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Mastronardi & DeJoria Launch GIVE Partnership in Middle East

Kingsville, ON (August 19, 2019) – Mastronardi Produce Ltd.®, North America’s leading grower and distributor of greenhouse produce, and visionary John Paul DeJoria have selected the Middle East as the first market in which to develop the world’s largest and most technologically advanced indoor farming project.

The newly formed company, Green International Ventures LLC (GIVE), will make locally grown fresh produce more widely available around the globe via its proprietary Advanced High-Density Farming System. This will be the first project for the groundbreaking GIVE venture, and it will reduce the Middle East’s dependence on imported food, create a sustainable source of local employment, and significantly increase the region’s non-petroleum-based exports.

“As pioneers in the greenhouse industry, we are passionate about increasing access to local, sustainably grown fruits and vegetables,” says Paul Mastronardi, President and CEO, and the fourth-generation family member to lead Mastronardi Produce. “Our first location in the Middle East will allow us to reach over half the world’s population in less than 8 hours, and this is just the start. Look for more global locations as we continue to scale to meet the growing need for food security, safety, and sustainability.”

GIVE will also support the integration of modern AgTech initiatives into the local farming community and expand knowledge of sustainable agricultural techniques by establishing a permanent Research and Development facility in the region.

“It has long been my passion to help feed the world’s population,” says John Paul DeJoria. “The introduction of this revolutionary model in the Middle East is the first step of many towards increasing global access to sustainably grown fruits and vegetables.”

All GIVE projects use innovative Advanced High-Density Farming Systems that incorporate a multitude of cutting-edge growing systems, such as water-saving irrigation and energy-efficient lighting, and they take advantage of advanced automation and robotic devices, AI processes for predictive analysis, and real-time crop and soil monitoring.

Produce grown in these innovative AgTech systems will be marketed under the SUNSET® brand. Known for award-winning flavor, innovation, and packaging, SUNSET’s many exclusive labels include Campari®, the world’s first branded tomato, and the uniquely colorful Aloha™ pepper.

SUNSET of Holland® will be the first distributor for the GIVE partnership.

SUNSET® Debuts New Micro-Snacking Line Just in Time for Back to School

Sprinkles & Qukes header

(Kingsville, ON, August 12, 2019) SUNSET® is helping kids gear up for the year with its new line of lunchbox-worthy snacking vegetables: Sprinkles™ Tiny Mighty Tomatoes™ and Qukes™ Tiny Mighty Cucumbers™. With Millennials leading the way in vegetable consumption, SUNSET’s new bite-sized offerings sit in a sweet spot of increasing consumer demand.

Sprinkles™ are a unique micro-grape tomato that explode with sweet flavor. These multi-colored beauties are sold in a unique tomato-inspired package that is sure to delight both kids and adults. Qukes™, the new smaller-than-mini cucumbers, pack refreshing flavor and a surprising crunch.

“Sprinkles™ & Qukes™ combine premium produce with convenience and are designed to meet growing consumer and retailer demand for exciting vegetable snacking solutions,” says Paul Mastronardi, President and CEO, and the fourth-generation family member to lead Mastronardi Produce.

SUNSET believes the “cute-factor” will drive impulse purchases, while their quality, flavor, and on-trend positioning will support sustained growth. And while the kid-appeal is strong with both Sprinkles™ and Qukes™, the company recognizes that kids won’t be the only ones snacking on these delicious new items. The Sprinkles package was designed to hold the perfect amount of tomatoes for a salad and is available to retailers with a custom clip-strip to hang in the salad section, helping to cue this incremental usage opportunity.

“Demand for these products has been tremendous,” says Mastronardi. “Our first crop of Sprinkles is fully sold out and we have more acreage planned in order to meet the requests of our customers.”

Sprinkles are available in a 3.5-ounce package, and Qukes come in two sizes: a 1lb. family-size clam and a 12-ounce topseal tray. For more information, contact

SUNSET® Provides Fresh Summer Camp Experience to 48 Local Youth

(Kingsville, ON, July 19, 2019) As part of its ongoing commitment to inspiring healthy living, SUNSET® is sending 48 local youth who might not otherwise attend summer camp to “CAMP-ARI,” a week-long program at Gesstwood Camp and Education Centre in Essex, ON. The name “CAMP-ARI” is a tribute to SUNSET’s award-winning Campari® cocktail tomato, the first-ever branded tomato.

