Rebrand for Perfection Fresh

Posted by AFN Staff Writers on 12th December 2016

Leading Australian produce company, Perfection Fresh, is undergoing a rebrand to help unify its brands which includes Broccolini, Qukes baby cucumbers, tomatoes and Calpyso mangoes.

The new branding has a “vintage postcard look” and a grown in Australia stamp. Packaging will also include tasting notes and the Perfection Fresh story.

Perfection Fresh has recently acquired the rights to sell Calypso Mangoes and has merged its grape business with Fruit Master Australia. It also acquired Moraitis tomatoes in 2015.

Perfection Fresh Chief Executive Officer, Michael Simonetta, said th

e rebrand was needed after the recent business growth.

“We have grown significantly by adding many innovative fresh produce products to the business,” said Simonetta.

“This has resulted in a very disjointed, multi-branded offer for retailers and consumers. The truth is, our consumers wouldn’t have recognised all our products.  The new branding will link our fresh produce together, helping to create confidence and loyalty among consumers,” he said.

Perfection Fresh is in someof its businesses has partnered with the Victor Smorgon Group.

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