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Food is now a hotter market than ever, from the newest super ingredients to the latest televised culinary competition.

So how ever is a food service importer and distributor supposed to keep up with all the trends?

The answer has always been simple for George Gellert: Keep it a family affair.

After earning three degrees at Cornell University and gaining admittance to the New York Bar, Gellert joined Atalanta Corp. — now a $970 million food import and distribution business in Elizabeth — in 1966.

“It was a tremendous opportunity for me to use my education, my legal skills and my family’s agricultural background,” Gellert said.

“I was excited to travel all over the world.”

Founded in New York City by Gellert’s father-in-law in 1945, Atalanta began as a U.S. importer of Polish ham.

Today — as part of the $1 billion collection of food import companies known as the Gellert Global Group — Gellert, chairman of the board, works closely with his sons Tom and Andy to continue to expand Atalanta’s business.

With more than 3 million cubic feet of refrigerated and dry food storage in Elizabeth, Atalanta’s brands now include Celebrity, Primio d’Oro, Casa Diva, Ferrarelle, Frutto d’Italia and more.

“We import food from over 60 countries such as meats, cheeses, grocery products and more, and we sell to retailers, restaurant chains, and food manufacturers around the country,” said Tom Gellert, vice president.

With more than 175 employees, the third-generation family business is celebrating its 70th year in business stronger than ever.

Growing at 5 percent a year, Atalanta says it owes much of its success to the state of New Jersey.

For one thing, Elizabeth — where Atalanta Corp. relocated to in 1988 — is a better location.

“It was very difficult to operate from the 16th floor of an office building in New York City,” George Gellert said.

Elizabeth also provided closer proximity to ports, better efficiency — and incentives.

“Having been here 25 years, we’ve created a great relationship with Elizabeth and the New Jersey government in terms of learning about grants and opportunities,” Andy Gellert said. “It’s important to be aware of what’s out there and the (state Economic Development Authority) and the (Elizabeth Development Corp.) here in Elizabeth have always been helpful.”

The company also has taken advantage of the foodie culture.

“There has been an explosion of food culture around the country,” Tom Gellert said. “People are more educated, demanding and adventurous about their food than ever before.”

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