The United Fresh Produce Association has announced that it will honour industry veteran Joseph Procacci with its Lifetime Achievement Award, during its 2014 Winter Leadership Meetings this January at the Trump National Doral Resort in Miami, Florida.
The award will be presented on 21 January at the Produce Legends Dinner, an annual event hosted by the United Fresh Foundation, to recognise a career of lasting achievement in the produce industry.
Procacci started his career in the produce industry at the young age of 8, when he and his brothers sold fruits and vegetables from push carts after school. In 1948, Joe and his brothers, Michael and Pat, started a tomato repacking business in the cellar of their parents’ home and named the company Procacci Brothers Sales Corporation.
Over time, the company diversified its products and added other fruits and vegetables, and ventured into value-added products. In 1998, Joe became the first to market grape tomatoes coast to coast when he obtained exclusive worldwide rights to the Santa F1 Variety grape tomato seed. In 2002, he continued to expand into proprietary varieties with the launch of the UglyRipe Heirloom Tomato.
Today, Joe Procacci is chairman and CEO of Procacci Brothers Sales Corporation/Garden State Farms, Inc., and continues to work with his children in the industry he loves. The family business that began humbly now grows and ships approximately 20 percent of all tomatoes sold in the United States, and sells wholesale produce from coast to coast.
“Joe Procacci is a true legend in the produce industry,” said United Fresh president and CEO Tom Stenzel. “He has not only been a leader in building the produce wholesale business, but growing the entire industry and leading it forward. His passion for the industry, his stamina and work ethic make him an incredible role model.”
“It’s a great honour to receive this award,” said Procacci. “I’ve been in the produce business my whole life, since I was a little boy. The business is in my blood and I’ve been so lucky to work in the industry I love with my family along my side.'
