Mastronardi Produce is investing in Europe through a partnership with Dutch vegetable exporter Soho Produce.

“This partnership will allow us to expand our offerings to our North American customers,” said Paul Mastronardi, president, chief executive officer and fourth-generation family member to lead Mastronardi Produce. “Whether they’re seeking flavorful tomatoes, rare purple peppers, Belgium endive, or a unique in-and-out discovery, we can provide a single, efficient procurement solution.”

“From Campari, the very first branded tomato, to their new cult tomato line, Flavor Bombs and Sugar Bombs, Mastronardi has created the most respected brands in the produce space,” said Remco Beekman, CEO of Soho Produce. “This expertise, coupled with our knowledge of European commodities, positions us for success.”

Beekman will lead sales and marketing for the new venture, which will be known as SUNSET of Holland.

Paul Schockman will join the team to lead operations; he brings over 15 years of experience in the fresh produce sector in both the Dutch and Canadian markets.

SUNSET of Holland will also be the initial distributor in select markets for the first advanced high-density farming system of the John Paul Dejoria/Mastronardi partnership.