“We have 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," Simonetta said.

He added that the new branding would link to its fresh produce together, helping to create confidence and loyalty among consumers. It also includes a bold Australian grown stamp, to make it easy for people to choose to support local growers. The new brand has a vintage postcard look. In addition to the ‘grown in Australia’ stamp, it includes illustrations to identify the fruit or vegetable’s original source. It also carries tasting notes and the Perfection Fresh Australia story.

The tagline ‘explore the world of taste’ reflects Perfection Fresh Australia’s commitment to finding the tastiest produce both from Australia and around the world, bringing it home to grow, share and enjoy here in Australia.

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. “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% compounded annual growth over the last five years,” 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. "Perfection Fresh sees that this trend will resonate here in Australia. It will also lay the foundation for our next ten years and beyond. We already have big plans for 2017 including the launch of new products and further investment in production.”

This follows a busy 2016 for Perfection Fresh Australia, which included the acquisition of Calypso® mangoes and the merger of its table grape business with FruitMaster Australia.