Nuovo International expanding its relationships in the produce industry
by Christina DiMartino | April 21, 2010
Rock Butera, vice president of global sales and marketing for Nuovo
International in Nashville, TN, told The Produce News that the full-service and
marketing firm continues to focus strongly on the produce industry.
"Although we focus on six major industries - social media planning, music
promotions, small business consulting, health clubs, finance and insurance,
and the produce industry - produce is the backbone of our company and is
where we place most of our resources and energies," said Mr. Butera. "Our
strongest and most long-term relationships are with companies that produce
or deal in tomatoes, cucumbers and peppers. We do have clients that produce
field-grown product, but we specialize in the greenhouse industry in Canada,
the U.S. and in Mexico. We are also currently finalizing a client relationship in
Mr. Butera said that Nuovo International functions in a unique way. The
company builds sales and marketing plans for its clients, who are producers
and shippers, and it seeks out other growers that fit within their growth
strategies. It does not get involved in selling or brokering product, but it
does enter into contract agreements for its clients. It finds people who are
looking for contract growers and joint venture partners and puts them
The company brings in expert consultants to work with clients in each of its
divisions. "If you are a small grower and don't have a marketing officer or
chief financial officer, we can do a full pro forma and business plan for your
company," said Mr. Butera. "Our expert consultants get to know our clients in
depth. They spend time at their operations and build long-term
relationships. With our services, growers are better able to network in ways
they cannot on their own."
One example Mr. Butera offered is Nuovo International's client Bimida Box, a
full-service packaging company in Kingsville, ON. Kris Moauro, president of
the company, said, "Rock and his team created a great web site and laid out
our annual marketing plan. Their understanding and vision of the industry is
incredible. We look forward to having Nuovo as part of our team for a long
Another satisfied client, Mor Gro Farms Inc. in Leamington, ON, a greenhouse
tomato, cucumber and pepper grower, is expanding its operation to bring in
grower-partners from Mexico and Southern California. Dave Pereira, sales
and marketing manager for the company, said that Nuovo International is one
of the better investments the firm has made. "Nuovo's ability to enhance our
web activity, social network connectivity, grower base and overall company
perception is second to none," he said.
In business since 1999, Nuovo International has between 25 and 30 clients at
any given time.
"Our services are a new concept for smaller growers and farmers," said Mr.
Butera. "We establish a real business backbone for produce companies who
are looking to increase their sales. We help them build a strategy and
establish relationships that enable them to reach their goals. We want people
to know that the size of their company is irrelevant to us and our services. We
give the same attention and dedication to each of our clients regardless of
size or culture."
Nuovo International has a full-time staff of 25 people. Its goal is to add
another 10 employees by 2015. "We are bringing in two to three people a
year," said Mr. Butera. "These people are industry experts and are highly
qualified to consult our clients."