Procacci Brothers Expand Tropical Import Program and Launch New “Feliz™” Brand
PHILADELPHIA, PA – Procacci Brothers Sales Corporation is expanding its tropical and ethnic produce program and launching a new “Feliz™” premium brand of items.
With this expansion, the company’s operations now include a strategic sourcing office located in Miami, Florida, according to a press release. Javier Alvarado will head the new office. Alvarado has 25 years of experience in tropical and ethnic produce and has a relationship with a network of growers throughout Central America, South America and other tropical growing regions.
Alvarado will also work closely with Procacci’s Philadelphia-based sales team of Mike Barber and Luis De Vore, according to a press release. Barber has over 30 years of experience in the procurement and sales of tropical produce, and De Vore is a recent graduate of the Sustainable Business MBA program at Marylhurst University with 13 years of QC experience.
With this new expansion in place, Procacci Brothers will also be launching Feliz™, its new premium tropical and ethnic produce brand.
De Vore explained that all of the Feliz items will feature distinctive Feliz PLU stickers, which have been designed to show a smiling face with the word “Feliz” making up the eyes of the face.
“That is what we believe our brand will come to mean to our customers. When they’re in the produce department they will see 'Feliz' and experience happiness and peace of mind in knowing that they are purchasing delicious, responsibly-sourced products that they can count on being available, week-after-week,” De Vore said.
The new Feliz brand will include tropical and ethnic items like green plantains, avocados, calabaza, malanga, chayote, yuca, ñame, and many others.