Perfection Fresh, a Sydney-based food producer and exporter, has announced plans to open an Asian export division in Singapore by 30 June this year.
Company CEO Michael Simonetta stated in a media release that the expansion was part of a five-year strategic plan to operate from a central location in the Asia-Pacific region.
“The Asia-Pacific region is a major growth area for exporters due to Asia's rising middle-class. From a permanent base in Singapore, we will be better placed to service existing clients and access new customers,” he said.
Simonetta espoused Australian-grown produce as meeting the needs of modern Asian consumers, who he stated were demanding more quality fresh fruit and vegetables that meet food safety standards.
He identified specialty grapes, citrus, cherries, mangoes and berries as the most sought-after produce and Hong Kong, Japan and Vietnam as Perfection Fresh’s major Asian markets.
To lead its Singapore operations, the company appointed Malcolm McLean as general manager of exports (Asia) on 18 February.
McLean is a fresh produce and retail executive with 17 years’ experience in the retail and export sectors. This included 16 years with major Australian retailer Woolworths where his work primarily focused on business and marketing development.
McLean is Perfection Fresh's first overseas-based employee. He emphasised the enormous potential of the role in facilitating the company’s expansion throughout Asia and into the Middle East.
“There is enormous potential to grow this particular sector in the region because Perfection Fresh is well furnished to make quality counter seasonal offerings which are safe and cater to the changing Asian palate,” he said. “Singapore will be a satellite office which will enable me to travel through the region, extending to India and the Middle East, to service clients.”
