J&C Tropicals, a third-generation family business, narrowly avoided shutting its doors in 2011 but has since grown into the largest U.S. distributor of dragon fruit. Under brothers Jessie and Adrian Capote, the company now sources more than 70 tropical fruits and vegetables from 17 countries and has expanded nationally, managing fully remote teams across multiple continents.
On today’s episode of Business Trend Today, the Capote brothers join Jim Fitzpatrick in exploring how they scaled the family business through disciplined operations, culture transformation, and strategic growth.
According to Jessie, the company’s challenges began with a combination of poor farming years, overexpansion, and industry volatility. In 2011, “There was a very bad farming year… we were growing maybe a little too fast, and that led to several issues that got the company in trouble,” he said.
“You have to be consistent. Consistency is what wins the game.”- Jesse Capote
To stabilize operations, the Capotes restructured the company culture and implemented scalable processes. For instance, they introduced a weekly operating cadence based on the EOS 90 framework, which ensures that every meeting has a clear purpose and accountability. “Everyone has meetings… that’s part of every business,” Jessie said. “But the playbook that they offer really drives the most efficiency from the time and the teams involved. Whether you’re in person or remote.”
Scaling their operations internationally presented distinct obstacles. Adrian Capote specifically pointed to issues such as political instability, inadequate government backing for agriculture, and unreliable infrastructure across Central and South America. The Capote brothers stressed the importance of direct support for farmers, which involved regular travel to farms and packing sheds to proactively address challenges as they arose.
Although the Capotes focus on operational discipline, tracking more than 60 metrics weekly at the departmental level, consistency remains key to managing remote teams. Jessie explained that quarterly and annual planning allow teams to understand both short-term and long-term objectives. He stressed the importance of a structured approach, focusing on long-term 10-year and short-term one-year planning. The execution then involves allowing the respective teams to carry out the work based on this established plan.
“People are our number one asset in the organization... This keeps us disciplined and on track without micromanaging.” - Adrien Capote
J&C Tropicals has expanded its U.S. footprint from South Florida and the Northeast to the West Coast. Last year, the company opened a second distribution center in Texas, improving its reach in previously underserved markets. The Capote brothers also emphasized maintaining trust with retailers through reliable supply and consistent product quality.
Looking ahead, Jessie said the company plans to open a third distribution center on the West Coast and expand further into Southeast Asia. The Capotes are also preparing a fourth generation of family members to enter the business.
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