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Our Story

From the ground up

From humble roots to a greenhouse-led future, Pure Flavor® exists to connect families with fresh, flavorful produce every single day. We’re growers, foodies, innovators, and parents, united by the belief that everyone deserves access to fresh, flavorful produce all year long.
We didn’t set out to be just another produce brand. We set out to redefine what “fresh” really means through technology, sustainable practices, and heart.
How We Grow

Our Story

From the ground up

From humble roots to a greenhouse-led future, Pure Flavor® exists to connect families with fresh, flavorful produce every single day. We’re growers, foodies, innovators, and parents, united by the belief that everyone deserves access to fresh, flavorful produce all year long.
We didn’t set out to be just another produce brand. We set out to redefine what “fresh” really means through technology, sustainable practices, and heart.
How We Grow

Pure. Simple. Good.

Pure. Simple. Good.

From left to right: Jeff Moracci, President. Jamie Moracci, Chief Executive Officer. Matt Mastronardi, Executive Vice-President.

Our History

2003

The seed is planted

Pure Flavor® was founded with a mission built on four generations of greenhouse experience, starting small, dreaming big, and rooted in the idea that people deserve fresh, flavorful produce every day.

2010

Bigger in
Texas

Growing demand requires a new distribution center, in Texas. The strategically located DC enhances operational efficiency and reduces food miles.

2016

Growing
big

Pure Flavor Farms, an all-new 25-acre Pure Flavor® greenhouse is established — expanding our capacity to grow fresh, flavorful produce and bring it to more families across North America.

2019

Welcome to the Southeast

Pure Flavor® expands in Georgia with a new greenhouse and a 60,000 sq. ft. distribution center, increasing production and bringing fresh, flavorful produce to the region. 

2023

Merlin is growing strong

Pure Flavor® expands in Merlin, ON with a new 26-acre greenhouse at Detemporada Farms, enhancing our capacity to grow fresh, flavorful produce year-round. 

2023

Welcome MightyVine

Pure Flavor® expands in Chicago, IL with a new 30-acre greenhouse, enhancing our ability to grow quality produce year-round.

2026

Georgia grows again

Pure Flavor® expands further in Georgia, increasing production and making fresh, flavorful produce even more accessible. 

2003

The seed is planted

Pure Flavor® was founded with a mission built on four generations of greenhouse experience, starting small, dreaming big, and rooted in the idea that people deserve fresh, flavorful produce every day.

2010

Bigger in
Texas

Growing demand requires a new distribution center, in Texas. The strategically located DC enhances operational efficiency and reduces food miles.

2016

Growing
big

Pure Flavor Farms, an all-new 25-acre Pure Flavor® greenhouse is established — expanding our capacity to grow fresh, flavorful produce and bring it to more families across North America.

2019

Welcome to the Southeast

Pure Flavor® expands in Georgia with a new greenhouse and a 60,000 sq. ft. distribution center, increasing production and bringing fresh, flavorful produce to the region. 

2023

Merlin is growing strong

Pure Flavor® expands in Merlin, ON with a new 26-acre greenhouse at Detemporada Farms, enhancing our capacity to grow fresh, flavorful produce year-round.

2023

Welcome MightyVine

Pure Flavor® expands in Chicago, IL with a new 30-acre greenhouse, enhancing our ability to grow quality produce year-round.

2026

Georgia grows again

Pure Flavor® expands further in Georgia, increasing production and making fresh, flavorful produce even more accessible.

“Every seed we plant is a promise — to our team, to families, and to the planet. That’s what has guided us since day one.”

— Jamie Moracci, CEO

Simply Good for Our Communities

Simply Good for Our Communities

Growing healthy connections beyond the greenhouse
From classrooms to food banks, we’re committed to making a positive impact in the places we live, work, and grow by sharing fresh food, supporting local initiatives, and inspiring healthier communities every day.
Growing Together