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El Sol Brands values strong partnerships

By
Keith Loria

El Sol Brands has a strong reputation in the tropical produce industry and has seen its Miami-based company grow year after year.

“El Sol operates a business model that is mindful of sustaining agricultural practices that will protect the environment where we grow our products,” said Luis Perez, vice president of sales. “We promote fairness with our growers and packers, protecting their dignity and their personal growth. We reward the dedication of our employee associates encouraging and promoting empowerment and risk taking. We value and protect the relationship we enjoy with our customers and will never compromise the character of our operating principals to make a profit.”

The company’s customers are located all over the United States.

“Our organization works very hard at supplying a consistent high-quality standard product that bears the El Sol name,” Perez said. “This is the best form of advertising.”

The biggest news concerning the company in the early part of 2022 is that it has expanded its facility in Miami — a complete renovation that includes state-of-the-art coolers and operating equipment.

“We believe that south Florida has many opportunities as far as presenting customers with higher standards in tropical produce,” Perez said. “We aim to increase sales and profitability by providing a high-quality product that will have a higher sell through and reduced shrink.”

Despite the pandemic, El Sol continued to increase sales year-over-year in 2021, which Perez credits to its trusted customer partners.

“Our strategy is and always will be to provide the highest quality tropical produce to our customers,” Perez said. “We believe in packing standards that will accommodate the merchandising needs of our retail partners. Thus, we focus our efforts on packing for the retailers.”

Recently, the company has been investing heavily in the Asian market with value-added packaging, and Perez believes that in 2022 both these growth opportunities will come better into fruition.

“The Asian consumer is one of the fastest demographics in America and we think our approach to the supply chain can help many retailers provide some product representation to this consumer,” he said.

Since its beginnings, El Sol has seen the demand for tropical fruit continue to increase with consumers learning more about the host of products available.

“Tropical fruit continues to grow,” Perez said. “Our grower and packing partners have worked tirelessly to ensure that we have the product available to sustain the demands of our customers. Thanks to them and all the people in our organization, including logistics, our business has maintained a leading position in the category throughout these challenging times. It has not been easy, but then again, it would not be so much fun if it were.”

Therefore the key to success, Perez noted, rests in those partners. “Success comes from protecting and defending your shippers and treating them with the upmost honesty,” he said. “You can’t have a thriving business if you don’t have thriving suppliers.”

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