Mastronardi Produce, Kingsville, Ontario, is investing in a partnership with vegetable exporter Soho Produce, Maasdijk, Netherlands.
The venture, Sunset of Holland, uses Mastronardi’s brand name.
“This partnership will allow us to expand our offerings to our North American customers,” Paul Mastronardi, president and CEO, said in the news release. “Whether they’re seeking flavorful tomatoes, rare purple peppers, Belgium endive, or a unique in-and-out discovery, we can provide a single, efficient procurement solution.”
Remco Beekman, CEO of Soho Produce, will lead sales and marketing for Sunset of Holland, and Paul Schockman, who has more than 15 years of experience in the Dutch and Canadian produce sectors, will lead operations at the company.
Mastronardi Produce is known for producing flavorful greenhouse varieties, including Campari and Flavor Bomb tomatoes, Beekman said.
“This expertise, coupled with our knowledge of European commodities, positions us for success,” he said in the release.
Sunset of Holland will be the first distributor in select markets for the Advanced High-Density Farming System of a partnership with Paul Mastronardi and John Paul Dejoria.