Pure Flavor expanding Rocco Reds production to meet demand

Pure Flavor says it has seen success following the launch of its first crop of Rocco Reds: The Chefs Tomato.

The new on-the-vine tomato, which stands out for its intensely bold red color — both inside and out — as well as a robust “classic tomato” flavor, launched late last year and is already driving strong results in its retail debut, according to a news release.

The company says it has taken a strategic approach to innovation, diving deep to understand consumer trends and unmet needs within existing categories and segments. Rocco Reds was developed with the goal of transforming a segment within the tomato category that has historically been dominated by field-grown offerings and a “value” mindset.

Pure Flavor says it is able to offer consistent quality and year-round supply with Rocco Reds — grown in its company-owned greenhouses — encouraging consumers to trade up to a tomato that promises to “amp up” any dish with its exceptional flavor and color.

“We’re always thinking carefully about how and why we innovate. We want to make sure that each new item we bring has a role and a purpose on shelf,” said Matt Mastronardi, executive vice president of Pure Flavor. “This tomato is exciting because it is changing shopper behavior and driving sustainable growth in a very big category segment that hasn’t previously seen much meaningful innovation.”

With a fully sold-out second crop, Pure Flavor is expanding production to meet backlogged demand, with a new third crop to be planted this spring for production in early fall, the release said. The company says it will also be working with interested retailers to support Rocco Reds with multi-channel marketing support programs, including POS displays and signage, hot pricing, digital media, influencer programs and customized promotions. The existing 14-ounce retail format will soon be complemented by a new club-sized offering, allowing for expanded options for club channels and their shoppers, the release said.

Rocco Reds: The Chef’s Tomato will be featured at the Southeast Produce Council's Southern Exposure trade show in Orlando, Fla., March 6-8, at Pure Flavor's booth, No. 733.