LEAMINGTON, ONT. — At the International Fresh Produce Association’s (IFPA) first Global Produce & Floral Show, Pure Flavor will be showcasing its new Alonna Canary Melon.

In May, Pure Flavor launched Solara, the first melon to be greenhouse grown in North America, according to the company.

“We are excited to introduce our second greenhouse grown melon this year,” said Jamie Moracci, president of Pure Flavor. “Our innovation pipeline continues to expand to remove the seasonality of fresh fruits and vegetables, and believe that new, sustainably grown products like Alonna Canary Melons, are doing just that.”

Pure Flavor has recently expanded its facilities with a newly constructed greenhouse and packaging plant.

“As we shared when we launched Solara, the strategic investment in R&D is done to help grow the industry and help increase fresh produce consumption across the board,” Moracci said.

“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.”

“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.

Alonna Canary Melons are smaller in size and weigh about 700-800 grams each. They are available for retail in bulk or other smaller packaging options.

Pure Flavor will be exhibiting at booth #3559 Oct. 27-29 in Orlando, Fla.

Pure Flavor melon charcuterie boardImage courtesy of Pure Flavor