"Rhee Produce" doesn't sound any worse than Azwell Fruit. I have that, and it's actually a prototype name, indirectly. A. Z. Wells was an early fruit grower and hardware store owner in the Wenatchee, WA area. GN named a station north of Wenatchee "Azwell" because the main reason for the station was one of his packing plants. As far as I know his hardware business is still going, as Wells and Wade Hardware.
Mom's from Wenatchee, and my main pre-BN interest in the GN, so stealing the name was easy.