How Four Generations of Greenhouse Expertise are Transforming Fresh Produce Delivery

Pure Flavor traces its roots to Leamington, Ontario, where its founders and leadership draw on four generations of greenhouse growing experience.

From the outset, the company made it a priority to supply fresh produce to major U.S. cities within 24 hours, an ambitious goal supported by the strategic placement of distribution centers.

Over the years, it opened additional centers, including one in San Antonio, Texas, and later in Edinburg, Texas, which serves as a key cross-dock facility for rapid transit of produce across the border.

These expansions reflect a steady drive to broaden the brand’s reach and ensure a year-round supply of fresh fruits and vegetables for consumers throughout North America.

Although based in Leamington, Pure Flavor’s operations span various regions and states, thanks to the incremental addition of new greenhouse acreage and packhouse facilities.

In its early days, the company built a 25-acre greenhouse near its headquarters to ramp up production of staple items such as seedless cucumbers and tomatoes.

Not long after, it picked its first crop, signaling a move toward providing local produce in a controlled greenhouse environment.

More land was added over time, and with each expansion came new technologies, such as supplemental LED lighting and efficient heating systems that allow cultivation through every season.

From vertical growing setups that reduce the land footprint to irrigation techniques that recycle as much as 90% of the water used, Pure Flavor has emphasized environmental responsibility alongside growth.

Pure Flavor offers a wide variety of products: tomatoes in multiple formats, from beefsteak and Roma to bite-sized snacking varieties; cucumbers, including the mini, cocktail, and English seedless types; and an array of peppers in different sizes, shapes, and hues.

In recent years, the company has also ventured into greenhouse-grown melons, an area traditionally seen as seasonal.

By controlling the climate indoors and using high-efficiency systems for heating and water recirculation, Pure Flavor strives to make melons available all year.

The brand’s interest in diversification extends to organics, providing an array of organically grown tomatoes, cucumbers, and peppers, among other vegetables.

Additional specialties include a Craft House Collection, with items such as shishito peppers and baby eggplants, and smaller, snack-focused lines like Mini Munchies, which package bite-sized vegetables suited for lunchboxes or on-the-go snacking.

Part of Pure Flavor’s approach is to champion sustainability in every step of the greenhouse process.

The use of bumblebees for pollination is a key example of its reliance on natural solutions; integrated pest management also involves ladybugs for natural control, minimizing the need for chemical pesticides.

By carefully monitoring nutrient levels and employing smart CO₂ management capturing and recycling carbon dioxide during peak daylight hours the company aims to optimize plant growth without adding unnecessary environmental pressure.

Coconut husks are often used as a growing medium, and at the end of the season, they are composted.

Technology underpins much of this work, with automated systems that help pack and ship produce efficiently so that what is harvested in Leamington can swiftly reach grocery stores across North America.

Over time, Pure Flavor has garnered attention for both its farming innovations and its community-centered approach.

In various regions, the company supports schools through the Adopt-A-School program, providing greenhouse-grown vegetables and promoting healthy eating habits.

It also sponsors events such as the Pure Kids Triathlon Series, aligning with its broader goal of encouraging an active, health-focused lifestyle.

While commercial goals are central to any produce operation, Pure Flavor repeatedly expresses a wish to use its products and programs to help families and children make better dietary choices.

An example is the brand’s family meal campaigns, which received recognition through the FMI Foundation’s Gold Plate Award for effectively sharing recipes, tips, and nutritional facts via digital platforms.

In recent years, Pure Flavor has been steadily expanding its footprint, partly through acquisitions.

In 2023, the company announced the purchase of Cervini Farms C5 in Leamington, adjacent to its existing home farm, creating a 350-acre flagship campus.

Company leaders stated that acquiring additional acreage helps streamline operations and boost efficiencies, fitting into broader plans for expansion.

Earlier that year, Pure Flavor also acquired DeTemporada Farms, a 26-acre bell pepper operation in Merlin, Ontario, further bolstering its pepper category.

Beyond Ontario, Pure Flavor’s acquisitions extended into the United States with MightyVine, which helped the company establish a stronger position in the Midwest, particularly for greenhouse-grown tomatoes.

Amid these expansions, Pure Flavor has not overlooked continuous product innovation.

The brand introduced Tiki Tomatoes described as small, tropically sweet cherry tomatoes that have received an international Superior Taste Award certification and recently launched an additional format to meet club store and retail demands.

Another noteworthy addition is the OMG Tomato, a golden cherry tomato that stands out for its citrusy sweetness.

Reflecting its commitment to keeping the tomato category dynamic, Pure Flavor has also teased a new mini roma on-the-vine variety called Rocco Reds, marketed as “The Chef’s Tomato” due to its robust flavor profile.

In the melon category, the company’s third greenhouse-grown melon, the Amora mini melon, seeks to make Charentais-style varieties accessible all year.

By offering them in brightly designed netted bags and focusing on consistent quality, Pure Flavor intends to challenge the notion that melons are only a summer fruit.

The firm has been on a recruitment drive, aiming to fill roles that range from greenhouse management to logistics, all to ensure smooth operations across its expanding network of facilities.

Its management also points to the importance of a diverse and inclusive workforce, emphasizing continuous development through personal and professional growth opportunities.

Today, Pure Flavor’s portfolio includes nearly 1,000 acres of greenhouse production across multiple locations, with more expansion on the horizon.

Leadership has indicated that they remain open to additional acquisitions and investments, particularly those that allow them to meet increasing consumer demand and strengthen their distribution network. .