About the Brand
The World Variety Produce Inc. warehouse in Los Angeles.
World Variety Produce markets product under specially-developed brand names: Melissa's, Don Enrique, Rookies, and Jo-San brand. Consumers everywhere recognize the Melissa's logo, in cheerful red with a carrot standing in for the letter "I." In 1986, seeking a more inviting label than possible with the World Variety corporate identity, Hernandez named this well-known brand after his daughter. Melissa Hernandez has recently taken an active role in the business. Periodically, she appears at the industry conventions and press events as a company spokesperson--and yes, even in her early 20s, she knows the product line very well.
Family is a big part of World Varietys success. Through the years, the company has found stable growth thanks to the support of very loyal customers and a close-knit family of employees dedicated to customer service. After all, Hernandez has made the company philosophy straightforward: "Give the customers what they want and keep them happy."
World Variety is committed to industry and consumer education about specialty produce. Product headers include recipes, serving suggestions, and nutritional information. Melissa's/World Variety Produce will continue with its product innovations and customer-satisfying service. "You can never slack off," says Hernandez. "...the little guys will catch up if you get over-confident. You can count on World Variety for the Freshest Ideas in Produce. The tag line--more than good advertising--is a company promise to provide product and service beyond expectation."