Australian food producer and exporter Perfection Fresh has announced plans to open an Asian export division based in Singapore on Jun. 30.

Chief executive officer Michael Simonetta said the expansion was part of a five-year strategic plan outlined in 2010, to operate out of a central location in the Asia-Pacific region.

"The Asia-Pacific region is a major growth area for exporters due to Asia's rising middle class. From a permanent base in Singapore, we will be better placed to service existing clients and access new customers," he said in a release.

"There has been an evolution in food consumption throughout Asia in recent years. Consumers are demanding more fresh fruit and vegetables and quality produce that meets food safety standards. Australian-grown produce ticks all those boxes."

The operations will be led by experienced fresh produce and retail executive Malcolm McLean, as general manager exports (Asia).

"With an export specialist on the ground, we will be able to give more immediate and personalised attention to clients in the region," Simonetta said.

Simonetta highlighted that the Australian industry had faced significant challenges over the last two years due to the country's high currency and extreme weather events on the east coast.

"However, we have maintained relationships with existing customers and forged new ones in countries such as China, Vietnam, Indonesia, Hong Kong, Singapore and Thailand which continue to express their desire to trade with us and access Australian produce.

"This encouragement gives us the confidence to establish the Singapore operation now.

"Hong Kong, Japan and Vietnam were Perfection Fresh's major Asian markets and the most sought-after produce lines were specialty grapes, citrus, cherries, mangoes and berries."

McLean said Singapore would be a satellite office that would allow him to travel through the region, extending to India and the Middle East to service clients.

Photo: Flickr Creative Commons, jjcb

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