Vincenzo (Jim) Raschella established Fruitorama (SA) Pty Ltd at the Adelaide Fruit and Produce Exchange in Adelaide’s East End in 1971. Now currently located at the modern Adelaide Produce Markets in Pooraka, north of Adelaide, his two sons Tony Raschella and Enzo Raschella head the management team of this locally owned and operated family business. They remain heavily involved in the strategic development of the business by overseeing the marketing and operational aspects from a 'hands on' approach.