Join us June 15-19 for United Fresh LIVE! as we go 100% online!

We will be live daily at UnitedFreshLive.org promoting our greenhouse vegetable programs as well as hosting unique culinary sessions via ZOOM with our Executive Chef Rick Paniagua.

How do you find us at show? Just search Pure Flavor under exhibitors or click our logo in the sponsor sections of a number of sessions throughout the week.

Want to chat directly with a member of our team? No problem – visit our virtual booth and click the word chat on the left hand side of our booth to connect with any one of our team members who will be attending the event.

It started with passion. Dedicated to the craft of finding the perfect premium ingredients to make family gatherings more memorable. Introducing the Craft House Collection™ by Pure Flavor®; a distinct selection of hand-picked, greenhouse grown vegetables, crafted by generations of skill and flavor to unlock the chef in you.


Craft House Collection

Craft House Mini San Marzano Tomato

Crafted by a family with generations of growing know-how, the Pure Flavor® Mini San Marzano is a premium cooking tomato that awakens the senses. Bold, bright, and savory. Take your dish to new heights that highlight the culinary artist in you.

Craft House Long Sweet Peppers
Long Sweet Peppers

Vibrant colors, unique textures, and a crunch that will elevate your gathering to fresh new heights. Crafted with care, let the sweet artistry of the Aurora Long Sweet Peppers take you back to a simpler time. Crispy yet sweet, these elongated peppers can be grilled, stuffed, diced, served raw or roasted. No matter the use or application, they are a flavor to discover.

Craft House Shishito Peppers
Craft House
Shishito Peppers

Explore endless culinary possibilities with savory Craft House Shishito Peppers. Grown for the chef in you, their occasional spicy flair will mystify your senses and enhance your appetizers & mains in minutes.

Craft House Baby Eggplants
Craft House
Baby Eggplants

Rich and flavorful, Baby Eggplants are a versatile ingredient for your latest culinary creation. Grilled or roasted, discover their delicate and meaty texture to pair with your premium recipes.

Chef Sessions

Join our Executive Chef Rick Paniagua daily during United Fresh Live! to learn how to use these tasty Craft House Collection Vegetables in a variety of recipes. Chef Rick has a fresh take on how to bring out your inner chef with simple to create recipes that will inspire you to get creative in the kitchen!

Details to join our FREE ZOOM sessions will be listed in our Virtual Booth starting Monday, June 15th!

About Chef Rick

Chef Rick Paniagua has over 20 years of experience in the culinary industry. To cooking for celebrities and living in 7 countries, overseeing Lollapalooza operations, to being a chef for the Chicago Cubs team during their historic 2016 run he has seen and done it all. Now helping spearhead new verticals in the Professional Chef webspace with Elite Personal Chefs so that you can experience dining the way it was meant to be experienced!

  • • Chef, World Series Chicago Cubs
  • • Chef, Inspiration Kitchen training at-risk youth and the displaced

Chef Session Schedule

Date Time What's Cooking? ZOOM Link
Monday, June 15, 2020 2 pm EST Spanish Style Mini San Marzano Tomato Breakfast Crostini ENDED | Watch Again
Tuesday, June 16, 2020 2 pm EST Roasted Black Bean and Corn Stuffed Long Peppers with Mozzarella Cheese ENDED | Watch Again
Wednesday, June 17, 2020 2 pm EST Roasted Pineapple and Soy Glazed Shishito Pepper Ahi Tuna Poke ENDED | Watch Again
Thursday, June 18, 2020 2 pm EST Baby Eggplant Sicilian Caponata with Mini San Marzano Tomatoes ENDED | Watch Again

Joining A ZOOM Meeting

Step 1: Click on the live link for the appropriate Chef Session you would like to join.

Step 2: If this is your first time joining a ZOOM meeting, you will be prompted to download and install the ZOOM client. After the download is finished, run the application to start the ZOOM client. If you've used ZOOM before, it should open your ZOOM client right away.

Step 3: Click SIGN IN to log into ZOOM and join the meeting or you can opt to select JOIN MEETING. (Joining a Zoom Meeting Support)

Step 4: Click on the preferred audio option based on the choices available to the meeting. If you're using headphones, select that option. If you're using your computer's speakers, select that option.

Step 5: You should have now been able to successfully join the ZOOM session. Enjoy!

Grown for the chef in you, Craft House Shishito Peppers are savory with an elusive spark of lively heat. Their enticing flavor and captivating bite dazzle in any dish, proving just how quick and easy gourmet can be. Grilled, sautéed, stuffed or baked, the possibilities are endless with this unique and trendy pepper.


The Pure Flavor 2020 Brand Storybook

Our 2020 Storybook

Take a flip through our storybook to learn more about our company and how our greenhouse-grown veggies come to life. Like the colors of a rainbow, the flavors are endless and so are the opportunities to increase fresh consumption across North America.

Learn More about our company. Download Accessible PDF

Meet Our Team

With decades upon decades of experience in the produce industry, our Sales Team wants to expand your category offering and help drive growth in your produce aisles & foodservice customer accounts. As a vertically integrated greenhouse vegetable company with a vast family of growers throughout North America, we ship our greenhouse grown vegetables year-round. From staple commodities to specialty items like our award-winning Snacking Tomato Series to a wide variety of USDA Organic Certified Vegetables, we have the ability to custom create formats that help grow your business.


Executive Vice-President

519.326.8444 Ext. 102


Key Account Manager

519.326.8444 Ext. 107


Key Account Manager

519.326.8444 Ext. 104


Key Account Manager

519.326.8444 Ext. 105


Key Account Manager


Featured Items

Pure Flavor® has gone through a brand refresh not only with our packaging but also with our core product positions.

With brand-centric messaging and core commodities now presented as families of items, Pure Flavor® can deliver complete category management solutions that your customers will love and engage with.