Vision Produce Company
Vision Produce Company is a private, B2B fresh produce distributor founded in 1989, sourcing tropical, Latin specialty, vegetable, and melon items from across the Americas and selling to grocery retailers and food service operators in the Southwestern United States under its Lime Time, Van Gogh, and La Vision brands.
- Company typePrivate
- Founded1989
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Vision Produce Company does
Vision Produce Company is a privately held, B2B fresh produce distributor founded in 1989 and headquartered in Los Angeles, California, with a second distribution facility in Phoenix, Arizona. The company sources tropical produce (mangoes, limes, pineapple, coconut, okra), Latin American specialty items (chili peppers, papaya, tomatillo, jicama, chayote, cactus leaves), vegetables (root vegetables, corn, eggplant, peppers, tomatoes, squash, cucumbers), and melons (cantaloupe, honeydew, watermelon) from growers in the United States, Mexico, Guatemala, Brazil, Ecuador, Peru, Nicaragua, Honduras, and Costa Rica. It markets these products to grocery retailers and food service operators under three registered consumer brands: Lime Time (limes), Van Gogh (mangoes), and La Vision (vegetables). Two PRIMUS GFSI Certified facilities (over 55,000 square feet combined) host individually temperature-controlled cold storage rooms, repack services, cross-dock storage, loading docks, and an in-house refrigerated delivery fleet operating bobtail and semi-trucks in the LA and Phoenix metros. A dedicated Food Safety Manager maintains HACCP, PCQI, FSMA/FSVP, and GlobalGAP compliance, and an internal Produce Software System provides lot-level traceability from grower to end user with paperless statements and invoicing.
The company's revenue model is wholesale produce distribution: it purchases from grower partners and resells to retailers and food service customers under negotiated pricing, with no public pricing disclosure. Go-to-market is sales-led B2B with direct retailer relationships in the Southwest United States, supported by content marketing (recipe blog, social media), industry event participation (PMA Fresh Summit), and branded marketing of Lime Time, Van Gogh, and La Vision on retail shelves. The company has invested in operational sustainability through solar installations on both warehouses and has continued to expand its service offering, most recently with the 2019 launch of the Ripe and Ready Mango Program following National Mango Board protocols.
Vision Produce Company reports no institutional investors, parent company, or disclosed funding in the available material; it appears to be founder/management-owned. Beyond founder Bill Vogel and Senior Vice President of Sales and Marketing Donald Souther (the primary press contact), the public leadership footprint is limited to Mango Category Manager Jesse Sepulveda, who led the Ripe and Ready Mango program development. Revenue, headcount trends, customer logos, and ownership structure are not disclosed, constraining detailed financial analysis.
Vision Produce Company firmographics
Firmographics- Name
- Vision Produce Company
- Legal name
- Vision Produce Company
- Website
- https://visionproduceco.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Vision Produce Company is a private, B2B fresh produce distributor founded in 1989, sourcing tropical, Latin specialty, vegetable, and melon items from across the Americas and selling to grocery retailers and food service operators in the Southwestern United States under its Lime Time, Van Gogh, and La Vision brands.
- Ownership category
- akta.pro rank
Where Vision Produce Company is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Vision Produce Company business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Infrastructure, Operations, Personnel, Marketing or Sales
Revenue model
- Wholesale Produce Distribution: Vision Produce Company purchases produce from grower partners and sells to retailers and food service customers, operating on a wholesale distribution model with in-house cold chain logistics and delivery services
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Vision Produce Company product offering
Product offeringCore offering
Vision Produce Company is a wholesale fresh produce distributor that sources tropicals, Latin specialty items, vegetables, and melons directly from grower partners and sells them to grocery retailers and food service operators. It operates two PRIMUS GFSI Certified warehouses in Los Angeles and Phoenix offering temperature-controlled cold storage, repack, cross-dock, and in-house refrigerated delivery. Its proprietary consumer brands (Lime Time, Van Gogh, La Vision) and Produce Software System for lot-level traceability differentiate it from pure brokers.
Product overview
Vision Produce Company is a fresh produce distribution company offering four main produce categories (Tropical, Latin Specialty, Vegetable, and Melon) through proprietary consumer brands (Lime Time, Van Gogh, La Vision). The company operates two PRIMUS GFSI Certified facilities in Los Angeles and Phoenix providing cold storage, repack services, and in-house refrigerated delivery across North America. A Produce Software System handles traceability and paperless operations.
Differentiator
Problem solved
Functional benefit
Brands
- Lime Time: Brand for Limes, featuring Seedless Persian Limes sourced from growers in Jalisco and Vera Cruz, Mexico.
