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Launching North America's first commercially grown greenhouse melon

Greenhouse company Pure Flavor has launched a greenhouse-grown melon, which will be branded under the Solara name.

“After many years of research and development, we are excited to bring the first commercially available greenhouse-grown melons to market,” said company president Jamie Moracci. While many varieties had been put through rigorous product testing since the development process began in 2014, the company has homed in on an exclusive variety that is scalable production-wise and meets product, brand, retail, food service, and consumer expectations.

Pure Flavor has launched the greenhouse-grown melon under the Solara name. Photo: Pure Flavor 2022  

Partnering with Cornell University during the product development process, Pure Flavor’s R&D team gained valuable insights on both product and plant health to help maximize yield and flavor.
“Our product trials told us a great deal. We knew it had to be something special that we could scale commercially to meet the demand. After eight years, we have launched a unique product that our customers are excited about and will breathe new life into the category,” said Moracci.

Mildly cool, sweet, and juicy, Solaras are a personal-sized, sustainably grown melon from greenhouses that use light, nutrition, and water to deliver the same sweet, tastefully tropical flavor, regardless of the season.

“Roughly 500g in size, the sweetness and size of the Solara Melon make it a great partner with foods like prosciutto, shrimp, basil, mint, and pistachios. We are even using the melon as yogurt and granola snack. The product pairings are endless”, said Matt Mastronardi, executive vice-president.

The melon is roughly 500g in size. Photo: Pure Flavor 2022  

Reducing food waste is a key product trait of the Solara Melon as a single serve opportunity; slice in half, easily scoop out the small seed cavity, and enjoy. The new personal-sized melons are available in both single and multi-pack formats.

The name “Solara” (Latin for “of the sun”) was chosen because it connotes a tropical setting and a “Fresh Taste of Paradise,” which is the slogan Pure Flavor developed for it.

“The consumer-centric brand strategy is simple: it’s the one sitting snack, meal, appetizer, post-workout rehydrator. It fits in the palm of my hand and is a perfect size, just for me,” said Chris Veillon, chief marketing officer. Like other products in the Pure Flavor snacking line, the Solara melon product launch will be supported with digital content that includes a wide variety of recipes, and a detailed ‘goes well with’ feature.

Left to right: Jamie Moracci, Matt Mastronardi, Chris Veillon. Photo: Pure Flavor 2022 

“The strategic investment in R&D is done to help grow the industry and help increase fresh produce consumption,” said Moracci. “We are working on more melon varieties and look forward to rolling them out shortly.”

For more information:
Chris Veillon
Pure Flavor
Tel: +1 (519) 326-8444

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