10/20/2006
Two Homestead, FL-based tropical produce specialists have combined forces to provide greater resources and enhanced service to their growing customer base as Fresh King Inc. has acquired C-Brand Tropicals Inc.

"Our customers now have a wider selection and greater resources to choose from, more convenience and more volume availability," Peter Schnebly, co- owner of Fresh King, said in a press release. "The synergies created through the combination of the two companies have already yielded exciting results."

Fresh King is a grower, packer, shipper and importer of tropical produce and Chinese and gourmet vegetables. Avocados, mangos, lychees, carambolas, French beans, sno peas and sugar snaps are among its selections, and the bulk of its customer base is foodservice-focused.

C-Brand Tropicals had sold for other Homestead-area tropical growers and imported tropical fruits from the Caribbean and South America. Among C- Brand's higher-volume items are avocados, papayas, carambolas and coconuts, with a retail-dominated customer list.

"While tropical fruit has suffered some severe devastation in recent years because of the hurricanes in south Florida, it has not diminished its cultural demand throughout the U.S. - which has been rising by leaps and bounds," said Bill Schaefer, president and partner of C-Brand. "We will continue to supply that demand from whatever source is necessary on a worldwide basis in order to keep meeting our customers' needs."

C-Brand closed its packing facility in Homestead, and most of its staff now works out of Fresh King's headquarters. Peter Leifermann, C-Brand's former managing partner, has assumed the role of president of Fresh King. Mr. Schnebly is now chief executive officer, and Denisse Serge-Schnebly, wife of Mr. Schnebly and co-owner of Fresh King, is chief financial officer. Mr. Schaefer is now Fresh King's vice president of marketing.

The Fresh King packing facility encompasses over 32,000 square feet, which includes 10,700 square feet under refrigeration, 6,000 square feet of loading and unloading areas and four refrigerated loading docks.

"Our goal is to bring the new facilities up to full food-safety certification by the early part of 2007," Mr. Leifermann said.

"We're also building new offices for shipping and receiving, along with a 4,000-square-foot office area for marketing and sales," Mr. Schnebly added. Mr. Schaefer emphasized that "while it is often a common occurrence that the sum of the parts is greater than the whole, in our case, with the joining together of these two entities, the whole will actually be greater than the sum of its parts. This union has already begun to show benefits to both our company and our customers."

In addition to Fresh King's tropical fruit line, Mr. Schnebly pointed out that it has expertise in another of today's hottest produce categories: Asian and Indian gourmet vegetables. "They can be key elements in producing a fusion of flavors," he stressed.

Another dimension to the venture intensifies the excitement for the future. Fresh King's owners also operate Schnebly Redlands Winery, situated on the same 20 acres where Fresh King is located.

"With a unique harmony of south Florida's tropical fruit and old-world sophistication, our wines bring a totally new experience to the taste buds," said Mr. Schnebly. "We have crafted the only tropical wines produced in the U.S. that are made with tropical fruits - and absolutely no grapes. We currently offer five varieties: mango, carambola, lychee, guava and passion fruit wines."

"We are excited about the syntheses between the wines and our fresh tropicals, along with all the new options that will be available to our customers," noted Mr. Schaefer. "The opportunities for creative cross- merchandising are vast."

In summation, Mr. Schnebly said of the merger, "I don't think there is any organization in existence in the fresh produce industry today with more opportunity than we have."