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Pure Flavor adds industry veteran Joe Sbrocchi

Pure Flavor has announced the addition of produce industry veteran Joe Sbrocchi to the company’s leadership team as senior vice president of business development and strategy.

Sbrocchi brings a history of successes in a career that has crisscrossed between the vendor and the buying communities (Sobeys and 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 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,” says Jamie Moracci, president of Pure Flavor. “Our growth and evolution are in need of just an individual such as Joe. We are thrilled that he is joining our team.”

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.