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Bernardi’s 40 years in the tomato business and the ongoing mission of the BEE Positive 5K

By
Tim Linden

For almost 40 years, tomato broker Joe Bernardi, president of Bernardi & Associates, has been guided by a simple business principle: connect the right customer with the right supplier and make sure both sides of the transaction are happy.

“We are thankful for the business we have and the customers and suppliers we are dealing with, many of whom we have been working with for more than 30 years,” he said. “This continues to be a relationship business, and we continue to build on those relationships.”Bernardi

He added that the task is made easier by the fact that his core employees are also long-time veterans who have been working with the same suppliers and customers for many decades with the same devotion to the relationship. While Bernardi specializes in the tomato business, he has two colleagues in the Nogales office that help round out the product portfolio.

“Manny Gerardo, who handles a full line of melons, vegetables and chilies has been with me for 37 years,” he said. “Alex Leon, who also handles all the vegetables, melons and chilies, has been with us for 27 years.”

Bernardi joked they are a “fairly boring” company as nothing is new, including the employees and the great service they have been providing since he started in the business with his father 38 years ago. He did note that there are changes in the business, especially the tomato category in which he has made his living.

“We are continuing to see more Romas, which are taking away business from the rounds. The grape tomatoes continue to show steady growth, somewhat at the expense of the cherry tomatoes,” he said, though noting that he is surprised at the resiliency of the traditional cherry tomatoes.”

He added that the current FOB price on cherry tomatoes “is sky high.” Bernardi said the grape tomato, which is a bit larger than a cherry, is a great tomato but it hasn’t totally replaced its smaller cousin. Looking at the current marketing conditions in early December, Bernardi said the tomato market was in strong shape and he anticipated higher-than-usual prices would remain the norm until after Christmas. He explained that the three hurricanes that made landfall in Florida in August, September and October “pushed business” to the West and created extra demand as West Mexico’s winter tomato production is just getting underway.

Speaking on Dec. 2, Bernardi said production from Culiacan, Sinaloa, is still two to four weeks away from hitting its stride with very heavy demand.

“I think we will have all the product we need for Christmas but there will be high prices,” he said.

Bernardi said U.S. acreage continues to decline with volume from Mexico increasing. That is a multi-year trend with many causes including hurricanes in Florida, water issues in California and other crops competing for the land. Mexico also has its issues with water being one of the biggest concerns. While California relies on snow in the winter to fill its reservoirs, Mexico depends on summer monsoons to play the same role for its water storage facilities. Bernardi said lack of sufficient rain over the past few years has led to low reservoir levels in Mexico, which has growers at least looking at alternatives. Bernardi also took the opportunity to remind his friends and colleagues in the produce industry about the upcoming 10th Annual Kayla Bernardi BEE Positive 5K Fun Run/Walk, which will take place on Jan. 25, at Joe Debely Stadium in Turlock, CA, and celebrated nationwide.

“We are so humbled by all the support over the years,” Bernardi said. “We have been able to make a difference in our community and keep Kayla’s spirit alive. We have been able to give over $500,000 back to non-profits and scholarships in our communities that support us.”

Kayla Bernardi was born on Jan. 31, 1995, with Down Syndrome and had to overcome multiple open-heart surgeries before her first birthday. She did survive her childhood, though she had multiple health issues and succumbed to leukemia at the tender age of 20 in 2015.

The Bernardi family launched the charity event a year later with produce industry colleagues all over the industry participating and donating to the effort.

“We started with a vision of keeping Kayla’s memory alive and we have accomplished so much with the help of our wonderful communities that have come along side us and turned our heartache into something so beautiful and positive,” Bernardi said.

Tim Linden

Tim Linden

About Tim Linden  |  email

Tim Linden grew up in a produce family as both his father and grandfather spent their business careers on the wholesale terminal markets in San Francisco and Los Angeles.

Tim graduated from San Diego State University in 1974 with a degree in journalism. Shortly thereafter he began his career at The Packer where he stayed for eight years, leaving in 1983 to join Western Growers as editor of its monthly magazine. In 1986, Tim launched Champ Publishing as an agricultural publishing specialty company.

Today he is a contract publisher for several trade associations and writes extensively on all aspects of the produce business. He began writing for The Produce News in 1997, and currently wears the title of Editor at Large.

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