Attendance at the London Produce Show is a forward step in the company’s strategy to serve over 120 countries in Europe as well as the Middle East, Africa and Asia by 2019. In addition, Benny Michael, president and chief executive officer, says, “primarily at the Show we will be looking for a distributor in the UK with which to partner.”
Michael will be joined in the company’s booth by brother and managing partner, Soly Michael, who handles sales to India and the Middle East, and recently-hired vice president, Cynthia Klein, who brings 25 years of produce innovation and food safety operations to the company’s skill set.
“The advantage we bring to the market is as a one-stop provider for a multitude of products,” says Michael. “That is because our company operates four divisions: fresh produce, nuts, food and drink, and meats and seafood.”
USA Food & Produce Worldwide will exhibit approximately 35 U.S.-grown produce items at its booth. These include fresh apples, grapes, sweet potatoes, cherries, avocado, figs, citrus, stone fruit, cauliflower, carrots and pomegranate, as well as nuts like pistachios, almonds and pecans. The company will additionally offer brochures about its products, brands and services.
The strength of the company’s produce program lies in its year-round sourcing. To accomplish this, USA Food & Produce Worldwide maintains offices in Santiago, Chile; Paris, France; Cape Town, South Africa; in addition to its California headquarters. The company plans to open additional offices in Seoul, South Korea and Tokyo, Japan, in September.
“We are huge in organic and see opportunities at the London Produce Show to introduce ourselves to the UK market as an organic produce supplier,” says Michael.
Even though USA Food & Produce Worldwide is only five-years-old, Michael and his brother have a lifetime of experience in the produce industry. They grew up in India where their family still grows bananas, coconut, cashews, black pepper and rice, which they export to the Middle East, and cinnamon, which is primarily sold to the local market.
“Over time, our goal is to create a platform in which growers and food manufacturers can bring their high-quality products to us and take advantage of our network of retail and foodservice buyers to get their products into more markets worldwide,” says Michael
