About Us

Hill View Packing Co., Inc.

Grower. Packer. Shipper.

California Agricultural Roots. Products for Today's Markets.

Bowls of dried fruit and glasses of juice on a table at the edge of a plum orchard

About Us

Hill View Packing Co., Inc., is in the business of packing, shipping, and processing of fresh and dried fruits and other fruit products. The company was formed and facilities were acquired in early 1995. While Hill View is a fairly new entity, the founder and present owners have a history in the food industry dating back over 60 years.

Our Mission

We are a global packer committed to sustainably serving, and satisfying customers through quality, taste, and industry expertise.

We Grow At Home!

We grow our prunes in Los Banos, CA, just a few miles away from our manufacturing plant. We also have a large network of growers that deliver to us each and every year in both Northern and Southern California prune regions. The nutrient rich California soil provides our products with a taste that you'll be sure to remember. When we say you'll taste the difference, we mean it!

An unmarked white refrigerated truck on a highway past orchards and dry hills

California to You!

As a global packer, Hill View Packing can ship our products to you, no matter where in the world you're located. Contact us with your custom requests, and we will work side by side with you to reach your needs, and deliver the best quality packaging and products!

Our History & California Roots

Deeply rooted into the traditions of California agriculture, Valley View Packing launched over 60 years ago in the 1950's. The hard work and labor of Joe Rubino and his brothers are what propelled the strong family oriented company.

Over the years as San Jose began to grow and develop, Valley View eventually transitioned into Hill View Packing in 1995. Joe Rubino, one of the brothers, became the founder of the current Hill View Packing. As many years of previous experience were gained at Valley View, Joe was involved in the growing of many fruits and the development of the modern-day dryers for the prune industry. Among his other accomplishments were producing high quality fruit concentrates, prune concentrates, juices, nectars, and other dried fruit products.

Unfortunately, in late 1995, Joe Rubino passed away. However, the management continues as a family owned company headed by Joe Rubino's children Diane and Joe, current President and Vice President, respectively. Both Diane and Joe are trained and experienced through many years under their father's tutelage. Their goal is to continue in the tradition of their father to provide quality service together with high quality products.

Three generations strong, Hill View continues to implement the importance of traditions, family, and quality products and services. We are a company truly rooted in the history of agriculture in California, more specifically, the Bay Area, or as it was once known as “The Valley of Hearts Delight”.

Meet the Team

Diane Rubino Ferrara
President
Diane, President of Hill View Packing, is passionate about providing customers with the best quality of products and services. Being within the food processing business her entire life, she is experienced and knowledgeable in the industry, leading Hill View Packing to be a top food and processing company.
In her spare time, Diane enjoys riding horses, participating in cutting competitions, spending time outdoors, and fine dining.
Joe Rubino
Vice President
Joe grew up as a child surrounded by agriculture. As the son of Hill View Packing's founder, Joe was born into the industry. His undying knowledge in the business provides Hill View Packing with the opportunity to grow endlessly.
In his spare time, Joe enjoys collecting antique vehicles & equipment, outdoor activities, spending time with his family, and traveling.

Key Corporate & Historical Milestones

Founding & Roots: Formed and facilities acquired in early 1995 (incorporated in California) with multi-generational agricultural roots in the Santa Clara Valley, the “Valley of Hearts Delight.”
Leadership: Family-led by Diane Rubino (President) and Joe Rubino (Vice President).
Operations & Facilities: Corporate presence in San Jose, California, with major processing and packing infrastructure in California's Central Valley (such as Gustine, CA).
Grower Network: Large network of conventional and organic growers across Northern and Southern California.
Core Product Lines: Prunes (organic and conventional), dates, raisins (Thompson and golden), dried cranberries, blueberries, figs, fruit juices and liquid concentrates.
Quality Recognition & Standards: Operate under rigorous Dried Fruit Association (DFA) standards, including the DFA 1800 Club Award (15 consecutive years), HACCP, IFS, Organic, and Kosher certifications.

The Santa Clara Valley Fruit Legacy

The Epicenter of Fruit: For nearly a century, the Santa Clara Valley was the world's largest fruit-producing and packing region, with over 100,000 acres of orchards (predominantly French prune plums introduced by Louis Pellier in the 1850s).
The Shift: As San Jose and the surrounding Santa Clara Valley industrialized and transformed into Silicon Valley through the mid-to-late 20th century, agricultural operations were forced to relocate.
Re-establishing in 1995: When Diane and Joe Rubino formally established Hill View Packing Co. in early 1995, they carried forward decades of family packing expertise, transitioning their Santa Clara Valley processing roots into modern facilities in the Central Valley (such as Gustine) and San Jose to maintain their multi-generational footprint in California agriculture.

Celebrating 30 years of quality & partnership

Celebrating30years1995 – 2025

A legacy of California fruit, continued.

Since its founding in 1995, Hill View Packing Co., Inc. has served as a core supplier of premium dried fruits, fruit juices and concentrates to customers across the food and beverage industry for over 30 years. Building on the Rubino family's agricultural heritage, we supply products through three principal business channels:

Branded products
Premium fruit products under established and emerging brands.
Private label
Customized fruit products and packaging programs for retailers and distributors.
Contract manufacturing
Fruit processing, ingredient preparation, packaging and manufacturing solutions.

The next chapter: introducing

Gustine’sby Hill View Packing Gustine, California

Honoring our heritage. Creating new opportunities.

Hill View Packing's latest initiative celebrates its longstanding connection to Gustine, California, with the development of Gustine's (Gustines.com). Named in recognition of the California community associated with the company's agricultural and packing operations, Gustine's brings generations of fruit industry experience to a new family of consumer and commercial products.

Retail innovations
New branded dried fruit products, convenient packaging formats, specialty assortments and retail-ready offerings.
Foodservice development
Fruit ingredients, specialty preparations and product concepts for restaurants, bakeries, hospitality operators and institutional customers.
Grab-and-go offerings
Convenient fruit snacks, portion-controlled packages and new product formats for convenience stores, travel centers, hotel markets, workplace markets and other on-the-go destinations.