Growing Global Connections
We are not a traditional broker charging hidden commissions between buyer and seller.
Instead, VF Trade Fresh operates as an integrated import and distribution partner:
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We negotiate prices directly at origin with growers and packers.
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We give you origin-based pricing, with no extra broker mark-ups.
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We coordinate harvesting, packing, logistics, and documentation end-to-end.
This model keeps your costs competitive while giving you visibility and control from farm to distribution center.
Purpose
To bring global freshness to North America and beyond, connecting fruit, vegetable, and tuber producers in Mexico, Costa Rica, and other regions with B2B customers in Canada, The United States & the world — through a transparent grower-direct model that eliminates unnecessary intermediaries.
Vision
To be the preferred grower-direct import partner for fresh fruits and vegetables in Canada, recognized for our reliability, regulatory expertise, and commitment to fair, transparent origin pricing and long-term business relationships.
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-Juan Sebastian Vargas, CEO
Mission
We connect the best producers in Latin America with the Canadian market, guaranteeing freshness, quality, and exceptional service in every delivery, through origin-based pricing and integrated logistics, while promoting the sustainable growth of international agri-food trade.
Brand Promise
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Quality: Rigorous product selection and maximum freshness guaranteed.
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Reliability: On-time deliveries and full traceability back to the farm.
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Sustainability: Business practices that respect the environment, people, and communities.
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Proximity: Personalized attention and tailor-made solutions for each B2B customer.
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Transparent Pricing:
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Grower-direct sourcing.
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Origin-based prices with no hidden broker mark-ups.
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Our System
We work with a network of strategic alliances that includes certified producers, specialized logistics operators, and regional distributors.
Each link in our chain operates under strict sanitary and phytosanitary standards, ensuring:
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Complete product traceability.
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Optimal transport and storage conditions.
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Compliance with Canadian and US import regulations.
This allows us to respond quickly to market needs without sacrificing product freshness, integrity, or price competitiveness at origin.
Core Values
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Freshness First: Every decision prioritizes product quality and freshness.
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Global Integrity: Total transparency in origin, prices, and processes.
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Commercial Agility: Quick response to market opportunities and changes.
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Triple Sustainability: Economic, social, and environmental focus throughout the chain.
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Multicultural Excellence: We see diversity as a competitive advantage in a global industry.
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Grower-Direct Commitment: We build long-term, win–win relationships based on fair origin pricing and the elimination of unnecessary intermediaries.