Karen Collier
August 14, 2013
Herald Sun
ROSELLA tomato sauce is back from the dead – and back to its Victorian roots.
The historic brand’s future appeared shaky when its former owner went into receivership late last year, causing a Sydney factory closure in March and dozens of job losses.
But new buyer Sabrands is pumping out bottles at a Yarra Ranges plant amid hopes for a successful comeback.
The takeover has added 20 full-time jobs to a sauce, relish and chutney production line at Aussie Growers Fruit in Silvan.
Sabrands will soon employ up to 10 more.
Executive chairman Dan Presser said the sauce’s imported tomato paste had been replaced with homegrown content.
“Wherever possible we are going to bring back Australian ingredients,” Mr Presser said. “It’s a great food brand that is part of Australia’s fabric.”
“I grew up on it and it is part of my life. We didn’t want it to be sold overseas again.
“We don’t expect the consumer to buy Rosella just because it is Australian – it has to deliver on taste, quality and purity.
“Our long-term goal is to reach up to 25 per cent market share.”
Sabrands, the company behind Sunraysia fruit juice, acquired Rosella in April.
Sauce from the new manufacturing location is now in most Coles, Woolworths and IGA supermarkets.
Production worker Briana Modaffari said: “It’s good that Rosella hasn’t been lost forever”.
The Rosella brand began in 1895 when founders HR McCracken and TJ Press started making jams and preserving fruits in a Carlton back yard.
This is the sixth time it has changed hands.
The fightback comes as some local food makers struggle to compete with cheap imports or big foreign-owned labels.
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