Procacci Bros. Sales Corp. has expanded its tropical and ethnic produce lines and launched a new brand, Feliz.
Philadelphia-based Procacci is adding a sourcing office in Miami to expand tropical and ethnic programs, according to a company news release.
Javier Alvarado, who has 25 years of experience in tropical and ethnic produce, will head the Miami office. He will work closely with Mike Barber and Luis De Vore, salesmen in Procacci’s Philadelphia office.
In addition to the expansion of its tropical and ethnic produce lines, Procacci has introduced Feliz, a new brand of premium produce.
Procacci Brothers is seeking to increase their growth in the category in response to the changing demographics and demands of consumers in the U.S., according to the release.
Feliz-branded produce includes green plantains, avocados, calabaza, malanga, chayote, yuca, ñame and other commodities.