Pure Flavor expands tomato offerings

Ontario-based greenhouse grower Pure Flavor says it’s continuing its “steady pressure of innovation” in the tomato category with the launch of three high-quality and flavorful tomato items designed to amplify consumers’ cooking and snacking occasions.

“We know that nothing drives incremental category growth in tomatoes faster than innovation,” said Tiffany Sabelli, senior director of sales for Pure Flavor. “Breathing new life into the category with interesting and relevant new offerings is critical to keeping consumers engaged and excited about eating healthy.”

Following the success of the company’s award-winning Tiki Tomatoes, which launched last year, Pure Flavor is introducing a new 1.5-pound format of Tiki Tomatoes, available now to both club and retail partners, according to a release.

Earlier this year, the company brought another award-winner to the snacking category with its OMG Tomatoes. The vibrant golden cherry tomato with a punch of citrusy sweet flavor is available in both a 10-ounce pack and a 1.5-ounce offering, the release said.

“As soon as we tried it, we knew this variety was special,” said Sabelli. “It delivers on its bright color with equally bright flavor.” The company says it leveraged fun, modern branding to ensure the brand pops at shelf.

At the upcoming International Fresh Produce Association Global Produce and Floral Show, the company is poised to unveil a new mini roma tomato on-the-vine that it thinks will transform the roma category.

“Romas are a huge category representing nearly a quarter of tomato sales in the U.S. and [are] dominated by field-grown offerings,” said Matt Mastronardi, executive vice president of Pure Flavor. “We believe the category is due for a shake-up with a greenhouse offering that will deliver exceptional quality and year-round availability.”

The company says its newest Rocco Reds, which it calls “The Chef’s Tomato,” is a mini roma on-the-vine variety that boasts big, robust flavor and an intense red color all the way through.

The premium culinary tomato “promises to amp up any dish,” and unlike its more traditional counterparts in the roma category, it is flavorful enough to slice on a sandwich or salad, the release said. Pure Flavor is launching Rocco Reds in a recyclable paper tray with flow wrap.

The brand graphics are a modern take on a vintage design that transports consumers back in time, with a nod to “true classic tomato flavor,” the release said.

These products and more are set to be featured at IFPA’s global show in Atlanta, Oct. 18-19, at the Pure Flavor booth No. B3879.