Trucco lends a hand to find cure for cancer
In 2019, the eight-year-old son of a long-time Trucco employee was diagnosed with Leukemia, but that untimely and scary cancer battle has turned into a positive mission for the boy and created an ongoing charity focus for Trucco Inc., which has offices in the Bronx, NY, and Vineland, NJ.
To help fund research for a cure to fight childhood cancer, this year Trucco has joined forces with Medrano Produce, a produce wholesaler/supplier in Pharr, TX. Trucco Chief Marketing Officer Yasmin Pacia said that donations are accrued through the purchase of specially packaged kiwi and limes.
In recognition of National Childhood Cancer Awareness Month (September), Trucco announced its ProduceforLife7 initiative. “This year, Trucco has chosen to collaborate with Alex’s Lemonade Stand Foundation, a leader in the battle against childhood cancer,” Pacia said. “Their relentless commitment to funding groundbreaking research is more than a mission; it’s a promise to every child and family affected by cancer. By purchasing packaged kiwis and limes marked with a golden ribbon, you join a powerful movement paving the way toward a cure. Look for the golden ribbon. Help us turn this campaign into something extraordinary — hope for children nationwide.”
She revealed that Trucco and Medrano Produce will donate a portion of the sales to Alex’s Lemonade Foundation for every clamshell of kiwis or limes marked with a golden ribbon that a customer buys.
Trucco is encouraging its customers and other produce industry members to support the people who do so much for children and families needing care and a cure. She added that to learn more or make an outright donation, interested parties can visit Alex’s Lemonade Stand Foundation on its web page, www.alexslemonade.org.
By the way, the young boy that initiated Trucco’s effort to take this charitable journey is now a teenager in remission thanks to the collective efforts of doctors, researchers and caregivers, according to Pacia.
Tim Linden
About Tim Linden | 
Tim Linden grew up in a produce family as both his father and grandfather spent their business careers on the wholesale terminal markets in San Francisco and Los Angeles.
Tim graduated from San Diego State University in 1974 with a degree in journalism. Shortly thereafter he began his career at The Packer where he stayed for eight years, leaving in 1983 to join Western Growers as editor of its monthly magazine. In 1986, Tim launched Champ Publishing as an agricultural publishing specialty company.
Today he is a contract publisher for several trade associations and writes extensively on all aspects of the produce business. He began writing for The Produce News in 1997, and currently wears the title of Editor at Large.
