Sunrise Produce expands with Family Tree acquisition
Sunrise Produce expands with Family Tree acquisition
Sunrise Produce, a leading wholesale produce distribution company based in Southern California, has acquired Family Tree Produce. This strategic acquisition allows further expansion of Sunrise’s local footprint in Anaheim, CA, to become one of the leading produce distributors in Southern California.
The transaction expands Sunrise's sourcing and distribution capabilities while building on the strengths that have made both companies trusted partners to wholesale customers throughout the region.
"This acquisition represents an important step in our long-term growth strategy," said David Sapia, president and CEO of Sunrise Produce. "We have always admired Family Tree’s business and culture, and because we are complementary brands, our combined relationships and sourcing networks position us to deliver the best customer experience in the produce industry.”
A popular chef, restaurant owner and food industry expert, Fidel Guzman began Family Tree Produce in 1975 after emigrating from Mexico. Under his leadership, the company has grown to serve large customers, such as Disneyland and Costco.
“For five decades, we have delivered for our customers and community with great enthusiasm and pride, and have long respected Sunrise as a like-minded peer in our industry and local ecosystem,” said Guzman. “Our values and philosophy are very much aligned, and we’re looking forward to the next chapter of Family Tree.”
Southern California serves as one of North America's most important produce distribution hubs, connecting growers, importers, wholesalers and retailers throughout the western United States. Sunrise Produce has been expanding its footprint in the region to meet wholesale demands, beginning with its 2024 acquisition of Moceri Produce in San Diego, and followed by its 2026 move from Fullerton to a larger, more modern facility in Anaheim.
“We are focused on strategic acquisitions that enable us to expand sourcing networks, strengthen logistics capabilities and improve service levels while navigating challenges such as labor shortages, transportation costs and weather-related supply disruptions,” Sapia said. “Sunrise is excited to welcome Family Tree members and customers to our Sunrise family. With a mutual passion for delivering a diversified product offering, we remain committed to the strongest levels of quality, service and value for our customers.”
