The group of companies owned by the Vidaurri family has launched a new corporate identity under the brand Vida Produce Company (VPC), to unite the operations in the 13 countries where it is present.

This new identity will allow all the group’s companies to consolidate their leadership, innovation, and development of the fresh produce industry. 

With this change comes two main goals. The first is preserving and honoring the legacy of the Vidaurri family. The second is strengthening the identity of that legacy by seeking to become a key player in the Americas’ fruit industry.

Currently, VPC operates a global distribution network to supply fruit and vegetables from multiple origins, focusing mainly on the American continent. There, it aims to integrate supply, sales, distribution, exports, imports, and production to provide an efficient and high-quality service that reaches the consumers directly.

Alejandro de la Fuente, CEO of Vida Produce Company

Alejandro de la Fuente, CEO of VPC, explains that the company has a business model that complements its team’s deep local knowledge with a global reach. This allows it to reconcile the buying and selling power, generating an optimized allocation capacity for the fruit by offering a network of products and services designed according to the customers’ needs.

Current members of the VPC group are made up by Frutam (Chile), Frutcom (Colombia), Transmariner (Ecuador), Vidinter (Venezuela), Frutería Vidaurri (El Salvador), Fresh Garden (Costa Rica), Fruvigua (Guatemala), Mafalda (Panama), Sun Fresh (North America), Vidimport (Mexico), and Polar Fresh Group.

These members will align under Vida Produce Company brand, marking its presence at the vanguard of the industry.

Origin, experience and innovation

Vida Produce Company was founded in the 1950s by Don Everardo Vidaurri and Doña Ileana Damm de Vidaurri. These key players became pioneers and leaders in the fruit industry, becoming celebrated examples for exporters and importers.

They established the foundations of the company, which were later developed by their successors, making VPC today one of the most important actors in the industry, capable of operating year-round.

De la Fuente explained that it has been crucial in identifying the trends that are shaping the fresh produce industry. What’s more, it is these trends that VPC is considering as it develops its latest strategy to reach consumers.

“Previously we focused on the wholesale market which represented 90% of our distribution, but today our center has moved towards the supermarkets, which now make up 45% of our distribution,” he said.

In this same line, the company is in the process of becoming a business-to-consumer organization (B2C), orientating itself toward the needs of the market at the final consumer level.

Vida Produce Company has also established different strategic focal points that will guide the company’s development over the coming years, considering the new trends that shape the fresh produce industry.

The first of them is the continuous improvement of its processes through a more efficient operation that incorporates new technologies and systems.

In addition, VPC seeks to differentiate itself in the marketing of fresh produce, developing proprietary varieties and being the exclusive distributor of some brands in specific countries.

Lastly, the company is developing value-added products, such as processed foods, juices, salads and ecological packing, all of which will be focused on the consumers’ needs and sustainable practices.

For more information on Vida Produce Company visit: www.vpcom.com