Learn More About Us
Explore our story of serving food businesses with wholesale produce delivery.
About What A Tomato Produce Co.
What A Tomato Produce Co. was founded in 1987 by Robert Pizza and Charles “Rusty” Tarpley as a family-owned wholesale produce business operating from the San Francisco Wholesale Produce Market. The company began with tomatoes, zucchini, and bell peppers and has since expanded to include potatoes, onions, oranges, and a wide range of fruits and vegetables. Many customers from the early years continue to be served today, alongside a growing base of new foodservice and retail clients.
Our History
Owner Robert Pizza brings a distinctive chapter to the company’s history through a long career in drag boat racing. Racing under the “What A Tomato” name, Robert Pizza competed for over 30 years in the Top Alcohol Hydro drag boat class. During this time, he earned multiple world championships and held several records.
He was the first competitor in his class to break the 200 MPH barrier. Over the course of his racing career, only one major crash occurred, in Red Bluff, California in 2001. The racing legacy remains an important part of the company’s story and identity.
Continuing Forward
Today, What A Tomato Produce Co. continues to supply wholesale produce from its original market location, serving long-standing customers while welcoming new partnerships across the Bay Area food industry as a trusted fresh produce supplier.
Wholesale Produce Offerings
View available wholesale Bay Area produce supplied to restaurants and stores.