From market floors to industry giant: Michael Simonetta’s legacy at Perfection Fresh

It’s 1AM on a cold winter’s morning in July and Michael Simonetta’s Dad, Antonio, is knocking on his bedroom door telling him to get out of bed. Michael’s Mum, Mary, hands him a coffee and dubiously asks if he’s sure he’s making the right decision. After all, the horticulture industry isn’t for the faint hearted. Little did Michael know, this crossroads in his life would lead the 21-year-old to be at the helm of the second largest produce company in Australia, Perfection Fresh, until his retirement. 

 The Sydney markets were a far cry from 8AM wakes and an accounting firm in Liverpool, Sydney, where Michael worked with his uncles while studying. Michael, however, was no stranger to the fresh produce industry, having grown up around fruit and vegetables his whole life.  

 “Dad started working in retail in 1955,” Michael explains.  

 “He started with a fruit shop in Moorebank, a suburb in southwestern Sydney, and worked that business for many years. Around 1971, he and a partner bought seven or eight more fruit markets around Sydney. 

 “Dad recognised the difficultly in buying quality vegetables consistently to support several stores. He thought there was a good opportunity to start as a wholesaler in the markets supplying good quality lettuce, cauliflower and broccoli for 52 weeks of the year. 

 “In 1978, he started dealing with growers in Victoria, and we still deal with a number of those families today. The focus was product out of Werribee South, as well as the Lockyer Valley in Queensland, counter seasonally to each other. That was the foundation of Perfection Fresh.”  

Perfection Fresh branding; then and now

Michael sits in one of his favourite restaurants in Rhodes, Oliveto’s, where Italian is on the menu, a hark back to his family’s roots. The restaurant is only a short distance from the new headquarters of Perfection Fresh, where they’ve been located for the past six months. At Oliveto’s, the waitstaff know Michael by name and bring bread and olives to the table as he walks in the door. Despite his status, there’s no power suit in sight, opting for jeans, collared shirt and a black vest with the Perfection Fresh logo proudly stamped on it. He’s a skilful multitasker, able to carry on a conversation in between dipping breads in olive oil and balsamic vinegar, while politely spitting olive pits on to his plate.  

 Working in fresh produce, was “the furthest thing from my mind” Michael says on the eve of his retirement, or as he is quick to correct himself, “stepping down” as Chief Executive Officer (CEO). He has spent 40 years transforming Perfection Fresh into the powerhouse it is today, while learning valuable lessons from his idol, his late father, Antonio, known by many as ‘Tony’.  

 “Around the dinner table, we would always talk about business and dad was free with describing how good or bad things were,” Michael says.  

 "As an agent, whether the price is $10 or $20, you take a commission and you should be making a profit. But Dad would sometimes complain that he wasn't making any money. 

 “I'd say, 'But why aren't you making money? You should be making your commission?’ And he said, ‘When the market is low, you've got to look after your growers because if your growers go broke, you don't have a business. He'd always give back as much as he could to the growers to keep them viable, even when times were tough. 

 “That was a key learning – we are nothing without our growers. It's in the DNA of Perfection Fresh that we treat growers as an extension of our own business."  

 Michael was drawn to Perfection in 1984 in a sales role. His dad purchased another business in the Sydney markets, FUDA Fruit and Vegetables, and asked Michael if he was interested in managing this new venture. Michael was in his sixth year of part-time study and just shy of completing his degree.  

 “I wanted to give fruit and vegetables a go. One of the main reasons I did it was the opportunity to work with Dad every day, and we worked side by side on the market floor for 20 something years. Being able to do that is one of my most treasured memories.”  

 By the time 1991 rolled around, the landscape for the industry was changing: supermarkets were emerging as fruit and vegetable juggernauts, fresh produce branding was emerging, and the dynamics of central markets was shifting. This coincided with Michael’s appointment as CEO, at the young age of 30.  

“Dad had attended school to the third grade when he left Italy, came to Australia and started working. He recognised that for the business to grow, he needed somebody that was educated in Australia. He just loved working. He loved the markets; he loved the fruit shop. That was his passion. He handed it over in 1991 because he felt that I was ready."  

Michael’s background in accounting put him in good stead for heading up Perfection. His younger brother Vince joined the business in 1985 after completing high school. His youngest brother John, a practicing lawyer, joined the company in 1997, enabling the brothers to drive growth. 

