• Michael Simonetta has been CEO of Perfection Fresh for more than 30 years.
    Michael Simonetta has been CEO of Perfection Fresh for more than 30 years.
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Developing boutique varieties of fresh produce while increasing sustainability is a passion for the family run business, Perfection Fresh. Kim Berry writes.

Developing boutique varieties of fresh produce is a passion for the family run business, Perfection Fresh.

It has been responsible for produce brands: Calypso mangoes; Broccolini; the baby snacking cucumbers Qukes; Minicaps baby capsicums; Kumato tomatoes; and Berry Perfection raspberries and blueberries.

Its latest tomato variety is the Toma’Muse, a strawberry-shaped tomato with glossy, deep-burgundy skin, developed by specialist plant breeding company TomaTech. It was launched internationally late last year.

Perfection Fresh CEO Michael Simonetta says he has never tasted anything like it.

“It has a sophisticated flavour that has even been compared to a fine wine. With each bite the taste evolves delivering a truly unique eating experience,” he says.

Food & Drink Business asked Simonetta about Perfection Fresh’s operations. 

Q. How do you decide on what new produce varieties to trial and then grow?

Perfection Fresh works with the world’s leading produce seed varietal companies, to develop new products that we feel are suited to Australian customers and growers.

We develop new products where we see a gap in the market and focus on varieties that offer a real point of differentiation in relation to taste and usage.

In the case of Tomatech, they specialise in tomato varieties, and produce many different types. Toma’Muse was a variety that we thought was different and something to trial in the Australian market.

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