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Verdugo is referring to the much-copied originator of the now legendary Fruit-of-the-Month Club, a multimillion-dollar mail-order company founded in Medford, Oregon, during the Great Depression by two enterprising brothers.
Started four years ago in Tucson as a grassroots business focused on doorstep delivery of high-quality certified organic produce, Boxed Greens has just moved its headquarters to a Tempe business-park warehouse. It's just a little sprout now, but Boxed Greens, Verdugo's brain-food child, is aiming to be the prime purveyor of home-delivered, pesticide-free produce in the greater Phoenix metropolitan area -- and, eventually, the entire United States.
The company's history reads like a post-modern, female version of a Horatio Alger story. Verdugo, a native Tucsonan, worked as a legal administrator for a personal-injury law firm for 15 years. "I was suffering from major burnout," Verdugo reports. As an antidote, she began a part-time, after-work-hours business selecting and delivering farm-fresh certified organic fruits and vegetables.
Healthful eats were a natural for Verdugo. "My mom was ahead of her time and we always knew about organic food. She was very holistically oriented; we always had a big garden and had exposure to healthy fruits and vegetables," she recalls.
At the outset, Verdugo's quest for certified organic products was met with disdain by the produce powers that be. "No one in Tucson would bring in organic at that time. They said, 'You don't know what you're talking about; no one wants the product.'"
Verdugo ultimately proved that thinking fatally flawed by finding a woman dealing in specialty produce who began supplying her budding business with the government-certified produce she wanted. From there, she connected with other small certified organic farms.
Verdugo's first tiny ad in the Tucson Starlight netted her 25 orders. Her cottage industry, which appealed to the health-conscious as well as the gourmet-food fanatic, quickly blossomed into a full-time home-delivery enterprise that's still growing strong in Tucson and beginning to burgeon in the Valley.
It's so successful that she's taken on Dan Wygocki, who worked in the wireless communications industry for 14 years, as her partner in produce. Wygocki, initially a customer of Verdugo's business in Tucson, says he likes the idea of a certified organic business "because everyone is trying to think about what they're putting into their bodies."
"Our goal is to be able to home-deliver good, fresh, certified organic produce, because I like the service aspect," says the enthusiastic Verdugo. "It's really akin to getting your milk delivered in glass bottles, which I have really vivid memories of as a kid."
To that end, Verdugo and Wygocki deal only with farms of 500 acres or less, like Litchfield Park's Blue Sky Farms, that have gone through a three-year federal certification process, including stringent soils testing, to ensure that no synthetic chemical additives or pesticides have been used.
"First and foremost, we like to bring in locally or Arizona-grown produce like our beautiful salad mesclun [mix], baby greens and artichokes," explains Verdugo. "We get Willcox apples and peaches and freshly picked herbs from Chandler.
"When the season changes and it gets hot, some of the farms close down and others have companion farms in northern Arizona or northern California, so we just follow the farms, sort of like the Joad family in The Grapes of Wrath."
When everything is out of season in Arizona, Boxed Greens brings in produce grown in or shipped to California, even from as far away as Cabo San Lucas, Mexico: "We can't be competitive if we're going to New York, although we do have Sicilian blood oranges from Sicily coming through there," says Verdugo. "We get a lot of produce that you can't get at your local retail venue because we can pick and choose."
You'll never get any genetically engineered, hothouse or hydroponically grown produce (stinky fish emulsion is a primary fertilizer in hydroponics) delivered by Boxed Greens. "Everything we sell is traditionally farmed in the ground," notes the passionate produce pusher. "It's just a philosophy that I like to really support the traditional farmer. And, remember, it's organic -- it's not going to look perfect."
Boxed Greens eschews rewashing or spritzing its produce, as most supermarkets do. According to Verdugo, soaking or spraying results in faster deterioration and shorter shelf life. "We recommend that you wash just what you're going to use immediately, so you may get gritty carrots or broccoli with traces of dirt, but the shelf life and crunchy taste of the produce are enhanced by not overwashing it."
In addition, all of Boxed Greens' fruits and vegetables are ordered to fill customers' requests and not warehoused for any length of time. "We're not bringing in lots of product willy-nilly and hoping we can sell it. We don't carry any inventory, unlike a market," Verdugo explains.
For a one-time start-up fee of $25, in addition to the cost of each box you decide to order, Boxed Greens will put you on a weekly or bimonthly delivery schedule. If you order The Essential, you'll receive a no-choices-allowed-please assortment ("though we try to work with our customers") of completely seasonal fruits and vegetables that will get you or your entire family through a week -- depending on whether you order the $30, $40 or $50 box. Ordering The Gourmand ($40, $53 and $65 per box) will net you all the goodies in The Essential plus exotic fruits and vegetables in season that Boxed Greens tracks down (like cherimoya, pineapple guava and mango).