New to market

Photos courtesy of Pure Flavor

To date, controlled environment agriculture has been used to bring only certain crops to market — think leafy greens, herbs and tomatoes, among others. Strawberries are the breakthrough crop du jour with others in development from growers and university extension researchers.

One grower, Canada-based Pure Flavor, made their own breakthrough by bringing two snack-size melons to market: Solara, introduced in May 2022and Alonna, introduced last October. According to Pure Flavor president Jamie Moracci, it’s been a project the company has spent almost a decade working on.

“We did a deep dive into melons and researched them for over eight years before Solara Mini Galia Melons came to life this past summer,” Moracci says. “It is amazing that these vibrant, green-fleshed beauties truly grow towards the sun, with vines climbing vertically under the rooftop of a sun-drenched greenhouse. We are proud to grow them year-round with forward-thinking technology to grow sustainably.” He notes that melons grow most similarly to cucumbers among existing crops.

According to Moracci, melons represent the future of what CEA can provide.

“Field resources are diminishing; we are constantly hearing about the lack of water, adverse or inclement weather — look at all the rain in California in [January] — food safety concerns, they all impact the produce world negatively,” Moracci says. “By growing new crops in a controlled environment indoors in appropriate growing conditions, you are removing all the external factors that would impede plant growth and health outdoors. A greater consistency in product would benefit both the retailer and the consumer.”

Spotlight on Solara

Solara, developed with the help of Cornell University, “fit perfectly into the palm of your hand,” Moracci says. It weighs around 500 grams (roughly 1.1 pounds) and is grown at Pure Flavor’s Mexico facility.

“The outside is beige in color with a net-like pattern,” Moracci says. “Slicing it open is when the magic happens as a light, tropical aroma and vibrant emerald, green flesh is revealed, with little seed pulp. Bite into the Solara, and you experience an explosion of juiciness and fresh flavor right off the bat. This is where you get hooked — immediately finding yourself associating the melon with warm, beachy weather that brings a paradisiacal experience year-round.”

A key part of Solara’s marketing is in its name, which has a Latin origin meaning “of the sun.” The melons are grown by being exposed to natural sunlight with “consistent light to deliver consistent quality,” Moracci says.

The marketing for consumers also involves what other foods it pairs well with. That includes herbs like mint and basil; meats like prosciutto and cheese such as camembert; fruits like strawberries and acai; and grains like oatmeal and croissants.

“I love each of these elevated pairings,” Moracci says. “But one of my favorite ways to eat them is to slice the melon in half, scoop out the seeds and dive in with a spoon.”

All about Alonna

Alonna is slightly bigger than Solara, coming in at 700-800 grams (1.54-1.76 pounds). The melon is oval shaped with a canary yellow exterior and a creamy, white texture inside. It is also produced in Mexico.

“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,” says Matt Mastronardi, Pure Flavor’s executive vice president, in a released statement when the melon was announced. “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.”

As for pairings, Alonna pairs well with herbs like parsley and dill, and foods like blue cheese and apples. One way Pure Flavor is marketing it is by calling it “the melon for every meal” and can be used in salads and other dishes in addition to be eaten as a snack.

Opting for smaller size

According to Moracci, opting for smaller-sized melons vs. larger melons was a practical choice.

“Sustainable, personal-sized items are gaining significant traction in the marketplace, we are seeing consumer demand for snacking items hitting an all-time high,” he says. “Personal-sized melons are significantly smaller than the traditional melons (cantaloupe, honeydew, watermelon) that you see at retail.”

There’s also the growing component that plays a part.

“Traditional melons are also grown outdoors on the ground, with sprawling vines. Greenhouse-grown melons are grown vertically in a significantly smaller footprint, which provides sustainable space management, and plants can only hold so much weight,” Moracci says. There’s also hope, Moracci adds, that smaller-size melons can help reduce food waste via a melon being used in a single serving and not stored in the fridge over several days before being uneaten and eventually tossed.

R&D and scaling up

In addition to their own R&D team, worked with Cornell University to trial varieties. Cornell specifically helped with crop health and maintenance.

“Our product trials told us a great deal; we knew that it had to be something special that we could scale commercially to meet the demand. After eight years, we have launched a unique product that our customers are excited about and will breathe new life into the category,” Moracci says.

Going forward, Moracci says Pure Flavor will continue to work on R&D for new products, but also with its various retail partners in the U.S. and Canada to find products end consumers want. That will take more time, money and resources. But ultimately, it’s worth it because it’s what the business is about.

“We work hand-in-hand with our retail and food service partners, and they are actively involved in our journey as we bring new items to market. Everything from flavor profile to packaging format, we seek their input,” Moracci says. “Samples are sent regularly to key decision makers so they can taste the product through the development process. The marketing behind the product is key, as retailers want to know the backstory of the item for when consumers connect with retail associates about specific products, store staff can confidently recommend visiting the brand’s website or social channels.”

“We have a variety of retail partners across North America that are selling our melons throughout the year, regions can vary depending on crop cycle at this time. Consumers can expect to see a significant greater supply of melons in [the] market this spring.”