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Everything’s A Little Sweeter in Georgia

pfAfter over three seasons in the heart of Georgia, Pure Flavor® has shown that the fresh produce brand continues to grow its strong presence across the Southeast.

Since breaking ground in Peach County with their state-of-the-art greenhouse, the grower  has continued to expand its Georgia Grown product offering and develop strong distribution channels across the region.

Pure Flavor’s® growth in the southern United States is matched by a sharp rise in consumers seeking out locally grown products, one of the biggest trends to emerge in the past year.

Data from the IRI Fresh Center for Excellence shows that product origin claims for domestically produced food increased in dollar sales growth by as much as 17 percent in 2020.

pf tomatoChris Veillon, Chief Marketing Officer at Pure Flavor®, says this trend underscores the strong consumer demand for locally grown produce – and Pure Flavor® is in a position to meet that demand with their Georgia Grown products throughout the southeast.

“By including a strong brand like Georgia Grown on our packages, we’re able to meet an increasing demand for locally grown, fresh and delicious vegetables,” said Veillon. “As of 2019, 40% of adults in Georgia were aware of the Georgia Grown program and that awareness continues to grow year after year.”

“Georgians are very passionate about the products grown in their great state,” he added, “so we’re thankful that the local community has embraced us. We’re glad to be able to offer a great selection of healthy local Georgia Grown tomatoes & cucumbers year-round.”

By Pure Flavor® investing in a high-tech greenhouse operation in the state, it not only satisfied the need for more for fresh, locally grown produce in the winter months but has also reduced food miles, something that wasn’t a possibility before in Georgia.

“Georgia has an incredibly rich agriculture heritage,” said Veillon. “We are the next generation of vegetables growers and we’re proud to be able to bring fresh greenhouse grown vegetables to over 80 million people in the southeast in less than 24 hours.”

Pure Flavor® further strengthened its strategic position in the southeast with the opening of its new 60,000 sq. ft. distribution center 16 months ago. Not only was this perfect timing for the locally grown movement to take off, but it has also helped the grower to meet the demand for its newest product.

Cloud 9® Bite-Sized Fruity Tomatoes are an all-new super sweet snacking tomato that will fit perfectly with other sweets Georgia is known for like fresh peaches and pecan pie.

pf tomatoes2“Cloud 9® Tomatoes are a product that feels right at home in Peach County,” said Veillon. “Each tomato contains a bite-sized blast of fruity flavor. It’s the kind of healthy, sweet snack that makes life’s sweetest moments even sweeter.”

Recently, it was announced that Cloud 9® Tomatoes had won the prestigious 2021 Superior Taste Award from the International Taste Institute in Belgium. 200 jury members, including head-Sommeliers and Chefs from Michelin-starred restaurants, gave the product a total score of 84.3% after rigorous blind sensory testing.

That award-winning flavor, says Veillon, is a testament to the family of growers that nurture each plant and carefully hand-select every tomato.

Holly Chute, Georgia Grown Executive Chef, toured the greenhouse to taste Cloud 9® Tomatoes early in development. “I really enjoyed learning about the ripening process and picking the tomatoes right from the vine to eat, the sweetness was incredible,” said Chute.

Exclusive to Pure Flavor® in North America, the unique variety features a distinctive and vibrant burgundy color, and a signature teardrop shape. To ensure consumers enjoy the very best the variety has to offer, team members are trained to hand-select tomatoes that meet a specific profile.

“This is a premium snacking tomato like no other, so we recognized very early on that we would need a very detailed selection process to ensure the consistency consumers expect and the quality they deserve,” said Veillon.

Cloud 9® Bite-Sized Fruity Tomatoes are expected to make their trade show debut at SEPC Southern Exposure, April 8th, in Orlando, FL. If attending the show, please visit Booth 1315.

To learn more about Pure Flavor®, visit pure-flavor.com.

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April 16, 2021

Del Monte Fresh Produce N.A. Inc., one of North America’s leading marketers and distributors of high-quality… Read More

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