TruFresh hits large volumes
TruFresh hits large volumes
nogales, az — Tucked away in a gleaming modern facility here is TruFresh, which was founded in 2011.
Rafael Roiz is the chief executive officer and a minor-share partner in TruFresh. He said the primary owners are two major Guaymas, Sonora, growers, the Llano and Zaragoza families.
Roiz said the owners, who are cousins, have shipped to Nogales distributors for 30 years, but made the move before the 2011 season to market their own products from Nogales.
Roiz had previously served as the general manager of Divine Flavor Inc. Based on that experience, he said he was asked to take on-site leadership of the new TruFresh business.
The new business immediately had the opportunity to market the owners’ 9 million packages of produce. But all recognized that would be an irresponsible volume for a brand-new marketing company. The owners continued to sell to other firms as TruFresh quickly grew over the last four seasons.
Roiz hired a strong sales staff, with Enrique (Niki) Peraza as sales manager.
In 2011, TruFresh handled 800,000 packages for its owners. That volume will be around 8 million in the coming fifth season. The product list is 27 items long. Categories include Bell peppers, cucumbers, eggplant, squash and hot pepper varieties, cantaloupe, honeydew watermelon and cherry, grape and Roma tomatoes.
In 2014 the growing side planted conventional and organic red, green and black grapes, which will first come into the market in spring 2016.
This fall, TruFresh is opening an in-and-out McAllen, TX, operation. The firm also ships from an in-and-out facility in San Diego.
