COMPLIMENTARY
PRINT SUB

CLICK HERE

The-Produce-News-Logo-130

CURRENT ISSUE

view current print edition

 

 

 

Pure Flavor setting new heights in product line, packaging

Leading greenhouse grower and shipper Pure Flavor, headquartered in Leamington, ON, continues to ship an extensive variety of greenhouse-grown tomatoes, peppers cucumbers and more. Chief Marketing Officer Chris Veillon said eggplants will be coming back in to season later this spring. PF-Georgia Update-4-14Feb2018Pure Flavor’s greenhouse project in Fort Valley, GA.

PF-Georgia Update-4-14Feb2018Pure Flavor’s greenhouse project in Fort Valley, GA.“Our tomato line is extensive,” noted Veillon. “It includes TOVs, red beefsteak, grape, cherry and other tomatoes. Our branded tomato line offers Juno Bites Red, Bumbles Yellow, Oriana Orange, Sangria Medley and Marzanito Red Mini San Marzano.”

Also branded are Pure Flavor’s Azuca Red cherry tomatoes and Luna Sweet Red Cocktail tomatoes. It also offers Roma and organic heirloom tomatoes.

“In addition to red, orange and yellow Bell peppers, we also produce mini sweet peppers, also in red, yellow and orange,” added Veillon. “In cucumbers, we have long English, mini and Poco Bites cocktail cucumbers. And we have long English and mini cucumbers in organic options.”

Last September, Pure Flavor broke ground on a state-of-the-art 75-acre high-tech greenhouse project in Peach County, GA. The facility will be growing tomatoes and cucumbers beginning this fall. “Having a variety of growing regions throughout North America allows us to remove the seasonality aspect of product availability,” explained Veillon. “This ensures a consistent supply regardless of the season.”

Pure Flavor has launched a custom website, www.GeorgiaGrownFlavor.com, to help promote the Georgia project. “Our focus now is building out the new facility,” Veillon pointed out. “It will be built in three phases of 25-acres each, and will take five years to complete.”

Pure Flavor is also under way with a complete packaging and brand refresh, which was launched at Southern Exposure in early March. “We have completed rebranded all of our packaging, including labels, bags, trays, PLUs and boxes, in support of our new healthy active living brand position,” said Veillon. “This refreshed position is helping the brand be more brand centric; evolving from a vegetable to a lifestyle company that grows and markets an extensive array of premium greenhouse-grown vegetables.”

Color-coded by commodity, Pure Flavor now has a more consistent brand position across all of its packaging. “We spent a great deal of time and effort building the new packaging strategy,” said Veillon. “It wasn’t just about correcting what we didn’t like in the current packaging.”

The goal of the packaging audit was to identify how the brand could be more impactful at retail and by doing so, be more relevant to retailers and consumers alike. Beyond the creative update, consideration was given to production efficiencies on all packaging items to reduce overall costs while still delivering the best quality products available.

To help tease the new brand launch, a new website will be launched this spring. Social channels supporting the packaging initiative include Facebook.com/PureHotHouse; Twitter.com/PureFlavor; and Instagram.com/PureFlavor.