Mastronardi Produce, Canada, partnered with Dutch vegetable exporter Soho Produce to expand its distribution network throughout Europe.

“This partnership will allow us to expand our offerings to our North American customers,” says Paul Mastronardi, president and CEO. “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 & Sugar Bombs, Mastronardi has created the most respected brands in the produce space,” says Remco Beekman, chief executive officer 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.

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.