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Brand film
2026
Ole Tyme Produce
An origin story film for Ole Tyme Produce, tracing fifty years from a converted filling station to one of the region's leading woman-owned fresh food distributors.
Client
Ole Tyme Produce
Services
Brand film · On-camera interview · Aerial footage · Editing
01
The challenge
Ole Tyme Produce started in 1973, when Joe and Louise Daleo opened the business in a converted two-bay filling station in St. Louis County. Joe came from a family of produce sellers, and the company grew the way family businesses do: one customer, one truck and one early morning at a time. In 1983 it moved to the historic Produce Row in north St. Louis. In 2001 their daughter, Joan Daleo, took over as president and CEO. Today Ole Tyme runs from its own facility in St. Charles County and delivers fresh food across Missouri and into Illinois.
That is fifty years of history, and most of it lived in old photographs and the family's memory. Ole Tyme wanted a film that told the story in Joan's own words and lived on its website, so customers, partners and new hires could see where the company came from and what still drives it.
02
What we did
Interviewed Joan Daleo on camera inside the St. Charles warehouse, surrounded by the racks and pallets the company moves every day.
Cut the family's own black-and-white photos of the founders, the original filling-station storefront and the Produce Row years into the early chapters, so the story starts where the company did.
Filmed the crew at work across the floor and flew aerials of the facility, so the present day carries the same weight as the past.
Edited it all into a film just under two minutes long, with clean titles marking each chapter, from the first location to the company's woman-owned certification.
03
The result
Ole Tyme now has a film that tells its story the way the family would tell it across a table: where it started, who built it and why it still matters. It was made to live on Ole Tyme's website, as the first thing a new customer, partner or hire watches to understand who they're working with.
For a fifty-year-old family business, that's the point. The trucks and the warehouse show what Ole Tyme does. The film shows why.
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