Exp. Group tasks Richard Armata for expanded fruit initiative

Exp. Group steps into 2026 with strategic expansion into traditional fruits. The new Fruit Department will be spearheaded by Richard Armata.

To meet the evolving needs of its clients, leading fruit distributor and supplier, Exp. The group has taken steps to establish a new, comprehensive Fruit Department created to cater to a broader array of client demands.

Anthony Serrafino, President of Exp. Group says this year holds significant aspirational potential for the company, as clients increasingly want A-to-Z from the same trusted vendor rather than shopping around to meet their needs. 

The company is taking a series of steps to develop a thorough, fully equipped department, including the hiring of Richard Armata, who will lead the fruit line expansion and increase the company’s operational and logistical capabilities.

"Traditional fruits have long been the cornerstone of the produce industry," Serrafino explains, and Exp. Group has continuously transformed to strategically grow and meet modern demands.

Continuous growth and an eye on the market prompted the company to consider how to further expand its offerings while maintaining its core identity.

President Anthony Serrafino and Director of Fruits Richard Armata

“The result is the launch of our Fruit Department, which includes both traditional fruits such as strawberries, berries, apples, pears, and kiwis, as well as other offerings, which our clients consistently ask us for,” Serrafino explains. 

Exp. Group aims to have the Fruit Department up and running by the end of the first quarter of 2026. Its efforts to do so are more achievable thanks to the recent appointment of Richard Armata as Director of Fruits, who will lead the initiative's development and execution.

Armata comes from a generational wholesale background in Hunts Point and brings in vast experience and knowledge to Exp. group's Fruit Department.

Serrafino says the company is excited to welcome Armata to the team.

“We wanted someone with his background and experience to spearhead this department," he says. "In these areas where we’re growing to meet our clients' needs, we want innovative leaders like Rich. He is a great fit.”

Armata’s extensive experience across a wide spectrum of SKUs and categories is projected to enhance Exp. Group’s operational strength. Additionally, his leadership is expected to bring energy and inspiration to the expansion of Exp Group's team culture, which has recently been recognized as a Great Place to Work for the years 2025-2026.

“This acknowledgment reflects our commitment to fostering a positive and engaging work environment, and we believe Rich's contributions will further elevate our workplace culture as we strive for excellence in every facet of our operations," Serrafino adds.

Fraymil Rodriguez, Exp. The group’s Chief Operating Officer says the company is fortunate to welcome someone of Rich's caliber to its expanding team.

"In our pursuit of excellence, we recognize that achieving extraordinary goals requires exceptionally talented individuals,” Rodriguez says. “Rich undoubtedly embodies the qualities and vision necessary to help us reach those ambitions."

President Anthony Serrafino, Director of Fruits Richard Armata, and COO Fraymil Rodriguez.

The Fruit Department will be strengthened through Exp.’s operational and logistical expertise. Serrafino explains that the company’s capabilities in operations and logistics mean clients benefit from reliability, flexibility, and consistency. Exp. Group’s experience in these areas brings the same personalized solutions with integrity and care to its fruit business.

Serrafino further noted that EXP’s state-of-the-art logistics division significantly enhances the Fruit Department's functionality. The integration not only streamlines operations but also maximizes efficiency, ensuring delivery of exceptional products to clients – a crucial aspect of handling fruit.

“Our operational and logistical set-up, combined with our technology focus, is a huge win for our customers and us,” Serrafino explains. “Our new Fruit Department fulfills the need for flexible and diverse solutions for any requests. We can also serve last-minute client needs since we operate 24 hours a day, and we believe our efficiency becomes our customers’ efficiency."

For more information, contact: 

https://expgroup.us/ 
Phone: (201) 662-2001

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