Perfection Fresh adds to tomato business

For fresh produce marketing in Australia and New Zealand
Matthew Jones

BY MATTHEW JONES

@matt_fruitnet

Perfection Fresh adds to tomato business

Family-owned company focused on category growth after acquiring Moraitis' tomato operation

Perfection Fresh adds to tomato business

Perfection Fresh has acquired the license to the Kumato tomato variety

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Australian fresh produce giant Perfection Fresh has bolstered its tomato category through the acquisition of Moraitis’ tomato-growing business.

The move will see Perfection take over a 4.7ha glasshouse in Tatura, Victoria, along with the license to the Kumato tomato variety. The Sydney-based company will also have access to Moraitis’ strategically aligned network of tomato growers.

Perfection Fresh CEO Michael Simonetta said the acquisition aligned with the company’s business strategy to build Australia's predominant tomato production facilities through investments in growing, licensed varieties and fresh value-added processing.

 “The tomato category has been a major focus for our growth and one of the fastest growing segments globally,” explained Simonetta. “We believe that innovation will provide new growth opportunities to create largely untapped demand and ultimately grow the category.”

Simonetta said the Tatura glasshouse would complement Perfection Fresh’s established D’VineRipe glasshouse at Two Wells, South Australia, along with the company’s protected cropping facility in Noosa, Queensland.

He was also pleased to add the Kumato line to Perfection Fresh’s “carefully selected” varietal range, which includes Il Bello Rosso Baby Roma, the Zima golden snacking tomato and D’VineRipe Medley.

“Kumato is a uniquely coloured tomato that changes from a bright green skin to its ideal dark brown colour when ripe,” Simonetta said. “Kumato tomatoes are extremely sweet and have a strong and distinctive taste.”

Simonetta said Perfection Fresh would continue to look at new ways to develop Australia’s tomato sector. “As the largest family-owned fresh-produce business, we will work with our strategically aligned partners and other leading Australian growers who have expertise in tomato growing,” he added. “We plan to continue to expand our growing facilities, producing high quality fresh produce while creating job opportunities across the country.”

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