Former Fresh King Inc. president Peter Leifermann has joined J&C Tropicals Inc., which hopes the hire will boost its locally grown program.
Leifermann, who resigned his position at Homestead, Fla.-based Fresh King in May, joined Miami-based J&C as a salesman/category manager in mid-September, said Adrian Capote, co-owner and vice president of sales.
Capote said J&C will tap into Leifermann’s expertise sourcing Florida-grown lychees, longans, star fruit, avocados, kumquats and other specialties.
“These are items that make a great fit for our line but that we’re not strong on,” Capote said. “We want to market a lot of Florida-grown (product) to retailers. We’re not marketing as much as we should be.”
J&C grows, ships and imports tropical fruits, roots and vegetables.
Leifermann, who has been in the produce industry for almost two decades, was a salesman for Coosemans Atlanta in the late 1990s before joining C-Brand Tropicals Inc., which Fresh King bought in 2006. Leifermann was a managing partner of C-Brand.
He is the second Florida produce veteran to join J&C since August. On Aug. 3, Rudy Leon, who worked for food-service companies in the Sunshine State for more than 20 years, joined the company Aug. 3 as a senior salesman.