Founded in 2007, Produce in Paradise emerged from the vision of Esteban Cabrera -a 28 year old Cuban American and 3rd generation entrepreneur. Guided by the values instilled in him at a very young age, of honesty, hard work, determination and resilience . Esteban set out to build something meaningful and lasting.
Driven by a desire to build his own legacy and honor his family’s heritage, Esteban purchased a small truck and began sourcing produce from local wholesalers in the Miami market. That produce was then sold to independent Latin supermarkets around south florida. In time this eventually led to more trucks and more markets , both local and foreign.
