James Pichichero, known to his friends in Hamilton Ohio, as Jim moved to the smaller city from Cincinnati his new home when arriving from Italy. This was not a move Jim wanted to make but the depression of 1929 hit hard especially to immigrants who spoke little English and had a family to support. Jim and Rose moved to a small home on the outskirts of the city that held the opportunity to do a little farming that would support his young family. By night, Jim was a foundry worker, by day, a farmer. It was a struggle to feed his family of six but he and Rose managed despite the perils of the Depression.

Farming was in the Pichichero bloodline. His father before him and his father before him farmed the earth of Italy growing not only vegetables and olives but tended vineyards as well.

Arriving in New York’s Ellis Island with only the clothes on his back he carried a small valise containing a few articles of clothing and nothing else. What was significantly unusual was the huge wine press he single handedly toted from his homeland. He never parted company with the press, a gift from his father in hopes he would carry on the tradition of wine making in the new country. The press was large and unwieldy but never-the-less, he adamantly struggled to assure its travel to his new home wherever it might be. At first he traveled to Buffalo where his brother, who had immigrated earlier, had settled and started a family. Jim had a few friends who had settled in a small town called Cincinnati and decided that the opportunities would be better there so he boarded a train on borrowed money and traveled to Cincinnati. In a few years he had established himself a place to live, a job and a promise of a new life in America. In early 1915 he asked that Rose Mastendrea join him in America to be his wife. In those days marriages were arranged in advance and Jim had long ago sought the permission of Rose’s father for this joining. As luck would have it Rose as well had family in Buffalo New York so it was agreed that Jim would travel to Buffalo to pickup his bride to be.

In the next years life was a struggle for the two but they accomplished much. Jim was steadily working and the family grew. First came their son Michael, then Joseph and then a daughter named Mary. Soon after, the arrival of Larry then Francis and finally Steve. In the course a few lost at birth but tragedy always was followed by triumph and the family grew.

Most of the children were young at the time of the Depression. Money and jobs were diminishing and the only hope for the family was to move to new opportunity. Hamilton Ohio, the Mosler Safe Company and a foundry job. The work was hard the pay small. To make all the ends meet Rose took in laundry tended the children with the help of Mary and Jim grew the food that they ate. In 1930 Jim began growing more than the family could consume and his oldest son suggested that they take the produce to Cincinnati. In Cincinnati each weekend there congregated a group of farmers who would sell their crops of fruits and vegetables.

It was agreed that they would increase the acreage and sell as much as they could in Cincinnati. The trip to the big city from Hamilton was a difficult one. No paved roads existed at the time for the most part. The only conveyance was a horse drawn wagon. After toiling at the foundry until 7:30 on Friday morning of each week Jim would come home sleep for a few hours while Michael and Joseph, the two eldest boys, would pick and load the wagon. In the early evening on each Friday the three and sometimes fourth, Mary, would climb aboard the wagon and travel until three or four a.m. to the Cincinnati Farmers Market. The trip was not always pleasant. Many times rain made the roads difficult and upon arrival sleeping took place under or if lucky in the wagon. On Sunday afternoon after as much that could be sold was sold the return trip was started so Jim could make the evening shift at the foundry.

As time went on Jims wagon stand each Saturday and Sunday became more and more popular for visit by both business and individual. Jim had always made quality an important issue. Soon, many of the local farmers were asking Jim to sell their goods for them.

In late 1930 Michael wanted the family to move back to Cincinnati and for his father to begin supply of produce to stores in Cincinnati. His following was always good and getting better and better. Many times Jim was unable to grow sufficient produce to fill the demand. In January of 1931 the family moved to a modest home on Fourteenth Street, in those days called Allison Street, in Cincinnati. Jim established the beginning of what is now The Pichichero family produce company.

At first it was called Pic’s Ice & Coal. Few people knew Jim as Jim or James Pichichero. Along the way the name of Pichichero became reduced to Pic and he was know to all the local farmers as Jim Pic. Rose tended the home front and sold the block ice and coal from a side yard next to their apartment. Jim and his two sons developed Pic’s Produce by buying and selling produce from local farmers until the development of the so called "commission houses" in the city basin.

