"To every supplier who trusted us with their product. To every client who chose us over and over again. To every partner who believed in what we were building before it had a name: it is precisely for you that we keep growing."
Press Release · Farmers Fresh LLC Goldsboro, NC — June 2025
One of the most impactful sessions was In Bloom: Women in Produce, where industry leaders shared their personal experiences navigating executive roles while balancing family, leadership responsibilities, and professional growth.
Today, we are proud to formally announce the consolidation of Tr3s del Valle, Farmers Fresh & Affiliated Companies as the corporate holding we have built to lead, unify, and scale a focused portfolio of brands within the food import and distribution industry — with one clear commitment: to offer our suppliers, clients, and strategic partners the best quality and service at every step.
This announcement is not the beginning of our story — it is the recognition of what we have already built together. For years, we have worked side by side with producers, distributors, and communities to bring quality products where they are needed most. The formalization of this corporate structure allows us to do so with greater clarity, scale, and purpose.
Under this structure, two business units operate with their own distinct purpose and a complementary focus:
Tr3s del Valle — Hispanic Consumer Goods Imports and distributes snacks, beverages, and the products that feel like home for millions of Latino families across the United States. Our Rincón Hispano strategy is opening doors in convenience stores, bringing these products directly to the communities that love them.
Farmers Fresh — Premium Fresh Produce Imports and distributes fresh fruits and vegetables, connecting growers with commercial channels across the country. This includes our own premium avocado brand, Avokita — a symbol of our commitment to quality from the source.
Two complementary operations. One corporate structure. A shared commitment to sustainable, purposeful growth.
This consolidation also strengthens our ability to meet the demands of an evolving market: greater supply chain traceability, compliance with current food safety regulations, and the capacity to scale our operations without compromising the closeness and service that define us.
The road that has brought us here was made possible by those who believed in this company from its earliest days — suppliers who placed their trust in us, clients who chose us as their distribution partner, and allies who saw the potential before the numbers confirmed it. This achievement belongs to all of you.
Dany Rivera - CEO
Eduardo Garibay - CSO
Founders.
The holding opens a new chapter of strategic growth. In the coming months, both business units will continue expanding their presence in new markets, strengthening key partnerships, and developing the capabilities that allow us to serve every link in the chain better — from the field to the point of sale.
We are proud to grow alongside you.
Let's keep building together.
Tr3s del Valle, Farmers Fresh, and Affiliated Companies.
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Discover how Daniela Rivera’s leadership shapes Farmers Fresh through direct involvement, strong relationships and a customer-focused approach to fresh produce sourcing and distribution.
