As tropical fruits are seeing accelerated growth in mainstream markets, Tierra Suelta says it is expanding from its core wholesale business with direct-to-retailer programs across the U.S. and Canada.
For three generations, first in Cuba and since 1999 in South Florida, Tierra Suelta says the Abreu family has been growing, importing, packing and shipping tropical fruits, including star fruit, dragon fruit, Thai guava and mamey.
Tierra Suelta said it is marketing its freshly launched retailer programs with new branding, which will be on display at its booth in the Fresh from Florida Pavilion at the IFPA Global Produce and Floral Show in Atlanta, Oct. 17-19.
“By shipping direct to retailers, we extend shelf life, optimize product quality and reduce shrink,” said Steve Stutz, principal and sales lead for Tierra Suelta. “Retailers and consumers are also interested in knowing where their food is grown. So, besides the authenticity and deep expertise that comes from three generations of farming, traceability and food safety are enhanced because we grow, pack and ship our fruit.”
Tierra Suelta, which translates to mean loose soil, is a well-known agricultural region in Eastern Cuba, the company said. “That’s where my grandfather and father operated our family farms, then my mom and dad began farming near Miami in 1999,” Tierra Suelta Principal, Adrian Abreu said. “They named the business Tierra Suelta to honor their heritage and the legacy of the region.”
Tierra Suelta is a woman- and minority-owned business. In addition to Tierra Suelta’s farms in South Florida, the company said it has a farming joint venture in Ecuador, ensuring year-round supply of Dragon Fruit and sufficient volume to meet any retailer needs.
“We’re the only tropical fruit grower I know of that has a full-time agronomist on staff,” said Frank Abreu, principal who oversees production for Tierra Suelta. “This allows us to combine the art of farming — learned from our parents and grandparents — with the science of modern agriculture to ensure we are providing the optimal water and nutrients to consistently produce the best-tasting, premium fruit.
“In the past year, we have added over 30,000 feet of state-of-the art, Primus-certified cold storage, right here on the farm. Our fruit goes straight from the field to the cooler where we pack under optimal conditions, further protecting quality and freshness.”
Tierra Suelta said it also employs innovative, 100% recyclable packaging and methods to further protect its fruit, reduce shrink and increase retailer profits. Their Star Fruit, for example, is individually wrapped and can be delivered in protective, 2-pack clamshells.
“Tierra Suelta combines authentic, family-farming skills with modern agronomy, cooling, packing options and shipping to provide significant advantages to retailers in terms of enhanced product flavor, quality, consistency of supply and reduced shrink, yielding higher profits and happier shoppers,” Stutz said.
