MIAMI — A gentleman. Humble. Hard-working. Those were just a few of the oft-repeated words used to describe Joe Procacci, chairman and chief executive officer of Procacci Bros. Sales Corp., who received a Lifetime Achievement Award from the United Fresh Produce Association at its annual Winter Leadership Meeting, held Jan. 21-23 at the Trump National Doral Country Club, here.

The Salute to Joe Procacci Golf Tournament was held early in the day Jan. 21 at the famed golf course, which saw more than 100 golfers brave an atypical rainy and cool day in South Florida. Joe Procacci, chairman and chief executive officer of Procacci Bros. Sales Corp., with his wife, Teresa, and members of his family. (Photo courtesy of the United Fresh Produce Association)Following the tournament, the Produce Legends reception and dinner was held, where United Fresh members had a chance to mingle and reflect on the career of Procacci.

Tom Stenzel, president and CEO of United Fresh, kicked off the presentation by introducing three speakers who took the stage to offer praise and personal accounts of this year's Lifetime Achievement Award recipient.

Karen Caplan, president and CEO of Frieda's Inc. in Los Angeles, took the dais first, saying that she had originally planned to surprise Procacci with an appearance at the meeting, but Procacci called her to ask if she would introduce him.

"I was so honored," said Caplan, whose mother, Frieda, was last year's recipient of the Lifetime Achievement Award.

She then went on to relate that Procacci can be a tough businessman. "Joe's son, JM, told me that he remembers being shaken awake one morning at age 9 and told that he needed to get to work sorting tomatoes. So we know Joe can be tough, especially on his family."

She added that Procacci was almost single-handedly responsible for saving the Perishable Agricultural Commodities Act in 1995, when the Food Marketing Institute and a bloc of retailers were trying to eliminate it.

"As the head of United's Government Relations Committee, Joe took the lead in opposing the FMI and he was simply spell-binding," she said. "I believe it was Joe who saved the PACA."

Caplan then recalled the day when Procacci called her for help in promoting his UglyRipe tomatoes.

"He was truly ahead of his time because he knew the future was all about flavor," she said.

And while produce can often be a gamble, Procacci is no stranger to gambling, she said. "Joe is one of the best craps shooters in the United States," she said, garnering some chuckles from the audience. "So he knows gambling both in and out of casinos."

Caplan closed by saying, "Joe is a gentle giant of the industry, so humble no one would ever know he is one of the top tomato growers. To me, he is a true gentleman."

Jose Sanchez, president of Alpine Fresh in Miami, took the stage next, recalling his first interaction with Procacci nearly 30 years ago.

"I first met Joe over the phone when I was trying to sell a load of onions," said Sanchez. "He bought 25 loads and paid right away."

Aside from his quick payments, Sanchez said that Procacci is an extremely fair man, and the fact that his employees stay with him for many years gives testament to his being a man of integrity and honor.

"Everything that Joe puts his name on is first class," said Sanchez. "Joe always does what he says he is going to do. His son, JM, told me that his father is like the Babe Ruth of the produce industry. We are lucky to have Joe in the business."

Finally, Joe Sheridan, president and chief operating officer of Wakefern Food Corp. in Keasbey, NJ, addressed the crowd and spoke of the PRIDE acronym used by Procacci Bros. The acronym stands for Passion, Respect, Integrity, Determination and Excellence, and Sheridan said that it is both powerful and appropriate for Procacci Bros.

"At Wakefern, we recognize that Joe was ahead of his time in terms of leadership," said Sheridan. "In Latin, there is a term, primus inter pares, which means first among equals, and that describes Procacci Bros. Joe is competitive -- he loves to win and hates to lose, and we enjoy collaborating with him.

"His business is more than just a family business, it's a way of life for Joe," Sheridan continued. "He knows my family and he knows your families and he is a true friend of the industry."

"I would like to thank United Fresh and its board for this honor," Procacci said upon taking the stage. "I am truly honored and am happy to be a part of this industry where your word is your bond."

In typical fashion, he then credited others for the success of Procacci Bros. Sales Corp.

"I would like to thank my son and daughters, my associates and loyal employees, and a special thanks to my brother Michael, who co-founded the company with me," he said. "They are the reason we have had so much success. And most important, I would like to thank my wife, Teresa."