LEAMINGTON , ON - Rocco Reds™: The Chefs Tomato™, the latest launch from greenhouse innovator Pure Flavor® is off to a successful start coming out of its first crop. The new on-the-vine tomato, which stands out for its intensely bold red color – both inside and out – as well as a robust “classic tomato” flavor, launched late last year and is already driving strong results in its retail debut.

The company has taken a strategic approach to innovation, diving deep to understand consumer trends and unmet needs within existing categories and segments. Rocco Reds™ was developed with the goal of transforming a segment within the tomato category that has historically been dominated by field-grown offerings and a “value” mindset. Grown in its company-owned greenhouses, Pure Flavor® is able to offer consistent quality and year-round supply with Rocco Reds™, encouraging consumers to trade-up to a tomato that promises to “amp up” any dish with its exceptional flavor and color.

“We’re always thinking carefully about how and why we innovate. We want to make sure that each new item we bring has a role and a purpose on shelf,” said Matt Mastronardi, Executive Vice President of Pure Flavor®, in a recent press release. “This tomato is exciting because it is changing shopper behavior and driving sustainable growth in a very big category segment that hasn’t previously seen much meaningful innovation.”

Pure Flavor® has big plans for Rocco Reds™ in the immediate future: With a fully sold-out second crop, the company is expanding production to meet backlogged demand with a new third crop to be planted this spring, for production in early Fall. The company will also be working with interested retailers to support Rocco Reds™ with multi-channel marketing support programs, including point-of-sale displays and signage, hot pricing, digital media, influencer programs and customized promotions. And, the existing 14oz. retail format will soon be complemented by a new Club-sized offering, allowing for expanded options for Club channels and their shoppers.

Rocco Reds™: The Chef’s Tomato™ will be featured this month at the SEPC Southern Exposure trade show in Orlando, FL March 6-8 at the Pure Flavor booth #733.