Tavilla Sales Company was formed in 1980 by Bill Vogel and Tavilla Sales of South San Francisco. The company brokered fruits and vegetables into the Southwestern United States. Off-season vegetables, tropical and specialty produce items were the focus. Strong relationships with shippers in Texas and Florida were the backbone of the business. Soon Tavilla was moving 250 loads per month on average.

Direct sourcing, category alignment and customer focus changed the company dramatically in the 1990’s. Relationships with growers in Mexico and Holland added new dimensions. With a new state-of-the-art warehouse featuring four individually temperature-controlled cold rooms, Tavilla was able to increase efficiency, enhance product care and streamline operations. Repacking and value-added items allowed versatility in meeting customer needs. The majority of stock was acquired by Bill Vogel, solidifying management’s strategy and adherence to high standards.

Currently, growing our own produce, contracting with growers during the season, and importing, has created a vertical integration which allows lower prices while maintaining high quality and allowing for customer designed packing. With a strong commitment to our ‘creed’, forward looking management, and customer driven operations, we will have continued ‘Success with Integrity’ through the next decade.

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