KINGSVILLE, ON and AUSTIN, TX - Preeminent North American greenhouse company Mastronardi Produce® has announced a new partnership with John Paul DeJoria designed to increase access to quality, flavorful produce.

“We believe everyone should have healthy and fresh produce options. John Paul shares our commitment, and we saw the potential to work together on this global high-tech farming initiative, which will focus on growing healthy food where it’s needed most,” said Paul Mastronardi, President, CEO, and the fourth-generation family member to lead Mastronardi Produce, in a press release.

According to that press release, the partnership will focus on developing Advanced High-Density Farming Systems to grow local fresh food in underserved markets around the globe.

Advanced High-Density Farming Systems are individual collections of existing and developing high-tech growing innovations and equipment. Each customized system will include cutting-edge growing facilities, revolutionary automation, water-saving irrigation, energy-efficient lighting, and state-of-the-art systems for monitoring growing conditions.

The visionary behind Patrón® Spirits, the original ultra-premium tequila that was acquired by Bacardi Limited in 2018, DeJoria is a serial entrepreneur, philanthropist, business leader, and mentor with a veritable rags-to-riches story. DeJoria is the Co-Founder & Chairman of John Paul Mitchell Systems®, the global luxury hair care brand, as well as ROK Group of Companies, which offers a diverse portfolio of products that improve the lifestyle of mankind around the world. Its latest launch, ROKiT, provides state-of-the-art mobile handsets and wireless connectivity to consumers at an unbeatable value.

“Partnering with Mastronardi Produce was an easy choice,” said DeJoria. “I want to help revolutionize this industry so more people have access to fresh produce, and finally found the opportunity in partnering with Paul, who is a trailblazing force in the category. He pioneered high-tech berry growing, branded the first tomato, and led the way in plastic reduction—it is apparent that we share a passion for disruptive innovation.”

Mastronardi Produce, which operates under the SUNSET® brand, developed the first commercial greenhouses in North America and launched leading produce brands, including Campari® and Angel Sweet®. Both parties share a passion for creating environmentally sustainable and socially accountable businesses.

For more on this partnership and its efforts to provide the healthiest, freshest, and most flavorful produce possible to those who need it most, keep reading AndNowUKnow.

SUNSET®