Greenhouse Canada

Pure Flavour growth prompts management additions

July 21, 2017  By Dave Harrison

July 21, 2017, Leamington, Ont. – Building on consistent year over year growth, greenhouse grower and marketer Pure Flavour has hired Chris Veillon as chief marketing officer with the company’s executive leadership team.

“As we continue to grow our retail and foodservice business, we needed to strategically evolve our marketing direction to support our premium line of greenhouse vegetables,” said president Jamie Moracci.  

“In adding Chris to our executive team, we have added a seasoned strategic marketer who not only understands the industry but has been successful in building consumer facing brands over the last 20 years.”



Under the Pure Flavour brand, the company grows and markets an extensive variety of greenhouse tomato, bell pepper, cucumber, eggplant and living lettuce that is grown in Canada, the U.S. and Mexico.

Founded in 2003, Pure Flavour has experienced significant growth year over year with its expanding product offering.

“This is a fantastic career opportunity, I am very excited to join the leadership team at Pure Flavour. The company culture and growth opportunity is unique which made it even more of a reason to join the Pure Flavour team,” said Veillon.

“The product base is vast and expanding year after year to meet retail demand, I’m very excited to work with the team to strengthen the Pure Flavour brand position.”


In other news, the company has promoted Matt Mastronardi to executive vice-president. Mastronardi is one of the founding partners of Pure Flavour and is part of the sales team.

“These are exciting times for our company,” he said. “The strategic partnerships we have built with our growers, retail, and foodservice partners, is allowing us to continually extend our reach across North America.”

Mastronardi, Jamie Moracci and Jeff Moracci, Pure Flavour’s CFO, founded Pure Flavour in 2003. With its corporate headquarters in Leamington, the company now operates in three countries with multiple distribution centre locations providing year-round production.

Pure Flavour will be exhibiting (Booth #1106) at the upcoming PMA Foodservice Trade Show in Monterrey, Calif., on July 30.

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