Australian fresh produce entrepreneur Michael Simonetta is calling it quits as CEO of Perfection Fresh, the company founded by his family in the late 1970s and responsible for introducing Broccolini, Qukes and Calypso mangoes to the global market.
Simonetta will retire as CEO of Perfection Fresh on 30 June 2025, ending “40 years of transformative leadership” of one of Australia’s largest privately owned fresh produce businesses.
The company, which owns farms across the country including glasshouses, grapes, citrus and berry farms, is said to have helped shape Australia’s fresh food landscape and made healthy eating more accessible for millions.
“Michael’s leadership has transformed Perfection Fresh into the company it is today,” says Dave Chen, chairman of Perfection Fresh.
“His unwavering commitment to quality, innovation, and sustainability has left a lasting impact - not just on our business, but on the entire fresh produce industry. On behalf of the board, I extend our deepest gratitude for his extraordinary contributions.”
Simonetta’s departure comes two years after Perfection Fresh undertook a partial sale of the business in 2022 to an investment consortium comprising Equilibrium Capital, Temasek and existing shareholder the Public Sector Pension Investment Board.
At the time, the company said that the Simonetta family, the Victor Smorgon Group and James Orloff remained as shareholders after the partial sale.
Simonetta was appointed CEO of Perfection Fresh in 1991 but has been part of the business, which was founded by his father Tony Simonetta in 1978, for more than 40 years.
Michael Simonetta joined the business in late 1984 in a sales role, a move that the company says ignited a transformative phase for the business as he sought to introduce a broader range of produce to satisfy consumer demand for choice.
Among the early innovations was the introduction of Broccolini in 1999, a product that set Perfection Fresh on the path of marketing proprietary products with trademarked varieties and a move that set the company apart in the industry.
Later innovations included Mix-a-Mato tomatoes, Kumato tomatoes, Ecoganic Red Tip Bananas, Sunworld Grapes and Perfection Berries.
Reflecting on 40 years with the company late last year, Simonetta said he was “incredibly honoured to be part of such an inspiring industry”.
“But what truly makes Perfection Fresh special is the incredible people I get to work with across our supply chain - genuine, hardworking and the salt of the earth,” he said.
In announcing Simonetta’s retirement today, Perfection Fresh says that “summing up a 40-year legacy in just a few words is impossible”.
“What’s certain is that Perfection Fresh, its board and the entire industry are indebted to Michael for his contributions,” says the company.
“His work has created opportunities for countless families, and his impact will be felt for generations to come.”
Simonetta will be replaced as CEO by Rod Quin, who is currently vice-president of global markets and customer management at Roquette, a family-owned French company that is described as a global leader in plant-based ingredients and a leading provider of pharmaceutical excipients.
Quin, who has held several leadership roles at Roquette and is a former CEO of Westland Milk Products, brings extensive global leadership experience after leading major agribusiness and food production companies across Asia, Europe, and Australasia.
He will join Perfection Fresh as incoming CEO on 5 May 2025 before stepping into the CEO role on 1 July 2025.
“Rod’s wealth of experience in global markets, leadership, and customer partnerships makes him the ideal person to take Perfection Fresh into its next chapter,” says Chen.
“We’re excited for the future and confident that Rod will continue Michael’s legacy of excellence, leading the company to even greater success.”Help us deliver quality journalism to you.
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