The Bear, a symbol of strength and courage that offers protection and loyalty, James Bassetti, Sr. earned this nickname from his fierce commitment to going to any length to supply the best produce possible for his customers.

In 1984, his son Jimmy Bassetti, took a trip down to the Rio Grande Valley in South Texas. He soon realized the potential opportunity to offer their customers a year-round supply of produce with the same level of quality and service. Jimmy and his wife Diane quickly made the decision to take a chance, and make Texas their home.