The Exp. Group fruit department will soon play a central role in the company’s strategy to expand its presence in the U.S. produce market.
The distributor announced plans to establish a comprehensive fruit division and to add industry veteran Richard Armata to lead the initiative. The move reflects Exp. Group’s effort to broaden its product portfolio and respond to shifting customer demand across retail, wholesale, and foodservice channels.
Company leaders say the new program marks an important step toward strengthening the organization’s position in the competitive produce distribution sector.
Moreover, the initiative aims to complement Exp. Group’s established reputation in the tropical fruit and vegetable market while opening new opportunities in traditional fruit categories.
Leadership Appointment Supports Exp. Group Fruit Department Strategy
To guide the Exp. Group fruit department, the company appointed Richard Armata to oversee the development and execution of the new program.
Armata brings extensive experience managing large produce assortments across multiple categories and distribution channels.
Anthony Serafino, president of Exp. Group, said Armata’s background will help accelerate the company’s growth strategy.
“We are thrilled to welcome Rich Armata to our organization,” Serafino said. “His experience across a wide spectrum of SKUs and categories will strengthen our operations.”
Serafino added that Armata’s leadership will support the company’s evolving culture and expanding team.
Recently, Exp. Group earned recognition as a Great Place to Work for 2026–2027, highlighting its commitment to employee engagement and workplace culture.
Serafino noted that Armata’s addition will further strengthen that culture as the company continues to grow.
Meeting Demand for Broader Produce Assortments
Exp. Group launched the fruit department expansion in response to changing market conditions and growing demand for greater product availability.
Retailers, wholesalers, and foodservice operators increasingly seek distributors that can offer a comprehensive assortment of produce.
Consequently, Exp. Group plans to build a broader A-to-Z fruit portfolio that complements its existing tropical produce expertise.
Traditional fruits often serve as reliable indicators of market demand and consumer trends. Therefore, expanding into these categories allows the company to better support customers who require a consistent supply and variety.
Leadership expects the new fruit department to be fully operational by the end of the first quarter of 2026.
Through this initiative, Exp. Group aims to position itself as a forward-looking distributor capable of adapting to the evolving produce landscape.
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Logistics Infrastructure Strengthens Distribution
At the same time, the Exp. Group fruit department will rely on the company’s logistics division to support efficient operations.
Exp. Group recently invested in advanced logistics capabilities designed to streamline distribution and maintain product quality throughout the supply chain.
These systems help improve operational efficiency while ensuring timely delivery to customers nationwide.
As a result, the company can expand its produce portfolio without compromising reliability or service standards. Executives say logistics will remain a key factor in scaling the fruit program and meeting client expectations.
Leadership Emphasizes Talent and Long-Term Vision
Fraymil Rodriguez, chief operating officer of Exp. Group, said the company continues to focus on building a strong leadership team.
“In our pursuit of excellence, we recognize that achieving extraordinary goals requires exceptionally talented individuals,” Rodriguez said.
Rodriguez added that Armata brings the vision and expertise necessary to help the company reach its long-term ambitions.
Indeed, Exp. Group’s leadership views the new fruit department as more than a product expansion. Instead, it represents a broader strategy to strengthen partnerships and create additional value for customers.
Building a Comprehensive Produce Platform
Looking ahead, the Exp. Group fruit department will help shape the company’s next phase of growth.
The initiative builds on Exp. Group’s core pillars—quality, service, brand, and culture—which guide its programs and partnerships.
By expanding its fruit offerings, the distributor seeks to provide clients with greater flexibility and more diverse sourcing options.
Meanwhile, company leaders remain focused on maintaining the reliability and service standards that define the Exp. Group brand.
As 2026 unfolds, the organization plans to continue strengthening its produce platform while supporting clients with expanded solutions and operational excellence.