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.
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.
Pure. Simple. Good.
Pure. Simple. Good.
From left to right: Jeff Moracci, President. Jamie Moracci, Chief Executive Officer. Matt Mastronardi, Executive Vice-President.
Pure Flavor® is more than a name — it’s our promise. A promise to grow better, eat fresher, and share real flavor with families everywhere. From greenhouse to table, our story is one of innovation, care, and community.
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.