Village Fresh Greenhouse Grown has launched Big Bend Beefs, its newest tomato brand. These premium beefsteak tomatoes are grown in the Big Bend region of far west Texas, where the land, climate and community come together to create something truly extraordinary. Bold in flavor, beautiful in appearance and deeply tied to the identity of Texas, Big Bend Beefs brings the taste of the Lone Star State to tables near and far.

The Big Bend region is more than a geographic location, it’s an iconic part of Texas, celebrated for its wide-open skies, rugged landscapes and resilient spirit. As home to the largest International Dark Sky Reserve in the world, it’s a place where nature still shines brightly.

Since 1996, Village Fresh has cultivated tomatoes and is there for one the same reasons the McDonald Observatory was built there in the 1930s: this area offers among the highest number of clear-sky days in the country, making it an ideal environment for both astronomy and greenhouse farming.

“Our presence in west Texas has always been about more than growing produce,” said Helen Aquino, director of brand marketing and communications for Village Fresh. “It’s about honoring the land, supporting the community and practicing sustainability in ways that protect not only our crops but also the environment. Partnering with McDonald Observatory’s Dark Sky initiative is part of that commitment ensuring that what makes this region special will remain for generations to come.”

Village Fresh has been recognized by the McDonald Observatory for adopting night-sky-friendly lighting practices across its operations. Shielding bulbs, using amber hues, reducing intensity and limiting unnecessary nighttime lighting are just a few of the measures taken.

“Magnificent night skies are part of the west Texas identity," said Stephen Hummel, Dark Skies Initiative coordinator at McDonald Observatory. "By working to reduce light pollution, Village Fresh is creating energy savings, improving safety and protecting the environment. It’s a partnership that benefits science, agriculture and the community alike.”

This recognition reflects Village Fresh’s broader Good for the Earth sustainable growing practices, where every step, from greenhouse management to packaging innovation, is carefully designed to reduce environmental impact.

In Texas, food is more than nourishment, it’s a source of pride and connection. Big Bend Beefs represents what Texas Grown truly means:

• Fresher Flavor, Closer to Home and Grown under the Texas sun and delivered within the state, reducing travel time and maximizing freshness.
• Supporting Local Communities by creating jobs, strengthening local economies and investing in the future of Texas agriculture.
• Sustainability in Action through Reduced food miles and eco-friendly growing practices mean Texans can feel good about what they’re eating.

Big Bend Beefs is available in a range of versatile pack sizes to meet the needs of consumers, retailers and foodservice operators. The company is offering bulk loose tomatoes, for shoppers who love to hand-select each tomato. Also two-count and three-count trays perfect, for smaller households or recipe-focused shoppers. Club store family packs, larger portions designed for gatherings and families. As well as Sustainable reduced-plastics line minimizing environmental impact while maintaining freshness and quality.

Each package highlights the Big Bend Beefs branding, celebrating their bold Texas identity while reflecting Village Fresh’s ongoing commitment to sustainability.

Big Bend Beefs will make its official debut at the IFPA Global Produce & Floral Show, taking place Oct. 16–18 in Anaheim, CA. Attendees will have the opportunity to be among the first to experience these exceptional west Texas tomatoes firsthand.

The Village Fresh Greenhouse Grown team invites all show guests to visit booth No. 881 to meet the team, explore the complete Big Bend Beefs packaging lineup, and enjoy a virtual experience of the west Texas night sky that inspired the brand.