PHILADELPHIA, PA – Joseph Procacci, the produce legend famous for bringing Santa Sweets Grape tomatoes and UglyRipe® heirloom tomatoes to the United States tomato market, has passed away at the age of 90.

Despite being a larger than life presence in the Produce industry, his survivors at Procacci Brothers noted that Joe Procacci was a private man: quiet, humble, and widely viewed as a consummate gentleman. Whenever praise or accolades were bestowed on Joe for his many successes he was unfailingly modest and gracious, always crediting the contributions of others.

In early September when he stepped down as CEO of Procacci Holdings LLC, Joe Procacci stated, “I’ve been blessed with honest, hardworking employees and uncommonly loyal customers. It’s been a great honor to work with and alongside so many great people. I am extremely proud to be passing this honor and privilege on to my son, J.M., and hope that someday, he will be able to do the same with his son.”

At the age of 8, Procacci began selling produce in the streets of Camden from his father’s pushcart. From those humble roots, Procacci became an industry giant, building a vertically-integrated produce powerhouse that develops its own seeds, grows, packs, and distributes produce, and supplies roughly ten percent of the fresh tomatoes in the United States.

“Throughout his life, my Dad was a successful and innovative businessman, dedicated to fulfilling his customers’ needs. He was a fearless and relentless leader in our industry. If the Produce industry ever opened a Hall of Fame, my Dad would be our Babe Ruth,” said Joe's son J.M. Procacci, CEO of Procacci Brothers. “When I was 10 years old, Dad gave in to my requests and started bringing me to work with him when I was off from school. For more than 50 years I’ve had the incredible privilege of working alongside him. Dad lived a remarkable and full life—one where he was revered in his profession and adored by his family. By the grace of God, Dad recently got to meet the Procacci family’s newest member, his first great-grandchild. He’ll be missed by colleagues, friends, and loved ones far more than I can properly put into words.”

As CEO and Chairman of Procacci Brothers, Joe Procacci had a pronounced impact on shaping the Produce industry as we know it today. Joe was a driving force in pallet standardization, grading standards, food safety, trade agreements, and the company noted, he is credited with single handedly preserving the Perishable Agricultural Commodities Act (PACA).

As the exclusive distributor of the authentic Santa Sweets Santa F1 variety, Joe introduced the national US consumer market to Grape Tomatoes in the late-nineties. At that same time, Joe defied consensus when the company he led introduced a high-flavor, vine-ripened tomato, developed over 20 years, that could be shipped to markets all over the country—the UglyRipe tomato, an heirloom, beefsteak-style tomato with distinctive ribbed shoulders and meaty flesh.

Throughout his distinguished career, Joe Procacci served on many executive boards, including as chairman of the United Government Relations Committee, the United Fresh Fruit and Vegetable Association, and National Association of Perishable Agriculture Receivers (NAPAR). Recently, Joe was a leading figure in the opening of the Philadelphia Wholesale Produce Market, the nation’s largest fully-enclosed, fully-refrigerated, wholesale produce terminal.

Joe’s impact on the Produce industry did not go unnoticed by his peers. The many honors he earned include The Packer Produce Man of the Year, Eastern Produce Council Man of the Year, NAPAR Receiver of the Year and the United Fresh Lifetime Achievement Award. He is survived by his wife of 69 years, Teresa, his son J.M., daughters Loretta and Rita, 10 grandchildren, 1 great grandchild, his brothers Michael and Sam, and his sister Rose.

We at AndNowUKnow offer our condolences to those affected by Joe’s passing.