Frello finds receptive audience at Viva Fresh

GRAPEVINE, Texas –  Frello is the combination of hello and fresh, says Guillermo Martinez, CEO and co-founder of Mexican produce marketer Frello Fresh LLC, Nogales, Ariz.

“It is just fresh and hello put together,” Martinez said of the Frello word play. “I love the image of that, and so far, we have been doing good.”

The firm ,which began in 2019, markets produce from more than 1,250 acre of protected agriculture in Mexico, according to the company’s website. Volume is growing for the firm, he said.

The Frello marketing program tags Frello as the “F Company,” represented with the words fresh, focused, fun and fair.

 “My partners are big growers in Mexico, and we are vertically integrated,” Martinez said.

The list of commodities marketed by Frello Fresh includes roma tomatoes, grape tomatoes, cucumbers, bell peppers, mini sweet peppers and grape tomatoes, he said.

“Pretty much we have all these items year-round,” he said. “We grow in Sinaloa in the winter-spring and then we moved to central Mexico in the summer and fall.”

The Viva Fresh show brought great engagement with retail and foodservice buyers, he said.

“This has been an amazing show and we have had a lot of great contacts with people, and we are introducing them to Frello,” Martinez said. “It was a great show.”