Customer
Coast Tropical
Location
Los Angeles, US
Spokesperson
Hector Gonzalez,
IT Director at COAST
We’ve had the pleasure of collaborating with COAST Tropical, a long-standing leader in the fresh produce industry across the United States and Mexico. We spoke with Hector Gonzalez, IT Director, to explore their journey with Consentio and how digital transformation is supporting their continued growth.
COAST Tropical is part of COAST Citrus Distributors, a company with deep roots in the agricultural sector since 1950. With a strong presence across North America—including California, Texas, Florida and beyond—the group has grown into a major grower, importer and wholesaler of fruits and vegetables. Their mission: deliver freshness, quality and reliability to a diverse customer base that includes supermarkets, wholesalers and foodservice partners.
Operating in such a dynamic and high-volume environment comes with its share of challenges: managing large quantities of orders daily, ensuring accuracy, and staying agile in a rapidly evolving industry. That’s where the collaboration with Consentio began.
"Magic Orders saves us at least 20 hours of manual processing every week. "
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Coast Tropical, a key player in the fresh produce distribution industry in the U.S. and Mexico, chose Consentio to simplify and automate the management of their manual orders.The result: significant time savings and improved commercial efficiency.
A continuously growing company
Founded in 1950, Coast Citrus Distributors now includes several entities: Coast Tropical, Olympic Fruit and Vegetable, Coast Tropical San Francisco, Texas, and Florida. The company processes a high volume of orders every day, with a large portion already handled through EDI, integrated into their ERP system, Produce Pro.
“Most of our customers order via EDI, but we still receive a lot of orders by email, which we have to process manually.”
— Hector Gonzalez, IT Director at COAST
To automate these orders received via email, fax, SMS, or WhatsApp, Coast implemented Magic Orders in 2022 — a solution from Consentio’s digital suite. This tool automatically processes non-EDI orders by matching products, applying delivery conditions, and transferring the information to Produce Pro.
Today, a dozen Coast clients are already using Magic Orders, with more being added every month.
More time to focus on sales
Thanks to the time saved through automation, teams can now focus on what truly matters: growing the business
“With the time saved, we’re making more sales calls!”
