodity lines in the region.
Chief executive officer, Michael Simonetta, said the expansion was part of Perfection Fresh's five-year strategic plan, outlined in 2010, to operate from a central location in the Asia-Pacific region.
"The Asia-Pacific region is a major growth area for exporters due to Asia's rising middle class. From a permanent base in Singapore, we will be better placed to service existing clients and access new customers," Mr Simonetta said.
"There has been an evolution in food consumption throughout Asia in recent years. Consumers are demanding more fresh fruit and vegetables and quality produce that meets food safety standards. Australian-grown produce ticks all those boxes.
"With an export specialist on the ground, we will be able to give more immediate and personalised attention to clients in the region," he said.
Mr Simonetta said Australia's global export industry had faced significant challenges in the past two years, notably due to a robust Australian currency and extreme weather events on the Eastern Seaboard, both of which had inhibited growth in the sector.
"However, we have maintained relationships with existing customers and forged new ones in countries such as China, Vietnam, Indonesia, Hong Kong, Singapore and Thailand which continue to express their desire to trade with us and access Australian produce. This encouragement gives us the confidence to establish the Singapore operation now."
Hong Kong, Japan and Vietnam were Perfection Fresh's major Asian markets and the most sought-after produce lines were specialty grapes, citrus, cherries, mangoes and berries, he said.
Retail and export specialist appointed
Mr McLean has held several national and state-based positions in the fresh produce industry. Prior to commencing his Perfection Fresh appointment on February 18, he was head of sales and marketing for a privately owned and operated horticultural company which specialised in bananas, avocados and tropical fruit.
Previously, he was employed by Woolworths for 16 years, working in various facets of the organisation including business and marketing development.
It was during his tenure at Woolworths that he spent two years based in New Zealand where he was part of the integration team responsible for merging the newly acquired Progressive Enterprises into the Woolworths network. While there, he established a direct imports program and a return plastic crate program aimed at increasing export efficiencies.
"The Singapore operation will continue to deliver Perfection Fresh's core commodity lines and leverage off the reputation earned in Australia and globally for its proprietary varieties," Mr McLean said.
"There is enormous potential to grow this particular sector in the region because Perfection Fresh is well furnished to make quality counter seasonal offerings which are safe and cater to the changing Asian palate."
He said Asian consumers were more discerning than ever about making safe food choices and eating and cooking attributes of fresh produce lines were now influencing purchasing decisions.
"Singapore will be a satellite office which will enable me to travel through the region, extending to India and the Middle East, to service clients," Mr McLean said.
He will move to Singapore in May to establish a commercial office prior to the end of the financial year. Mr McLean is Perfection Fresh's first overseas-based employee.
Perfection Fresh has exported Australian-grown produce to some of the world's most important foodservice and retail markets in Asia, Europe and the Middle East since 2000 and through Sim-Ex, its joint venture partnership with Sim Fresh established in 2010.
With access to more than 120 commodity and specialty lines produced by more than 100 growers in every Australian state, it exports to all countries with open trade relations. From
state-of the art packing and despatch facilities in five states, Perfection Fresh exports directly from growing regions via ports in Brisbane in Queensland; Sydney in New South Wales, Melbourne in Victoria, Adelaide in South Australia and Perth in Western Australia seven days a week, 12 months of the year.
For more information:
Michael Simonetta
Perfection Fresh Australia
Tel: +61 (02) 9763 1877