Procacci Brothers Sales Corporation announced the expansion of their tropical and ethnic produce program and the launch of their new “Feliz” premium brand of items. Long an industry leader in wholesale tropical and ethnic commodities, Procacci Brothers is seeking to increase their growth in the category in response to the changing demographics and demands of consumers in the United States.
Procacci’s operation will now include a strategic sourcing office located in Miami, Florida. The office will be headed by Javier Alvarado. During Alvarado’s 25 years of experience in tropical and ethnic produce he has built relationships with an expansive network of growers throughout Central America, South America and other prime tropical growing regions. Alvarado’s hands-on approach to building his relationships with growers sends him on frequent travels throughout the Tropics. In the face of changing global weather patterns his exceptional efforts will enable Procacci Brothers with the ability to provide their customers with consistent, high-quality tropical and ethnic produce year-round.
Alvarado will work closely with Procacci’s Philadelphia-based sales team of Mike Barber and Luis De Vore. Barber brings over 30 years of excellence in the procurement and sales of tropical produce. De Vore, a recent graduate of the Sustainable Business MBA program at Marylhurst University, possesses a sales expertise that is strongly rooted in quality control. Before joining Procacci’s sales desk De Vore gained 13 years of QC experience, first as a researcher and inspector for the USDA and then as the director of the quality control department at Procacci Brothers.
In addition to announcing the expansion of their tropical and ethnic produce operations, Procacci Brothers also announced the launch of their new premium tropical and ethnic produce brand, “Feliz™”. The Feliz brand will include tropical and ethnic items such as green plantains, avocados, calabaza, malanga, chayote, yuca, and ñame, as well as many others. Feliz items will be sourced from select growers that meet Procacci’s standards for outstanding quality and safety throughout the supply chain.
“All Feliz items will feature distinctive Feliz PLU stickers. The sticker is designed to show a smiling face with the word “Feliz” making up the eyes of the face,” said De Vore. “That is what we believe our brand will come to mean to our customers. When they’re in the produce department they will see “Feliz” and experience happiness and peace of mind in knowing that they are purchasing delicious, responsibly-sourced products that they can count on being available, week-after-week.”
For more information on Procacci Brothers’ tropical program or their Feliz brand please visit www.procaccibrothers.com/feliz or contact Mike Barber or Luis De Vore at 215-463-8000
Source: Procacci Brothers Sales Corporation
