Key Takeaways:
- Pure Flavor® has introduced its third greenhouse-grown melon variety, the Amora™ mini melon.
- The Amora™ mini melon is a Charentais variety, known for its sweet, juicy flesh and floral aroma.
- Pure Flavor aims to disrupt the seasonal nature of the melon category by offering year-round, consistent quality and supply.
- The melons are offered in vibrant, consumer-friendly packaging, highlighting their “Super Sweet & Juicy” promise.
Pure Flavor® Expands Greenhouse Melon Line with Amora™ Mini Melons
Pure Flavor®, the Canadian greenhouse company, has announced the launch of its third melon variety under the new brand Amora™ mini melons. This variety is a Charentais melon, with origins in the Charente region of France, prized for its sweet, juicy flesh and aromatic qualities. The introduction of the Amora™ mini melon marks another step in Pure Flavor’s innovative approach to the greenhouse-grown melon category.
Year-Round Consistency and Quality
Tiffany Sabelli, Senior Director of Sales for Pure Flavor, highlighted the potential of the Amora™ mini melon to be a significant growth driver in the melon segment. Sabelli pointed out that traditionally, the melon category has been highly seasonal, with high-quality melons primarily available during the summer. Pure Flavor’s greenhouse-grown melons aim to remove this seasonal limitation by offering consistent flavor, quality, and supply throughout the year.
A Unique Heirloom Variety
The Amora™ mini melon is a personal-sized Charentais variety, weighing approximately 850-900 grams. Its fragrant, finely netted skin and vibrant orange flesh offer an intensely sweet and juicy experience. This heirloom variety has long been considered a delicacy in its native France, celebrated for its exceptional flavor and aroma. Pure Flavor continues to lead innovation in the greenhouse melon category, focusing on varieties that excel in both the growing process and consumer appeal.
Packaging Designed to Attract Consumers
Julia Shreve, Marketing Director at Pure Flavor, emphasized the importance of capturing consumer attention through packaging and brand design. The Amora™ mini melons are available in one- and two-count netted bags with vibrant, colorful graphics and a clear callout to their “Super Sweet & Juicy” promise. Shreve noted that the company’s goal is to entice consumers to try the melons, confident that once they do, they will be impressed by their flavor.
By offering greenhouse-grown melons year-round, Pure Flavor is positioning itself as a leader in both innovation and consumer satisfaction in the melon segment.
Pure Flavor® Latest News
Unveils Tiki Tomatoes™ and Oronai™ Sweet Charentais Melons (2023/10/17)
Pure Flavor® has launched two new products, Tiki Tomatoes™ and Oronai™ Sweet Charentais Melons, at the IFPA Global Produce & Floral Show in Anaheim. Tiki Tomatoes™ are vibrant, tropically sweet cherry tomatoes with a prestigious Superior Taste Award Certification, while Oronai™ Sweet Charentais Melons are personal-sized, French-inspired melons with exceptional flavor and aroma.
Acquires MightyVine® to Expand Greenhouse Operations in the Midwest (2023/09/07)
Pure Flavor® has acquired MightyVine®, a tomato grower. With the acquisition, Pure Flavor® will expand its greenhouse and distribution centers portfolio and extend its reach into the Midwest. The acquisition complements the company’s existing programs and is part of its expansion strategy. Pure Flavor® plans to develop more region-specific facilities and explore new product opportunities.
Furthers Growth With Acquisition Of Cervini Farms (2023/02/20)
Pure Flavor has made a significant acquisition with the addition of Cervini Farms C5 in Leamington, ON, to its portfolio of greenhouses and distribution centers. This acquisition will increase the company’s owned acreage and help support its growth alongside grower partners. In addition, by driving efficiencies, Pure Flavor® will further solidify its future as an industry leader.
Adds Joe Sbrocchi as SVP of Business Development (2023/01/31)
Pure Flavor has announced the appointment of Joe Sbrocchi as their new Senior Vice President of Business Development & Strategy. Sbrocchi brings a wealth of experience to the role, including his time as the Executive Director & General Manager of the Ontario Greenhouse Vegetable Growers.
Acquires DeTemporada, a 25-Acre Bell Pepper Farm (2023/01/12)
Pure Flavor® acquires DeTemporada Farms, a 25-acre greenhouse bell pepper farm located in Merlin, ON. This acquisition comes as the company experiences tremendous year-over-year growth and plans for expansion. Through its owned farms and family of growers, Pure Flavor now manages nearly 1,000 acres of greenhouse-grown fruits and vegetables.
FMI Foundation Awards Pure Flavor® For Its Family Meal Program (2022/12/16)
The FMI Foundation announced their 2022 Gold Plate Award winners. Awards highlight outstanding family meal programs implemented by the food industry and community organizations. In the Category of Industry Supplier, Pure Flavor won the Gold Plate for their ‘Eat Well Together to Be Well Together’ campaign. The greenhouse fruit & vegetable brand promoted new recipes, tips, and family meal facts. Pure Flavor’s celebration of National Family Meals Month gained more than 436,000 impressions on social media and over 15,500 surveys completed. Using a variety of digital strategies, the company is able to connect with consumers on their channel of choice using email, blogs, and social media, as well as via the brand’s award-winning Live Deliciously® eMagazine.
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