Jeff Weisfeld has followed in his father’s footsteps and made a nice living as the proprietor of Fruit Distributing Corp. of Los Angeles, the produce wholesaler operation Harold Weisfeld founded 57 years ago.

But the younger Weisfeld doesn’t expect to completely imitate his father’s career path. In his late 80s, the elder Weisfeld still comes to the office three or four days a week for several hours to remain involved, even though he no longer owns the company nor engages in buying and selling. “If he didn’t have this, he just might die,” said Jeff Weisfeld. “I don’t think I’ll do that. I work to live rather than live to work.”

Sean Hire and Jeff Weisfeld.Nonetheless, Jeff Weisfeld has built himself a career he is proud of and a nice niche serving customers in Southern California and surrounding areas, including Phoenix. He gets to work every morning at 5 a.m. and tries to be out the door at noon. His employees come in an hour later, and he tries to limit their days to about six hours each. “With all the technology and the computers, we can usually get done what we need to by that time,” he said.

The company sells a host of items including Mexican mangos and limes, Texas and Mexican grapefruit, juice oranges and a whole host of vegetable items. “We sell a lot to ethnic markets and processors,” he said. “We had a nice year last year. Steady as we go. We’re earning a nice living.”

Though he is at least the third generation in his family to be in the produce business (his grandfather was a Texas citrus packer), Weisfeld is not sure the opportunity exists for the next generation, at least not in the Los Angeles marketplace. “We’ve done well and created a nice niche but L.A. has become very much a Latino market. Unless you speak Spanish, I’m not sure you can make it here. I don’t know if my son is interested in doing this work.”

Weisfeld marvels at some of the changes and trends in the business. He is not a big fan of eating kale, but is amazed at how often it is showing up on restaurant menus. “Everything has to have kale on it. It’s not my cup of tea — it’s too bitter — but if people want to buy it and use it, that’s great. It’s the latest thing and there will probably be a new latest thing next year.”

He has similar thoughts about organic produce. Personally, he can’t understand why someone will pay significantly more money for an organic product when a conventional one is just as good tasting and as healthy for you. “But it’s not up to me to tell people how to spend their money,” he added.