Four generations of sharp knives, sharper scheduling.
The Lanzarotta family name is well grounded in its roots to the produce industry. Dating back to the 1950s, when the family migrated to Toronto from Termini-Imerese, Sicily, it all began with a small store on Queen Street West.
The foundation was laid with Andréa "Henry" Lanzarotta, father of the two brothers. Enzo and Ignazio grew up with a passion for the business. Over the years the family has managed seven locations across Toronto, Brampton, and Oakville — eventually crossing over to the processing side and applying decades of customer-side experience to food manufacturing.
Then came 2023 — the year the family tree grew a bigger root system. The Produce Counter merged with Sunrich Brampton and New Toronto Food Company, wheeling the whole operation under one roof. The result: Eastern Canada's largest fresh fruit and vegetable processor. Same knives. More of them.
Today, the company is writing its next chapter — elevating decades of produce instinct with state-of-the-art equipment, integrated technology, and targeted automation. The aim is unambiguous: become the processor of the future, without letting go of the storefront care that built us.
Lanzarotta family migrates from Sicily to Toronto.
First produce store opens on Queen Street West.
Seven locations across the GTA under the family name.
Crossover into fresh-cut food manufacturing.
TPC merges with Sunrich Brampton and New Toronto Food Co. into Eastern Canada's largest processor.
65,000 sq ft SQF Level II certified facility in Brampton, ON.
What we stand on.
Integrated manufacturing tech paired with hand-cut skill. We adapt to the ever-changing consumer market — and invest to keep ahead of it.
No one is too small. We hope to grow the business through direct relationships with our customers and encourage an ongoing dialogue to ensure consistent satisfaction.
Temperature, allergen, traceability, microbial validation. SQF Level II monitored at every stage. Consistency is how we operate.
"Ever since I came to Canada, it is all I have ever done. I love my business and I have worked hard at it. It is my life."
Giving back to the community we grew up in.
The Produce Counter holds great honor in giving back to the community by regularly contributing to local charities and sponsorship programs — including SickKids Hospital Foundation, the MS Society of Canada, and various children's sport sponsorship programs.