Rocky Produce sees strong start to 2026
Rocky Produce sees strong start to 2026
For nearly seven decades, Rocky Produce has stood as one of Detroit’s most respected and dependable produce companies. The family-run operation has been built on hard work, strong relationships and an unwavering commitment to quality.
Founded in 1957 and rooted firmly in the Motor City, the company has grown into a major supplier of fresh fruits and vegetables for independent retailers, regional chains, national grocers and foodservice customers across the Midwest, Mid-Atlantic, South and into Ontario.
Through all the changes in the industry and the city it calls home, Rocky Produce continues to embody what it calls “Detroit Strong,” a belief that the company’s success is inseparable from the resilience and opportunity the city has offered.
“So far, 2026 is off to a promising start,” said Dominic Russo, the company’s general manager. “The first few weeks of the year brought excellent business. Demand has been strong, and it’s been a very good start to the year. We believe that momentum will continue and that this will be a good year overall.”
Despite some real-world challenges, he remains optimistic that the steady pace of early-year business is a sign of what’s ahead.
Detroit, Russo noted, is a uniquely strong market for produce distributors.
“There’s a great balance of demand between foodservice and retail,” he said. “It’s a big metropolitan area with a lot of different towns and ethnicities. Our customers do a phenomenal job merchandising produce, and there’s always been strong demand for quality in this area.”
That diversity—in both customer base and the products they prefer—has long made Detroit an ideal home for a company that sources locally, domestically and internationally to provide a year-round supply of both organic and conventional items.
The company’s success is deeply tied to its people, many of whom have spent the majority of their careers with Rocky Produce.
“We have a great team,” Russo said. “We’ve been together for a lot of years. We have veterans who’ve been here decades, and we also have younger guys coming up. It’s a good balance.”
That loyalty and longevity are part of what gives Rocky Produce an edge in an increasingly competitive marketplace.
“What we put in is what we get out,” he said. “We’ve always been a hardworking family and a hardworking group of people, and we function really well as a team.”
Strong relationships continue to be a central pillar of the company’s strength.
“Aside from our team, we have great grower-shipper partners who believe in the value of working with us,” Russo said. “They appreciate the job we do, and we appreciate what they do for us. Those relationships have been built over many years, and we’re always finding new partnerships and new programs to reinforce what we already have.”
Providing customers with the right product at the right time is another hallmark of Rocky Produce’s philosophy, especially in a market as competitive as Detroit.
“The secret to strong customer relationships is simple,” Russo said. “Give them the best quality product at the best price and be there for them when they need you. Service is everything.”
Family legacy also plays a major role in shaping the company’s identity.
“We’re standing on the shoulders of the generations before us,” Russo said. “We consider everyone here part of our family. We take care of each other, and we take care of our customers the same way.”
