One of Australia’s leading lights in advocating for and advancing the fresh produce industry, Michael Simonetta, is retiring as CEO of Perfection Fresh. He will step down on 30 June with Rod Quin appointed his successor.
Simonetta informed the board in February 2024 he was intending to retire in the next 12-18 months, depending on a new CEO being found. Rod Quin will join the company on 5 May and officially become CEO on 1 July.
Perfection Fresh chair, Dave Chen, said it was Simonetta’s “visionary leadership” that shaped the company into what it is today.
“His contributions to the industry are extraordinary, and his impact will be felt for generations. After an extensive global search that began when Michael informed the Board in February 2024 of his intention to resign, we are very pleased to welcome Rod Quin, whose exceptional leadership experience will guide us into the future.”
Simonetta joined the company as a salesperson in 1984 and was appointed CEO eight years later in 1991, he was 30 years old. When he took the helm, the company was operating solely out of Sydney Markets with around 25 employees and $16 million turnover.
Today, the company has more than 2000 employees across farms, processing plants, and sales sites. It has 15 operations across the country, including five central markets in Queensland, South Australia, New South Wales, Western Australia and Victoria. The company said its turnover is now about 70 times that of 1991 at around $1 billion per annum.
Australia in 1999. (Image: Perfection Fresh)
He has been instrumental in Perfection Fresh introducing new product lines for more than two decades. It was a trip to the US in the mid-90s when Simonetta saw Broccolini. He said he found the seed company and brought the product back to Australia, introducing Broccolini to the Australian market in 1999.
Since then, more than 600 million bunches (1.6 billion servings) of Broccolini have been sold in Australia. In 2022, Broccolini was awarded Category Changing Product of the Last 20 years by Woolworths.
Similarly, it was seeing a Dutch breeding program overseas that resulted in him introducing the original Grape Tomatoes to Australia. Perfection Fresh became the first company to have branded products and exclusivity on any type of tomato variety. It remains the only Australian product to have received a SIAL D’Or Award.
Today, the company is behind some of Australia’s most recognised produce brands, including Calypso mangoes, Cauli-blossom Fioretto, Qukes baby cucumbers, Kumato tomatoes, Ecoganic Red Tip bananas, and Perfection Berries.
(Image: Perfection Fresh)
Under his leadership, the company has been focused on developing new products that meet consumers’ needs for convenient, nutritious, and tasty meal options – ideally involving minimal effort as well.
In 2023, Perfection Fresh launched its Air Fryer Veggie Kit range – the first of its kind in Australia – which paired fresh vegetables with a seasoning mix that were specifically suited to air-fryer cooking. It won the Best NPD Award in Food & Drink Business’ The Hive Awards in 2024.
Simonetta was also the driver behind raising the capital to build the Two Wells $130 million-plus, state-of-the-art glasshouse facility on the northern Adelaide Plains in South Australia, to create a protected cropping environment. The largest of its kind in the Southern Hemisphere, it spans 35 hectares and grows tomatoes and cucumbers using 10 per cent of the natural resources that an outdoor equivalent volume would require. Around 25 million kilograms of produce are grown in the facility each year.
Outside of the company, Simonetta has been an active voice for the fresh produce industry, an advocate for the Central Markets System, and key contributor to fostering and attracting people into the industry.
“As CEO of Perfection Fresh, Michael has not only transformed the company but has also left a lasting legacy that will continue to shape the future of the Australian produce industry for years to come.
“Michael has built a legacy that extends beyond business – his innovation and passion have fundamentally changed how Australians experience fresh produce,” Chen said.
Simonetta will continue to be involved in the company, joining the board as a non-executive director. He will also work with Quin on researching and sourcing new, unique vegetable and fruit genetics, and on expanding the company’s international market.
Simonetta said, “It has been an incredible journey, and I am immensely honoured by what we have achieved together. I am confident that Rod will continue to drive Perfection Fresh’s success, and I look forward to supporting the company in my new role on the board.
“There are so many people I want to thank – my colleagues, my team, the board, our investors, the growers we work with, our valued customers, and of course, my beloved family.”
Quin has extensive global experience in agribusiness and food production, and has held leadership roles at Fonterra, Westland Milk Products, and Roquette.
“His expertise in strategic growth, innovation, and supply chain leadership will further strengthen Perfection Fresh’s position as a market leader,” Chen said.
Quin said he was honoured to build on Simonetta’s legacy.
“The company is uniquely positioned for future growth, and I look forward to working with the team, our partners, and customers to continue delivering excellence.
“Perfection Fresh will remain a driving force in the fresh produce industry, with an unwavering commitment to delivering great-tasting, high-quality, and unique, branded produce. Our mission remains the same, making the goodness of fruit and vegetables a bigger, more loved part of every diet.
“Our legacy of innovation – across varieties, branding, and farming practices – will continue to define our next chapter,” Quin said.
