“We will have additional grower-direct deals in chili peppers, honeydew melons, watermelons, squash and bell peppers,” said Donald Souther, vice president of marketing and sales development for Vision Produce Co. headquartered in Los Angeles. “And we are re-introducing our ‘California Chile Company’ brand with a refreshed look and exposure through our print, marketing outlets, social media and our packaging. Our ‘La Visión’ label has expanded into watermelon and squash.”

Souther also announced that the company has hired and/or promoted three sales representatives. Jaime Lucero, quality control specialist, has been with Vision Produce Co. for the past two years. He is now taking on additional sales responsibilities as the company’s f.o.b. Nogales contact.

“Sam Aguiar was previously our sales coordinator in the Phoenix office,” added Souther. “He has recently transitioned into a full-time sales role and now our category manager for the chili peppers in our Arizona office.

“Allan Acosta is new with Vision Produce,” he continued. “His title is vice president of operations, Phoenix. Allan was previously with Ready Pac for eight years as their procurement specialist. He brings many strategic specialties as well as direct grower deals to our fall availability.”

Vision Produce also relocated its Nogales storage receiving operation to a larger facility this fall with additional storage and refrigeration space to support its programs from Mexico.

“This will help to accommodate our increased presence and availability for f.o.b. sales,” explained Souther. “This relocation gives us the opportunity to increase consolidation as well as delivery options. The Phoenix and Nogales sales teams are managed by John Caldwell, our vice president of sales, Arizona.”

The Vision Cos., also known formally as Tavilla Sales, co-owns Vision Import Group, which was founded in 2007. Bill Vogel, president of both Vision Produce Co. and Vision Import Group, appointed Raul Millan as executive vice president and in charge of day-to-day operations. Also appointed as an officer was Ronnie Cohen in the role of vice president of sales. Millan and Cohen work at the Vision Import Group’s River Edge, NJ, facility, while Bill Vogel works from the Los Angeles facility.

Sales for the Phoenix storage facility are managed by John Caldwell, and Allan Acosta is the operations manager.

Some of the brands both companies market include “Van Gogh” mangos as well as lime labels “Mojito,” “Havana” and “Mr. Squeeze.” Vision Produce Co. also distributes limes under the “Bonito,” “Logger” and “Tropic Star” brands in the western United States.

Vision Import Group maintains an office in Pharr, TX, which is used for quality control and distribution. The firm also recently opened a facility in Lakeland, FL.

Vision Produce Co. runs the sales departments out of Los Angeles, which are headed by Dan Lawton, Nancy Betancourt and Robert Stauffer. Souther oversees sales and marketing for both Vision Produce Company and Vision Import Group.

“Vision Produce also has a trucking company named VPC Freight Solutions,” said Souther. “It is based at the Phoenix facility and managed by David Spellmire.”