“New York is the greatest city in the world and is part of the fabric of our company,” said Judy Fierman, executive vice president of Fierman Produce Exchange.

She explained that her great-grandfather, Joseph Fierman, began selling onions from a pushcart on the Lower East Side of Manhattan and was eventually joined by his son, Irving. By this time, the business had grown and they officially opened Joseph Fierman & Son on the Washington Street Market. They added potatoes as a key commodity and partnered with some of the best potato growers in the country.

When the Washington Street Market closed in 1967, Joseph Fierman & Son relocated to the new Hunts Point Market in the Bronx, where it remains today. It was shortly after the move to the Bronx that Irving’s sons, Joel and Billy, joined the business and had their sights set on further growth.

Among the initiatives Joel Fierman implemented were an integration of new warehouse technology and state-of-the-art packing machines. It was also under his direction that the company diversified and began offering a full line of vegetables.

As a fourth-generation member of the family-owned company, Judy Fierman said she feels a great deal of pride in FPE’s New York roots and is excited to be a part of the future of the company.

“Being a family-owned business is a big advantage for us,” she said. “We have a good mix of long-time customers who have been with us for many years and continue to support us, as well as newer customers who we meet and bring on board.”

Similar to when Joel and Billy Fierman joined their father in the business and brought new ideas of their own, Judy Fierman is also looking to modernize Fierman Produce Exchange.

“Joel is kind of old school at this point, and when I joined the company a couple of years ago, everything was still analog and done on paper,” she said. “We’ve since been working to bring new technology to Fierman Produce Exchange.”

Among the main technological improvements is a new app, which allows customers to browse FPE’s inventory and purchase products virtually. Introduced a couple of months ago, it has been well received and has already generated some new business for the company.

“Our director of operations, Scott Tepper, was the driving force behind developing the app,” said Fierman. “We’re still fine-tuning some things, but the app is fully operational and available for download at the App Store.”

Fierman said to her knowledge, FPE is the first on the Hunts Point market to have an app like this, and it has positioned the company to better engage with the younger demographic in the industry.

She said many buyers on the market have kids that will eventually be coming up through the ranks, and implementing new technology like the app is a way for FPE to remain relevant in the future.

“It’s also a great way for us to reach more people and gain more business,” she said. “Let’s face it, not everyone wants to come to the Bronx to shop for their produce. With the app, they can browse our displays, place an order and set up delivery right from their phone.” Those interested in learning more about the app or visiting with FPE team members are invited to visit booth No. 532 on Dec. 3 during the New York Produce Show.