Veg-Land Inc. Celebrates 50 Years of Freshness, Family, and Innovation at Global Produce and Floral Show

Fullerton, CA – Veg-Land Inc., a second-generation family-owned business, proudly marks its 50th anniversary, celebrating a legacy of delivering farm-fresh produce, fostering friendships, and driving innovation in the organic and conventional produce industry. Founded in 1976 by brothers Jim “Big Jim” Matiasevich and John Matiasevich, Veg-Land has grown from humble beginnings in Watsonville, California, into a powerhouse serving retailers and businesses across North America and beyond.

A Family Legacy Rooted in Farming

What began as a bold vision by two brothers to bridge the gap between small family farms and customers’ tables has flourished under the current leadership of Big Jim’s son, Jimmy Matiasevich, alongside his brother Jeff Matiasevich and the rising third generation, Jimmy Jr. The Matiasevich family’s commitment to excellence, honesty, and hard work remains the cornerstone of Veg-Land’s success. “Our family’s passion for farming and dedication to quality has shaped everything we do,” said Jimmy Matiasevich. “As we celebrate 50 years, we’re driven to reimagine the produce industry for decades to come.”

From Humble Beginnings to Industry Leader

Raised in Watsonville, Jim and John Matiasevich understood the vital role of small, independent growers. In 1976, they founded Veg-Land, Inc., initially providing warehousing and distribution for a national retail chain. A year later, Veg-Land Sales was established, specializing in grower sales from California’s fertile Salinas and Imperial Valleys. In the 1980s, the family launched JBJ Distributing, Inc., to meet the growing demand for organic and specialty produce, cementing their leadership in supplying high-quality organic crops nationwide.

Today, Veg-Land’s three divisions—Veg-Land, Inc., JBJ Distributing, Inc., and Fresh Cut, Inc.—deliver comprehensive solutions, from precision warehousing and seamless sourcing to customer-curated fresh-cut processing. These services empower businesses with efficient, cost-effective supply chains and premium, farm-fresh produce.

Transforming the Produce Industry

Veg-Land is more than a supplier—it’s a strategic partner. By minimizing waste, optimizing costs, and streamlining operations, Veg-Land helps businesses of all sizes stay competitive. “We don’t just deliver produce; we deliver results,” said Jimmy Matiasevich. “Our innovative approach ensures our partners receive the freshest fruits and vegetables while reducing shrink, labor, and costs.”

• Veg-Land, Inc.: State-of-the-art warehousing and cold chain mastery ensure produce stays fresh from farm to shelf, with cross-dock services and advanced cooling solutions guaranteeing on-time deliveries.

• JBJ Distributing, Inc.: Expert sourcing and distribution deliver top-quality produce at competitive prices, meeting the highest standards of excellence as growers, packers, and shippers.

• Fresh Cut, Inc.: Custom processing saves time and labor, providing ready-to-use produce tailored to customers’ exact specifications.

A Bright Future Built on Tradition

As Veg-Land celebrates its 50th anniversary, the Matiasevich family honors its heritage while continuing to embrace innovation. From national retailers to local businesses, Veg-Land remains a trusted partner, delivering transformative solutions that elevate brands and enhance customer experiences. With a century of farming tradition and a forward-thinking vision, Veg-Land continues to set the standard for excellence in the produce industry.

Visit us at IFPA Global Produce Show—Booth 4197

About Veg-Land Inc.

Founded in 1976, Veg-Land Inc. is a second-generation family-owned business dedicated to delivering the freshest organic and conventional produce to businesses across North America and beyond. With divisions specializing in warehousing, distribution, and fresh-cut processing, Veg-Land empowers its partners with innovative, cost-effective solutions that drive success.