Canada-headquartered produce company Pure Flavor has announced an investment of more than US$105 million to build a 75-acre greenhouse facility and distribution center in Georgia. 

It said the decision for the new project in Peach County was made due to continually rising demand for its greenhouse vegetables.

"We at the Georgia Department of Agriculture and Georgia Grown are proud to welcome Pure Flavor® to our great state”, Georgia Agriculture Commissioner Gary W. Black said in a release.

“I am confident this innovative venture will prove to be a real asset to Peach County and to Georgia's entire agricultural sector."

The new greenhouse complex, south of Atlanta, will grow tomatoes and cucumbers year-round.

Coupled with Pure Flavor’s existing farms throughout Canada, U.S., and Mexico, growing in Georgia will further expand the company’s reach along the eastern seaboard as far north as Virginia, west to Texas, down to south Florida.

“The strategic investment in Peach County, GA is one that will not only expand our acreage but also creates opportunities to strengthen & grow our retail & foodservice partnerships across the southeast with Georgia grown vegetables”, president Jamie Moracci said.

A release said Moracci and his partners spent nearly two years researching locations across the U.S. for the expansion.

With the Midwest region "already over saturated" with greenhouse projects, it said developing in Georgia with the first significant high-tech build of its kind in the state would be a "game-changer".

“Built in 3 phases of 25 acres over the next 5 years, the financial investment we are making further demonstrates our goal of growing our business in a significant region and not looking at the investment as just growing in a state”, CFO Jeff Moracci said.

The first phase of the project of 25 acres is due to break ground in September.

The first crop of Tomatoes-on-the-Vine and Long English Cucumbers will be planted in summer 2018 to be harvested in mid-fall that year.

“Being strategically located in Georgia with our new greenhouse will enable Pure Flavor® to significantly extend its reach to open more distribution channels along the southeastern seaboard while further supplying existing key retail & foodservice partners across the southern US”, executive vice president Matt Mastronardi said.

The company grows and markets greenhouse tomato, bell pepper, cucumber, eggplant and living lettuce. It says it has experienced significant year-on-year growth with its expanding product offering. 

Distribution centers are currently locations in Leamington, ON, Detroit, MI, San Antonio, TX.

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