Supermarket Perimeter - March 2021 - 38

Produce
Pure Hothouse and
other shippers are
seeing surging demand
for greenhouse-grown,
thanks to the combination
of guaranteed high-quality
year-round production
with high marks for
sustainability.

Greenhouse
WITH MORE AND MORE CONSUMERS wanting the same quality
and consistency in their fresh produce 365 days a year, demand for
greenhouse-grown product continues to surge.
Chris Veillon, chief marketing officer for Pure Hothouse Foods
Inc., Leamington, Ontario, which markets the Pure Flavor brand, said
Pure Hothouse continues to strengthen its greenhouse lineup by
swapping in better-performing varieties that offer greater yield; greater
consistency in color, shape, and size; and, most important, better flavor.
Sweet bell peppers, long English cucumbers, tomatoes-on-the-vine
and beefsteak tomatoes make up the core of Pure Hothouse's product
roster. But the company is constantly looking to tweak that roster to
bring innovative new items to product, like its wide array of snacking
products.
" The growth of the industry is not solely reliant on delivering the
staple items each week, " Veillon said. " It's about adding value to the
category with unique varieties which are predominately coming from
the snacking category. "
Other than addition to its snacking product lineup, Pure Hothouse's
most exciting recent development is its acreage expansion, Veillon said.
" The significant investment we're making in our infrastructure is
a win-win situation, " he said. " Significant increase in demand has
prompted the need for rapid growth of our production facilities.
38 - MARCH 2021

This is our first season of reducing food miles for products grown in
Leamington vs. having them grown in other regions. "
The demand for beefsteak tomatoes and cucumbers, in particular,
has fueled Pure Hothouse's expansion to meet the needs of its various
partner contracts, Veillon added. The expansion has also helped ensure
a consistent supply when typically most retailers and foodservice would
be sourcing from points south.
Pure Hothouse is expanding its grower network to ensure it can meet
growing demand week over week, he said. Expansion into different
growing regions is allowing the company to increase its supply and
forge new relationships with growers but also with retail partners.
The biggest news on the expansion front in recent years for Pure
Hothouse has been the addition of a facility in Fort Valley, Georgia, the
first phase of which kicked off in late 2017.
" One of the key benefits of growing in Georgia is the ability to grow
through the winter season, " Veillon said. " We are able to accomplish that
due to using supplemental lighting in the greenhouse to make up for
the lack of natural light from Mother Nature. "
Using High Pressure Sodium (HPS) lighting provides two benefits
to the operation: increased hours of light; and intense heat, which
provides more for the greenhouse.
Raised awareness for locally grown product in Georgia, especially

supermarketperimeter.com

PURE HOTHOUSE FOODS INC., REVOL GREENS

BY ANDY NELSON


http://www.supermarketperimeter.com

Supermarket Perimeter - March 2021

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