A century into the business, Duda Farm Fresh Foods is not done growing

With its 100th anniversary on the horizon, Duda Farm Fresh Foods is seeking to grow the business through acquisitions and partnerships that complement its celery operations. 

At the 2026 Global Produce & Floral Show in Orlando, Florida, company President Mark Bassetti told FreshFruitPortal.com that the family-owned group’s diversification strategy provides a strong financial base for expansion. 

According to the Duda Farms executive, the firm is assessing opportunities that fit the values and identity that have supported the business for the past century.

What does reaching 100 years mean for Duda Farm Fresh Foods?

First and foremost, it gives us a chance to take a moment and reflect on how we got here and what we built the business on. Are those key attributes still present today? They are, and that’s what is so exciting.

Duda Farm Fresh Foods is still a family-owned business, built on integrity, faith, and family. When we talk about family, that includes our whole team. I am not a family member, but I have been here 35 years because of those core values.

We can look back and be proud that those values still define us. Then the question becomes how we take that and continue moving forward.

How does the group’s diversification support its next stage?

We’re in a great position because we are diversified. Alongside food and agriculture, we have a real estate business. It is a unified approach to how we go to market, and that diversification has grown, especially over the last 15 years.

That puts us in a solid financial position to move forward. It gives us a base from which to consider opportunities and decide what fits the business.

What kind of opportunities are you pursuing in fresh produce?

We are looking at niche, value-added items that complement what we already do. Our flagship is our celery and our value-added celery. But now, it's how do we expand on that.

We are actively looking at acquisitions and assessing what would work well. Over the past year, Duda Farm Fresh Foods has been more visible in the market. We have also developed a model for evaluating opportunities, so we can take a thoughtful approach to the next steps.

Why is greater visibility important?

We have often been considered a quiet giant. We have not been particularly loud about ourselves. But if you are not out in the market, people are not necessarily coming to you with opportunities.

Being more visible helps create those conversations. We can then evaluate them against what we want to achieve and what would complement our existing business.

How do you approach vertical integration?

Duda Farm Fresh Foods is vertically integrated but not fully integrated across every item. The important question is finding the right balance.

That balance needs to keep adjusting according to the economy and what is happening in the market. It is something we continue to evaluate as we look at how the business should develop.

Could succession planning create acquisition opportunities?

Succession is a challenge across this industry. Family businesses can reach a point where they realize they have not done enough to bring the next generation into the business.

We have been through that process ourselves. We may be able to help others through investment, partnerships, or acquisitions. But we want to do it thoughtfully, with the same integrity and values. They’ve got us to 100 years.

Written by Tom Azzopardi | Reported by Ed Vernon, in Orlando, Florida

*Main image by Ed Vernon. Other images are referential  

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