Pure Flavor appoints Joe Sbrocchi to leadership role

Pure Flavor has hired produce industry veteran Joe Sbrocchi as senior vice president of business development and strategy. Sbrocchi joins the Leamington, Ontario-based greenhouse grower from Ontario Greenhouse Vegetable Growers, where he served as executive director and general manager for more than five years.

Prior to OGVG, Sbrocchi’s career spanned both the vendor and buyer side, with roles at Sobeys and Walmart.

“We are very happy to add Joe to our leadership team,” said Jamie Moracci, Pure Flavor president. “There is little that he has not seen throughout his stellar career in the produce industry. Joe is credited with a string of successes wherever his careers have taken him.

“Mr. Sbrocchi’s hallmark attribute is that he has always helped build synergistic teams that elevate operational dynamic well beyond what any organizational chart could ever indicate,” Moracci continued. “Our growth and evolution are in need of just an individual such as Joe. We are thrilled that he is joining our team.”

Sbrocchi says the outlook for the greenhouse grower is bright.

“Pure Flavor is absolutely poised for the future,” said Sbrocchi, pointing to the company’s “strong leadership team focused on growth.”

Sbrocchi added that Pure Flavor is “only just beginning to scale quickly with strategic investments. I’m proud and humbled to join the Pure Flavor family. It is an opportunity [to] which I intend to add value and purpose,” he said.

Pure Flavor has evolved into a multinational corporation with facilities throughout North America. The company recently completed the acquisition of DeTemporada Farms, a 25-acre bell pepper greenhouse in Merlin, Ontario. It also completed the construction of its new Phase IV, 40-acre organic greenhouse and 210,000-square-foot central packhouse and distribution center in Leamington.

Related: Pure Flavor acquires 25-acre greenhouse bell pepper farm

Pure Flavor will be exhibiting at the Global Organic Produce Expo in Hollywood, Fla., Jan. 30-Feb. 1. Sbrocchi will be in attendance, along with the Pure Flavor team. Visit with Pure Flavor during GOPEX at booth #216.