Pure Flavor® Rocco Reds® Wins Superior Taste Award from International Taste Institute; Matt Mastronardi Comments

LEAMINGTON, ON - Pure Flavor® is proud to announce that Rocco Reds®, The Chef's Tomato®, has received a Superior Taste Award from the International Taste Institute in Brussels, Belgium.

Recognized through a blind sensory evaluation by the International Taste Institute, Rocco Reds® was assessed by more than 250 chefs and sommeliers from over 20 countries. Each product is evaluated on its own merit, with no influence from branding or origin, and is scored across first impression, visual appeal, aroma, taste, and texture. This independent process reinforces Rocco Reds® as a premium tomato choice for consumers seeking exceptional flavor and quality in everyday cooking.

Rocco Reds® distinguished itself with its vine-ripened, deep, robust tomato flavor, rich red color from the inside out, fewer seeds, and firm, hearty texture. Whether roasted, simmered into sauces, sliced fresh, or incorporated into elevated weeknight meals, Rocco Reds® brings depth of flavor and culinary versatility to a wide range of dishes. It’s the kind of tomato that closes the gap between a home kitchen and a restaurant plate, no technique required.

"Rocco Reds® tomatoes exist because we believe people deserve a tomato that transforms a meal, not just fills a recipe," said Matt Mastronardi, Executive Vice President of Pure Flavor®, in the recent release. "This recognition from the International Taste Institute confirms what we hear from consumers every day: Rocco Reds® makes a real, noticeable difference on the plate."

The award also reflects Pure Flavor's ongoing commitment to developing greenhouse-grown varieties that deliver exceptional taste, consistency, and versatility. Through continued investment in breeding programs and controlled growing environments, Pure Flavor® ensures that every Rocco Reds® tomato meets the same high standard throughout the year.

Rocco Reds® was one of five Pure Flavor® varieties to earn a Superior Taste Award from the International Taste Institute in 2026, which also included Azuca, OMG Tomatoes®, Tiki Tomatoes®, and Cloud 9®. All five varieties submitted were recognized, highlighting exceptional flavor across the company’s premium and growing tomato portfolio.