Pure Flavor returns to IFPA Foodservice Conference with intent to shake up foodservice menus

The Pure Flavor hothouse label is out to shake up foodservice menus, says Chris Veillon, chief marketing officer for Pure Hothouse Foods Inc. and the Pure Flavor brand, Leamington, Ontario. 

"After a five-year hiatus, we are once again exhibiting at IFPA Foodservice to meet the surging demand for our greenhouse vegetable programs," Veillon said of the International Fresh Produce Association's upcoming Foodservice Conference, July 28-29 in Monterey, Calif. The theme of the show for the marketer is "Shaking Up The Menu," with the intent to give chefs and foodservice partners products that will inspire them to create fantastic dishes, he said.

"The quality, consistency, product availability and most importantly, flavor, set our greenhouse grown vegetables apart from others in the space," he said. 

Another theme at the show, he said, is to highlight the consistent flavor and taste of greenhouse grown vegetables for reliable culinary creations.

Booming demand

Keeping up with the growing demand for fresh, greenhouse grown vegetables is challenging, he said.

"We are expanding our acreage rapidly and growing our family of growers throughout North America to meet the demand to remove the seasonality of items once purchased by customers as well as reducing food miles," Veillon said.

"We just can’t build fast enough. It’s a good spot to be in but a challenging one."

The future of foodservice is "fresh-friendly," Veillon said. Consumers will continue to benefit from significant investments in research and additional production capacity.

"Working with our foodservice partners, we can ensure their customers have exceptional eating experiences with the fresh greenhouse fruits and vegetables that we grow," he said. "The consistency and quality of our products are second to none, exactly what chefs and culinary experts are longing for."

Pure Flavor’s greenhouse grown vegetables are featured on menus coast to coast, including fine dining & fast-food restaurants, schools, casinos, and resorts, company officials said.

“We know how vital it is for foodservice clients to have a dependable, consistent supply of fresh produce year-round,” Matt Mastronardi, executive vice-president, said in the release. "Chefs need ingredients they can rely on time and time again to deliver the flavor their customers crave. With the latest in greenhouse technology at our disposal and a robust network that stretches across North America, Pure Flavor is uniquely positioned to deliver high-quality ingredients to foodservice clients who demand the best.”

Veillon said some of the specialty items to be featured by Pure Flavor at the Foodservice Conference include:

• New Solara Mini Melons;
• Cloud 9 Bite-Sized Fruity Tomatoes;
• Uno Bite Nano Cucumbers; and
• Aurora Bites Mini Sweet Peppers

Pure Flavor will also highlight various foodservice packaging format options at the show, Veillon said.