Pure Flavor's Matt Mastronardi Reflects on Southern Exposure Showcase and Signals Future Growth

LEAMINGTON, ON - From new items like Georgia Grown Organic Long English Cucumbers to established tomato favorites like Rocco Reds®, Pure Flavor continues to deliver on its commitment to elevating the produce department with premium products. At this year’s Southern Exposure, the greenhouse supplier showed off its robust portfolio while emphasizing its continued investment in the Southeast.

“Our message centered on regional production, greenhouse growing that supports consistency and year-round availability, and innovation that responds directly to retailer and shopper needs,” shares Matt Mastronardi, Executive Vice President. “That same focus on innovation and flavor-forward produce created the perfect opportunity to spotlight one of Pure Flavor’s standout tomato offerings, Rocco Reds®— The Chef’s Tomato®. As cooking at home remains popular and consumers look for ingredients that elevate everyday meals, Rocco Reds® gives retailers a differentiated tomato that inspires recipe usage and repeat purchases.”

Emphasizing flavor and quality, Pure Flavor® continues to focus on purposeful innovation that helps retailers grow the category while delivering memorable eating experiences for shoppers.

With new regional production, a strong pipeline of greenhouse-grown vegetables, and products like Rocco Reds® designed to inspire cooking at home, the company remains committed to supporting retailers with dependable supply, impactful merchandising programs, and premium produce that keeps shoppers coming back.

“Rocco Reds®, The Chef’s Tomato® stands apart through its bold color inside and out, delivering a rich, classic tomato flavor and versatility across sauces, salsas, and fresh slices,” Matt adds. “Grown in controlled greenhouse environments, it offers consistent quality and reliable supply, making it a dependable choice for both shoppers and retailers. Across the broader Pure Flavor® portfolio, the same focus on greenhouse-grown, specialty varieties and flavor-driven innovation sets the products apart. Each is grown with a specific eating occasion in mind, whether for snacking, cooking, or entertaining, while maintaining consistency, quality, and distinctive flavor profiles that resonate with today’s shoppers.”

Looking ahead, the greenhouse grower will continue to strengthen its partners’ produce departments with a focus on flavor, consistency, and ease. The company is exploring product and packaging innovations that highlight quality and simplify the shopping experience, along with integrated marketing programs that bring these benefits to life in-store and online.

The supplier is also continuing its investments in greenhouse production and expanding its regional growing capacity to support consistent supply and freshness, helping retailers confidently deliver high-quality produce to their customers.

“Southern Exposure provided an opportunity for meaningful face-to-face conversations with retail partners and industry peers,” Matt concludes. “For Pure Flavor®, the event was especially valuable as a platform to share updates on its Southeast expansion, showcase new products, and gather direct feedback from customers. Those discussions help inform future product development and strengthen long-term partnerships and collaboration.”

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