Leading Australian fresh produce company commemorates over four decades of operation

The Simonetta family (l-r) Michael Simonetta, Tony Simonetta, Vince Simonetta and John Simonetta

The Simonetta family (l-r) Michael Simonetta, Tony Simonetta, Vince Simonetta and John Simonetta

Perfection Fresh has marked 45 years in the fresh produce industry with anniversary celebrations in October 2023.

The leading Australian fresh produce company was founded in 1978 Antonio (Tony) Simonetta and has evolved into a thriving, diverse and innovative business.

Chief executive Michael Simonetta said the company’s journey began with a fundamental commitment to build trust and reliability within the market, initially trading in predominantly lettuce, cauliflower and broccoli.

“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,” said Michael Simonetta.

Michael Simonetta joined the business in 1984 and ignited a transformative phase for the company. Recognising the demand for choice and inspired by international markets, Michael Simonetta sought out a broader range of produce varieties. 

This move led to the introduction of Broccolini in 1999, a product that resonated with Australian consumers and set Perfection Fresh on the path of marketing proprietary products with trademarked varieties. 

Luke Gibson, chief marketing and innovation officer, said Perfection remained just as committed to innovation today.

“Innovation is at the heart of the business and has been right from the start. Delivering solutions and new ideas is in our DNA,” said Gibson, 

Throughout its 45-year journey, Perfection Fresh has built up an extensive list of highlights these include becoming the first to introduce vacuum cooling of field-grown lettuce in Gatton and Werribee in the early 1990s, resulting in superior product quality and extended shelf-life.

Introducing Broccolini and grape tomatoes to Australia in 1999 and 2001 respectively. Plus, during the 2000s it introduced flow-wrapped truss tomatoes to the market, enhancing product quality and shelf-life.

Perfection Fresh’s most recent innovation came this month with the launch of its New Air Fryer Vege range, which aims to provide the 62 per cent of Australian households that own and use an air fryer even greater inspiration to include fresh produce at mealtimes.

While Perfection Fresh continues to expand its product offerings and invest in sustainable practices, one constant has remained - its people. 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.

“It’s proven in tenure time. As the business grows, so do all the people in it,” he said expressing 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.