Our Founders
SF USA was established in 1980 by two visionary cousins, David Moore and Mateo Lettunich, whose deep roots in farming, agriculture, and the frozen food industry shaped the company’s pioneering legacy. Coming from a family with a rich heritage in these fields, they identified a unique opportunity to transform the market. By consolidating the frozen fruit and vegetable purchases of large broad-line distributors, they streamlined the procurement process, leveraging economies of scale to deliver lower costs and higher fulfillment rates to their customers.
David Moore
David played a pivotal role in leading the company’s growth into one of the largest entities in the frozen food industry. Over his 35-year tenure, he spearheaded the integration of cutting-edge developments in package design, functionality, and usage. Even after stepping back from daily management, David Moore remained an influential figure, serving on the boards of Superior Foods and the American Frozen Food Institute (AFFI) until his passing. His earlier tenure on the Frozen Food Foundation Board of Directors further underscores his enduring commitment to the industry which were honored with his induction into the American Frozen Food Institute’s Hall of Fame in 2020.
Mateo Lettunich
Mateo brought an additional layer of business experience and acumen to the partnership. Recognizing a significant shift in food production from California to Mexico and South America, he created a new pathway for the company to embrace the changing landscape. Through his leadership, Mateo reshaped the frozen food supply chain by developing a global footprint, integrating robust food safety standards, and reducing supply risk through a counter-seasonal approach—truly establishing themselves as industry pioneers. His expertise and vision concurrently steered the company towards more eco-friendly methods, enhancing the company’s commitment to quality and sustainability.
Local & Global
The company’s headquarters is established in their hometown of Watsonville, CA. This region has since evolved into a major shipper of fresh strawberries, maintaining its agricultural prominence and economic vitality.
