Mastronardi Produce and DeJoria Launch GIVE Partnership in Middle East
- by Melissa De Leon Chavez
KINGSVILLE, ON - Mastronardi Produce Ltd.®, one of North America’s top growers and distributors of greenhouse produce, searched far and wide, and together with visionary John Paul DeJoria, the company has selected the Middle East as the first market in which to develop the world’s largest and most technologically advanced indoor farming project.
“As pioneers in the greenhouse industry, we are passionate about increasing access to local, sustainably grown fruits and vegetables,” said Paul Mastronardi, President and CEO, and the fourth-generation family member to lead Mastronardi Produce. “Our first location in the Middle East will allow us to reach over half the world’s population in less than 8 hours, and this is just the start. Look for more global locations as we continue to scale to meet the growing need for food security, safety, and sustainability.”
Green International Ventures (GIVE), the newly formed company, will make locally-grown fresh produce more widely available around the globe through its proprietary Advanced High-Density Farming System. This project will be the first for the groundbreaking GIVE venture and will reduce the Middle East’s dependence on imported food, create a sustainable source of local employment, and significantly increase the region’s non-petroleum-based exports.
GIVE will also support the region with the integration of modern AgTech initiatives into the local farming community and expand knowledge of sustainable agricultural techniques by establishing a permanent Research and Development facility in the region.
“It has long been my passion to help feed the world’s population,” said John Paul DeJoria. “The introduction of this revolutionary model in the Middle East is the first step of many towards increasing global access to sustainably grown fruits and vegetables.”
GIVE projects will employ proprietary Advanced High-Density Farming Systems that incorporate several cutting-edge growing systems, including water-saving irrigation and energy-efficient lighting, and utilize advanced automation and robotic devices, AI processes for predictive analysis, and real-time crop and soil monitoring.
The fresh produce grown in these innovative AgTech systems will be marketed under the SUNSET® brand. SUNSET’s many exclusive labels, which include Campari®, the world’s first branded tomato, and the uniquely colorful Aloha™ pepper, are all well-known for their award-winning flavor, innovation, and packaging. SUNSET of Holland® will be the first distributor for the GIVE partnership.
Want to know more about this exciting new venture’s impact on the industry? Keep reading AndNowUKnow.