United Fresh 2019

Janice Honigberg
President & Founder
Sun Belle, Inc.


Janice Honigberg founded Sun Belle Inc. in Washington DC in January 1986 to represent excellent growers and distribute the highest quality product directly to supermarkets, and began selling some of the first imported raspberries from Chile three weeks later. Today Sun Belle has distribution centers and sales offices in Maryland, Illinois, Florida and California, and is a leading distributor and marketer of the full range of fresh berries, including blueberries, blackberries, raspberries, strawberries, golden berries, cranberries and red currants under the Sun Belle and organic Green Belle labels. Janice was instrumental in introducing the Tupy blackberry in 2003 and building the blackberry industry out of Mexico, and also brought the Italian Erika raspberry to market. The company has extensive involvement in berry breeding programs. Janice has always developed businesses, products and organizations. She introduced the first greenhouse grown tomato on the vine from The Netherlands to the United States market in 1992, and previously established businesses in China, the Caribbean and South America. Janice received a BA in Latin American Studies and Philosophy from Yale University and an MBA from Harvard Business School with a concentration in Agribusiness and International Marketing. She is bilingual in Spanish and has also been a speaker of French and Portuguese. Sun Belle Inc. is a certified Women-Owned Business Enterprise (WBE).

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