Veg-Land celebrates a 50-year legacy of freshness, family, and innovation

Veg-Land Inc. BB #:112928 is more than a business—it’s a long legacy of family, dedication, and fresh produce.

Founded in 1976 by brothers Jim “Big Jim” Matiasevich and John Matiasevich, Veg-Land began with a bold vision. Leaving their small hometown of Watsonville, CA, the brothers relocated their families to Los Angeles, driven by a dream to build a name in the organic produce industry.

Today, that dream thrives under the leadership of Big Jim’s son, Jimmy Matiasevich.  He’s joined by his brother Jeff Matiasevich and the family’s up-and-coming third generation Jimmy’s son, Jimmy Jr.

The Matiasevich family honors the values of excellence and dedication that its founders placed as its cornerstone of success. Veg-Land is ready to positively impact the produce industry for decades to come, ensuring fresh, high-quality fruits and vegetables reach tables across North America and the world.  As Veg-Land Inc. celebrates its 50th anniversary, the future shines bright with innovation and opportunity.

From Humble Beginnings to Industry Leader

The Matiasevich family has lived and breathed farming. Raised in Watsonville, Jim and John understood the vital role of small, independent growers in their community. This deep connection to the land shaped Veg-Land’s mission: to bridge the gap between family farms and the tables of customers across the United States and Canada.

After years of successfully representing growers in California’s Salinas and Imperial Valleys, Jim and John expanded their vision in 1976 by founding Veg-Land, Inc. Initially providing warehousing and distribution services for a national retail chain, the company quickly grew. Just one year later, Veg-Land Sales was established, specializing in grower sales for crops from the same fertile valleys.

In the early 1980s, the Matiasevich family took another leap forward with the creation of JBJ Distributing, Inc., focusing on conventional and specialty produce. Recognizing the rising demand for organic options, they embarked on a mission to help small organic farmers bring their crops to market. Nearly three decades later, JBJ Distributing remains a leader in supplying organic produce nationwide, a testament to the family’s commitment to quality and innovation.

Today, the next generations carry forward the same values of excellence, honesty, and hard work that have defined Veg-Land from the start. Whether it’s warehousing, transportation, or fresh-cut produce, the Matiasevich family ensures every aspect of their business reflects their unwavering dedication to their craft.

Your Premier Partner in Fresh, Organic, and Conventional Produce

Since its inception, Veg-Land has revolutionized the wholesale fruit and vegetable industry, delivering unmatched value to businesses of all sizes. More than just a supplier, Veg-Land is a strategic partner, empowering family farms and delivering the freshest, highest-quality produce directly to customers. With cutting-edge services designed to streamline operations and boost efficiency, Veg-Land helps businesses stay competitive in a fast-paced market.

Why Choose Veg-Land? Transform Your Supply Chain

At Veg-Land, we do more than deliver produce—we deliver results. Our comprehensive solutions save time, eliminate shrinkage and waste, reduce costs, and elevate brands through efficiencies with premium, farm-fresh fruits and vegetables. From America’s largest retailers to local businesses worldwide, we tailor our services to meet your unique needs, ensuring success at every step. Our innovative approach minimizes waste, optimizes costs, and reduces in-store labor, giving you a competitive edge through seamless inventory management and reliable deliveries.

Our Powerhouse Divisions: Driving Your Success

Veg-Land’s three specialized divisions work in harmony to deliver exceptional results:

1.  Veg-Land, Inc. – Precision Warehousing & Cold Chain Mastery
Our state-of-the-art warehouse operations handle hundreds of trucks daily, ensuring your produce stays fresh from farm to shelf. With cross-dock services, temporary cold storage, and advanced cooling solutions, our cold chain mastery eliminates spoilage and guarantees on-time deliveries that keep customers coming back.

2.  JBJ Distributing, Inc. – Seamless Sourcing & Distribution
Our expert team simplifies procurement, sourcing the finest fruits and vegetables at unbeatable prices. From farm to fork, we manage every detail, delivering fresh, ready-to-sell produce that gives your business a competitive advantage. As a grower, packer, and shipper, we make sure every box meets a standard of excellence.

3.  Fresh Cut, Inc. – Complete Organic and Conventional Processing for Maximum Convenience
Save time and labor with our customer-curated processing division. Our Fresh Cut team cleans, cuts, and packages produce to your exact specifications, delivering ready-to-use products that streamline operations and meet customer demand with ease. Let us elevate your customers’ culinary experience.

A Legacy of Excellence, A Future of Innovation

Veg-Land’s journey is one of family, resilience, and a relentless pursuit of quality. From its roots in Watsonville to its leadership in the organic produce industry, the Matiasevich family has built a company that not only honors its heritage but also looks to the future. By addressing retailers’ toughest challenges with precision and foresight, Veg-Land delivers transformative results that enhance operational performance and drive long-term success.

Whether you’re a national retailer or a local business, Veg-Land is your trusted partner in bringing the freshest, highest-quality produce to your customers’ tables. With a century of tradition and a vision for innovation, Veg-Land continues to set the standard for excellence in the produce industry.

Veg-Land celebrates 50 years of friendships and loyalty.  See us at the IFPA Global Produce Show at booth 4197.