Three complementary food companies based in Goldsboro, N.C.—Farmers Fresh, Avokita, and Tr3s del Valle—are stepping up their presence in U.S. markets as they prepare to exhibit at the 2026 IFPA Global Produce & Floral Show in Orlando, Oct. 14–16. Operating from a shared warehouse and distribution center, the three firms currently serve primarily the eastern United States. All three are targeting expanded distribution across the East Coast and new commercial relationships in retail, foodservice, and distribution channels.
Company Portfolios Farmers Fresh handles the import and distribution of fresh produce, including Hass avocados, Roma tomatoes, Persian limes, bananas, carrots, celery, green cabbage, iceberg lettuce, and romaine, with an emphasis on supply reliability and product quality. Avokita specializes in fresh Hass avocados and is developing value-added avocado products—extra virgin avocado oil, guacamole, and avocado pulp—for retail, foodservice, and distribution channels. Tr3s del Valle markets processed consumer goods rooted in Latin American heritage, targeting U.S. commercial channels that serve Hispanic consumers.
Strategy "Customers want to know who they are doing business with," says Eduardo Garibay, CSO of Farmers Fresh and Avokita. "Being face-to-face creates a different level of understanding, and that is especially important in an industry where timing, product quality and execution matter every day." At IFPA, the three companies plan to engage with buyers, distributors, growers, and supply-chain partners to listen, meet, and initiate new business conversations.
Why It Matters
The expansion reflects continued consolidation and specialization in the produce import and distribution sector, with operators building scale through complementary product lines while maintaining regional distribution advantages.
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Written by FBM Publications Editors
