With significant growth and expansion at the forefront of the company’s strategic plan, Pure Flavor is adding produce industry veteran Joe Sbrocchi to the company’s leadership team as senior vice-president, business development & strategy. Sbrocchi brings an impressive history of successes in a career that has criss-crossed between the vendor and the buying communities (Sobeys & Walmart), and most recently over the last five-plus years as the executive director & general manager of the Ontario Greenhouse Vegetable Growers (OGVG). 

“We are very happy to add Joe to our leadership team,” said Jamie Moracci, president. “There is little that he has not seen throughout his stellar career in the produce industry. Joe is credited with a string of successes wherever his careers have taken him. Sbrocchi’s hallmark attribute is that he has always helped build synergistic teams that elevate operational dynamic well beyond what any organizational chart could ever indicate.”

“Pure Flavor is absolutely poised for the future,” said Sbrocchi. “With a strong leadership team focused on growth, the company exhibits that they are only just beginning to scale quickly with strategic investments. I’m proud and humbled to join the Pure Flavor family. It is an opportunity of which I intend to add value and purpose.”

Pure Flavor has evolved into a multi-national corporation with facilities throughout North America. The company recently completed the acquisition of DeTemporada Farms, a 25-acre bell pepper greenhouse in Merlin, Ontario as well as completed the construction of its new Phase IV, 40-acre organic greenhouse and 210,000 sq. ft. central packhouse & distribution center in Leamington, Ontario.   

Pure Flavor will be exhibiting at the Global Organic Produce Expo (GOPEX) in Hollywood, Florida beginning January 30. Joe Sbrocchi will be attending with the Pure Flavor team.

Source: Pure Flavor  Jan. 30, 2023 news release