21 October 21 2011
The first potatoes will roll off Zerella Fresh’s new state-of-the-art optical sizing and grading line today as the prominent South Australian vegetable grower and producer launches a $4 million upgrade of its Virginia operations.
The new high-tech facilities will be formally opened by South Australia’s Primary Industries and Biosecurity Executive Director Don Plowman at a lunch function for more than 150 invited guests.
The upgrade incorporates additional hydro-cooling and vegetable polishing capability, plus optical grading and sizing technology which has been imported from Europe and is the first time it has been used on potatoes in Australia.
Zerella Fresh Managing Director Mark Pye said the new facilities will help improve the shelf life and quality of produce in addition to increasing production capacity for both potatoes and carrots, whilst providing a foundation for growing the company’s onion division.
“Zerella Fresh is committed to growing, packing and distributing vegetables of the highest quality to supermarkets, merchants and other retailers across Australia, with this new equipment enabling us to raise production levels and quality standards even higher,” said Mr Pye.
“These new facilities set a new standard for vegetable packing sheds and will help us streamline our operations for our major customers, including our retail partners and wholesale merchants.”
“In addition to washing, cooling and polishing the potatoes, this new technology means that every potato we grow will be rotated through special camera units where up to 40 photos will be taken of each spud to determine its exact length, diameter and surface condition,” he said.
“This information is then captured and evaluated by a high-speed computer which decides how the potato will be graded and packaged for distribution.”
Between Zerella Fresh and partner organisation Parilla Premium Potatoes – which form the Pye Group – the companies currently grow, pack and distribute more than 100,000 tonnes of potatoes annually, as well as 40,000 tonnes of onions and 30,000 tonnes of carrots.
It makes the operation one of the top three potato and carrot producers in Australia and number one for onion production.
The companies also employ 300 staff and from their 18,000ha of total cropping land boast an annual turnover of more than $100 million.
Among Zerella Fresh’s recent successes is the introduction of a new “maranca” variety of potato, which is exclusive to the company and which will account for 55 per cent of its total potato production in the coming season to satisfy increased market demand.
For more information please contact Kieran Hall (08) 8412 4100 or kieran@hughespr.com.au
