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Pure Flavor Georgia Greenhouse On Track For Late Summer Completion

An aerial view of the construction progress of Pure Flavor's Georgia greenhouse

Good weather this winter has led to a smooth start for construction on Pure Flavor’s 75-acre greenhouse facility in Peach County, Georgia.

With ground leveling complete and post holes dug and back filled, Dutch greenhouse builder Havecon has begun erecting the facility’s main structure, with full scale implementation now underway. The project is on track for completion by late summer, with the first crop of tomatoes and seedless cucumbers to be planted shortly thereafter.

“Building a high-tech greenhouse in Georgia was part of our growth strategy to extend our reach across North America. Being strategically located in Peach County allows us in some instances to have same-day and next-day deliveries in the southeast region,” said Matt Mastronardi, EVP of Pure Flavor, a family of greenhouse vegetable growers.

Pure Flavor says it researched more than 400 sites throughout North America before settling on Peach County. The greenhouse project broke ground in September and will be built in three phases of 25 acres. Phase 1 is expected to be completed in late summer, and Pure Flavor expects the first crops to be picked in early fall.

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“Greenhouse tomatoes and seedless cucumbers grown in Georgia will help breathe new life into the category. It will help our retail (and foodservice) partners in the region to have fresher product on store shelves while maintaining consistent quality and availability year-round. In the end, it is the consumer who will benefit from great product grown in the state of Georgia”, said Mastronardi.

Retail partners and consumers can follow the project’s progress through weekly photos of construction available here.

“We are connecting our customers with the project in every way possible with frequent updates via social media, the photo gallery and video stories shot by drone,” said Chris Veillon, chief marketing officer.

A custom website was built just before the groundbreaking in September 2017 to announce the project, and the page now serves as the central resource for everything to do with the Georgia project.

“A connected customer is an informed customer. We can’t wait to get our first plants in the greenhouse later this summer,” added Veillon. 

Pure Flavor will be exhibiting at the upcoming Southern Exposure Trade Show & Convention in Tampa, Florida, on March 3. Visitors are encouraged to visit Booth No. 605 to learn more about the Georgia project.

See photos of the construction here. 

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About the author

Alissa Marchat

A word nerd, grocery geek and three-year member of The Shelby Report. She is a proud new homeowner and a great lover of avocado toast.

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