Pure Flavor has added industry veteran Joe Sbrocchi to the company’s leadership team as senior vice-president, business development & strategy. Sbrocchi brings an impressive history of successes in a career that has crisscrossed between the vendor and the buying communities (Sobeys & Walmart), and most recently over the last 5+ years as the executive director & general manager of the Ontario Greenhouse Vegetable Growers (OGVG), as reported by PerishableNews.com.