Jon Vessey, fourth generation grower and 43-year president of Holtville, California-based Vessey & Co., has passed away peacefully at the age of 70.

“You go to my dad and he’s going to tell you the truth; he’s going to be honest and do the best job he can day in and day out,” said son Jack Vessey, according to Western Growers. “Anybody knows when they shake my dad’s hand, and he says ‘yes’ to it, that it’s going to get done and you don’t have to worry about it. My father taught me your word and your honor is key.”

Under Jon’s leadership, Vessey and Company expanded its vegetable categories into 40 different conventional items and 27 different organic items over 10,000 acres in the Imperial Valley. Jon’s son, Jack, will continue the family business.

Jon has served in a number of industry groups throughout his entire career, including the Produce Marketing Association, California Farm Bureau Federation, and the Western Growers Association. He also served as President of the Imperial Valley Vegetable Growers Association and was on the board of directors of Buy California.

Tom Nassif, Western Growers President and CEO and a close friend for the past 45 years, said Jon was an ardent industry supporter who never shied away from discussing important and controversial industry matters, according to the Imperial Valley Press.

“Jon always had the courage to stand up and explain what was happening to our industry and what needed to be done regardless of the cost to him personally,” said Nassif.

He will be remembered not only as a visionary and innovator in the fresh produce industry, but also as someone who embodied the highest standards of integrity and character.

He is survived by his former spouse Pam, his current spouse Darla, his children Jack Vessey, Cameron Vessey, Heather Vessey Garcia, Alexis Vessey, and six grandchildren Brody, Lane, Griffin, Blaze, Hazel, and Fiona.

Memorial services will be held at 10:00 A.M. on June 21 at the Barbara Worth Country Club in Holtville.

AndNowUKnow would like to extend our deepest condolences to Jon’s family and friends.