In 1933, Joe Giambrocco went into business for himself as a produce peddler. He bought a 1930 Fargo truck, filled it with produce bought at the Cherry Creek Market and began a door-to-door route. Today, that company is known as Giambrocco Food Service. The company has more than 24 trucks, several state of the art ripening rooms, four bay receiving docks, an in-house mechanic, nearly five separately-controlled coolers and 3,330 square feet of freezer storage space in its warehouse. Giambrocco is a wholesale distributor of food service items including fresh, frozen and canned-food products; paper products; janitorial supplies; spices; and baking supplies. Its customers come from food-service establishments such as restaurants, day-care facilities, lunchrooms and cafeterias. Giambrocco services the Denver area.