For Ventura Fresh Produce LLC, the goal is not simply to sell product, it is to build a brand rooted in legacy, values and long-term relationships.

Launched in early 2026, Ventura Fresh Produce LLC was founded by partners Javier Torres, Salvador Macías and Rob Ybarra, each bringing deep, generational ties to the produce industry. Together, they have aligned around a shared philosophy that guides every aspect of the business.

“Ventura Fresh is a company that was born on the hopes and aspirations of three partners,” said Ybarra, who brings a wealth of experience to the partnership, including 40 years in retail and another five years in the wholesale sector. “Our company motto is people and purpose over paper, and we truly act with this belief in mind.”

Built on legacy and experience

The company’s roots trace back to Michoacán, widely recognized as one of the most important avocado-growing regions in the world. For Torres, the business represents a third-generation legacy that began with his grandfather, a pioneer in the avocado industry in Uruapan.

“Produce can be done better,” he said. “The industry doesn’t need more noise, it needs more alignment, more trust and more direct relationships.”

That philosophy is reinforced by Macías, whose family has also been deeply involved for generations in avocado production, packing and export.

“From planting a seed to delivering the fruit to the final consumer, it represents more than a profession — it is a lifelong passion,” said Macías.

With more than a decade of experience in agribusiness, Macías has focused on strengthening connections between growers and international markets, an approach that now defines Ventura Fresh Produce LLC.

Building the Chico brand

At the center of Ventura Fresh Produce LLC’s strategy is its flagship “Chico” brand, which the company aims to position as a recognizable name in retail.

While avocados are the foundation, Ventura Fresh Produce LLC is already expanding the Chico label across additional categories. The brand has gained traction with chopped nopales and is now extending into avocados, with plans to broaden its reach further.

“In the near future, Chico will have its own identity in watermelons, mangos, bananas, dragon fruit, broccoli, and peppers,” Ybarra said.

Sourcing will extend beyond Mexico to include countries such as Ecuador, Colombia, Peru and Guatemala, supporting a diversified and scalable supply base.

Rapid growth and market alignment 

Since its launch, Ventura Fresh Produce LLC has experienced early momentum, particularly with its branded offerings.

“The growth of Chico/Ventura has been amazing,” Ybarra said. “In a few short months, we were able to create a following for Chico nopales, and now we are introducing Chico avocados to the retail sector in the United States and soon Canada.”

That growth has been driven by a clear understanding of evolving market expectations.

“People buy with their eyes so we want to make sure we offer beautiful product, yet it still has to be affordable,” Ybarra said. “If we can achieve that goal — and I am confident that we can — our business will thrive.”

A people-first philosophy

Ventura Fresh Produce LLC’s guiding principle — “people and purpose over paper” — extends across its entire operation, from internal decision-making to grower partnerships.

This philosophy is echoed by Torres, who emphasizes a more intentional approach to doing business.

“We believe the future of produce belongs to businesses that are not only efficient, but intentional. Businesses that value relationships as much as results,” he said.

For Macías, that translates into a broader mission that goes beyond commerce.

“Business success must go hand-in-hand with the well-being of everyone involved — growers, employees, partners and customers,” he said.

Looking ahead

As Ventura Fresh Produce LLC looks to the future, its goals remain straightforward but ambitious: build the “Chico” brand into a trusted name across key produce categories while maintaining a commitment to quality, value and consistency.

“Our core category is avocados, so we will focus on growing this brand in the U.S. and Canadian markets,” Ybarra said. “Watermelons are coming soon, all under the ‘Chico’ label. We want the smiling, winking logo to be recognizable across the industry.”

He added that Ventura Fresh Produce LLC will grow watermelons in both Mexico and Texas, and the long-term goal is to be among the top growers of the popular fruit.

Over the next five to 10 years, the company aims to expand its footprint while staying grounded in the principles that brought its founders together.

“We know that with God’s help, we can create a following for the ‘Chico’ brand,” Ybarra said.

Backed by generational experience, aligned values and a clear brand vision, Ventura Fresh Produce LLC is positioning itself not just as a supplier but as a company seeking to reshape how produce is grown, marketed and experienced.