Nogales, AZ — The company responsible for introducing the vine ripe tomato from Mexico in grand scale is ripe for change. On the vine for Ta-De Distributing is a new website, product research and trade merchandising programs.
The new website, http://tadeproduce.com, to be formally launched during the PMA Fresh Summit, focuses on information about the history of the company that sets it apart from the competition. The site will also provide timely procurement and crop updates for buyers. Company CEO Robert Bennen Jr. explains the service:
“Although we’ve been in business almost 60 years, we’re committed to being in the forefront of practices today. We have set some new directions for this season. It’s a revitalization of our company with innovative products and consultative direction that not only sets us apart, but also provides differentiation for our customers.”
Well-known in the industry for its green beans, Ta-De plans to add more depth to the category with more varieties, including wax, purple, value-added, as well as new pouch packaging. Other new items include mini sweet and chili peppers. A new premium pack and brand for selected items is also being planned for formal introduction later this fall.
Additionally, the distributor will be shipping Asian specialties such as mini-eggplants, greens and even exotic items such as bittermelon. “We are seeing demand for ethnic specialties increase, and our grower-partners are standing up to the challenge of providing top quality and consistent supply,” Bennen notes.
Also on the list is summer garlic grown in the emerging Rio Sonora region. Ta-De will continue its popular seasonal tomato program, adding high-tech greenhouse production for TOVs, along with tri-colored peppers.
On the research side, the company is planning proprietary research in product variety and flavor enhancement in partnership with a major university (to be announced). To support retail activities, the company will also be providing third-party merchandising services including department team education, in-store events such as special displays, promotions, and demonstrations.
“Ta-De today is about exceeding our customers’ expectations of what a distributor does and, in fact, can do for their bottom line,” Bennen concludes.
Ta-De Produce is a third-generation, family-run produce distributor founded by Carlos Bennen in the 1950s. Longtime CEO Robert Bennen Sr, (“Robbie”) was a pioneer in the tomato import and repacking industry since the 1970s. Upon his retirement in 2012, son Bob took over leadership of the company.
Source: Ta-De Distributing