At 800 meters above sea level in the Blue Ridge Mountains, Pluck'd has officially planted, strung, and now set its first fruit in a 13-hectare high-tech greenhouse in Austinville, Virginia; completing the transition from construction to active production.
Early last month, CEO Ben Alexander reflected on the greenhouse's first full week of operations, emphasizing the collaborative effort behind the project. He noted that this milestone was "the result of shared effort and collaboration across a wide group of people and companies."
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Ben highlights the experience guiding the operation, stating that the management team brings "a collective 200 years of hands-on greenhouse experience across every critical discipline, combining expertise with industry-leading equipment to reliably produce the freshest, tastiest product possible, week in, week out." He expressed enthusiasm for the next phase, anticipating that Pluck'd produce will soon reach retail locations across the East Coast.
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Data-driven site selection
Senior Grower Nic de Jong explains the rigorous process behind selecting the greenhouse location. "The team analyzed over half a billion data points from every weather station east of the Mississippi, using AI-assisted software to evaluate temperature, sunlight, humidity, and elevation," he said. Austinville, Virginia, was chosen for its combination of latitude and altitude, which creates a "Goldilocks" zone ideal for pollination. "Flavor starts long before harvest. It starts with the needs of the fruit, and the fruit starts with the flower."
First planting and infrastructure development
On February 10, Pluck'd planted the first tomato seedlings, marking the official start of production. Nic described the moment as turning "months (and years) of planning, building, and obsessing over flavor into something real."
Later in the month, the installation of the string support system began, a critical infrastructure step designed to guide plants from seedling to full vine. "It's one of those behind-the-scenes steps most people never see, but it's critical to growing premium, flavor-first tomatoes at scale." Each string is carefully positioned to optimize light exposure, airflow, and ultimately, taste.
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First fruit milestone
By late February, the first tomatoes began developing in the greenhouse, marking a major milestone for the team. Nic highlights the collective effort behind this achievement: "Every vine represents the work of an incredible team, trusted partners, and a shared belief that better tomatoes start with the right environment, the right technology, and an unwavering focus on taste."
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Operational insights and strategy
Nic provided further insights into Pluck'd's approach, highlighting the integration of technology, location, and sustainability. "Our greenhouse combines proven Dutch technology with AI-supported cultivation systems fully adapted to the conditions of the Blue Ridge Mountains. From the start, we have prioritized stability over immediate performance metrics to ensure every process, every system, and every team member operates reliably before we scale production."
He added, "The high-altitude location gives us cooler nights and natural temperature fluctuations that help maintain plant balance and simplify climate management. Our variety selection focuses on flavor first, while ensuring consistent yield and reliability, and sustainability is built in through water recirculation, biological crop protection, and reusable HydraFiber substrates."
He emphasizes that the immediate focus will remain on system stability, team organization, and maintaining a clean, well-structured working environment. Longer-term ambitions include establishing Pluck'd as a trusted partner for customers and expanding operations only once the first phase is operating fully and consistently.
For more information:
Andrew Shields
Pluck'd
[email protected]
https://www.pluckd.com/