Throughout the next two decades, with dedication of the two brothers, business sustained itself. Through the war years the family still held the business together even though two sons headed off to defend the country and the other two worked in defense plants in the greater Cincinnati area. At the end of the war Michael found himself in California, discharged from the Navy and working at the Boeing Aircraft Company, Larry, now a captain in the Army decided that he would be carrier military. Mary had gotten married and Steve after the war joined the Randal Textile Company. Joseph left his job with the Wright Company and assisted his father in the business. In the late fifties Jim’s health declined to the point where his son Joseph took over managing the company. Later that year Mary’s husband Dominic joined the company.

During the war years Jim decided that the company needed a larger building. He bought an unfinished two-story home next to a three-story apartment building across the street from the business. Even though the war limited building materials Jim was able to finish the home and set up business in the first floor of the Fourteenth and Walnut street building. As the Depression lessened and better times followed the small yard between the house and the business was an often visited place by many Cincinnatians. In the summer evenings the little yard adorned with porcelain-covered tables was the meeting place of both the rich and the poor. Watermelon was the bill of fare and possibly a small glass of home made wine to the many Jim and family called friends. This atmosphere, would in today’s business world, have been called an incredible networking opportunity. Everyone in Cincinnati knew the Pic’s Place in the summer, good cold melon sold by the slice, the half or whole to eat then or take home.

The business survived and thrived in the next five decades. In 1995 Joseph passed on after eighty-one years. His son Jim took over management and moved the company in two ways. Physically the company had outgrown the small building in which it had resided for so many years. The business moved to a new facility on Central Avenue. Centrally located to facilitate business with most all its customers. Jim’s vision was to develop products along the same traditional standards that both his father and grandfather established and believed.

Quality and Service, the watchwords of the well warranted success. Jim’s guardianship and stewardship of the family business has been good. Pic’s Produce is well known for the best of quality and service and has been acknowledged as the cities number one supplier of quality goods.

Throughout the years the Pichichero family has been instrumental in developing many unique and creative food concepts that are still in use today. As example, in the late Fifties Joseph developed a soup mix of prepared vegetables that was the advent of the ready to eat known so well in today’s markets. At first the product was sold to a small group of restaurants in the fall and winter. The next season the idea was taken to the consumer via the newly developed ThriftWay Supermarket chain in Cincinnati. Today many types of processed pre-packaged fruits, vegetables and salads are readily available in markets around the country. Other concepts developed by Joseph and Michael and later Joseph’s son Jim have made a variety of similar impacts in the local markets.

The second change was to concentrate all the company’s efforts toward development of a quality line of fresh products directed toward the growing restaurant trade. Jim’s vision has seen great success in the last few years piloting the company to be named by top restaurants as the best supplier of fresh quality fruits and vegetables. Last years award winner, as Purveyor Of The Year by the Cincinnati Restaurant Association, and winner of the green piece award, was commendation to the company’s efforts to be the best.

 

Today the fourth generation of Pichichero's is poised to guide the company through the coming years.  Since Jim Senior's passing in 2006 his four children with over 90 years experience between them now see to it that the company runs successfully each day and delivers the very best produce to your door each day. With the move to a new location in 2006, over thirty other employees, and a fleet of refrigerated trucks the Pichichero family plans on taking the company to a whole new level.

The Pichichero family's customers represent the highest percentage of top award winning restaurants in the greater Cincinnati, and Northern Kentucky area.  From gourmet to trendy, the Pichichero family serves them all.  The philosophy of the company has always been, and will always be quality, service, and more service!   

 

In the future the next generation of Pichicheros will continue to provide the highest levels hand selected quality, service, and growth.  Future plans for the new facility will give the company, and their customers the edge they need to keep them above the rest for many years to come. The first of many new innovative ideals will be completed and offered in 2008.  The Pichichero Family Produce Co.  will continue to focus on unique menu items as well as labor and time reductions for the restaurant trade.  The plan for a full range of processed fresh vegetables and fruits is also in development.