Consolidation pioneer Jim Matiasevich dies

California produce veteran Jim Matiasevich died Jan. 28.

Matiasevich, 76, was co-founder and president of Fullerton, Calif.-based Veg-Land Sales Inc. and its subsidiaries, including JBJ Distributing and Flowerland.

Dominic Etcheberria, general manager of Veg-Land Sales, praised Matiasevich’s passion for the industry and care for his employees.

“Jim loved working with local growers and selling their produce,” Etcheberria said. "He was especially keen on strawberries, working first with his friend from Watsonville and then eventually with growers he met in Orange County. To this day, Veg-Land Inc. still receives strawberries, green beans and colored bell peppers from local farmers to be cooled and shipped from the facility.”

Matiasevich was born in Watsonville, Calif., and later played football at the University of Montana, Etcheberria said.

After college, he began his career at the frozen foods division of JJ Crosetti. In 1976, he helped to found Veg-Land Inc. in 1976 in La Habra, Calif. 

Etcheberria called Matiasevich a “consolidation pioneer,” noting that Veg-Land Sales at its origin helped Safeway with its consolidation needs.

Matiasevich cared greatly for his employees, Etcheberria said, and was always asking about their lives and families.

“Jim’s loyalty to his employees led to a very low turnover rate,” he said. “The median time worked at Veg-Land for employees is 10-12 years, with many ranging close to 20 years.” That speaks to the family atmosphere at the company, Etcheberria said. “Jim would have Dorothy, his wife, make her famous carrot cake or banana pudding cake on birthday occasions,” he recalled.

Matiasevich, not a fan of technology, recorded all of his sales on paper, using his “8½-by-11 yellow computer" — simply a pad of paper. 

Matiasevich is survived by his wife, Dorothy; sons, Jimmy and Jeff; and grandchildren, Jimmy Jr. and Jewels. He is also survived by his brothers, John and Bob.

Etcheberria said the family will hold a viewing at McAulay & Wallace Mortuary in Fullerton, Calif., on Feb. 8.