A fresh focus

On a chilly winter morning
at 888 Malkin Avenue in Vancouver, the loading dock at Fresh Direct Produce (FDP) is buzzing with activity as workers
load and unload trucks full of produce. Inside the warehouse, workers sporting white hairnets and reflective coveralls and jackets zip around on motorized powerjacks, expertly weaving between pallets stacked with boxes full of fresh fruits and vegetables. The cool air carries a distinct whiff of citrus owing from thousands of boxes of imported mandarins, oranges, lemons, limes, grapefruits and pomelos waiting their turn for distribution to retailers.

Citrus is but one of hundreds of types of globally sourced produce stocked in FDP’s warehouse and distribution centre where bags and boxes contain everything from the conventional to the exotic, from onions and cauliflower to bananas, bok choy, persimmons, mangos, avocados, okra and strawberries. The depth and breadth of variety covers pretty well any kind of produce a customer may want, whether mainstream, organic, exotic, or ethnic.

Founded in 2003, FDP has become a leading produce importer, marketer and distributor in Western Canada and a respected player — and only independent wholesaler — among the four big companies doing business on the Vancouver street known as Produce Row. In April, the company will mark its 15th anniversary with an open house and special events for staff, families, customers and visitors. And after 15 years in business, the company is proudly rebranding itself with a new logo and a revamped website where customers can peruse the ever-widening variety of products available from FDP.

Click here to learn more about Fresh Direct Produce, what sets it apart from other players in the industry and its plans for the future.