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Wholesum to feature full organic and greenhouse produce line at N.Y. show

Nogales, AZ-based Wholesum Family Farms Inc., commonly called Wholesum Harvest, will feature its organic tomatoes, a full line of organic hard and soft squash, eggplant, cucumbers, peppers, and mangos, both bulk and packaged, at Booth 411 at the Nov. 7-9 New York Produce Show in New York City.

Anthony Totta, marketing consultant for the company, said that this is the first time the company is exhibiting at the show.

“Following the success of last year’s show, we felt this is an important event for Wholesum Harvest to have a presence,” said Mr. Totta. “It’s a bit close to the holidays, but nonetheless, we feel it’s an important show.”

Wholesum Harvest is a third-generation family farm that has produced fresh produce for 80 years. The family pioneer, Miguel Crisantes Gatzionis, emigrated from Greece to Mexico in the 1920s and began farming in Sinaloa in 1930. Today, his son, Theojary Crisantes, oversees the operation, but he has passed over the daily management of the company to his three sons: Theojary, Ricardo and Adrian. Theojary and Adrian are involved in the Mexican production operations, and Ricardo oversees the sales operation in Nogales.

The company’s primary products are greenhouse-grown tomatoes, peppers and seedless cucumbers.

Since 1990, it has handled organic produce. Wholesum grows organic hard and soft squashes, pole cucumbers, eggplant, and mangos.

The company maintains an exemplary food-safety program. Its produce meets a strict, science-based food-safety standard and is certified by independent third-party inspectors. It is GlobalGAP certified and U.S. Department of Agriculture organic certified.

Mr. Totta said that Wholesum Harvest is committed to the development of collaborative innovative trading with supply-chain partners.

“In other words, we are working hand-in-hand with our partners to create efficiencies that will optimize sustainability efforts, improve profits and provide safe superior-quality fruits and vegetables to the consumer,” he said. “Our facilities have been updated with high-efficiency lighting, and our offices have been expanded and remodeled. We have also implemented business-to-business and business-to-consumer social media communications.”

Mr. Totta said that the company is building new greenhouses in Arizona, and it has added a new office in Watsonville, CA.

The company is introducing a secondary display merchandiser this year.

“This merchandiser will help conventional retailers add expanded merchandising of Wholesum Harvest’s organic vegetables,” he said.