Rosemary, the only daughter in the family, worked in the business during the 1980s before raising her own family. She rejoined the business in 2010. 

“Since our inception we’ve constantly focused on finding the latest fresh produce trends from around the world. It meant I was making many trips overseas to see what was happening overseas,” Michael says.  

“We started to figure out how we were going to survive. Being a traditional wholesaler wasn't going to cut it for the majors in the future. So, what are we going to do to change?” 

Initially, Perfection Fresh’s success can be attributed to three key strategic moves: strengthening its connection to production by growing its own products; licensing innovative genetics; and establishing exclusive marketing agreements with growers. This visionary approach, alongside countless other achievements over the past 40 years, has solidified Michael’s status as a trailblazer in the fresh produce industry. 

Today, Perfection Fresh employs more than 2,000 people across its farms, processing facilities, and sales sites. Operating from 15 locations nationwide – including the five central markets in Queensland, South Australia, New South Wales, Western Australia, and Victoria – the company has achieved remarkable growth. Its turnover is now approximately $1 billion per annum, an impressive 70-fold increase compared to 30 years ago.  

Despite overseeing a billion-dollar business and managing thousands of staff across multiple sites, Michael remains calm and focused—always in motion, always working. He kindly defers on things such as the choice of entrée or sides, or whether still or sparkling water is brought to the table. Throughout lunch, he sneaks subtle glances at his mobile – a discreet yet constant reminder that he’s always switched on. He thinks quickly, listens attentively, and speaks calmly, clearly, and concisely to deliver his messages with care. His politeness towards strangers in the restaurant, coupled with the warm embrace he offers to an old friend, does not go unnoticed. In fact, if there’s one way he hopes to be described by others, it’s that he’s a “good human”.  

Michael Simonetta, the first recipient of Lifetime Membership to the The International Fresh Produce Association ANZ

“My parents taught me the value of treating people well. Being fair, being honest. Turning up every day, acting with integrity, all the good values that most human beings should have, Mum and Dad taught me.”  

There’s a genuine warmth in Michael’s expression whenever he talks about his family. He says his Mum has always looked out for him, and jokes that while he and his dad disagreed on some things on the market floor, he holds his father in the highest regard. 

“Growing up, we lived next door to the fruit shop, and there were times when I hated it because everything we did revolved around the shop. But, as you get older and you mature and you reflect on all those learnings and life experiences, I wouldn't trade it. If I had to do it all again, I'd do it the exact same way.” 

Michael smiles as he recalls a memory from childhood: “In those days there weren’t mobile phones, and the shop wasn't self-service. If there was a big influx of people, Dad had to find some other means of attracting our attention so he would throw pebbles on the tin roof of our house. I was the oldest, so along with Mum, I always had to go and help.”  

It’s truly remarkable how effectively the Simonetta family works together. John, the Chief Commercial Officer, is still in the business and will continue the Simonetta family legacy. Their sister, Rosemary, who is also retiring this year, headed up the food service sector of Perfection. Vince sold his interest in Perfection about six years ago.  

While Michael’s two sons, a 30 and 33-year-old, aren't involved in Perfection, they have certainly inherited their family’s penchant for business and entrepreneurship. His eldest, Anthony, worked at Perfection for 18 months before deciding it wasn't for him and now co-owns a marketing agency, Hustle Agency, and wellness centre, XtraClubs, with his brother, James.  

“Anthony did a Bachelor of Information Technology, and a master's in marketing, and James did a Bachelor of Science, majoring in advanced mathematics, and a master's in design technology and business strategy. They couldn't be any different in their personalities, but they get on really well and we're really proud of them.”  

Lunch arrives at the table, including an order of bright green Broccolini®. It was 1999 when Michael first laid eyes on this product at a trade show in the United States, and for the next two years, it became his mission to make Broccolini® a success in Australia. As he’s always done, Michael relied on gut instinct.  

“Broccolini® is a hundred per cent usable; there is no waste. It is also very versatile, and it has a sweeter, milder, taste compared to broccoli. I thought the flavour would resonate with consumers, especially kids,” he says. 

“Believe it or not, I love Broccolini® raw. I was in a Tasmania the other day visiting one of our Broccolini® growers. As we were walking the field, I was just picking and eating it. People say, ‘How do you eat so much?’ I just love it; I'm a fruit and vegetable addict.”  

