Calling a produce company famous might be thought to be a misuse of an adjective, but just mention the name Trucco to anyone in the produce industry in the Northeast and fame for what the company does is likely to be used in response.

Located on Hunts Point Terminal Market, Trucco is one of the biggest importers of fresh produce as well as dried fruits and nuts from around the world.

The company has distribution centers in New York, New Jersey and California.

Trucco is at the forefront of the kiwi market in that it pioneers innovation, distribution and local farming. It continues to strongly promote its popular KiwiStar brand kiwi, which now has its own designated website, kiwistarkiwi.com, to help increase consumption.

“Our green kiwis are grown in Italy, Chile and California, under strict standards which ensure premium taste and star quality,” said Nick Pacia, company president. “They have vibrant green flesh and fuzzy brown skin.

“Our gold kiwis are grown in Italy, outside of Rome,” he continued. “They have a tropical flavor and smooth brown skin. Some describe the flavor like a mix between a strawberry and a melon.”

Trucco also offers organic kiwis, also grown in Italy under strict organic guidelines. Its Demeter-certified biodynamic kiwis are produced on organic farms that integrate plants, animals, water, air and soil into a regulating ecosystem.

“Although kiwifruit continues to be a small percentage of the overall produce market, we believe that it is a fruit with great potential for growth,” explained Pacia. “In order to achieve that growth we need to focus on increasing consumption. We are working with our customers to create programs, including demos that we believe will best achieve this purpose.”

In addition to its new designated website, Trucco’s Kiwi-Star brand program is promoted through its social media sites, and further supported by materials such as recipe cards and even new packaging. Its new three-pound clamshell has a colorful branded strip around it, keeping the clam secure and offering colorful and eye-catching graphics.

Trucco also continues its long tradition of providing items such as garlic, chestnuts, tomatoes, avocadoes and a wide variety of dried fruits and nuts.

The company has grown steadily since its founding in 1960, of which its significant staff changes confirm. Some of these changes resulted from the company’s long-time president, Sal Vacca, a company founder, retiring last year.

“Claudio D’Alimonte was appointed vice president in June 2015,” said Pacia. “He has been a long-time devoted employee. Sasha LoPresti, our director of business development, joined our team in 2013. We have a strong group of loyal and devoted staff members of which we are very proud.”