Des Moines, Iowa-based Loffredo Fresh Foods — formerly Loffredo Fresh Produce — is rebranding and expanding its offerings.
“We have expanded our offerings beyond fresh produce over the years, and we are excited to announce this new company name to make clear the ways in which we can meet our customers’ needs,” James Loffredo, special projects manager of business development and marketing, said in a news release. “Our mission is to inspire healthier communities. This broader view and expertise allow us to also provide a wider array of fresh foods and ingredients to the communities we serve.”
The regional distributor will maintain its focus on fresh fruits and vegetables, according to the release, but will offer other items. That list includes fresh-cut produce, grab-and-go options, nuts, oil, eggs, dairy, spices and herbs, according to the release.
Founded in 1892 as Loffredo Fruit & Tobacco, Loffredo Fresh Foods operates six distribution centers in Iowa, Nebraska, Missouri and Wisconsin, and delivers to more than 3,000 business in the Midwest, according to the release.
With his son Brian Loffredo president and CEO, Gene Loffredo, the 71-year-old executive chairman, said it is gratifying to see the family’s fifth generation lead the business.
“We are pushing to generation five now, and we have 128 years under our belt,” he said.
Brian Loffredo said in an email that the company is working on new goals to chart the next 100 plus years.
“Our customers are asking us to provide innovative goods and services well beyond fresh fruits and vegetables,” he said. “Listening to our customers and helping them achieve their goals is our primary motivation and has led us to this point.” Loffredo said the company is focused on inspiring healthier communities.
“This involves working with our supply partners, customers, and other organizations that make an impact in the communities we service. The rebranding process has provided as a great opportunity to reaffirm this to our partners and team members,” he said.
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