The company behind Broccolini, Qukes baby cucumbers and Calypso mangoes has unveiled its fresh new look.
Perfection Fresh Australia’s new brand was unveiled earlier this week, including a new logo, website and unified packaging for its range of fruit and vegetables.
“We have grown significantly by adding many innovative fresh produce products to the business,” said Michael Simonetta, CEO of Perfection Fresh Australia. “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.”
Simonetta said the new look will help create confidence among consumers and link its products together.
The new brand recreates a vintage postcard stamp, as well as images to show the origin of each fruit or vegetables source, with a new tagline, ‘explore the world of taste’.
“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,” added Simonetta. “This new look and feel is taking advantage of this global trend of branded fresh produce and ongoing interest from consumers to know more about the source and origin of their fruit and vegetables. We see 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.”
Earlier this year, Perfection acquired the marketing rights to Calypso mangoes, and merged its table grape business with Fruitmaster Australia to form Perfection Fresh Australia.
