J.E. Russell Produce focuses on service

Being a family-run business has helped keep Toronto-based J.E. Russell Produce Ltd. focused on service.

That is the view of Hutch Morton, senior vice president of business development. “Having a great team who deeply cares about our customers and their challenges is always our focus and greatest challenge,” Morton said. “Remembering that, even during the hardest times, that our customers are our family and that we need each other to get through these times is critical.”

J.E. Russell Produce is a family-owned and operated fresh produce wholesaler based at the Ontario Food Terminal since 1975. The company, Morton said, has exclusive relationships at the Ontario Food Terminal with brands such as Foxy berries, Top Brass grapes, Fresh Express and Earthbound Organic Farm, and carries many more national and local brands.

“I think that being a family business that has at least 12 different families with multiple members working for us has really helped to keep the business on that mission of service,” Morton said. “We have rallied together in tough times and celebrated the successes as they’ve come.”

Part of what has been tough for wholesalers and distributors is rising costs, he said.

“The biggest change in the past year has been in handling the increased costs throughout the ecosystem,” he said. “We have seen huge increases in costs downstream, as well as rising costs in the business. It’s hard to come up with too many areas where costs aren’t up, so the challenge we grapple with every day is how much can we absorb before we have to pass it along. It’s tough right now on everyone from field to table.”

Getting stronger

Morton said the company has added Taylor Farms chopped salad kits to its already very strong salad category that features Fresh Express and Earthbound Farms. 

“There has been increased demand for all packaged salads and it’s our hope that pricing pressures don’t affect that positive trend,” he said.

In personnel news, Morton said Marco Corbo has been promoted to senior vice president of sales and operations. 

“Marco has been with the company for nearly 30 years and has seen and done just about everything one can do at the company,” Morton said. “He has the leadership skills and personality to guide the team, while continuing to ensure that the culture of Russell continues to thrive and shine.”

Corbo is also the lead buyer of the berry division, Morton said.
Morton said Peter Meschino will be retiring from the business this May after being with the company for 45 years. 

“Peter has been the head of the sales team for over two decades and his deep relationships throughout the market are a testament to the important role that he has played at the company,” Morton said. 

Morton said Mike Pirri, buyer and salesman, has added Top Brass grapes and King River oranges to his already growing portfolio of melons and pineapples.