Pluck'd, a new tomato brand grown exclusively in the United States, has entered the retail market during a period of heightened pressure on global agricultural supply chains. Rising logistics costs, geopolitical tensions, and ongoing disruptions have increased interest in domestically produced fresh produce. The brand is now available at select Walmart locations, Weis Markets, and regional retailers, offering a year-round supply grown in Virginia.
Greenhouse production and technology
Production is based in a high-tech greenhouse facility in Austinville, Virginia, designed for continuous cultivation. Advanced systems integrate irrigation, climate control, and data-driven monitoring to optimize growing conditions. The facility includes extensive infrastructure, such as integrated sensors, automated controls, and large-scale water management systems, enabling precise resource use and consistent crop performance.
Kind Farm Services, involved in the project's technical implementation, highlighted the complexity of the build: "Beyond the numbers, it was the strong teamwork, smart prefabrication and hands-on problem solving on site that truly made the difference." The greenhouse incorporates thousands of components—from motors and pumps to irrigation lines—demonstrating the scale and sophistication typical of modern CEA operations.
© Pluck'd
Pluck'd recognizes its packaging partners—JBT Marel Proseal, Belmark Inc., Southern Champion Tray, and Pratt Industries—for their support in delivering quality and sustainable solutions
Collaborative project development
The greenhouse was realized through collaboration among multiple specialized partners. Dalsem - Complete Greenhouse Projects led the overall development, coordinating engineering, construction, and commissioning. Supporting contractors contributed electrical systems, irrigation infrastructure, automation platforms, and structural components.
Reflecting on project completion, the team stated: "What began as bare land is today a fully operational greenhouse. Seeing the fresh, locally grown tomatoes leave the greenhouse and enter the market is the point where everything comes together." Additional contributors emphasized execution quality and readiness, with stakeholders noting the importance of facility preparation ahead of production cycles.
Product quality and post-harvest strategy
Pluck'd's production model focuses on reducing transit time between harvest and retail distribution. By locating production closer to end markets and using greenhouse consistency, the company aims to improve shelf life and reduce waste. Tomatoes can reach stores within a short timeframe after harvest, maintaining product quality through controlled handling and distribution.
The brand has also partnered with Clarifresh® to implement standardized quality measurement protocols. According to Pluck'd, "flavor first, consistent quality, and extended shelf life" are central to its retail offering, supported by data-driven assessment tools.
Product segmentation and retail integration
The initial product range includes three tomato categories differentiated by size and flavor profile: Preemos (mid-size tomatoes-on-the-vine), Plucculents (cocktail tomatoes), and Plucklings (small snack varieties). This segmentation aligns with retail demand for differentiated tomato offerings while maintaining uniform production standards.
© Pluck'd
Retail rollout began in the Mid-Atlantic region, with additional distribution expected as production scales. Earlier announcements indicated a phased launch strategy, allowing alignment between greenhouse output and retail supply chains.
For more information:
Andrew Shields
Pluck'd
[email protected]
https://www.pluckd.com/
