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New greenhouse grown Alonna Canary melon launched

After the successful launch of Solara, North America’s first commercial greenhouse-grown melon, Pure Flavor, is set to unveil Alonna Canary Melons at the upcoming IFPA Global Produce & Floral Show in Orlando, October 27-29.

“We are excited to introduce our second greenhouse-grown melon this year. Our innovation pipeline continues to expand to remove the seasonality of fresh fruits & vegetables and believe that new, sustainably grown products like Alonna Canary melons are doing just that”, said Jamie Moracci, President. Pure Flavor continues to expand its acreage, most recently in Leamington, ON, with the construction of a new, lit crop 40-acre organic greenhouse and 210,000 sq ft. central packaging house to meet the surging demand from its customers. “As we shared when we launched Solara, the strategic investment in R&D is done to help grow the industry and help increase fresh produce consumption across the board,” added Moracci.

Like Solara, Alonna Canary melons are available in both bulk and multiple packaged formats. Personal in size, weighing approximately 700-800gr, the Alonna’s lunar-like interior provides a refreshing yet crisp & ambrosial experience with every bite.

“As we expand our product offering and venture into new segments like greenhouse-grown melons, we are creating new relationships with both our retail and food service partners. Fruit and vegetable buyers are looking for consistency, not only in their programs but the quality of the product they source - they want items that are unique, full of flavor, and that they can count on year-round. Alonna Canary melons are the perfect complement to our product offering”, commented Matt Mastronardi, Executive Vice-President.

Left to right: Jamie Moracci, Matt Mastronardi, Chris Veillon. Photo: Pure Flavor 2022.  

“Canary melons are not your ordinary melon; we spent a great deal of time exploring the various product traits of the Alonna Canary Melon to ensure that we crafted the appropriate brand position,” said Chris Veillon, Chief Marketing Officer. “We quickly discovered that it was the melon for every meal; breakfast – snack – lunch – snack – dinner – snack, which fits into our brand product strategy. We need to ensure we are part of every eating occasion, Alonna checked all the boxes. It’s all about creating more mouth-watering moments for our products”, said Veillon.

Grown indoors in climate-controlled greenhouses where it’s paradise 365 days a year, Alonna Melons are nurtured with the ideal amount of light, nutrition, and water to deliver the same sweet flavor families love, no matter the time of year.

The Pure Flavor team will be exhibiting at the upcoming IFPA Global Produce & Floral Show on October 27-29 in Orlando. Visit booth 3559.

For more information:
Chris Veillon
Pure Flavor
Tel: +1 (519) 326-8444
[email protected]  

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