Consolidation pioneer Jim Matiasevich dies

Jim Matiasevich
Jim Matiasevich
(Photo courtesy of Veg-Land Sales Inc.)

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.
 

 

Latest News

World Variety highlights combo pack of dragon fruit at AWG showcase
World Variety highlights combo pack of dragon fruit at AWG showcase

With more than 1,500 options among its offerings, World Variety Produce had plenty of options to highlight at the Associated Wholesale Grocers' seventh annual Innovation Showcase, March 25-26.

AgroFresh bolsters postharvest solutions with Pace International purchase
AgroFresh bolsters postharvest solutions with Pace International purchase

The company says the acquisition will expand its postharvest portfolio and that it plans to collaborate with Valent BioSciences to develop future products to boost produce freshness.

Wonderful Citrus highlights Organic Halos, Seedless Lemons
Wonderful Citrus highlights Organic Halos, Seedless Lemons

Wonderful also promoted its No Shells pistachios, including its new Jalapeño Lime flavor, at the Associated Wholesale Grocers' seventh annual Innovation Showcase.

NGA makes marketing hire, promotes government relations staffer
NGA makes marketing hire, promotes government relations staffer

The National Grocers Association has welcomed Caroline Sar as its manager of marketing and member engagement and promoted Max Wengroff to senior manager of government relations.

Vidalia onion promotions ready to roll
Vidalia onion promotions ready to roll

With Vidalia onions soon heading to supermarket shelves, retailers have options to enhance their marketing, and the Vidalia Onion Committee and Certified Angus Beef will feature a summer grilling series on social media.

NatureSweet swings big for Little League programs
NatureSweet swings big for Little League programs

The company plans to incorporate the league’s logo into packaging and provide local leagues with snacking suggestions after being named the official snacking vegetable of Little League Baseball and Softball.