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Pure Flavor expands greenhouse-grown organics line


October 28, 2021
By Pure Flavor

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New organic Roma tomatoes, Luna Sweets Cocktail.

Pure Flavor is introducing two new fresh products to its line of sustainable greenhouse grown organics.

This fall, Pure Flavor is adding Organic Luna Sweets Cocktail Tomatoes and Organic Roma Tomatoes to its lineup. Luna Sweets Cocktail Tomatoes are a firm, medium-sized variety, ideal for baking, stuffing, and slicing in appetizers and side dishes. Organic Roma Tomatoes are ideal for homemade pasta sauce, salsa, tomato soup, and more.

For Matt Mastronardi, executive vice-president of Pure Flavor, the decision to grow the organics category is a response to consumer demand for more organic tomato varieties.

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“Consumers are cooking more at home and purchasing more organic produce than ever before. There’s a gap in the market for premium greenhouse grown organic cooking tomatoes and we’re making it easier for shoppers to find the fresh organic vegetables they prefer,” said Mastronardi.

In late 2020 as part of the company’s #LoveForFresh campaign, Pure Flavor surveyed over 650 consumers across North America to find out what factors influence their decisions when purchasing organic produce. Almost 80 per cent responded that a wider selection of organic produce at their preferred retailer would make them more likely to buy organic.

“We are always paying close attention to the market and identifying long-term trends so that we can help our retailers stay at the leading edge and satisfy their customers,” added Tiffany Sabelli, director of sales. “Thanks to the latest innovations in greenhouse growing technology, the brand is able to sustainably grow organic vegetables in a controlled environment, which ensures the best quality, flavour, and consistency year-round. For each of those organic products grown under glass, Pure Flavor’s family of growers can dial in specific settings to control the optimal temperature, humidity, irrigation, and plant nutrition.”

According to FMI’s 2021 Power of Produce Report, one-third of shoppers expect to purchase more organic produce in the next year.

In total, Pure Flavor offers 10 different organic vegetables, including tomatoes, peppers, cucumbers, and snacking options.

Source: Pure Flavor


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