Pure Flavor® to Debut New Alonna™ Canary Melons at Global Produce & Floral Show; Jamie Moracci, Matt Mastronardi, and Chris Veillon Share



Pure Flavor® to Debut New Alonna™ Canary Melons at Global Produce & Floral Show; Jamie Moracci, Matt Mastronardi, and Chris Veillon Share


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LEAMINGTON, ONTARIO, CANADA - Coming in hot! Another delicious, greenhouse grown melon is hitting the market as Pure Flavor® unveils Alonna™ Canary melons. Fresh off of its Solara™ launch in early May 2022, the grower will be showcasing this new melon variety at the upcoming International Fresh Produce Association’s (IFPA) Global Produce & Floral Show in Orlando, Florida.

Jamie Moracci, President, Pure Flavor®“We are excited to introduce our second greenhouse grown melon this year. Our innovation pipeline continues to expand to remove the seasonality of fresh fruits and vegetables and believe that new, sustainably grown products like Alonna Canary melons, are doing just that,” said Jamie Moracci, President. “As we shared when we launched Solara, the strategic investment in R&D is done to help grow the industry and help increase fresh produce consumption across the board.”

Alonna Canary melons are available in both bulk and multiple packaged formats. Much like its older sibling Solara, the Alonna melon is personal-sized, weighing approximately 700–800 g with a lunar-like interior and glow, providing a refreshing yet crisp and ambrosial experience with every bite.

Another delicious, greenhouse grown melon is hitting the market as Pure Flavor® unveils Alonna™ Canary melons

With demand for the grower’s melon soaring, Pure Flavor revealed it is continuing to expand its acreage, most recently in Leamington, Ontario, with the construction of a new lit crop 40-acre organic greenhouse and a 210,000-square-foot central packaging house to meet the surging demand from its customers.

Matt Mastronardi, Executive Vice-President, Pure Flavor®“As we expand our product offering and venture into new segments like greenhouse grown melons, we are creating new relationships with both our retail and foodservice partners. Fruit and vegetable buyers are looking for consistency, not only in their programs, but the quality of the product they source—they want items that are unique, full of flavor, and that they can count on year-round. Alonna Canary melons are the perfect complement to our product offering,” commented Matt Mastronardi, Executive Vice-President.

A melon for every meal, the exotic flavors of Alonna meld effortlessly with mixed berries, honey, fine cheeses, and cured meats for a quick snack board or blended into a nutritious drink. The melon features a silky texture and a vibrant yellow flesh with the quality and consistency consumers expect from Pure Flavor, regardless of the season.

Chris Veillon, Chief Marketing Officer, Pure Flavor®“Canary melons are not your ordinary melon; we spent a great deal of time exploring the various product traits of the Alonna Canary melon to ensure that we crafted the appropriate brand position,” said Chris Veillon, Chief Marketing Officer. “We quickly discovered that it was the melon for every meal—breakfast, snack, lunch, snack, dinner, snack—which fits into our brand product strategy. We need to ensure we are part of every eating occasion, and Alonna checked all the boxes. It’s all about creating more mouth-watering moments for our products.”

Paradise in the palm of your hand. The tropical allure of this sustainably grown melon inspires culinary magic for any occasion year-round. Alonna melons are nurtured with the ideal amount of light, nutrition, and water to deliver the same sweet flavor families love, no matter the time of year.

The melon features a silky texture and a vibrant yellow flesh with the quality and consistency consumers expect from Pure Flavor, regardless of the season

Curious to learn more about this new-to-market variety? Stop by Pure Flavor’s booth, #3559, and keep an eye out for ANUK to report on the latest industry news.

Pure Flavor®



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Pure Flavor

Pure Flavor® is a family of greenhouse fruit & vegetable growers who share a commitment to bringing A Life of Pure…