Pure Flavor Introduces Second Greenhouse Grown Melon
October 25, 2022 
Photo: Pure Flavor
Melons may not be the first crop you might think of to grow in a greenhouse. However, after the successful launch of Solara, North America’s first commercial greenhouse grown melon, in May 2022, Pure Flavor is set to unveil Alonna Canary Melons at the upcoming International Fresh Produce Association Global Produce & Floral Show in Orlando, Oct. 27-29.
“We are excited to introduce our second greenhouse grown melon this year. Our innovation pipeline continues to expand to remove the seasonality of fresh fruits and vegetables and believe that new, sustainably grown products like Alonna Canary Melons are doing just that,” says Jamie Moracci, President of Pure Flavor.
Pure Flavor continues to expand its acreage, most recently in Leamington, ON, with the construction of a new, lit crop 40-acre organic greenhouse and 210,000 square-foot central packaging house to meet the surging demand from its customers.
“As we shared when we launched Solara, the strategic investment in R&D is done to help grow the industry and help increase fresh produce consumption across the board,” Moracci says.
Pure Flavor’s emphasis on driving innovation in new product development has seen the launch of two greenhouse grown melon varieties in less than six months’ time. Like Solara, Alonna Canary Melons are available in both bulk and multiple packaged formats. Personal in size, the Alonna’s lunar-like interior provides a refreshing yet crisp and ambrosial experience with every bite.
“As we expand our product offering and venture into new segments like greenhouse grown melons, we are creating new relationships with both our retail and foodservice partners. Fruit and vegetable buyers are looking for consistency, not only in their programs, but the quality of the product they source. They want items that are unique, full of flavor, and that they can count on year-round. Alonna Canary Melons are the perfect complement to our product offering,” says Matt Mastronardi, Executive Vice President.
“We spent a great deal of time exploring the various product traits of the Alonna Canary Melon to ensure that we crafted the appropriate brand position,” says Chris Veillon, Chief Marketing Officer. “We need to ensure we are part of every eating occasion, and Alonna checked all the boxes.”
To learn more about Pure Flavor’s greenhouse grown melon program, click here.
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