After 32 years of flying under the Tavilla Sales Company banner, the Los Angeles-based importer-distributor has changed its name to Vision Produce Company, according to the firm’s president Bill Vogel.
The move follows Vogel’s partnership with Ronnie Cohen and Raúl Millan in 2008 to establish Vision Import Group, an East Coast-based sourcing company, and earlier this year their creation of a new import business in Pharr, Texas, called Vision Produce Partners of Texas.
Looking to the future, Vogel said the new name expresses better “our direction, our essence and our identity”.
“The name Vision Produce Company more clearly expresses who we are and discloses our commitment to be in the forefront of change in our industry,” Vogel explained in a news statement.
“There is no change of ownership, personnel, address or phones. Our current high standards of operation and our focus on the needs of our customers will continue to be met as usual,” he added.
Since its establishment in 1980, Vision Produce Company has moved from brokerage to importing, while direct sourcing has created a new and different business model.
“We are developing our own brands and innovating along our category lines,” explained Vogel.
“We are no longer just another distributor of commodities; we have become a direct link to the grower.”
The company largely sources fresh produce from Mexico, particularly mangoes and limes but also handles programmes across Central and South America for other tropical fruits as well as vegetables and Hispanic and Asian specialty items.
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