Two generations of supplying produce.
Vee’s Produce was founded in 1990 by Scott Vee. After starting as a restaurant manager, then wholesale produce buyer for Double B Produce and Food Services of America, Scott decided to take a chance and build something of his own. Thirty-five years later, the company he started in the basement of his home in Lake Nebagamon is still run by the Vee family and still operates on the same principle that built it: dependable, head-down, low-profile, high-performance business done right.
The early years
Scott didn’t set out to build an empire. He set out to be useful. He cut his teeth first at Double B Produce in Bemidji, Minnesota, then Food Services of America in Duluth. In 1989, he figured if he did even 1/20th of what he was doing for FSA on his own, he could match his salary. In 1990, he opened Vee’s Marketing, Inc. out of his basement in Wisconsin and started buying and selling produce. The company was later renamed Vee’s Produce.
The next generation
Scott’s son Jason joined the family business in August 2007 after four years in the United States Marine Corps and an Economics degree from UW-Madison. The Marine Corps discipline and economics training show up in how the company operates: clear standards, tight execution, no wasted motion.
What we’ve learned
Years ago, we spent a lot of time finding deals and honey holes that not many people knew about. That style of business is mostly gone. Lately, we’ve found the best way to provide value is by mapping out year-round supply with the highest quality product.
Jason Vee
How we operate
- We buy and sell. We don’t broker. Meaning we take title of the product.
- We treat our vendors respectfully and fairly.
- We track every truck from pickup to delivery.
- We answer when you call, text, or email.
The team
Vee’s stays lean on purpose. A small, skilled team makes communication faster and accountability cleaner. You won’t get bounced through five departments to get an answer. We don’t even have an automated service.