Interview with Ray Mastronardi, VP of Sales at Del Fresco Pure.

In the heart of Canada’s greenhouse industry, nestled in the southernmost municipality of Ontario, lies a family-owned enterprise that has been revolutionizing the produce sector for over six decades.

Del Fresco Pure, a name synonymous with quality and innovation, has been cultivating excellence in Kingsville and Leamington since 1956.

This company, deeply rooted in family values and agricultural expertise, has grown from a modest quarter-acre greenhouse operation to a leader in hydroponic farming, delivering premium produce across North America.

In a recent conversation with Produce Leaders, Ray Mastronardi, VP of Sales at Del Fresco Pure, offered insights into the company’s operations, products, and vision:

“DelFrescoPure® provides gourmet premium produce – staple, organic, experimental and niche tomatoes, peppers, cucumbers, beans and strawberries to customers across North America. From seed to shipment, our expert growers and research and development team consistently deliver superior quality products from our greenhouses to the retail shelf through one seamless company.”

This comprehensive approach to produce management reflects Del Fresco Pure’s commitment to quality control and customer satisfaction.

The company’s journey, which began with traditional greenhouse farming, took a significant turn in 1984 when they transitioned to hydroponic growing. This shift marked the beginning of a new era for Del Fresco Pure, allowing them to embrace cutting-edge technology and sustainable practices.

The company’s success is built on three core beliefs: that nutrition and flavor are inseparable, that innovation is a constant opportunity, and that customer service is everyone’s responsibility.

These principles passed down through generations, continue to guide Del Fresco Pure’s operations today.

At the helm of this agricultural powerhouse is Carl Mastronardi, President and CEO, whose passion for greenhouse growth has been a driving force for over 35 years.

Under his leadership, along with Jamie, Del Fresco Pure has expanded its greenhouse space and distribution network, cementing its position as a key player in the North American produce market.

When asked about exciting new product offerings, Ray Mastronardi enthusiastically shared:

“The Original Cherry Tomatoes on the Vine® are one of the best snacking tomatoes on the market. We are selling out each week.”

These tomatoes are a culinary delight, valued for their sweet, robust flavor.

Del Fresco Pure takes pride in letting their TOV mature naturally on the vine, ensuring a burst of taste in every bite. This meticulous ripening process results in tomatoes that are ideal for enhancing a variety of dishes with a rich, fresh taste.

This product exemplifies Del Fresco Pure’s knack for identifying market trends and meeting consumer demands with high-quality, flavorful produce.

The company’s product range extends beyond tomatoes, encompassing a variety of greenhouse-grown vegetables and fruits, each cultivated with the same attention to detail and commitment to excellence.

Del Fresco Pure’s success is not just about what they grow, but how they grow it. The company’s hydroponic farming techniques represent a significant leap forward in sustainable agriculture.

This method allows for more efficient water use, better space utilization, year-round growing, and reduced chemical use. Moreover, it enables faster and better nutrient supply to plants, creating a stress-free growing environment free from weeds.

The hydroponic farming techniques, a leap forward in sustainable agriculture | Image: Del Fresco Pure’s Instagram

The company’s commitment to sustainability goes beyond its growing practices.

Del Fresco Pure employs a closed-water recycling system, significantly reducing water waste and preventing contamination of local water sources.

They also use innovative technologies like cogeneration power systems and recycled growing mediums, further minimizing their environmental impact.

Quality control is at the heart of Del Fresco Pure’s operations. The company utilizes advanced computer software and technology to monitor and control various aspects of its greenhouses, including water usage, heat, and humidity.

This meticulous attention to detail ensures optimal growing conditions and reinforces their commitment to food quality, safety, and sustainability.

Inspired by Fidela, the family matriarch, Del Fresco Pure honors her memory by featuring her recipes and embodying the family values she instilled.

This connection to their roots and a forward-thinking approach to agriculture create a unique blend of tradition and innovation that sets Del Fresco Pure apart in the produce industry.

As climate change and food security become increasingly pressing global issues, Del Fresco Pure’s approach to agriculture offers a glimpse into the future of sustainable farming.

Their hydroponic techniques allow for cultivation on unproductive lands, potentially freeing up valuable agricultural acreage for other uses.

This method also enables longer growing periods and higher yields compared to traditional farming methods, addressing the growing need for efficient food production.

In an industry that’s constantly evolving, Del Fresco Pure stands as a beacon of progress, demonstrating how traditional agricultural wisdom can be combined with cutting-edge technology to create a sustainable and prosperous future for food production.