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Viva Fresh Expo in perfect alignment with Pure Flavor’s business and culture

Leamington, ON-based Pure Flavor, the DBA of Pure Hothouse Foods Inc., views the Viva Fresh trade show as an opportunity to connect with its retail and foodservice partners in an intimate yet fun setting spanning over a couple of day period.

Chief Marketing Officer Chris Veillon said the company would be exhibiting at Booth No. 42 at this year’s Viva Fresh Expo, being held in San Antonio, TX, on April 5-7.

PF-The Produce News-Greenhouse Pic-20Mar2018Pure Flavor's new greenhouse.“We will have a sizeable group of team members and executives at the show,” said Veillon. “Joining me at our booth will be Jamie Moracci, company president; Matt Mastronardi, executive vice-president; Jeff Moracci, chief financial officer; and key account managers, Ken Paglione, Paul Muraccas and Tiffany Sabelli. Also on hand will be Jeff Hammond, Pure Flavor’s content marketing coordinator.”

Veillon said the Viva Fresh Expo provides Pure Flavor’s team with a great opportunity to mingle with its customers, which helps to strengthen its relationships.

“San Antonio is home to one of our distribution centers, which also lends us the opportunity to create tours with our retail partners,” explained Veillon. “As an exhibitor of the show, we not only promote our greenhouse grown vegetables to all retail partners who visit, but also support the show as a Texas employer.

“The Southwest region of the U.S. is a very important distribution point for Pure Flavor, and by having a local distribution center in the area, it helps us get fresh product to market faster,” he added.

At the event, Pure Flavor will be displaying its line of greenhouse grown tomatoes, peppers, cucumbers and eggplant. All packaging has been revamped as part of the company’s recent rebranding.

“Pure Flavor is going through a complete packaging and brand refresh, which was initially launched at Southern Exposure in early March,” Veillon pointed out. “As part of the rollout to retail, Pure Flavor takes the opportunity to participate at Viva Fresh as another touch-point with retailers who are based in the Southwest to introduce the new packaging.”

The company has completely rebranded all its packaging, including labels, bags, trays, PLUs and boxes, in support of its new healthy active living brand position.

A refreshed position has helped the brand be more brand-centric, evolving from a vegetable company to a lifestyle company that grows and markets an extensive array of premium greenhouse grown vegetables.

“Pure Flavor will be rolling out the new packaging to retailers starting in late April,” noted Veillon.

The company’s business is in perfect alignment to showcase its products and share its culture to produce professionals in the Southwest, across the United States, and in Mexico.

“Pure Flavor has been shipping Mexican greenhouse grown vegetables for many years,” said Veillon.

“As a vertically integrated grower-marketer, we can efficiently ship from San Antonio, TX, to key retail and foodservice partners,” he continued. “In doing so, we can reduce food miles to regional store locations. Having a southwestern distribution center gets Pure Flavor the opportunity to ship product faster to partners to ensure they receive the freshest produce available.”

The Southwestern United States, he added, is a very important retail and foodservice area for Pure Flavor.

“With the proximity to the U.S.-Mexican border, the ability to ship from our growers to a central distribution point helps us get our product to market faster,” stressed Veillon.

“This ultimately benefits the consumer with fresher product on store shelves.”