Our Brand | Primo

OUR PURPOSE

At Primo, our purpose is simple – to enrich everyday moments through quality foods, crafted with passion and care.

OUR STORY

From a humble butcher shop in 1957, we have grown to become Australia's best known and market leading smallgoods manufacturer.

Primo products are always a cut above. It starts with carefully selected, finest quality meats, which are crafted using traditional slow cooking and curing methods. Our team's artisan skills combined with expert modern techniques, create food that is simply made better to taste better. Our consistency, breadth of range and dedication to quality sees Primo as the clear leader when it comes to consumer preference, and the most trusted and recognised brand in the category – something we can all be proud of.

Part of the JBS family, our drive for growth and commitment to constant improvement, will ensure Primo's future continues to shine bright. By building on today's strong foundation, we will be sure to convince all Australians for generations to come that 'There's good, there's great and then there is Primo'.

1957

ANDREW LEDERER TRAVELS FROM HUNGARY TO AUSTRALIA

Our story begins in Hungary, with our founder journeying to Australia, with a focus on sharing his expertise in the crafting of exceptional deli meats to this new country.

1963

THE FIRST
FACTORY OPENS

A new premise also opens on George St. Leichardt. Word begins to spread and the business fast becomes the leading purveyor of continental delicacies, sausages, smoked hams and salamis.

1985

PRIMO LAUNCHES

The 'Primo Smallgoods' brand was launched. Primo, the Italian word for 'First,' was a ﬁtting name for what would become the leading deli brand in Australia. The business started with approximately 38 employees, operating from a manufacturing facility in Homebush, Sydney.

1998

The most high-tech meat processing facility in the southern hemisphere opens. The Primo group sells their previous factory in Homebush to accommodate the Sydney Olympics and moves to Chullora.

2006

BRAND EXTENSIONS

Mayfair Foods joins the Primo family.

2009

Primo acquires a major competitor, Hans Continental Smallgoods and expands its presence from primarily Queensland, to a national brand.

2012

Primo commissions a mega site at Wacol, Queensland. With 40 thousand square metres all under the one roof, it becomes the largest food manufacturing and distribution operation in Australia, at the time.

2015

JBS Australia, the most respected meat and food processor in the country, acquires the Primo business.

2018

'Primo Foods' is created, consolidating all the company's brands under one umbrella, setting the group on a journey of becoming Australia's most successful food business.

2019

Primo unveils Australia's largest single rooftop solar installation at their Wacol factory. To celebrate, 2,091 bacon and egg rolls were cooked using power from the newly installed panels, setting a Guinness World Record for the "Largest Serving of Breakfast Rolls"!