- Van Gogh
- La Vision
Products and services
- Tropical Produce
Quantifiable outcome
- PrimusGFS Audit Score: 98% maintained since 2009
- +1 more outcomes
Companies that use Vision Produce Company
Customer profileSegments2 records
Ideal customer profiles2 records
Vision Produce Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Vision Produce Company partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- NSF InternationalcoreThird-party certification body conducting PrimusGFS audits for food safety certification. Known as 'The Most Trusted Name in Food Safety' with over 70 years of experience in agricultural, processing, food equipment, restaurant and retail industries.
- Global GAPcoreGlobal partnership for safe farming practices. Vision Produce Company actively advances important Food Safety Programs with their growers through Global Gap.
- National Mango BoardcoreIndustry organization establishing protocols for mango handling. Vision Produce Company's Ripe and Ready Mango Program follows the protocol established by the National Mango Board.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Vision Produce Company competitors and assessment
Company assessmentDirect peers
- Coast Produce Company: California-based fresh produce distributor supplying retailers and foodservice operators in the Western US with mixed vegetables, melons and tropicals; directly competes for the same LA-area retail customers as Vision Produce.
- Get Fresh Produce: Chicago-based regional fresh produce distributor with cold storage, repack and foodservice distribution serving Midwest retail chains — comparable specialty/regional produce distributor profile.
- Charlie's Produce: Independent, privately-held fresh produce distributor headquartered in Seattle with regional DCs across the Western US, offering full-line produce to grocery, foodservice and institutional buyers — a comparable regional/specialty distributor.
- ProAct USA: Network of independent produce distributors providing procurement, traceability and category management services to retail and foodservice across the US — competes directly with Vision Produce's retailer support offering.
- FreshPoint: Subsidiary of Sysco and the largest US fresh produce distributor serving foodservice and retail with multiple regional DCs, in-house ripening and traceability — the most direct strategic comparator to Vision Produce's distribution model.
- Ben B. Schwartz & Sons: Family-owned wholesale produce distributor operating out of the Detroit Wholesale Produce Market, supplying retailers and foodservice operators across the Midwest — comparable independent distributor business model.
- Hardie's Fresh Foods: Regional fresh produce distributor serving Texas and the Southwest with cold storage, repack and direct delivery to grocery and foodservice — analogous footprint and customer mix to Vision Produce.
Broad incumbents
- Robinson Fresh: Produce division of C.H. Robinson, a global logistics platform that sources, distributes and manages fresh produce for major North American retailers at national scale — significantly larger incumbent competitor.
- Taylor Farms: Leading North American producer of value-added fresh salads, vegetables and fresh-cut produce sold to retail and foodservice — adjacent competitor with overlapping repack and brand-driven category expertise.
Others
- Limoneira Company: Vertically integrated citrus grower, packer and shipper supplying branded and conventional citrus to retail and foodservice across North America — comparable grower-to-retailer branded citrus model relevant to Vision Produce's Lime Time brand.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Vision Produce Company social profiles
Digital presenceVision Produce Company compliance and trust
Trust signalCompliance5 records
Vision Produce Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vision Produce Company leadership team
Management profileNumber of profiles
Profiles3 records
Vision Produce Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vision Produce Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vision Produce Company
What does Vision Produce Company do?
Vision Produce Company is a wholesale fresh produce distributor that sources tropicals, Latin specialty items, vegetables, and melons directly from grower partners and sells them to grocery retailers and food service operators. It operates two PRIMUS GFSI Certified warehouses in Los Angeles and Phoenix offering temperature-controlled cold storage, repack, cross-dock, and in-house refrigerated delivery. Its proprietary consumer brands (Lime Time, Van Gogh, La Vision) and Produce Software System for lot-level traceability differentiate it from pure brokers.
Is Vision Produce Company a public or private company?
Vision Produce Company is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Vision Produce Company founded?
Vision Produce Company was founded in 1989. It employs 11 to 50 people.
Where is Vision Produce Company based?
Vision Produce Company is headquartered in Los Angeles, United States, in the North America region.
How does Vision Produce Company make money?
One revenue line is on record: wholesale Produce Distribution.
Who are Vision Produce Company's main competitors?
Direct peers on record are Coast Produce Company, Get Fresh Produce, Charlie's Produce, ProAct USA, FreshPoint, Ben B. Schwartz & Sons and Hardie's Fresh Foods. Broad incumbents are Robinson Fresh and Taylor Farms. Limoneira Company is listed as an others.
Does Vision Produce Company have an API?
No public API is recorded for Vision Produce Company.