GrubMarket Strengthens Northern California Presence with Bay Cities Produce Acquisition
At Roc Venture Group, we take pride in supporting innovative companies that drive meaningful change in their industries. One of our portfolio companies, GrubMarket, continues to expand its influence in the food supply chain with the recent acquisition of Bay Cities Produce, a well-established foodservice distributor in Northern California. This strategic move enhances GrubMarket’s presence in the region and reinforces its mission to modernize the American food supply chain.
A Legacy of Quality and Service
Bay Cities Produce has been a trusted name in fresh produce processing and foodservice distribution since its founding in 1947 by Albert Del Masso. The company provides fresh-cut and prepared fruits and vegetables to a diverse clientele, including restaurants, schools, universities, government agencies, and retailers. Under the leadership of Steve Del Masso, Bay Cities Produce became known for its exceptional customer service and unwavering commitment to food safety and transparency.
With a state-of-the-art 55,000-square-foot facility and decades of industry expertise, Bay Cities Produce has built a strong reputation in Northern California’s foodservice sector. By joining forces with GrubMarket, the company is poised to bring even greater value to its customers.
Seamless Integration and Expansion
GrubMarket’s acquisition of Bay Cities Produce creates significant operational advantages by integrating the company with GrubMarket’s own foodservice brand, Daylight Foods. Led by Keith Brewer, COO of Daylight Foods, and Chris Vlahopouliotis, General Manager, the transition was carefully managed to ensure business continuity. Over 120 Bay Cities employees joined the Daylight Foods team, while the sales team directly engaged with more than 100 key customers to provide reassurance and maintain service excellence.
Despite the transition occurring during the busy holiday season, operations continued smoothly, with 170,000 cases of products delivered to customers without disruption. This successful handover highlights GrubMarket’s ability to execute acquisitions efficiently while maintaining top-tier service.
Looking to the Future
As part of the GrubMarket family, Bay Cities Produce gains access to advanced AI-powered technology designed to optimize the food supply chain. GrubMarket’s suite of proprietary tools includes:
WholesaleWare: A comprehensive SaaS ERP solution offering financial management, inventory tracking, and grower accounting.
GrubAssist: AI-driven business intelligence tools that enhance order automation and operational efficiency.
Orders IO: A mobile eCommerce platform enabling seamless digital transactions.
GrubPay: A payment solution tailored for the food supply chain industry.
This acquisition reflects GrubMarket’s commitment to modernizing and streamlining food distribution while preserving the legacy and customer relationships that Bay Cities Produce has built over generations. As we continue to support GrubMarket on its journey, we’re excited to see how these synergies will fuel further growth and innovation.
At Roc Venture Group, we partner with forward-thinking businesses that lead their industries. The success of this acquisition underscores the strength of our portfolio and the impact of our investments. We look forward to more milestones as GrubMarket continues to expand and transform the food supply chain.
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At ROC Venture Group, based in Naples, Florida, we're deeply invested in the future of innovation. Since our founding in 2021, we've focused on identifying and supporting promising technology companies, from telecommunications to financial software and biotechnology. We're actively seeking new opportunities to drive transformative growth and empower entrepreneurs. As a key player in the Naples venture capital scene, we're committed to building the solutions of tomorrow, and we invite you to connect with us to explore potential partnerships.
