Agriculture Secretary Sonny Perdue (left) and Mastronardi Produce CEO Paul Mastronardi tour the greenhouse grower's Coldwater, Mich., facility in 2018. ( File photo )

Greenhouse grower Mastronardi Produce, Kingsville, Ontario, is partnering with an entrepreneur noted for building well-known tequila and hair care brands in a venture to promote high-density farming systems across the globe.

John Paul DeJoria, who is behind the Patron and John Paul Mitchell Systems’ brands, is teaming with Mastronardi “to focus on developing Advanced High-Density Farming Systems to grow local fresh food in under-served markets around the globe,” according to a news release.

The new venture will include the development of the growing systems, building the systems, and growing Mastronardi’s Sunset brand vegetables, which include numerous varieties of tomatoes, peppers and cucumbers. The company also grows strawberries in greenhouses.

“This joint venture will leverage the strength of the Sunset portfolio of brands,” according to the company.

The systems will use existing and developing technology, and includes automated growing facilities that will monitor growing conditions.

“We believe everyone should have healthy and fresh produce options,” Paul Mastronardi, president and CEO, said in the release. “John Paul shares our commitment, and we saw the potential to work together on this global high-tech farming initiative, which will focus on growing healthy food where it’s needed most.”

No details have been released on when or where the initial growing systems will be built, or how much DeJoria and the company is investing in the project.

“Partnering with Mastronardi Produce was an easy choice,” DeJoria said in the release. “I want to help revolutionize this industry so more people have access to fresh produce, and finally found the opportunity in partnering with Paul, who is a trailblazing force in the category.”

 
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