By EMMA SUN
ROSELLA has flown back onto supermarket shelves with the relaunch of its iconic tomato sauce production in Silvan.
The almost 120-year-old brand went into receivership December last year and forced the closure of its Sydney factory, before family-owned Sabrands, also behind the Sunraysia Natural Beverage Company, acquired it in April.
Sabrands executive chairman Dan Presser was joined by manufacturing minister David Hodgett and Evelyn MP Christine Fyffe at its Dandenong Ranges factory last Friday.
Mr Presser said it was a celebration of the brand being brought back to its roots.
“Today is very important because it’s the first official recognition that a great Australian company that began its life in Victoria has returned here,” he said.
“It all began in Victoria 120 years ago in Carlton, then Richmond, and if you go to Richmond today, you’ll see the original Rosella signs still on the factory, and I think that’s fantastic.
“The big thing about Rosella is that is has been part of everyone’s life, it was for such a long time and it really is part of what we are all about.”
The move has added 20 jobs to the production line at Aussie Growers Fruit in Monbulk Road which also produces soups, chutneys and relishes.
Mr Presser said the company has worked to ensure Rosella will remain an iconic Australian brand by sourcing most ingredients locally.
“When we purchased Rosella, I was quite shocked to find out the iconic Rosella tomato sauce in both the glass bottle and squeezy bottle, had imported tomato paste, and I certainly couldn’t understand that because we grow fantastic tomatoes right here in the Goulburn Valley, so we immediately changed the imported paste back to Goulburn Valley tomatoes,” he said.
“That helps the growers, it helps truck drivers and it helps families, so we’re really excited about that as well.”
Mr Hodgett said the relaunch will have a ripple effect throughout the state’s economy and said it was great to see an iconic brand coming back into Australian instead of moving offshore.
Ms Fyffe said transporting the ingredients to the factory would create more work for the transport sector and new opportunities for local packaging and branding companies, marketers and other suppliers.
“This relaunch is a vote of confidence for our manufacturing sector and an endorsement of our local producers and workers – a vote of confidence for the Yarra Valley,” she said.
“I urge all Victorians, and Australians, to get behind Rosella and give it a go.
“It will be the tastiest support you can give our local manufacturers.”
Mr Presser said he looked forward to developing the brand further and branching out over the coming years.
“The first plan we have is to make Rosella great again right here in Australia and the dream, the vision, is to one day take Rosella overseas to those same countries that are selling their products right here in Australia and make the Rosella brand as relevant in those countries as those overseas brands are here,” he said.
“It’s so emotional to know that Sabrands is a guardian for one of Australia’s most iconic brands now and into the future.”
