CHICAGO — Life should always enjoy such symmetry.

This September, as Strube Celery & Vegetable Co. celebrates its centennial anniversary, the firm is also aggressively moving toward the future under fourth-generation leadership.

Lisa Strube, the director of finance and administration, said the firm’s new motto is “Over 100 years old and still fresh.”

In one of the steps toward its next 100 years, the company is emphasizing just “Strube” for its working name and new logo. She indicated the firm technically remains Strube Celery & Vegetable Co., as it was named by Fred Strube in 1913. But celery is only a small part of the firm’s modern offerings and the name is confusing to those who don’t know the company.

Lisa Strube and others at the company are unanimously clear that their firm suffered a blow with the untimely death of Jan Fleming, who was the daughter of second-generation owner, Robert (Bob) Strube Sr.

Fleming carried a great deal of management responsibility for the firm, even as cancer started overtaking her life. She was 67 years old when she died May 1, 2013.

Helen Strube, the wife of Robert Strube Sr., celebrated her 95th birthday on Aug. 21, which happened to be the day The Produce News called on the company.

Jan Fleming’s brother, Robert Strube Jr., has retired from the firm, as has Fleming’s husband, Tim Fleming, who was also a leader at Strube and in national produce industry affairs.

There are three owners of the Strube firm: Robert Strube Jr. and his wife, Sue, as well as Tim Fleming.

Early this year, the family hired a consultant to help organize the firm for the future.

Robert (Rob) Strube III was recently elected by a company team to become the new Strube president. Lisa Strube is his ex-wife. The Flemings’ son, Tim (TJ) Fleming Jr. is a third director in the company. His title is director of sales and marketing. “TJ” is a nickname for Tim Jr.

With Rob Strube, Lisa Strube and TJ Fleming, the company’s fourth director is Sue Hunter, who heads the company’s human resources.

Lisa Strube indicated that the firm’s directors have been more focused on their work than celebrating the firm’s centennial. They do plan an October celebration for customers.

The key to new management practices in the firm is compartmentalization, Lisa Strube indicated. “We’ve had too many people wearing too many hats,” she said. Going forward, the staff members “will focus on what they do well” and have a limited role otherwise.

“We’ll have guys who focus on sales. We’ll have guys who focus on food safety.”

Rob Strube told The Produce News that changes “are going to be exciting. I want the company to be run the right way. This is to be business-like and still be a family business. ‘Accountability’ will be a big word this year and next year.”

Rob Strube noted that his grandfather worked for decades to lead Chicago’s produce wholesalers to build the Chicago International Produce Market. That work was completed about a decade ago.

Strube’s current challenge is to push itself to unsurpassed levels of success, he noted.

TJ Fleming said, “I am excited for the change” at his company. “I have been a soldier on the floor for 20-something years. I’ve worn lots of hats. With the new changes, I have more role clarity as we transition from the third to the fourth generation.”

Of Jan Fleming, TJ Fleming noted, “My mom was so reliable, good and able. My dad stepped out so it’s our turn to take the reins. I’m glad to do it. We’ve needed this for a while.” Strube’s staff has “been wanting some direction. We’ve been a rudderless ship for a while. This will create stability and I anticipate growth and a stronger company.”

TJ Fleming indicated that a centennial anniversary for a family business “is huge. It’s unbelievable. It’s been my only job. It’s a huge source of pride for me and the rest of my family. A family business is a blessing.”

Forty-five-year-old TJ Fleming has children who are 17 and 13 years old. His family members also have children who may become fifth-generation leaders at Strube.

The Strube Centennial

According to the firm, Strube Celery & Vegetable Co. is the oldest federally licensed wholesale produce company in the Chicago area.

The firm was established in 1913 by Fred Strube.

The firm has been repeatedly recognized. Some of Strube’s accomplishments are 1996 University of Illinois Chicago’s Small Business of the Year, 1996 Illinois Family Business of the Year, the 1997 Arthur Anderson Small Business of the Year and 1999 Chicago Business Ethics Award.

Strube personnel have served on industry programs and on boards of directors of major produce associations.

Lisa Strube is currently the chair of the Wholesaler-Distributor Board of the United Fresh Produce Association, which is based in Washington, DC.