Tierra Suelta debuted retail program at IFPA Global Show in Fresh From Florida pavilion
For three generations, the Abreu family has been growing, importing, packing and shipping premium tropical fruits, including Star Fruit, Dragon Fruit, Thai Guava and Mamey. Now, Tierra Suelta expands from its core wholesale business, with direct to retailer programs across the United States and Canada.
Tierra Suelta marketed its freshly launched retailer programs with new branding, which was on display at its booth in the Fresh From Florida pavilion at the International Fresh Produce Association’s Global Produce & Floral Show, which took place in Atlanta Oct. 17-19.
“By shipping direct to retailers, we extend shelf-life, optimize product quality and reduce shrink,” said Steve Stutz, Tierra Suelta principal and sales lead. “Retailers and consumers are also interested in knowing where their food is grown. So, besides the authenticity and deep expertise that comes from three generations of farming, traceability and food safety are enhanced because we grow, pack and ship our own fruit.”
Tierra Suelta, which literally translates to mean loose soil, is a well-known agricultural region in Eastern Cuba. “That’s where my grandfather and father operated our family farms, then my mom and dad began farming near Miami in 1999,” said Tierra Suelta Principal Adrian Abreu. “They named the business Tierra Suelta to honor their heritage and the legacy of the region,” he said.
Tierra Suelta is a woman- and minority-owned business. In addition to Tierra Suelta’s farms in South Florida, the company has a farming joint venture in Ecuador, ensuring year-round supply of Dragon Fruit and sufficient volume to meet any retailer needs.
“We’re the only tropical fruit grower I know of that has a full-time agronomist on staff,” said Frank Abreu, Tierra Suelta principal who oversees production. “This allows us to combine the art of farming—learned from our parents and grandparents — with the science of modern agriculture to ensure we are providing the optimal water and nutrients to consistently produce the best-tasting, premium fruit.”
“In the past year, we have added over 30,000 feet of state-of-the art, Primus-certified cold storage, right here on the farm,” he said. “Our fruit goes straight from the field to the cooler where we pack under optimal conditions, further protecting quality and freshness.”
Tierra Suelta also employs innovative, 100 percent recyclable packaging and methods to further protect its fruit, reduce shrink and increase retailer profits. Its Star Fruit, for example, is individually wrapped and can be delivered in protective, two-pack clamshells.
“Tierra Suelta combines authentic, family-farming skills with modern agronomy, cooling, packing options and shipping, to provide significant advantages to retailers in terms of enhanced product flavor, quality, consistency of supply and reduced shrink, yielding higher profits and happier shoppers,” said Stutz.
