LEAMINGTON, ONT. – Greenhouse fruit and vegetable grower Pure Flavor has hired Joe Sbrocchi to be the company’s senior vice president of business development and strategy.

Joe Sbrocchi
Source: Pure Flavor

Sbrocchi brings many years of experience with Sobeys and Walmart and has also spent the last five-plus years as executive director and general manager of the Ontario Greenhouse Vegetable Growers (OGVG).

“We are very happy to add Joe to our leadership team,” said Jamie Moracci, Pure Flavor’s president. “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 careers have 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. Our growth and evolution are in need of just an individual such as Joe, we are thrilled that he is joining our team.”

In January 2023, Pure Flavor announced its acquisition of 25 acres of greenhouse bell pepper farming, and in December 2022, the company received a Gold Plate Award from the FMI Foundation for its ‘Eat Well Together to Be Well Together’ marketing campaign.

“Pure Flavor is absolutely poised for the future,” Sbrocchi said. “I’m proud and humbled to join the Pure Flavor family; it is an opportunity of which I intend to add value and purpose.”