Oz fruit and veg co rebrands to take advantage of fresh trends


Perfection Fresh has rebranded.

Australian company Perfection Fresh launched a rebrand early this month. The company, which produces Qukes baby cucumbers, Broccolini, tomatoes and Perfection raspberries and blueberries, recently acquired the Calypso mango business and merged with Fruitmaster Australia.

Perfection Fresh Australia CEO Michael Simonetta said the new look and feel is taking advantage of the global trend of branded fresh produce and ongoing interest from consumers to know more about the source and origin of their fruit and vegetables.

“At the recent Produce Marketing Association’s Fresh Summit Convention, it was highlighted that since 2011, branded produce sales in the United States have experienced 12 per cent compounded annual growth over the last five years,” Mr Simonetta said.

“Perfection Fresh sees that this trend will resonate here in Australia.  It will also lay the foundation for our next 10 years and beyond. We already have big plans for 2017 including the launch of new products and further investment in production.”

The company has grown significantly by adding many innovative fresh produce products to the business.

“This has resulted in a very disjointed, multi-branded offer for retailers and consumers. The truth is, our consumers wouldn’t have recognized all our products,” Mr Simonetta said.

The rebrand will unify the company’s full produce range, including Broccolini®, Qukes® baby cucumbers, tomatoes, Calpyso® mangoes and Perfection® raspberries and blueberries.

Mr Simonetta said the new branding, which has a vintage postcard look, will link the company’s produce, helping to create confidence and loyalty among consumers.

The branding also includes a bold Australian grown stamp, to make it easy for people to choose to support local growers. In addition to the “grown in Australia” stamp, it includes illustrations to identify the fruit or vegetables original source.

The rebrand includes a new website, logos, and unified packaging design for domestic and export products. It will be supported by a multifaceted marketing campaign.

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