About Us

Performance Produce is a family-owned business based in Salisbury, North Carolina founded by JR Roach and his wife Virginia in 2007.

Our business began with a dream and an empty warehouse where we personally unloaded trucks and packed produce working 16-hour days.

Through hard-work, attention to detail and outstanding customer service, we’ve built this business into a successful enterprise which connects retail and farming operations to deliver safe, high quality produce efficiently and on-time.

Today, the Performance Produce Family of Businesses includes three separate operations: Performance Produce; Performance Produce 4-PL Services and Vicky’s Gift Baskets.

As the name implies, Performance Produce knows and specializes in produce and specialty foods, with vast experience in all aspects of the produce industry including farming. We understand what it’s like to grow, ship and sell produce and we know very well the unique challenges that produce companies face.

Over the years, we’ve built strong relationships with businesses who consider us a valued partner. Our on-time delivery record is top-notch and some of the nation’s largest and most respected retailers are among our list of clients.

Performance Produce is a minority-owned, local business with strong ties to the Southeastern U.S. and connections with farms throughout the world — particularly in major produce growing regions located in California and Mexico.

We put customer service first. When you deal with any of our Performance Produce Family of Businesses, you’ll  always be working with real, honest, hard-working people.

Meet the Performance Produce Team

Our leadership team has over 100 years experience in the produce industry supply chain.

JR Roach

JR Roach


Karen Dix

Karen Dix

4PL Services Manager


Ernesto Mier

Product Sales


Virginia Roach



Brenda Dangerfield

Office Manager