FRESNO, CA - As a staple in the produce aisle and on foodservice menus, the tomato is a fitting mascot for those who operate in this industry. That is the iconic image First Quality Produce has sported for nearly 32 years. Having established its presence as a premier California-based processor and distributor of wholesale produce, the company is now debuting a complete rebrand.

“While we are showcasing a new look and a new website, who we are is not changing,” says Mike Kahaian, Chief Executive Officer and Founder. “It was time for us to modernize what our customers already know and showcase it to the public. We aren’t afraid to try new things, and we are looking forward to continuing to innovate and progress.”

Kahaian began growing vegetables with his grandfather and father over three decades ago. He got the idea to deliver to local restaurants and retail markets, and shortly after, developed a route and began delivering daily. First Quality Produce continues to be a key player in the produce industry, upholding its core values of quality, community, commitment, ingenuity, and family. Its recent rebrand is an example of the company’s growth and visibility in the industry.

According to a press release, First Quality is most commonly known for its custom produce processing facility that allows the company to provide fresh-cut fruits and vegetables tailored to the customer’s needs. Located in the industrial district of Fresno, California, First Quality distributes to hotels, restaurants, school districts, casinos, and many more businesses.

Cheers to another thirty-plus years of industry growth!

First Quality Produce