Initially, Perfection gave Woolworths exclusivity for Broccolini® and contracted growers to grow set amounts. 

“Woolworths were very supportive of the product, especially during the initial days and months when we didn’t know just how successful it would become. 

“I didn't want the growers to lose faith in it, so we were paying for a lot of product that was harvested but not sold in those early days. Michael Batycki was running produce at Woolworths when we launched Broccolini®, and he played a significant role in making it successful.”    

Since then, more than 600 million bunches (or 1.6 billion servings) of Broccolini® have sold in Australia.  

“In today's world, there's no way that a retailer would last even six months if a product didn't achieve the run rate of 10-15 units per store per week, for example. For any product to succeed, you've got to have the full support of at least one of the two majors otherwise you’re really up against it. You've got to put a lot more science behind it and it's not just gut instinct anymore.”  

Under Michael’s leadership, Perfection Fresh is behind some of Australia’s most beloved produce brands, including Calypso® mangoes, Cauli-blossom® Fioretto®, Qukes® baby cucumbers, Kumato® tomatoes, and Perfection Berries. Seeking the next big opportunity is second nature to Michael.  

Broccolini, Qukes and Calypso - Australia's favourite fresh fruit and vegetables from Perfection Fresh

“My Dad said his goal in life was to make our lives better than his was and that our goal when we had children, should be to make their life better than ours. To me, that means you've got to strive to be better today than you were yesterday. You need to keep evolving. One of my favourite quotes is from Benjamin Franklin: ‘When you finish changing, you're finished’.  

For someone who is constantly on the move and constantly evolving, what does ‘stepping down’ actually look like?  

“I'll give you the answer to that question in about December of this year,” Michael says with a hearty laugh.  

Michael admits to “only” working 60 hours a week these days (far less than he used to), surviving on five hours sleep (on a good night), and waking up in the middle of the night, his mind racing with tasks for the day ahead, so he is looking forward to finally slowing down – in his own way. 

“I'll still be involved in the business as a board member, and in the international side of the business. We started in China five years ago with Broccolini®, and it's starting to gain some momentum. We've got a Calypso® mango project in Mexico where we’re in the process of planting 300 hectares. There's the opportunity to plant about 4,000 hectares of Calypso® in the Americas and that's one of the most exciting projects I've ever seen. 

“I am looking forward to having more time and not being in a hurry. I want to support my sons’ businesses and travel more with my wife, Maryanne. We’d like to explore Alaska, Scandinavia, go on an African safari, as well as spend more time in Sicily and Calabria where our families are from. I’d like to join more Boards too.”  

Michael also has three grandchildren, five years old and under, who will be excited to have their Nonno around more. He has a love of good food and cooking, and perhaps he’ll even have time to complete those final two subjects of his accounting degree?  

“I had intentions of going back and finishing it, but I was getting up at 1am or 2am and it was hard to get my mind around attending university as well. To this day, it's one of my biggest regrets that I didn't finish that degree. Just because I like finishing things.”  

This sentiment is incredibly indicative of his nature. Michael's innovative thinking, drive for excellence, and ability to foster relationships across the supply chain has earned him widespread respect in the industry. As CEO of Perfection Fresh, together with his family, he has transformed the company and left a lasting legacy that will shape the future of Australian produce for decades to come.  

“When I look back on my career, I’d like to be remembered as somebody who hasn't accepted the norm, that's tried to look outside the square and be different and keep evolving and keep changing and keep bringing new and exciting opportunities to consumers.” 

So, what would Michael’s biggest supporter say to him about retiring? 

“Dad would say, ‘You're crazy for retiring.’ Unfortunately, he was struck down by Alzheimer's and passed away 18 months ago, but he was coming to work until he couldn't drive any longer. 

“Another gentleman who worked for us for many years in the markets retired and he sadly passed away six months later. Dad said to me, ‘You know why he died?’ And I said, ‘He was sick’ and he said, ‘No, it’s because he stopped working’. 

“If he knew I was retiring – well, not retiring – because I'm not retiring,” Michael says with a knowing smile, “but stepping down, he'd tell me I'm crazy.” 

“I feel my greatest legacy is that we've established Australia's second largest produce company. I'm leaving the business with a strong family value legacy. That's something I'm proud of, that our family is proud of, and hopefully that will continue.”  

Left to right: Michael, Tony, Vince, and John Simonetta.