Growing the freshest Greenhouse Vegetables for Your Family

WE’RE Fueling
Healthy Lives


Pure Flavor® is a family of greenhouse vegetable growers who share a commitment to bringing A Life of Pure Flavor® to communities everywhere. Our passion for sustainable greenhouse growing, strong support for our retail & foodservice customers, and focus on engaging consumers is built on a foundation drawn from generations of growing expertise.

Greenhouse grown
Rouses Market

New Store Opening!

January 25th, 2024
1810 Camellia Blvd, Lafayette, LA

Join us on Thursday January 25th from 10am – 4pm at the NEW Rouses Market at located at 1810 Camellia Blvd in Lafayette, LA! Stop by to sample greenhouse grown Aurora Bites Mini Sweet Peppers and enter to WIN a BBQ care of Pure Flavor® and Rouses Markets.


Greenhouse Grown

Greenhouse Grown

How are we able to feed millions of Americans year-round with the most fresh, healthy and delicious produce? We invested in the largest and most technologically advanced greenhouse ever built in the southeast.

Precise climate, irrigation, plant nutrition, and lighting controls all make it possible to grow the fresh fruits and vegetables families love year-round in a sustainable, eco-friendly environment.

We’re proud to be a leader in the next generation of georgia grown produce.

Growing Fresh

We search the world testing hundreds of vegetable varieties to bring you the perfect flavors for every taste, preference and recipe.

Integrated Pest Management (IPM)

We use good bugs like Ladybugs to take care of the bad bugs in our greenhouses. This method eliminates spraying so you can enjoy produce the way it should be, all natural!

Sustainable Growing Practices

High-tech greenhouse climate control systems carefully regulate energy consumption to ensure plants are thriving in an optimal environment without energy waste.

Closed Loop Irrigation System

This system avoids waste by capturing any water the plant does not consume and reusing it to replace what is lost from evaporation.

Recycled Growing

Our plants are grown in coconut fibre and other recycled mediums. Selecting the right growing medium is critical to overall plant health and strength but also to sustainability.


Our investment in packing automation allows us to efficiently supply millions of Tomatoes and Cucumbers to the southeast year-round!


With the use of supplemental lighting we can grow year-round by providing the plants with the optimal amount of light.


We maintain favorable and consistent growing conditions through misting systems that keep humidity levels above 30% to encourage continuous plant growth.


Regulating sunlight entering the greenhouse and insulating with energy screens allows us to maintain a stable climate in the greenhouse.

Fresh Flavor Always In Season

From the tried-and-true, to latest trendsetters, our product lineup has everything you need to deliver incredible flavor, and consistently, for your clients. Over 35 different tomatoes, peppers, and cucumbers are available in every color, shape and size you can imagine – in a variety of convenient formats to suit your needs.

Healthy Lifestyles

We believe that healthy, active lives are fueled by fresh fruits and vegetables. Read through our blogs to see how choosing always-available, nutrient-rich greenhouse grown produce for your family’s meals and snacks can make a difference in their well-being.


When it comes to making your organic choice, select products from growers you trust. Pure Flavor® Certified Organic greenhouse grown vegetables meet the strict USDA guidelines, ensuring what you buy is truly organic.

Explore Organics