Mexican grower-exporter SL Produce says it has launched Tenderland, a new packaged vegetable brand for the North American market.
The brand emphasizes the company’s respect for the land, the soil and its workers, as well as showcasing the care it takes during the entire production and distribution cycle, according to a news release. The branded bags and packs, which feature green beans (conventional and organic), bell peppers, slicer cucumbers, sweet corn and squash, will be supplied to retailers and foodservice customers across the U.S. and Canada, with weekly deliveries and year-round availability.
The company said that what makes Tenderland different from many existing produce brands is that, rather than highlighting particular varieties, its focus is on SL Produce’s responsible production methods and guarantee of dignified working conditions for employees, including housing and education.
Tenderland also offers high quality, careful selection and complete traceability for the product and its surroundings, from the planting of seeds through to delivery in distribution centers or retail shelves, accordign to the release.
“The meaning of the Tenderland brand is grounded in the tenderness of the soil that delivers its fruits with a wonderful delicacy and the extraordinary quality that Mexican growers have and maintain worldwide,” said Ivonne Lugo, marketing and public reltaions manager for SL Produce. “The gentleness with which we farm the land from seed to harvest is reflected in the results of our work — agricultural products full of life and taste.”
The brand launch is the first of its kind for the fourth-generation, family-owned company, which said it has kept a relatively low profile until recently while cultivating produce across the regions of Sinaloa, Jalisco, Guanajuato and Coahuila.
From a medium-sized Sinaloa-based grower, the company has expanded to include major greenhouse production sites across Mexico, as well as the launch of a dedicated U.S. subsidiary based in Nogales, Ariz., and McAllen, Texas, according to the release.
