New Banana acquisition set to bring excitement to the category.
May 10, 2021
MEDIA RELEASE: Monday, 10th May 2021
Perfection Fresh Australia has purchased leading banana business, Pacific Coast Produce Marketing (PCPM) as part of a move to excite Australian consumers with new banana offers.
Chief Executive Officer Michael Simonetta said the acquisition, which provides the opportunity to license The Red Tip™ Ecoganic™ banana, is an excellent fit with Perfection Fresh and aligns with its focus on driving innovation in fresh produce.
He said: “We decided to enter the banana category because we have the opportunity to grow the category as a whole by offering unique product offerings to different consumers. Bananas are a versatile fruit packed with health benefits. The Red Tip™ Ecoganic™ is a banana that tastes like a banana should - sweet and creamy with well-rounded flavour.
“The banana category has lacked innovation in Australia, and we plan to change that by bringing choice for consumers in terms of size, taste, sustainability and other attributes,” Mr Simonetta said.
Established in 1998 by Frank and Dianne Sciacca, Ecoganic™ farming set out to minimise the degradation and decline of reef and soil health caused by conventional growing practices in Far North QLD, to produce a sustainably grown banana that’s both good for the environment and for the consumer.
They designed the Ecoganic™ farming system to farm in harmony with nature, rather than relying on chemicals (synthetic or organic) to grow a banana slowly, carefully and sustainably. Today, the Ecoganic™ banana is available Australia-wide, distinguished by its signature red-wax tip.
“We are thrilled to be able to continue to grow the Ecoganic™ farming system together with Perfection Fresh. This will take our patented farming method to new heights and we are excited about the benefits for both consumers and the environment,” said Frank Sciacca, Managing Director Pacific Coast Produce Marketing.
This acquisition follows Perfection’s recent purchase of licensing rights of two new varieties - Little Gem™ and Havana™ Bananas.
“These varieties are fantastic snacking options, particularly for children who are looking for a small healthy energy boost and will fit perfectly into the lunchbox. As well as adults who only want a smaller serving,” Me Simonetta said.
“We see this as a huge opportunity to grow the category and restore value to bananas. Perfection Fresh is continuing to do what it does best – identifying unique varieties and offering product experiences that reflect consumer trends. In essence, bringing more choice and premium produce to consumers.”
“This acquisition is very much in line with our sustainability approach and gives us the opportunity to extend Ecoganic™ farming to other crops in our portfolio.”
As part of the PCMP acquisition, Perfection Fresh has welcomed two banana industry stalwarts - Chaise Pensini as Category Manager, and David Vella as Category Supply Manager – who bring their extensive industry know-how to the Group.
Chaise brings an impressive in-depth understanding of the banana industry; he was born and bred on a banana farm in Far North QLD before relocating to Sydney to take on Sales and Executive Management positions with a wide range of Australia’s largest fresh produce companies.
Chaise also has an extensive network within the banana category, participating in various roles at a board and advisory committee level, and has access to world-class industry intelligence from across the globe.
Mr Pensini said: “I’m looking forward to working with Perfection Fresh and other key stakeholders to grow the banana category in this country and abroad.”
David Vella will bring more than 28 years’ experience in fresh produce retail buying, procurement, supply and operational management.
“We have the opportunity to reinvigorate the bananas segment with new varieties and innovation, and I’m excited to help develop ways to support growth into the future,” Mr Vella said.
About Perfection Fresh
Perfection Fresh Australia is one of the country’s largest privately owned fresh produce businesses. The company owns several farms across the country, including glasshouses and berry farms and a network of farmers that grow their exclusive varieties. The business is renowned for leading innovation and marketing in horticulture, having introduced some of Australia’s best loved produce brands such as Calypso® mangoes, Broccolini®, Qukes® baby cucumbers, Mix-a-Mato® tomatoes, Kumato® tomatoes and Perfection Berries.