Sunrise Produce Expands Market Presence Through Acquisition of Family Tree Produce

ANAHEIM, Calif. — Sunrise Produce, a leading wholesale produce distribution company based in Southern California, today announced its acquisition of Family Tree Produce, a family- and minority-owned business that has served Southern California for more than five decades.

The strategic acquisition expands Sunrise’s local footprint in Anaheim, making it the city’s largest produce distributor and one of the leading produce distributors in Southern California. Terms of the transaction were not disclosed.

The acquisition strengthens Sunrise’s sourcing and distribution capabilities while building on the qualities that have made both companies trusted partners to wholesale customers throughout the region.

“This acquisition represents an important step in our long-term growth strategy,” said David Sapia, president and CEO of Sunrise Produce. “We have always admired Family Tree’s business and culture, and because we are complementary brands, our combined relationships and sourcing networks position us to deliver the best customer experience in the produce industry.”

Family Tree Produce was founded in 1975 by Fidel Guzman, a chef, restaurant owner and food industry expert who immigrated from Mexico. Under his leadership, the company has grown to serve major customers, including Disneyland and Costco.

“For five decades, we have delivered for our customers and community with great enthusiasm and pride, and have long respected Sunrise as a like-minded peer in our industry and local ecosystem,” said Guzman. “Our values and philosophy are very much aligned, and we’re looking forward to the next chapter of Family Tree.”

Southern California is one of North America’s most important produce distribution hubs, connecting growers, importers, wholesalers and retailers throughout the western United States. Sunrise Produce has continued to expand its presence in the region to meet growing wholesale demand.

The company’s recent growth includes its 2024 acquisition of Moceri Produce in San Diego, followed by its 2026 relocation from Fullerton to a larger, more modern distribution facility in Anaheim.

“We are focused on strategic acquisitions that enable us to expand sourcing networks, strengthen logistics capabilities and improve service levels while navigating challenges such as labor shortages, transportation costs and weather-related supply disruptions,” Sapia said.

“Sunrise is excited to welcome Family Tree team members and customers to the Sunrise family. With a mutual passion for delivering a diversified product offering, we remain committed to providing the highest levels of quality, service and value for our customers.”

About Sunrise Produce

Sunrise Produce is recognized as the leading wholesale produce distribution company
in Southern California, providing customers across the specialty and white tablecloth
restaurant and resort, education, healthcare and retail sectors with the freshest
produce and perishable foods available. For more than three decades, Sunrise Produce
has fostered lasting relationships with the most reputable growers in the industry,
ranging from wholesale commodity growers, organic growers, and local family farmers
supporting local sustainable growth. Through deep industry knowledge, a passionate
work ethic and customized approach, Sunrise Produce delivers a diversified product
offering with the strongest levels of quality, service and value to its customers.