Food has always been the family business.
From a fruit shop in Moorebank in the mid-1950s to some of Australia’s most recognisable fresh produce, food has always been part of the Simonetta family story.
Today, that experience comes together with a new generation’s work in wellness to create a modern neighbourhood grocer built around better everyday food.
It started in Moorebank.
In the mid-1950s, Antonio “Tony” Simonetta—Nonno Tony to the family—opened Moorebank Fruit Market in Sydney’s south-west.
Fresh produce became part of family life and the beginning of a lasting respect for growers, quality and service. Those values would carry through the family for generations.
Fresh produce, made more exciting.
Over more than four decades, Michael Simonetta helped transform Perfection Fresh and bring products including Broccolini®, Calypso® mangoes and Qukes® baby cucumbers into everyday Australian shopping.
That instinct—to search for a better product and make it part of everyday life—continues at Supermercato.
Produce expertise meets modern wellness.
Anthony, Simon and James are co-founders of XtraClubs, Australia’s fastest-growing retail wellness brand.
Supermercato brings that experience together with Michael’s fresh-produce expertise to make better everyday choices easier—without turning grocery shopping into a lecture or compromising on flavour.
It is a food-first approach: Mediterranean superfoods, better staples, fresh prepared food and proper treats, all chosen with clear judgement.
The better version, already selected.
You should not have to read every label or decode every ingredient list. That is our job. Every product at Supermercato needs a clear reason to be here.
Mediterranean superfoods for your every day; better staples, proper treats and ingredients you can trust.
Better than supermarket standard
A better ingredient list, nutritional profile, supplier, process or taste. If there is no clear reason to choose it, it does not make the range.
Simple, recognisable ingredients
We prioritise short ingredient lists and avoid unnecessary fillers, artificial colours, artificial flavours, excessive preservatives, gums, emulsifiers and artificial sweeteners.
Better fats, with no palm oil
We favour extra virgin olive oil, avocado oil, butter, ghee, nuts, seeds, coconut and traditional fats. Palm oil is effectively excluded. Refined seed oils are considered with judgement and should not be the foundation of a product where a better alternative exists.
Useful nutrition, not fake health food
We look for meaningful protein, fibre, lower sugar, whole ingredients, gut-health value or minimal processing—not ultra-processed products hiding behind health claims.
Made and sourced with care
Local makers, Australian producers, family businesses, organic ingredients, small-batch suppliers, traditional methods and ethical sourcing receive extra consideration when the fundamentals are right.
Proper treats, made properly
Supermercato is not a restrictive health-food shop. Sugar, butter, chocolate, dairy and flour are welcome when a product is made with real ingredients and without cheap industrial shortcuts.
If we cannot explain in one sentence why a product belongs on our shelf, it does not belong on our shelf.
Look for the reason it’s here.
Our shelf markers make it easier to understand why a product was selected, so you can shop with confidence without studying every pack.
- SUPERMERCATO PICK
- HIGH PROTEIN
- HIGH FIBRE
- NO SEED OILS
- BETTER FATS
- LOW SUGAR
- SIMPLE INGREDIENTS
- LOCAL MAKER
- SMALL BATCH
- ORGANIC
- PROPER TREAT
Better food, chosen for real life.
Supermercato brings together generations of fresh-produce experience, modern wellness thinking and a simple belief: everyday food should be easier to trust and better to eat.