Company handles Frontera's onion, watermelon sales - The Packer

Company handles Frontera's onion, watermelon sales

02/20/2012 12:11:00 PM
Jim Offner

Employees have experience at a number of shippers in the region, including Frontera, Duda and David K. DeBerry Inc., DeBerry said.

“They’re all people with a lot of time invested in the industry,” he said.

Many of the personnel brought their own sales contacts, too, DeBerry said.

“We pulled everything together and there was very little crossover,” he said.

“They can come in and offer directives at their whim, but for the most part, we’re a stand-alone company and we’ll operate independently from anything else,” DeBerry said.

The company’s label is Moonlit Farms.

Two websites, and, were under construction in early February.

Note on correction: The original headline incorrectly listed the products handled by Crescent Produce.

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texas  |  February, 20, 2012 at 10:57 PM

Well put.

CA  |  February, 20, 2012 at 11:18 PM

WOW!!! Sounds like Attorney Bill Marler was right on a comment he previously made about taking Frontera Produce down. If you happen to be part of the Texas deal, its pretty much public knowledge that a huge portion of Frontera Produce's operation/business/growers HAS already been shifted to Crescent Fruit & Vegetable LLC for the sole purpose of PROTECTING its business from the Bill Marler's of the world. After onion's and watermelons will of course come the rest of the produce list handled by Frontera Produce. Basically, the Steeles' are preparing for the worst to come from the whole Jensen Farms ordeal. "RUN FORREST RUN" Also, funny how they keep emphasizing the word "STAND-ALONE COMPANY" throughout this article. "Edinburg, Texas-based Frontera Produce Ltd. has exited the onion and watermelon businesses and given way to Crescent Fruit & Vegetable LLC, [a stand-alone company] that Frontera owners Jim and Will Steele launched Jan. 1." “They can come in and offer directives at their whim, but for the most part, we’re [a stand-alone company] and we’ll operate independently from anything else,” DeBerry said.

georgia  |  February, 20, 2012 at 11:21 PM

It seems you have taken on a lot of responsibilities at this new co. But it sounds like you are putting a lot of emphasis on your onion program and don't even mention your watermelon program. Can we assume that watermelons are not going to be a priority at Crescent. Just wondering

AZ  |  February, 21, 2012 at 12:23 PM

Steve: Interesting, I heard the same thing about Crescent Fruit & Vegetable, LLC. and it seems as though the name came from either Crescent Park and or Crescent Springs, KY. Coincidentally, that is where the old chiquita sales (Don & Kristie Johnston, Tony Fey, and Matt Tanner) group is currently located.

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