OPN Connect Newsletter 318 · May 4, 2023

Pure Flavor Continues to Expand Organic Footprint

With the ever-increasing popularity of its organic program, Pure Flavor added 40 acres of dedicated organic vegetable greenhouse space at its home farm in Leamington, Ontario, Canada, in late 2022.

Chris Veillon, Chief Marketing Officer, Pure Flavor

Cal Organic May 2024

“We are proud to offer an extensive line of organic and conventional products,” said Chris Veillon, chief marketing officer for the greenhouse-focused grower-shipper. “For organics, we offer over 10 different USDA certified organic veggies, including classic tomatoes like organic tomatoes on-the-vine and beefsteak tomatoes, perfect for salads and any type of burger you can imagine this summer. Other organic tomatoes we offer include popular snacking options—organic Juno Bites red grape tomatoes and organic Sangria Medley tomatoes—and organic Luna Sweets cocktail tomatoes, which have a delicate sweetness prized by chefs and home cooks alike.”

Pure Flavor organic Juno Bites red grape tomatoes

The company also offers organic mini cucumbers, organic long English cucumbers, and several organic pepper options, including Aurora Bites mini sweet peppers and sweet bell peppers.

Earthbound Farms May 2024

Pure Flavor is a family-operated company that began its journey with a small greenhouse in Ontario in 2003. The company soon expanded to Texas with a distribution center and then into the southeast in Georgia with both a 25-acre greenhouse and a distribution center. It introduced several innovative products on the conventional side of the aisle, including the first personal-sized greenhouse grown melons.

To kick off its 2023 growing season, it recently acquired two more farms in Ontario, with one facility now creating a 350-acre flagship campus.

Pure Flavor greenhouse

Driscolls May 2024

“With these moves, we now manage more than 1,000 acres of state-of-the-art, sustainable greenhouse production facilities across Canada, USA, and Mexico,” Veillon said. “We are proud to be at the forefront of innovation and sustainability in the greenhouse industry.”

He added that the company’s value proposition is to deliver fresh, flavorful, and healthy greenhouse produce that meets the highest standards of quality year-round. “We set ourselves apart from our competition by investing in innovation, sustainability, and customer satisfaction,” noted the Pure Flavor executive. “We use advanced technology and best practices to grow our products in a way that minimizes environmental impact and maximizes efficiency. We are not just a grower; we are a partner that provides solutions and value to our customers.”

“We are proud to be at the forefront of innovation and sustainability in the greenhouse industry.” - Chris Veillon

Pure flavor's greenhouse-growing method allows it to supply fresh and nutritious vegetables 365 days a year, regardless of the season or weather.

OPS Retailer Reg leaderboard

Speaking specifically of the organic produce sector and its future sales potential, director of sales Tiffany Sabelli said, "The sky's the limit. We expect the industry to grow and thrive in the next five years as more consumers become aware of the benefits of organics and demand more organic products.”

Pure Flavor organic tomatoes on-the-vine

Veillon noted that consumers are becoming more aware of the sustainability benefits of greenhouse organics, which are typically grown in high-density and high-efficiency environments using much less land and water. He added that the variety of organic vegetables that are available year-round will also play a role in the future of organics.

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“We are leading the charge to ensure consumers can enjoy their favorite flavors year-round when making their organic choice,” he said.

Pure Flavor Aurora Bites mini sweet peppers

Pure Flavor’s promotion strategy is focused on creating engaging educational content that showcases its products, values, and brand personality. “Our website, for example, isn’t simply a list of products we offer; it contains a wide variety of content, like healthy living blogs and nearly 1,000 unique recipes,” Veillon said. “We use various channels and platforms to reach our target audiences, such as social media, blogs, newsletters, and our award-winning Live Deliciously eMagazine.”

Sabelli noted that the company’s greenhouses and distribution centers are strategically located throughout North America to reach millions of consumers and deliver fresh and delicious produce 365 days a year. “We are proud to have products on produce aisle shelves from coast to coast, from Eastern Canada down through to the Southeastern United States, across to California, and every small town or big city in between,” she said.

“We expect the industry to grow and thrive in the next five years as more consumers become aware of the benefits of organics and demand more organic products.” - Tiffany Sabelli

Veillon added, “We know our consumers very well because we engage with them every day through digital and social media, newsletters, and more. They are from every walk of life and every region of North America, but they all share one thing in common: they value quality and variety, and they crave fresh fruits and vegetables 365 days a year.”

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