A Strategic Move to Reignite Organic Roots While Advancing Wider Acquisition Plans

On January 20, 2025, the Fresh Direct Produce Group, recognized for its extensive distribution of ethnic, organic, and conventional produce, finalized the sale of Mike & Mike’s to one of its original founders, Mike Fronte.

The transaction, designed to allow Fronte to return to the organic business he helped establish in 2004, represents a strategic move that supports the Fresh Direct Produce Group’s broader objectives for growth and expansion across Canada and the United States.

Although the financial terms of the deal have not been disclosed, it signals a significant development in the Canadian produce sector by uniting the legacy of Mike & Mike’s with renewed leadership and commitment to its original mission.

This decision was prompted by the Fresh Direct Produce Group’s ongoing efforts to streamline its operations and prioritize acquisitions that will advance its larger portfolio.

Mike & Mike’s, based in Vaughan, Ontario, has built a reputation since its founding for providing high quality organic fruits and vegetables, along with select snack and grocery items, primarily to retailers throughout Eastern Canada.

As stated in the report, part of the motivation for this sale was to concentrate on the Fresh Direct Produce Group’s evolving plans, which include consolidating its market presence and tapping into opportunities beyond its existing customer base.

The Fresh Direct Produce Group recognized that Mike & Mike’s focus on organic products and close relationships with local retailers made it the ideal candidate for new leadership from within its own origins.

“Mike & Mike’s has always been close to my heart, and I look forward to leading the company with the same dedication and passion that helped shape its foundation. We remain committed to delivering the highest-quality organic products and building lasting relationships with our customers.”

Mike Fronte, Mike & Mike’s Co-Founder & CEO

His statement underscores the emphasis on quality, consistency, and genuine partnerships that have characterized the brand since its early days.

The Fresh Direct Produce Group, has cultivated a strong foothold in import, wholesale, and marketing of fresh produce through its various divisions, including Fresh Direct Produce, Emperor Specialty Foods, and Islands West Produce.

With headquarters in Vancouver, Canada, and distribution centers in Vancouver, Calgary, Edmonton, and Victoria, the group manages a wide selection of over 1,500 items from 36 different countries.

These products include ethnic, organic, and conventional fruit and vegetable offerings, enabling the company to serve a broad spectrum of grocery retailers and foodservice customers.

By specializing in diverse categories, the Fresh Direct Produce Group has positioned itself as a reliable source for businesses seeking variety and quality across multiple markets.

The Fresh Direct Produce Group intends to pursue further acquisitions, a strategy designed to strengthen its presence and bolster its capabilities nationwide and in the United States.

While parting ways with Mike & Mike’s might seem like a reduction of its overall portfolio, this move is seen as a recalibration that will free resources for the group’s ongoing expansion.

“Mike & Mike’s has a proud legacy of excellence in the produce industry, and we are confident that under Mike Fronte’s leadership, the company will continue to thrive. This transition is an exciting opportunity for both organizations, and we look forward to seeing Mike & Mike’s flourish.”

Adri de Wet , President of the Fresh Direct Produce Group

In the wake of this sale, both companies are expected to benefit from a clearer focus on their distinct strengths and future goals.

Mike & Mike’s will concentrate on its core promise to deliver premium organic produce, leveraging the passion of a returning founder who is intimately familiar with the brand’s roots.

Meanwhile, the Fresh Direct Produce Group will channel its resources into strategic acquisitions and partnerships, harnessing its distribution capabilities, import expertise, and dedicated teams to capitalize on emerging market opportunities.