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Exp. Group names Fraymil Rodriguez chief operating officer

By
Keith Loria
Fraymil Rodriguez
Fraymil Rodriguez

Exp. Group, a major importer of tropical fruits, has announced that it has named Fraymil Rodriguez, a longtime employee of the firm, to chief operating officer. Rodriguez has been with Exp, Group since 2007, serving as a senior vice president for seven years.

“He has grown through the ranks at our organization as an executive, starting off as chief of staff to a vice president, then senior vice president, and now my father and I are making Fraymil our chief operating officer,” said Anthony Serafino, president and principal of the North Bergen, NJ-based company. “He comes with such a plethora of experience, and he is so renowned in the produce industry. He’s a seasoned vet, he knows his business and he embodies the ethos of our organization: quality, service, brand and culture.”

The move comes at a pinnacle point for the organization, with its operations in Texas and the Dominican Republic growing.

“We’re looking to position ourselves in the next generation of growth,” Serafino said. “Fraymil is going to be a key piece of that. My father and I are so excited to have Fraymil on board; he’s been on board for years, and this is the right time to do it.”

The change also comes as the industry is reacting to the sweeping tariffs from the Trump administration, which is creating a new age of protectionism and a fluid situation. Serafino noted that the produce industry is in a good position because while consumers may put off buying a new computer or an expensive pair of sneakers, they need to eat.

“Bananas cannot be grown in the United States,” he said. “Avocados for the most part cannot be grown in the volume we need in the United States. People are still going to be consuming these items, but unfortunately if things go through the way they look they’re going to, those items are going to cost more money.”

He also noted that there has been a growing trend in healthier eating since the pandemic, and that the Make America Healthy movement is encouraging even more people to live healthier lifestyles, which is resulting in a growing demand for mangos, pineapples, plantains, papaya and other delicious and nutritious tropical fruits.

“People want to eat healthier,” Serafino said. “There is more growth in items like ours because they’re healthier and more sustainable.”

People especially want the kind of foods Exp. Group deals in as spring comes around and the weather gets warmer.

“Once we get through April, we usually see melons pick up, we’re seeing berries pick up,” he said. “We’re seeing avocados continue to grow; I feel every year, avocado growth is surging.”

Exp. Group sees itself as a one-stop-shop grower, packer, shipper and distributor, and Serafino takes great pride in being part of the Hunts Point Market.

“The market is very important to us,” he said. “We have a long-standing relationship with the Hunts Point Market. We know all the companies there and we service Hunts Point very well. I go to different produce markets across the United States and there’s nothing else like Hunts Point. It’s located in the biggest city in our country, right in the Bronx. Who doesn’t love Hunts Point? It will always be a focal point for our business because of its clientele and service and the historical companies that are multi-generational in that market.”

Keith Loria

Keith Loria

About Keith Loria  |  email

A graduate of the University of Miami, Keith Loria is a D.C.-based award-winning journalist who has been writing for major publications for close to 20 years on topics as diverse as real estate, food and sports. He started his career with the Associated Press and has held high editorial positions at magazines aimed at healthcare, sports and technology. When not busy writing, he can be found enjoying time with his wife, Patricia, and two daughters, Jordan and Cassidy.

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