WP Produce debuts refreshed Desbry avocado logo, worker welfare program

From left: Willy Pardo, Desiree Morales and Chris Gonzalez of WP Produce.

PRESS RELEASE: Miami, FL (November 5, 2019) — WP Produce BB #:143203, a family-owned, grower-packer-shipper of Desbry® tropical produce has announced a strong start to their high season for tropical avocados from the Dominican Republic. Available year-round, the fruit’s high season runs from mid-October through mid-May, with additional supply from Florida available from June through December. The company anticipates increased volumes overall, with exceptionally promotable quantities available from November through January.

“This growth is exciting and we expect it to continue. Retailers and foodservice providers have been seeing increased popularity for tropical avocados over the past few years,” said Chris Gonzalez, VP of Sales for WP Produce. “At PMA Fresh Summit, interest and enthusiasm for tropical avocados was very high. Consumers are demanding variety. And the larger size of tropical avocados with their vibrant green skin and heartier texture appeals to avocado lovers—especially Millennials and moms.”

This avocado season also brings other changes and improvements for WP Produce. The company recently debuted a refreshed logo for their Desbry brand. Named for WP Produce founder Willy Pardo’s children—Desiree and Bryan—the company has been selling under their Desbry label since 1984. “The refreshed Desbry logo honors the past of what my father has worked hard to build, and also highlights our commitment to the future,” said Mr. Pardo’s daughter Desiree Morales, who is also Vice President of WP Produce. “We are focused on continually leading and improving the tropical produce industry like my dad has been doing the past 30 years, and the new logo is a symbol of that.”

Designed by Moxxy Marketing, the logo features a bright yellow sun and bold coral lettering that reflect the tropical nature and growing regions of the company’s full line of fresh produce, which in addition to avocado, includes pineapple, papaya, mamey, manzano bananas, yucca, malanga, calabaza, plantains, breadfruit, habanero peppers, coconuts, mangos and more.

Additionally, new avocado cleaning and sorting machinery have been added in WP Produce’s Dominican Republic facilities, allowing for increased volume and capacity, while supporting the company’s mission to provide sustainable job opportunities for the region. As part of these efforts, WP Produce has also created a worker welfare program for their Dominican employees.

“As we keep expanding our footprint in the Dominican Republic, we also want to continue building our role in the community, provide a welcoming work environment, and acknowledge our employees’ hard work and dedication,” said Morales. “All our produce is inspected by our employees before being packed for our customers to not only ensure the highest quality, but to also ensure we offer a sustainable, year-round supply of jobs for the region. By providing more jobs and meals for all of our employees, we can support the well-being of our employees, and ultimately deliver a better end experience for our customers.”

WP Produce offers a year-round supply of tropical avocados grown in four regions of the island plus Florida. For more information or to place an order, call (305) 326-8333, or visit wpproduce.com.

 

About WP Produce
Founded in 1984, WP Produce is a family-owned, multi-regional grower, packer and shipper of tropical, exotic produce. WP Produce has been a pioneer in the tropical avocado market since 1992 and are now the largest importer and distributor of Dominican tropical avocados worldwide. With farms and partnerships with growers in Florida and the Dominican Republic, WP Produce offers a wide variety of tropical produce and root vegetables under the Desbry® brand. To learn more, visit wpproduce.com.