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About Vision Produce Company

Growing up farming in North Dakota and then working on the produce Docks in Minneapolis helped prepare Bill for a career in the Produce Industry. Then, after graduating from St. John’s University, Bill taught high school mathematics for two years. Starting with C H Robinson in 1971, and then working with A. Duda and Sons in 1976, Bill had a further opportunity to learn from the best. In 1980 he formed a partnership in Los Angeles with Larry Nienkerk and J B Cutsinger inSan Francisico named Tavilla Sales Co. of L A. Originally the company operated as a broker of off season vegetables, but migrated towards a Sales Agency model by 2000. Applying Midwest values of respect, hard work and a drive towards excellence, Bill was able to attract and keep talented individuals. The company expanded from one office to branches in Phoenix and Nogales, and by 2012 partnerships in New Jersey and Texas with nearly 75 total employees. Bill served as a Director of the Fresh Produce and Floral Council, is a past President of the U S Mexico Chamber of Commerce, and currently serves as a Boardmember of the National Mango Board. Bill has traveled extensively, and is fond and knowledgeable of many Agricultural areas in Mexico. Bill is a snow and water skier and plays tennis and golf. Bill is married and he and his wife have four girls in their 20s. Bill can be found often working on his 50 acre avocado and citrus grove on the weekend in Southwest Riverside County.

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