James Vincent Bassetti, President, was born into a produce family headed by his father, “The Bear” Bassetti in Vineland, New Jersey. Growing up, Jimmy worked in the family business, gaining the knowledge necessary to make him the success he is today.

He was greatly influenced by “The Bear,” who taught him that consistent quality, service, and reputable behavior are the cornerstones of building a successful produce business—then and now. Jimmy, an avid soccer player, coaches both his sons. He and wife Diane cook together and enjoy the fruits of their labors. As an active member of his community, Jimmy belongs to the Texas Produce Association; Fresh From Texas; Texas Onion Growers Association; Houston Fresh Fruit & Vegetable Association; and the Lions Club; and still finds time to travel with his family.