Pure Flavor® Introduces Tulu Tomatoes®: A Premium Pink Cherry Tomato on the Vine Built Around Extraordinary Flavor; Jamie Moracci and Julia Weber Share

LEAMINGTON, ON - Pure Flavor®, a greenhouse-grown produce company known for pushing innovation across the fresh category, is introducing Tulu Tomatoes®, a pink cherry tomato on the vine grown for one thing: flavor that stops you mid-bite. Inspired by the Mediterranean approach to food, where exceptional ingredients, thoughtful preparation, and gathering around the table come together, Tulu reflects a belief that the on-the-vine snacking tomato category has room for something unexpected.

Unlike conventional cherry tomatoes on the vine that lean heavily on sweetness, Tulu Tomatoes® deliver a balanced, dual-layered flavor profile: sweetness paired with savory umami depth that carries consistently from first bite to finish. Fresh or blistered, on a feta salad or paired with a chicken dish, Tulu is a tomato meant to be enjoyed the way the best Mediterranean dishes are, with simple ingredients and quality pairings that let the flavor speak for itself.

Tulu Tomatoes® will be revealed at the 2026 IFPA Global Produce & Floral Show at Booth #2780.

A New Look on Shelf

Tulu Tomatoes® brings a fresh packaging format that is unique to the category. The 9 oz vertical box features a black soft-touch exterior and a pink and cream striped interior, giving it a noticeably premium presence on shelf that sets it apart from traditional clamshell packaging. It's designed to signal what's inside: this isn't just another cherry on the vine.

"We grew Tulu because we believe the on-the-vine tomato category has room for something with more depth,” said Jamie Moracci, CEO, Pure Flavor®, in the recent release. "Recently, that segment has become overly commercialized, losing its focus on what should matter most: flavor. Tulu was our answer to that. When you taste it, you understand immediately that this is something different, and that's exactly the experience we set out to create."

Grown for the Premium Produce Shopper

Tulu Tomatoes® are positioned for consumers who choose their ingredients with intention: the shopper who reaches for a shallot instead of an onion or picks up the high-quality olive oil. It's a purposeful upgrade, not interchangeable with what's already in the aisle.

Available in a 9 oz format, Tulu is ideal for fresh snacking, tomato toast, feta salads, chicken dishes, and blistered preparations. Its culinary versatility and distinctive flavor give consumers a reason to reach for something new and come back for it. The tagline, "Extraordinary flavor in every bite," is a promise rooted in that experience.

"Tulu Tomatoes® are about creating a moment around food," said Julia Weber, Vice President of Marketing, Pure Flavor®. "The Mediterranean table was our inspiration: quality ingredients, kept simple, with taste at the center of everything. We wanted that feeling to come through in the product itself. At the end of the day, Tulu earns its place on the plate through flavor. You don't need to dress it up. That's where it truly stands apart."

Retailer Opportunity

Tulu Tomatoes® give retailers a differentiated, premium-tier cherry tomato on the vine built to drive trade-up within the category. Its distinctive pink color, unique packaging, and flavor-forward positioning offer a clear point of difference on shelf. The product is Non-GMO and greenhouse-grown year-round.

With Tulu Tomatoes®, Pure Flavor® is reinforcing what it has always believed: that fresh produce belongs at the center of the table, and exceptional flavor is how it gets there.