Desiree Morales's guest appearances

Desiree Morales

The Produce Moms Podcast

Embrace the Pivot with Dr. Cheryl Robinson

OwlTail

Chris Gonzalez

“Usually when people think of avocados, they think of guacamole. Fortunately we have an avocado that’s a little more versatile.” Chris Gonzalez (07:02 - 07:09)   Avocados have become household favorites in the United States, as of late. The small Hass avocado is the most popular, but to our neighbors in Latin America, the tropical avocado is the norm. WP Produce was founded to provide these avocados to Latin communities in the United States that are familiar with them.   Vice President of WP Produce, Desiree Morales grew up on tropical avocados and it led her father to start WP Produce in 1984. While working in retail markets for a chain in the United States he realized they didn’t serve his community with the products he grew up with in Cuba. He then founded WP Produce to make those products accessible to other Latin consumers in the United States. He began with importing produce like avocados and payas from the Dominican Republic so people in his community would have foods they’re familiar with. Years later, his family continues to run the company.   Vice President of Sales at WP Produce Chris Gonzalez is not only Desiree’s cousin but a second generation grower as well. To Chris, the versatility of tropical avocados is key as you get more bang for your buck. One tropical avocado can be about the size of a softball and equal out to around four Hass avocados. The sizing is naturally larger with a creamier flavor, resulting from growing at a higher altitude. Tropical avocados also stay greener, longer.   “The main thing that consumers love about tropical avocados is the oxidation. It’s much slower. It won’t turn black as fast.” Desiree Morales (14:01 - 14:08)   Bringing tropical avocados to the United States is not about “taking over” the avocado market. Households are more familiar with the Hass avocado right now but tropical avocados bring with them different characteristics.    Chris and Desiree are proud to be able to provide tropical avocados year-round, coast to coast, a feat typically not seen in other produce markets. No one grows, sources, and ships more avocados than WP Produce.    You can find WP Produces’ tropical avocados at Publix, Weggmens, Wal-Mart and Albertsons. If you can’t find any locally, WP Produce recently launched a direct-to-consumer tropical fruit box. Everything in the boxes are packed at the WP Produce headquarters and shipped fresh.   How to get involved  Join The Produce Moms Group on Facebook and continue the discussion every week!  Reach out to us - we’d love to hear more about where you are in life and business! Find out more here.     If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

“Usually when people think of avocados, they think of guacamole. Fortunately we have an avocado that’s a little more versatile.” Chris Gonzalez (07:02 - 07:09) Avocados have become household favorites in the United States, as of late. The small Hass avocado is the most popular, but to our neighbors in Latin America, the tropical avocado is the norm. WP Produce was founded to provide these avocados to Latin communities in the United States that are familiar with them. Vice President of WP Produce, Desiree Morales grew up on tropical avocados and it led her father to start WP Produce in 1984. While working in retail markets for a chain in the United States he realized they didn’t serve his community with the products he grew up with in Cuba. He then founded WP Produce to make those products accessible to other Latin consumers in the United States. He began with importing produce like avocados and payas from the Dominican Republic so people in his community would have foods they’re familiar with. Years later, his family continues to run the company. Vice President of Sales at WP Produce Chris Gonzalez is not only Desiree’s cousin but a second generation grower as well. To Chris, the versatility of tropical avocados is key as you get more bang for your buck. One tropical avocado can be about the size of a softball and equal out to around four Hass avocados. The sizing is naturally larger with a creamier flavor, resulting from growing at a higher altitude. Tropical avocados also stay greener, longer. “The main thing that consumers love about tropical avocados is the oxidation. It’s much slower. It won’t turn black as fast.” Desiree Morales (14:01 - 14:08) Bringing tropical avocados to the United States is not about “taking over” the avocado market. Households are more familiar with the Hass avocado right now but tropical avocados bring with them different characteristics.  Chris and Desiree are proud to be able to provide tropical avocados year-round, coast to coast, a feat typically not seen in other produce markets. No one grows, sources, and ships more avocados than WP Produce.  You can find WP Produces’ tropical avocados at Publix, Weggmens, Wal-Mart and Albertsons. If you can’t find any locally, WP Produce recently launched a direct-to-consumer tropical fruit box. Everything in the boxes are packed at the WP Produce headquarters and shipped fresh. How to get involved <ul> <li>Join The Produce Moms Group on <a href="https://www.facebook.com/groups/316715662104709/" rel="nofollow" target="_blank">Facebook</a> and continue the discussion every week! </li> <li>Reach out to us - we’d love to hear more about where you are in life and business! Find out more <a>here</a>. </li> </ul> If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

EP189: Enhancing The Avocado Category With Tropical Avocados With Chris Gonzalez and Desiree Morales of WP Produce

Desiree Morales, founder of Tropical Fruit Box, shares how in order to scale a business you need to let your team be experts. There’s a reason why you hired them. Don’t suffocate them; let them shine. When they succeed, everyone succeeds. She’s a food innovation executive with a background in produce sourcing, partner alignments, channel marketing, and e-commerce in the U.S. grocery retail and foodservice industry. She founded Tropical Fruit Box in Fall 2019, bringing tropical and exotic fruits from all over the world right to customers’ doors.Follow them on social: Facebook@TropicalFruitBox, and Instagram@TropicalfFuitBoxUSA.

Desiree Morales, founder of Tropical Fruit Box, shares how in order to scale a business you need to let your team be experts. There’s a reason why you hired them. Don’t suffocate them; let them shine. When they succeed, everyone succeeds.  She’s a food innovation executive with a background in produce sourcing, partner alignments, channel marketing, and e-commerce in the U.S. grocery retail and foodservice industry. She founded Tropical Fruit Box in Fall 2019, bringing tropical and exotic fruits from all over the world right to customers’ doors. Follow them on social: Facebook@TropicalFruitBox, and Instagram@TropicalfFuitBoxUSA.