Pure Flavor Rocco Reds wins award

Leamington, ON (July 6, 2026) – Pure Flavor BB #:170379 is proud to announce that Rocco Reds, The Chef’s Tomato, has received a Superior Taste Award from the International Taste Institute in Brussels, Belgium.

Recognized through a blind sensory evaluation by the International Taste Institute, Rocco Reds was assessed by more than 250 chefs and sommeliers from over 20 countries. Each product is evaluated on its own merit, with no influence from branding or origin, and is scored across first impression, visual appeal, aroma, taste, and texture. This independent process reinforces Rocco Reds as a premium tomato choice for consumers seeking exceptional flavor and quality in everyday cooking.

Rocco Reds distinguished itself with its vine-ripened, deep, robust tomato flavor, rich red color from the inside out, fewer seeds, and firm, hearty texture. Whether roasted, simmered into sauces, sliced fresh, or incorporated into elevated weeknight meals, Rocco Reds brings depth of flavor and culinary versatility to a wide range of dishes. It’s the kind of tomato that closes the gap between a home kitchen and a restaurant plate, no technique required.

“Rocco Reds tomatoes exist because we believe people deserve a tomato that transforms a meal, not just fills a recipe,” said Matt Mastronardi, Executive Vice-President of Pure Flavor. “This recognition from the International Taste Institute confirms what we hear from consumers every day: Rocco Reds makes a real, noticeable difference on the plate.”

The award also reflects Pure Flavor’s ongoing commitment to developing greenhouse-grown varieties that deliver exceptional taste, consistency, and versatility. Through continued investment in breeding programs and controlled growing environments, Pure Flavor ensures that every Rocco Reds tomato meets the same high standard throughout the year.

Rocco Reds was one of five Pure Flavor varieties to earn a Superior Taste Award from the International Taste Institute in 2026, which also included Azuca, OMG Tomatoes, Tiki Tomatoes, and Cloud 9. All five varieties submitted were recognized, highlighting exceptional flavor across the company’s premium and growing tomato portfolio.

For more information about Pure Flavor and its award-winning products, visit www.pure-flavor.com

About Pure Flavor
At Pure Flavor, we’re growing better, for you. For over 20 years, we’ve been cultivating greenhouse vegetables with care, expertise, and purpose. Our protected greenhouses keep produce fresh, flavorful, and consistent all year long. We grow our plants with less water, less land, fewer chemicals and no GMOs. With operations across North America, you can count on reliable supply and quality, season after season. We’re taking the pressure off by making it easy to stock fresh, flavorful produce that keeps customers coming back. Simple is good.

Company Contact:
Julia Weber, Vice President of Marketing | Pure Flavor
T: 519-326-8444
jweber@pure-flavor.com