“The New York Produce Show is a quick and affordable show where there is a high volume of key retailers, wholesalers and foodservice industry contacts,” said Daniela Ferro, communications coordinator for Mastronardi Produce/Sunset, headquartered in Kingsville, Ontario. “We work with a lot of East Coast buyers, so this is a great opportunity to get some face time with them and showcase our products.”

Mastronardi Produce/Sunset will be exhibiting at the NYPS at Booth No. 552, Dec. 10-12. Having exhibited at the show in the past, Ferro added that it is a highly productive show. And she likes the timing as compared to when it was held in November.

“Having a produce show in November is a bit tricky to showcase various products as we are transitioning from our Northern production into that of Mexico/ Central America,” she said. “However, with our strong relationships and consistent growing conditions at all of our ‘Sunset’ farms, we do manage to effectively display a wide variety of products. The positive is that having the PMA Fresh Summit event just prior to that where we launch several new items. This gives us the ability to discuss with retailers some concepts and ideas we plan on taking to the marketplace.”

Mastronardi Produce is very excited to be teaming up with ABC’s Biggest Loser to feature its products for the fall season of the show. This includes specially branded featured packaging.

At the New York Produce Show, Mastronardi will be engaging visitors to experience its newest product, “Y.E.L.O.” brand cocktail tomatoes. It will be featuring unique and flavorful recipes using “Y.E.L.O.” and other signature “Sunset” products.

Ferro noted that “Y.E.L.O.” is an acronym for Youth, Energy, Life and Om — the ideal tomato for consumers with healthy eating in mind (and soul).

“We will also feature Top Seal, our latest packaging innovation,” said Ferro. “Top Seal is a unique package that uses pre-printed film instead of a clamshell lid. This reduces labor and transportation costs as well as our carbon footprint.

“These items are part of our rebranding strategy, which officially hit markets in the fall of 2013,” she continued. “This includes a brand new website and attractive new labels and packaging. New labels are colorful and fun and feature signature recipes that are sure to inspire any home cook. In addition, packaging links together social media channels and quick response codes to better connect the company with our consumers.”

As always, flavor is above all the most important message at Mastronardi Produce. The company takes pride in leading industry innovators; everything it does is ultimately inspired by flavor.

Mastronardi Produce/Sunset has an extensive farm-to-shelf traceability program that allows it to identify its source-point growers in just a few minutes. All “Sunset” labels contain the details necessary for USDA and CFIA compliancy. This allows the company to trace back to the farm whether via the RSS encoded Databar or a standard UPC code including company prefix and commodity details.

The company’s staff continues to grow exponentially. Its key staff includes James Holden, vice president of sales, Joe Sbrocchi, vice president of business development, Doug Dobbs, vice president of supply chain and Aaron Anticic in finance.

It is also expanding in its space. Its headquarters in Kingsville has been expanding over the past six months to accommodate its growing business.

“Our Coldwater greenhouse has broken ground and is doubling in size to accommodate our locally grown program,” said Ferro. “We expect completion for summer 2014.”

Mastronardi’s roots span almost sixty years to the founding of the greenhouse industry. Before Grandpa Umberto Mastronardi came along, there were no commercial greenhouses in North America. But in the early 1940s, he saw a need, and drawing from his Italian know-how, he pioneered the industry.

“After four generations, the Mastronardi family still owns and manages what is now the leading greenhouse vegetable company on the continent, growing and selling world-class tomatoes, peppers, cucumbers, baby eggplants, lettuce and berries,” said Ferro. “In the spirit of Grandpa Mastronardi, we continue to pioneer new greenhouse technology, sustainable growing practices and the protection of heritage, old-world produce varieties.”