Melissa's Produce Company Profile
Background
Melissa's Produce, officially known as World Variety Produce, Inc., is the largest specialty produce distributor in the United States. Founded in 1984 by Joe and Sharon Hernandez, the company began its operations in a modest rented warehouse in Los Angeles. Over the years, it has expanded significantly, now occupying a 330,000-square-foot office and warehouse complex, including a state-of-the-art CCOF/QAI Certified Organic Packing Facility. The company is named after the founders' daughter, Melissa, who remains actively involved in the business.
Key Strategic Focus
Melissa's Produce specializes in providing a diverse array of conventional and organic fruits and vegetables, exotic produce, and specialty food items. The company's product portfolio includes over 1,500 items, catering to various culinary preferences and dietary needs. Key areas of specialization encompass:
- Organic Produce: Offering a comprehensive line of organic fruits and vegetables, responding to the growing consumer demand for health-conscious options.
- Exotic and Specialty Items: Supplying unique produce such as dragon fruit, passion fruit, jackfruit, and specialty melons like the Japanese Crown Melon.
- Food Service Division: Providing culinary professionals with a full-service operation that includes dairy, processed items, edible flowers, dried fruits, mushrooms, juices, purees, and a vast selection of other grocery staples.
Financials and Funding
As of January 2025, Melissa's Produce reported an estimated annual revenue of approximately $60.3 million, with a workforce of around 203 employees. The company has experienced consistent growth, with a 9% increase in employee count over the past year.
Technological Platform and Innovation
Melissa's Produce integrates various technologies to enhance its operations and customer engagement. The company's tech stack includes:
- Web Technologies: Utilizing platforms such as Google Hosted Libraries and Cloudflare to ensure efficient content delivery and website performance.
- E-commerce Solutions: Implementing Shogun Page Builder for website design and Venmo for payment processing, facilitating a seamless online shopping experience.
- Security Measures: Employing Cloudflare Bot Management to protect against online threats and ensure data security.
Leadership Team
- Joe Hernandez: Co-founder and President, bringing over four decades of experience in the produce industry.
- Sharon Hernandez: Co-founder, instrumental in the company's growth and development since its inception.
- Melissa Hernandez: Namesake and active participant in the company, contributing to various aspects of the business operations.
Competitor Profile
Market Insights and Dynamics
The specialty produce market in the United States is characterized by a growing consumer interest in organic and exotic fruits and vegetables. This trend is driven by increasing health consciousness and a desire for diverse culinary experiences. The market is competitive, with several key players vying for market share.
Competitor Analysis
- Veritable Vegetable: A prominent distributor specializing in organic produce, with an estimated revenue of $137.8 million and approximately 99 employees.
- Greenleaf: Focuses on providing high-quality produce to the foodservice industry, reporting revenues of $23.1 million and a workforce of 108 employees.
- Veg-Fresh Farms: Offers a wide range of fresh produce items, with revenues of $86 million and 407 employees.
- Specialty Produce: Provides a diverse selection of specialty fruits and vegetables, generating $62.8 million in revenue with 140 employees.
Strategic Collaborations and Partnerships
Melissa's Produce has established significant partnerships to enhance its market presence and product offerings:
- Disney World Epcot International Food & Wine Festival: Serving as a produce sponsor for this annual event, featuring products in various outdoor kitchens and special events.
- Ellie Krieger's Real Good Food: Acting as the official produce supplier for the public television cooking series, aligning with the company's commitment to promoting healthy eating.
- Jazzy Vegetarian: Providing produce for Laura Theodore's vegan cooking show, supporting the growing demand for plant-based meal solutions.
Operational Insights
Melissa's Produce differentiates itself through:
- Diverse Product Portfolio: Offering over 1,500 items, including organic, exotic, and specialty produce, catering to a wide range of consumer preferences.
- Commitment to Food Safety: Adhering to certified third-party safety audits and verification programs to ensure product safety and quality.
- Technological Integration: Utilizing advanced technologies to streamline operations and enhance customer engagement.
Strategic Opportunities and Future Directions
Looking ahead, Melissa's Produce aims to:
- Expand Organic Offerings: Continue growing its organic product line to meet increasing consumer demand for health-conscious options.
- Enhance Sustainability Initiatives: Invest in programs to reduce greenhouse gas emissions throughout the global supply chain, reflecting a commitment to environmental responsibility.
- Strengthen E-commerce Presence: Leverage technology to improve online sales channels and reach a broader customer base.
Contact Information
- Website: melissas.com
- Social Media:
- Headquarters: Vernon, California, United States
Melissa's Produce continues to solidify its position as a leader in the specialty produce industry by offering a diverse product range, maintaining high standards of quality and safety, and embracing innovation to meet evolving consumer demands.
