Procacci Brothers New Feliz Brand of Specialty Items
PHILADELPHIA, PA - Welcome to What’s in Store. Procacci Brothers is growing its fresh produce offerings with a recent expansion into the tropical produce category. The new import program and introduction of a new tropical brand FELIZ, will allow Procacci to address the growing trends in specialty produce and tropical flavor profiles.
FELIZ branded items will include Green Plantains, Avocados, Yuca, Calabaza, Chayote, and many more. These items have year-round promotional availability for retailers.
The company has also opened an import and sourcing office in South Florida in an effort to streamline its network of tropical produce suppliers and ensure superior quality year-round. Javier Alvarado, who will head up the import office, will now be situated closer to Procacci’s tropics-based suppliers allowing the company to frequently visit their farms. Alvarado is monitoring product quality while coordinating import schedules with suppliers from ideal growing regions.
The South Florida team is working hand-in-hand with Procacci’s sales office in its Philadelphia headquarters to establish buying patterns and ensure customer satisfaction.
These selected items will be branded with FELIZ logo PLU labels. The new brand, Spanish for “happy”, has a colorful label that will be applied to the wide range of tropical offerings.
FELIZ tropical produce items should be merchandised as a group or in the ethnic and tropical section of produce departments. With the exception of chayote, all products should be stored and displayed dry and at room temperature. Chayote, like other squash, should be refrigerated and can remain in the clear individual bags in which they come. Procacci also provides merchandising support for these tropical items at the retail level. Keep a year-round tropical locale in your fresh produce with Procacci Brothers' new import program. Thank you for watching What’s In Store.