Pure Flavor® Launches New Melon Brand, Delivers Initial Sold-Out Shipment; Tiffany Sabelli and Julia Shreve Share

Wednesday, Oct. 9th, 2024

by Anne Allen

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LEAMINGTON, ONTARIO, CANADA - Upholding its passion for sustainable greenhouse growing, Pure Flavor® has launched its new Amora™ mini melon brand and shipped its first sold-out supply, marking a significant milestone in the greenhouse melon category.

Tiffany Sabelli, Senior Director of Sales, Pure Flavor®

“With a number of years of experience growing greenhouse melons under our belt, we are feeling confident in this variety’s potential to be a growth driver in the melons segment,” said Tiffany Sabelli, Senior Director of Sales.

The Amora™ mini melon is a Charentais variety celebrated for its sweet, juicy flesh and intense floral aroma. It originates from the Charente region of France. This innovative greenhouse-grown melon eliminates the seasonal limitations typically associated with quality melons, providing consistent flavor and supply year-round.

Pure Flavor® has launched its new Amora™ mini melon brand and shipped its first sold-out supply, marking a significant milestone in the greenhouse melon category

According to a press release, the melons weigh approximately 850-900 grams and feature fragrant, finely netted skin, revealing vibrant orange flesh that has been a culinary delight in France for decades.

Julia Shreve, Marketing Director, Pure Flavor®

“Amora mini melons really do offer incredible flavor, and we wanted to ensure that was apparent to consumers at shelf,” said Julia Shreve, Marketing Director. The melons are packaged in one- and two-count netted bags with eye-catching graphics, emphasizing their “Super Sweet & Juicy” promise. “We know once consumers try these, they will be pleasantly surprised by how good they are. We leveraged packaging and brand design to ensure they are enticed to pick them up and try them,” continued Shreve.

Beginning this month, Amora™ mini melons are now shipping their first sold-out crop, with additional plantings scheduled. Retailers can expect to see these gourmet melons showcased at booth B3879 at the upcoming Global Produce & Floral Show in Atlanta, Georgia, on October 17-19. As Pure Flavor continues to help redefine the melon category, the Amora™ brand stands to capture the attention of both consumers and retailers alike.

Continue reading ANUK as we explore the melon category, where every update celebrates freshness and vibrancy!