our friends

Our Friends section presents business and human interest articles to share with all visitors to our website.


"The Novelle founders have been instrumental in developing the U.S. market for Chilean products. They have developed and implemented strategies that resulted in a major increase in profitability for our growers. Their close working relationship with our staff and growers facilitated our expansion."

Pablo Ramirez, Principal
Frumerc, Chile

"Novelle has assisted Rabobank for several years in the process of restructuring and then winding down the Yorkshire Companies in California, which the bank has held notes on. They have been professional, efficient, and prompt in all of our dealings with them during this continuing process."

Chris Kortlandt
Rabobank New York

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friends of novelle

Produce Traceability Initiative
by Bruce Peterson
(Bruce Peterson is President of Peterson Insights, Inc., a highly recognized produce industry leader, Bruce is active with the UFFVA and PMA. He has served as President-CEO of Naturipe Farms, LLC and as Senior Vice President & General Merchandise Manager of Perishables for Wal-Mart.)

The subject of traceability in produce has been a topic of vigorous debate and discussion for several years now. In recent months, much of the produce industry’s discourse has centered on the Produce Traceability Initiative (PTI), which has been spearheaded through a joint effort of the Produce Marketing Association (PMA), United Fresh (United) and the Canadian Produce Marketing Association (CPMA). This project came about as an attempt to provide an industry platform for a more efficient and effective response to a food borne illness that was attributable to fresh fruits and vegetables.

It’s important to understand that the produce industry has always had systems and processes that enabled grower/shippers and their trading partners to respond to a product recall. History provides... Read More

The Accidental Photographer
an essay by Dana Thomas
(Dana Thomas is President of Index Fresh, Inc., a leading avocado packer-shipper headquartered in Bloomington, CA. He has pioneered avocado importation from Mexico, Chile, New Zealand and Peru. An avid photographer, he has traveled and photographed places in North and Latin America, Africa, the Middle East, Asia and Europe.)

Over twenty-two years ago, Dan Lopez, a principal of Novelle, at that time my boss, walked into my office, asked if I owned a passport and if not, suggested I get hold of one as soon as possible.  Since Danny’s visit to my office, I have had the opportunity to travel extensively to visit customers and suppliers around the world.  When Dan asked me if I would write a short essay for the Novelle website... Read More