Joe Sbrocchi, a veteran of the Canadian produce industry who has held high-
profile retail positions during his career, has joined Mastronardi Produce as
vice president of sales and marketing.
Mr. Sbrocchi, who officially joined the Leamington, ON, greenhouse produce
marketer seven weeks ago, assumed the duties of Chris Veillon, the previous
director of marketing, who recently left the company. Mr. Sbrocchi's duties
reach beyond marketing, as he also serves as vice president of sales.
"Chris left the company as of Friday, August 20, to pursue a great opportunity
elsewhere," Mr. Sbrocchi told The Produce News Aug. 25. “We wish him the
best of luck.”
Mr. Sbrocchi has a long history in the retail produce industry in Canada.
“This is a giant leap to the production end,” he said. “I worked in the retail
side for 20 years in buying and selling produce. I was with Sobeys for 15
years, working in about nine positions during that time. My role there
culminated in leading the produce category nationally for the company.”
After leaving Sobeys, Mr. Sbrocchi worked as a produce consultant for a year-
and-a-half. He then took a position with Walmart Canada as country manager
for strategic sourcing and supply chain.
“I helped put together Walmart Canada’s supply chain for fresh produce as it
was developing across the country,” he said. “I then accepted this position
with Mastronardi Produce.”
Mr. Sbrocchi has served on the board of directors of the Canadian Produce
Marketing Association for over eight years. He also serves as chairman of the
organization’s technology committee.
“It is very important to the well-being of the industry to stay abreast of
technology,” he said. “It is integral in leading the industry in the right
A longtime admirer of Mastronardi Produce, Mr. Sbrocchi said that from a
retailer’s perspective, there is not a better company with which to work.
“When Paul [Mastronardi, company president] contacted me to propose this
opportunity, I was thrilled to be considered,” he said. “I plan to move to the
Leamington area in the future. In the meantime, I am commuting from my
home in Toronto on weekends and on Wednesdays for my weekly family get-
“This is a beautiful area,” he continued. “It’s a closed community, and in fact,
much like a terminal market. Produce businesses here support each other in
their efforts, and they band together to make the overall greenhouse industry
Mr. Sbrocchi is adapting to his new position quickly. He said that Mr. Veillon
left a strong legacy, and that he helped to set up a good system that can be
“Mastronardi Produce has multiple facilities throughout North America, and it
produces year-round,” said Mr. Sbrocchi. “Its strong marketing arm reaches
around the world.”
In Leamington, production is currently in full swing and will wind down in
November. Production in other areas will ensure a seamless flow of
“The thing that impresses me most is that I am joining a great team of
people,” said Mr. Sbrocchi. “From Paul, who is the brain power, on down the
chain, every area has very strong people who know their jobs well and are
highly motivated. I’m thrilled to be a part of this outstanding company and to
help take it to the next level.”