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Pure Flavor brings on industry veteran Joe Sbrocchi

With significant growth and expansion at the forefront of the company’s strategic plan, Pure Flavor® is pleased to announce the addition of produce industry veteran Joe Sbrocchi to the company’s leadership team as senior vice president of business development & strategy. Sbrocchi brings a history of successes in a career that has crisscrossed between the vendor and the buying communities (Sobeys & Walmart), and most recently, over the last 5+ years, as the executive director and general manager of the Ontario Greenhouse Vegetable Growers (OGVG).

“We are very happy to add Joe to our leadership team. 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 career has taken him. His hallmark attribute is that he has always helped build synergistic teams that elevate operational dynamic well beyond what any organizational chart could ever indicate,” said Jamie Moracci, president. “Our growth and evolution are in need of just an individual such as Joe. We are thrilled that he is joining our team.”

Left to right: Joe Sbrocchi, Jamie Moracci Photo credit: Pure Flavor® © 2023 

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

The company has evolved into a multi-national corporation with facilities throughout North America. It 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 pack house and distribution center in Leamington, Ontario.

Pure Flavor will exhibit at the upcoming Global Organic Produce Expo (GOPEX)  in Hollywood, Florida January 30 to February, which Sbrocchi will attend with the team. For those attending the show, stop by Booth #216.

For more information:
Chris Veillon
Pure Flavor
Tel.: +1 (519) 326-8444 

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