Camp Ari graphic“We’re thrilled to send 48 local kids to camp this summer,” says Melanie Mastronardi, Project Coordinator, Community. “Our mission is to inspire healthy living through WOW flavor experiences, and this is a great way to encourage kids to get active and make smart eating choices.”

In addition to enjoying fresh air and memorable experiences, all 2019 Gesstwood campers throughout the summer will have access to fresh, greenhouse-grown SUNSET® fruits and vegetables at their camp meals and snacks.

“We’re grateful to SUNSET for their continued support, including the weekly donations of delicious greenhouse-grown produce they provide to help fuel the approximately 60 – 100 campers we host each week throughout the summer,” says Breanna Roles, Gesstwood Camp Director.

This is the second year SUNSET has sponsored Gesstwood, which provides year-round recreational programs. To date, SUNSET has completely renovated and winterized six cabins at the camp, including the latest Aloha Cabin, named for the company’s unique orange-and-yellow-striped bell pepper. Materials for the Aloha Cabin were provided by the United Church.

Gesstwood also got a new look, thanks to SUNSET’s award-winning creative team. They led the redesign of the camp’s logo, which was used on camper and staff T-shirts and bandanas that SUNSET supplied this summer.

Hottest Hothouse: SUNSET® Flavor Rocks Leamington Fair

Kingsville, ON (June 16, 2019) – SUNSET® swept the cocktail tomato category and took top honours in nine categories at the 12th Annual Leamington Greenhouse Competition, earning it the most accolades of the two-day competition.

In addition to receiving Best Overall Strawberry for the perfectly sweet dreamberry™, part of the new WOW™ berry line, SUNSET® two-bite cucumber, Qukes™ was named best cocktail cucumber and Cloud Cukes was voted both People’s and Kids’ Choice Cucumber. The uniquely striped ALOHA™ pepper, which has been in high demand since its launch, won Kids’ Choice Pepper and best specialty bell pepper; SUNSET® orange bell pepper also received first place in its category. In addition, Campari® won best cocktail tomato and red Sweet Twister™ won best specialty long pepper.

“This competition is focused on flavor, which is the driving force behind everything we do,” says Paul Mastronardi, President and CEO, and the fourth-generation family member to lead Mastronardi Produce. “We’re proud to support and be recognized by our local community.”

Entries are judged through a blind taste test by a panel of experts, including representatives from the Ontario Ministry of Agriculture & Rural Affairs, chefs, and produce managers. All entries are then voted on by the public.

The annual greenhouse competition is hosted by R.E.A.C.H. International, a locally funded charitable organization. Proceeds of the contest support the development of schools and clinics in Uganda.



Andrew Maiman to Helm Berry World America®

Berry Dream Team

Mastronardi Produce® is pleased to announce the appointment of Andrew Maiman to the role of President, BerryWorld America® (BWA). In this role, Maiman will pilot category-changing growth alongside the company’s Board of Directors.

“Andrew is joining BWA at a pivotal moment in the evolution of the American berry market,” says Paul Mastronardi. “With his extensive experience in the category, I’m convinced he’s the person to successfully chart this groundbreaking initiative.”

Maiman’s hire is the latest development from an exciting joint-venture partnership between Mastronardi Produce® and BerryWorld®, a UK-based berry company. In his new role, Maiman will lend his expertise gained through over twelve years’ experience in fresh berries to a winning team of fresh produce industry leaders who have their sights set on revolutionizing the North American berry market: Paul Mastronardi, President and CEO, Mastronardi Produce; Adrian Olins, Commercial Director, BerryWorld Group®, and Wil Beekers, European CEO, BerryWorld Group. Together, these industry trailblazers have tremendous expertise in fresh produce and berries, a demonstrated track record in game-changing innovation and customer service, and an impressive portfolio of berry varieties.

“Andrew is the perfect addition to an already stellar team,” says Nicole Balderas, VP of Marketing at Mastronardi Produce. “Paul Mastronardi is a visionary brand builder, Wil Beekers is a berry varieties expert, and Adrian Olins is a global supply chain guru. Coupled with Andrew Maiman’s talent and legacy of business development excellence in the berry category, BWA will be a force.”

“BerryWorld America is positioned to transform the North American berry industry,” says Andrew Maiman. “I’m looking forward to leading the business to explosive growth.”

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