A southeast Florida foodservice sales veteran has joined J&C Tropicals Inc., Miami, to help boost national sales.


Rudy Leon, who worked for 14 years in sales for the Columbia, Md.-based U.S. Foodservice’s Ormond Beach, Fla. operation and the last seven years for foodservice company Cheney Bros. Inc., Riviera Beach, Fla., joined J&C as a senior salesman Aug. 3.

Jessie Capote, J&C’s vice president of operations and co-owner, said Leon’s addition won’t necessarily mean the tropical fruits, roots and vegetables grower, shipper and importer plans to focus on foodservice sales, but said Leon’s addition should help boost its sales.

“More than anything, he will fill the need for some high-level sales people,” Capote said. “He’s one of those guys that can sell ice to the Eskimos.”

Leon said he expects to add $100,000 in increased national sales for J&C by year’s end.

“They (J&C) gave me something the foodservice companies couldn’t give me,” Leon said. “This company allows me to sell all across the country. I have product knowledge. All I need to do is build on my clientele.”

He called J&C a young and aggressive company whose family owners want to double their sales by the end of the year.

Leon said he wanted a change from his two decades in foodservice sales.

J&C sells mostly to retail and wholesale customers.