There are moments that mark your journey—give you a deeper sense of purpose and understanding. Hallmarks in time that light a match in a dim room. One of those moments for me was in my early years in the industry. With my writer cap firmly on, I had the pleasure of learning the story of Freska Produce International, and it opened a door into the passion, commitment, and resilience that are still defining attributes of our fresh produce industry members today.
Just 10 years ago, I penned an article for The Snack titled The Mango Kings, with Gary Clevenger and Jesus “Chuy” Loza—the Managing Members and backbone of Freska Produce International. Now, in 2024, Freska celebrated its 20th anniversary, solidifying its entry into a new era of opportunity built upon its founding vision. That title—Mango Kings—resonates just as true today as it did a decade ago whenever I think of the Freska team and the driving force behind its successful mango and avocado program. A winning combo of strategic thinking, adaptability, and innovation has bred two decades of success, impact, and influence.
What I discovered through Gary and Chuy’s story was not only how a drive to excel can evolve an entire category, but that a great business model is only one part of the whole—the people building it define its legacy.
“When we founded Freska Produce 20 years ago, we wanted to be the supplier that brings the freshest and best quality mangos and avocados to our customers, and our mission statement was set 20 years ago with that purpose,” Gary shares with me. “While our foundational values have not changed, we continue to adapt to the changing marketplace, constantly anticipating the needs of our customers.”
Over the past two decades, Freska has evolved, moving from a top mango operation to one versed in fresh avocados while also setting its sights on vast opportunities in foodservice and beyond.
At its origin, Freska Produce International is a friendship fortified by common goals and an unwavering dedication to growth, innovation, and customer service. But, first, a friendship.
Gary and Chuy met in 1999, working at a produce company in Southern California. With ideas and a vision tugging them into the future, they ventured out on their own to differentiate a single fresh produce category: mangos.
Each brought with them a unique outlook on life and the world of business, negotiation, and strategy. Working our way back in time, Gary spent a significant amount of time in the restaurant business and, before that, in real estate development in Southern California. As a kid in high school, Gary’s roots were in agriculture, working in the warehouses of Santa Clara Produce in El Rio, California, where his father, Ira, worked. The company grew crops in Oxnard and was one of the largest shippers out of the region, growing broccoli, celery, cauliflower, and strawberries while also packing avocados.
A little-known but significant footnote: Gary was also drafted by the California Angels farm system, where he played third base for three years. This competitive edge and ability to read the plays on the field is one of the elements that has followed him throughout his life.
"When we founded Freska Produce [International] 20 years ago, we wanted to be the supplier that brings the freshest and best quality mangos and avocados to our customers…"
Gary Clevenger, Managing Member, Freska Produce International
Turning to Chuy’s roots in fresh produce, the industry veteran worked at Limoneira during high school and lived on the property growing up as his dad worked there too. Chuy’s experience stretches as far back as Mission Produce™, where he worked in the early ’90s before spending some time in Europe working for a United States and European Union produce company. Chuy went on to work for mango shipper El Tropico, and joined a Rancho Cucamonga produce company, where he would inevitably bump into his future business partner.
With both wielding accounting degrees in addition to their experience, Gary and Chuy had a knack for business that, combined with a deep understanding of how the industry worked, prepared them well for the road ahead.
“We both learned business from the numbers; they never lie,” Gary told me back in early 2014. “The first thing I remember hearing about Chuy was that he had an extensive background in selling mangos. After I began working with him, I realized Chuy had a hand in everything in the category, from procuring the fruit to tying up the trucks to settling problem files during the day. He did this all while growing the mango category. Going into business together was a no-brainer, and the best part is that it’s been fun. I’m glad I followed my gut.”
With their entrepreneurial mindsets, Gary and Chuy founded Freska in 2004. Chuy’s sourcing and grower relationships and Gary’s banking resources and financial background distinguished a business plan that shaped the way the industry would import fresh mangos.
“From the beginning, we were selling directly to retailers and wholesalers, but it was hard work. We had pooled our resources from our time in the industry and knew who our customers needed to be and who we should call. Gary and I increased imports and grew our customer list accordingly,” Chuy told me 10 years ago.
As Gary and Chuy continually invested their profits back into the business, they evolved the Freska model, bolstered its ability to give growers back a fair return, entered into Fair Trade Certification, built its product portfolio, and launched into new waters like dried mangos, avocados, strawberries, and foodservice.
“These categories continue to help build sales in the consumer basket, and expanding our support into foodservice will help evolve the consumer plate for the entire category,” Gary says. “In just mangos alone, we are one of the top distributors in the U.S. and the markets of New Zealand, Australia, and Japan.”
Freska is a powerhouse of resources, offering a year-round supply of mangos and avocados, customer support, and market solutions. When I ask Gary what he would say are the biggest advantages of working with Freska as a customer, he takes a moment to distill the possibilities.
“Our year-round availability truly ensures a surety of supply for our customers. We pride ourselves on relationships and protect our recurring business by providing excellent customer service,” Gary reflects. “Understanding the market dynamics and keeping our customers updated is key—and we create opportunities for our customers constantly. We understand customer needs and preferences and help them solve those issues, creating loyal partners. By leveraging these strategies, we increase our chances of success and turn them into opportunities.”
"From the beginning, we were selling directly to retailers and wholesalers, but it was hard work."
Jesus “Chuy” Loza, Managing Member, Freska Produce International
Branching into new areas of growth, Freska also started its own trucking company in 2024 to attain the goal of transporting the company’s mangos up the Mexican border and beyond.
“Transportation is key to our business. We decided after 20 years it was time to start controlling our own transportation, which is the single biggest cost you have in the produce business—logistics from farm to customer,” Gary emphasizes.
In addition, the operational powerhouse will be building more resources on the avocado front, with the goal of moving more product for customers. Further investing in Freska’s own facilities in Oxnard, California, and Nogales, Arizona, the company is executing its plan for full control over its product and food safety aspects as well.
Sweetening the deal is the company’s recent business model expansion into strawberries. Agrifruit, LLC and affiliated companies, Bobalu Berries, Agrifrost Processing, and West Coast Berry Farms announced a new strategic alignment with Freska Produce International in 2024. This alignment was formed to enhance company growth and new business opportunities, and build on Freska’s already extensive logistics, processing, and Latin American sourcing expertise.
Strawberries from Mexico and beyond?
Absolutely.
"Our year-round availability truly ensures a surety of supply for our customers."
Gary Clevenger
With a combined lifetime in the business, Gary and Chuy have learned much about the game and the need to be proactive and nimble.
“Being flexible and adapting to change in the produce business is the secret to navigating the year-to-year differences—no year is exactly the same, and understanding those dynamics is key to success. You have to be able to withstand the difficulties and changes in circumstances of the produce business,” Gary reflects.
Those decades of experience, friendship, and category prominence setting the table for the next two decades have solidified Freska’s foothold in the industry, making the foodservice arena look not so challenging to tackle. Instead, it appears ripe for the taking. Especially from where these kings sit. 
