Our Story


Vision Produce Company (Formerly Tavilla Sales Company of Los Angeles) was founded in 1980 by Bill Vogel, managing partner, with Larry Nienkerk and J B Cutsinger. Vision Produce got its start by brokering fresh fruits and vegetables into the Southwestern United States. During the 80’s, we began to establish three main commodity areas: Vegetables, Tropical Fruits and Citrus. During the 90’s we began a transition to become a “source” for our products by finding and working directly with growers in and outside of the United States. We proudly serve as both a marketing and financial partner to our growers and these strong grower relationships have become the backbone of our business.

In 2000, Vision Produce Company moved into a new warehouse facility in Los Angeles, California. This facility features four individually temperature-controlled cold storage rooms. A repack department equipped with experienced staff, sorting belts and a state-of-the-art bagging machine. Multiple loading docks for easy pick-up and delivery and our own in-house delivery service. By the early 2000’s we were working direct with shippers in nearly eight states in Mexico as well as Central and South America. These partnerships helped us begin to develop our Latin Specialty Produce Department, which remains one of our largest commodity departments today. In 2003 we added a branch office in Phoenix, Arizona in order to better serve our expanding customer base throughout the US.

Vision Produce Company understands how closely aligned our business is with the Planet and the rise of the sustainability movement inspired us to action. In 2010, we installed solar panels on the rooftop of our Los Angeles warehouse. As the first produce company in Southern California to implement a solar power system, we hope to demonstrate our commitment to being at the forefront of our ever evolving industry, as well as being a leader in sustainable business practices. In 2015, continuing our sustainability commitment, we installed Solar Panels at our new state-of-the-art warehouse facility in Phoenix, Arizona. We continue to develop our sustainable business practices to ensure a greener company culture into the future.

Food Safety is a top priority here at Vision Produce Company. In 2009, our Los Angeles facility received its first PRIMUS GFS certification score of 98% and have maintained a score of 98% or higher since.  Our Phoenix facility has also been Food Safety Certified by PRIMUS GFS since 2012 and in 2018 we proudly received a score of 100% for the very first time. Vision Produce Company continually works to maintain a warehouse and business that is aligned with the Food Safety standards of our industry. We are active in advancing important Food Safety Programs with our growers through Global Gap and we align ourselves with FSMA guidelines throughout all aspects of our business. We have a dedicated “Food Safety Manager” on site at our Los Angeles facility at all times who develops and oversees all Food Safety regulations, policies and procedures. Our Food Safety Manager also oversees various programs including HACCP, FSVP, GFSI regulatory audits, food safety training programs, standard operating procedures (SOP’s) and product inspections.


In 2012 we changed our name from Tavilla Sales to Vision Produce Company. We felt that “Vision” better represented who we are, who we want be for our industry and where our company is going. Vision Produce Company is committed to delivering the highest quality produce available to our customers while minimizing our impact on the environment.

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In Los Angeles, our Tropical Department features Mangoes, Limes, Okra, Coconut and Pineapple. The Latin Department boasts an array of Chili Peppers, Maradol Papaya and numerous Latin Specialty Produce items including a value added Cut and Bagged Cactus Leave (Nopal) and a variety of Seasonally available Latin commodities. Our Vegetable Department specializes in Root Vegetables along with seasonal corn, green beans and Eggplant. Our Melon Department specializes in Honeydew, Cantaloupe and Watermelon. Our Phoenix facility carries our “La Vision” line of Vegetables, including Cucumbers and Squash. They also carry a variety of all of our other department commodities mentioned above. We continue to work toward reaching our goal of creating a vertical integration of our core product line. This allows for more competitive pricing, better quality control and improved logistics for our customers. We have created and market our own brands such as “Lime Time” for Limes, “Van Gogh” for Mangoes and “La Vision” for Vegetables. Keep your eyes peeled for these labels in your local and large chain stores!

Throughout the years, one of our most important missions has been the development of our people. Vision Produce Company proudly employs top notch Department Managers and dedicated produce professionals who deliver the finest quality fruits and vegetables, exceptional service and value to our customers. Our department managers individually bring over 20 years of produce experience each to the team; they are experts in their field, diligent problem solvers and provide unfailing customer service with urgency. We are continually developing our managers and employees to handle new thinking and innovation. Vision Produce Company strives to perform based on our creed and motto: Success with Integrity. The relationships we have with our growers, our customers and our employees mean everything to us. We will continue to strive diligently to deliver the best and the freshest farming has to offer.


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