Pure Flavor® Appoints Industry Veteran Joe Sbrocchi as Senior Vice President, Business Development and Strategy; Jamie Moracci Comments


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Fri. January 27th, 2023 - by Peggy Packer

LEAMINGTON, ONTARIO, CANADA - What do you say we start off this week with exciting news from a distinguished greenhouse grower? Strengthening its leadership team with extensive industry expertise, Pure Flavor® has welcomed Joe Sbrocchi as its new Senior Vice President, Business Development and Strategy.

Joe Sbrocchi, Senior Vice President, Business Development and Strategy, Pure Flavor®“Pure Flavor is absolutely poised for the future. With a strong leadership team focused on growth with recent moves, exhibit that they are only just beginning to scale quickly with strategic investments. I’m proud and humbled to join the Pure Flavor family. It is an opportunity of which I intend to add value and purpose,” said Sbrocchi.

Sbrocchi’s career is marked by impressive success across both vendor and buyer communities, including that of Sobeys and Walmart. Most recently, he served as the Executive Director and General Manager of the Ontario Greenhouse Vegetable Growers (OGVG) over the last five-plus years.

Pure Flavor® has welcomed Joe Sbrocchi as its new Senior Vice President, Business Development and Strategy

This appointment comes at a critical moment for Pure Flavor, as the company has evolved into a multinational corporation with facilities throughout North America. Recently, it completed the acquisition of DeTemporada Farms, a 25-acre bell pepper greenhouse in Merlin, Ontario, as well as completed the construction of its new Phase IV, 40-acre organic greenhouse and 210,000-square-foot central packhouse and distribution center in Leamington, Ontario.

Jamie Moracci, President, Pure Flavor®“We are very happy to add Joe to our leadership team. There is little that he has not seen throughout his stellar career in the produce industry. Joe is credited with a string of successes wherever his career has taken him. Mr. Sbrocchi’s hallmark attribute is that he has always helped build synergistic teams that elevate operational dynamic well beyond what any organizational chart could ever indicate,” said Jamie Moracci, President. “Our growth and evolution are in need of just an individual such as Joe. We are thrilled that he is joining our team.”

Guests of the Global Organic Produce Expo will have a chance to speak with Brocchi and the Pure Flavor team at booth #216.

Congratulations to Joe Sbrocchi on a momentous step in his career!

Pure Flavor®