Pure Flavor to debut greenhouse-grown Alonna Canary Melons at IFPA Show
Following the launch of its greenhouse-grown Solara melons in May 2022, Pure Flavor is set to unveil Alonna Canary Melons at the upcoming International Fresh Produce Association Global Produce and Floral Show in Orlando, Fla., Oct. 27-29.
“We are excited to introduce our second greenhouse-grown melon this year. Our innovation pipeline continues to expand to remove the seasonality of fresh fruits and vegetables, and [we] believe that new, sustainably grown products like Alonna Canary Melons, are doing just that,” Pure Flavor President Jamie Moracci said in a release.
Pure Flavor continues to expand its acreage, most recently in Leamington, Ontario with the construction of a new, lit crop, 40-acre organic greenhouse and 210,000-square-foot central packaging house.
“As we shared when we launched Solara, the strategic investment in research and development is done to help grow the industry and help increase fresh produce consumption across the board,” Moracci added.
Pure Flavor says its emphasis on driving innovation in new product development has led to the launch of two greenhouse-grown melon varieties in less than six months.
Like Solara, Alonna Canary Melons are available in both bulk and multiple-packaged formats. Personal in size, weighing approximately 700-800 grams, the Alonna Canary Melon offers a refreshing, crisp and ambrosial experience with every bite, said the company.
“As we expand our product offering and venture into new segments like greenhouse-grown melons, we are creating new relationships with both our retail and foodservice partners,” said Matt Mastronardi, executive vice president. “Fruit and vegetable buyers are looking for consistency, not only in their programs, but the quality of the product they source. They want items that are unique, full of flavor, and that they can count on year-round. Alonna Canary Melons are the perfect complement to our product offering,” he said.
Pure Flavor says the exotic flavor and silky texture of Alonna Canary Melons complement fine cheeses, cured meats, mixed berries and honey. The versatile melon also can be cut into wedges for a snack, diced into a salad or blended into a mocktail.
“Canary melons are not your ordinary melon; we spent a great deal of time exploring the various product traits of the Alonna Canary Melon to ensure that we crafted the appropriate brand position,” said Chris Veillon, chief marketing officer. “We quickly
discovered that it was the melon for every meal — breakfast, snack, lunch, snack, dinner, snack — which fits in to our brand product strategy. We need to ensure we are part of every eating occasion. Alonna checked all the boxes. It’s all about creating more mouth-watering moments for our products,” Veillon said.
Pure Flavor will feature Alonna Canary Melons at the IFPA Show, booth #3559.
