An anniversary is often draped in nostalgia and reflections rather than galvanic nebulas. Yet reaching its 70th year in greenhouse growing has sparked a cataclysmic energy in Del Fresco Pure®, which views the trail behind as motivation to blaze ahead.
“Our heritage isn’t just history—it’s our compass. It reminds us why we started and why quality, care, and integrity matter. But heritage never stops us from looking forward. Seventy years is a milestone that makes you pause and dream,” Carl Mastronardi, President, shares. “For us, it goes beyond a celebration of how far we’ve come and becomes a catalyst for imagining what’s next.”
Innovation has become an umbrella term for intentional change—taking control of what is inevitable, shaping it to our will, and building something incredible. For Del Fresco Pure, it is recognizing that time moves onward, and so must the pillars that have held it for seven decades. Ringing out over this all-consuming idea are Carl’s words, “Innovation is also a people story.”
When asking what is next, the answer rarely lies with the result. Whether that is successful sustainability initiatives, stunning new products and packaging, or even a winning strategy, all originate with the people whose ideas planted the seeds.
“Every decision we make is guided by a simple question: How do we grow better—not just produce, but impact, partnerships, and community? Training the next generation of growers and visionaries who will carry our business forward, and working alongside retailers, technology innovators, and industry leaders allows us to grow, adapt, and surprise consumers in ways we couldn’t achieve on our own,” Carl assures me.
Being open to external perspectives is more than just a point of pride for the grower; it is a necessity by which it sees itself able to step outside of the box and beyond expectations.
“Partnerships aren’t just part of what we do—they’re at the heart of everything we do. We thrive on exploring new ways to connect with consumers. Partnerships are a big part of that mindset, allowing us to experiment, innovate, and bring fresh ideas to life,” Sonia Klinger, Marketing Manager, explains.
Reflecting on this impact, one partnership she says truly stands out is with Logan Moffitt, “the Cucumber Guy” who all but single-handedly created a cucumber shortage from the demand by his viewers.
“As our brand ambassador over the past year, Logan has turned the humble cucumber into a viral sensation—and we’re thrilled to continue working with him this year. What makes Logan truly special is the way he connects with people, engaging consumers of all ages. Collaborating with Logan isn’t just about growing better cucumbers—it’s about storytelling, creating experiences, and inspiring the next generation of produce lovers. Partnerships like this fuel innovation, expand our reach, and build meaningful, lasting connections with consumers everywhere,” Sonia says.
Just when the story begins to sound like a Hollywood blockbuster-level production, Sonia takes us back to the humble strength of heritage. Specifically, understanding the importance of what is sliced, simmered, baked, and served in the household’s heart—the kitchen.
“It all starts with Fedela Mastronardi, our matriarch, who believed that the heart of the home was the kitchen table. She would gather her family together, turning simple ingredients into joyful, memorable meals. Every dish she made carried love, laughter, and the warmth of togetherness,” Jamie D’Alimonte, Chief Executive Officer, comments. “We’ve dedicated ourselves to more than growing produce—we’ve nurtured flavor, nutrition, and innovation, always putting people first.”
Carrying Fedela’s spirit forward, Sonia tells me it is the matriarch’s recipes that inspire Del Fresco Pure’s gourmet greenhouse-grown produce to this day. Her values—family, care, and a passion for fresh, wholesome food—guide everything the company does.
"Seventy years is a milestone that makes you pause and dream."
Carl Mastronardi, President, Del Fresco Pure®
“Every cucumber, tomato, pepper, and specialty item reflects her legacy and our promise: to deliver quality, passion, and fresh taste in every bite,” Jamie says.
Yes, Del Fresco Pure is thinking big about current demands like sustainability, from renewable energy and smarter water management to reducing its carbon footprint across operations, and it is exploring new technology, refining growing methods, and continuously reimagining what fresh produce can offer consumers. But it is doing so without ever losing sight of the principles that built the company.
“We balance the two by staying curious, experimenting boldly, and trusting our people to innovate. Quality. Passion. Fresh taste. Always, from our family to yours. It is our North Star,” Ray Mastronardi, Vice President of Sales, sums up.
Looking back over 70 years, Del Fresco’s journey has been shaped by both bold innovation and a commitment to people from its earliest days. Moments like expanding its greenhouse technology, introducing new varieties, and building lasting retail partnerships have all defined its company culture and brand identity. But what truly stands out, Ray shares, are the small, human moments.
“The growers innovating on the greenhouse floor, our team problem-solving in real time, and the shared excitement when a new idea takes root…those moments continue to define us today. Embracing controlled environment agriculture was a leap into the unknown, but it allowed us to deliver fresh, high-quality produce year-round—a promise we’ve kept ever since,” he observes.
"Every cucumber, tomato, pepper, and specialty item reflects [Fedela Mastronardi’s] legacy and our promise: to deliver quality, passion, and fresh taste in every bite."
Jamie D’Alimonte, Chief Executive Officer, Del Fresco Pure®
Over the last four of the company’s seven decades, Jamie and Carl have guided Del Fresco Pure with vision and heart. They expanded greenhouses, scaled operations across North America, and preserved the family values that have always defined the company: quality, passion, and freshness in every bite.
“Today, every tomato, cucumber, and specialty item reflects more than innovation—it reflects a legacy. A legacy of family, of love for the land, and of devotion to the people who bring our produce to life on their tables,” Carl comments. “We grow with purpose, and we grow with passion.”
A journey that began in 1956 with a humble quarter-acre farm and greenhouse has evolved from traditional growing in greenhouses and outdoors into the realization of a dream.
“Every seed we planted carried a simple promise: to bring fresh, wholesome food to our community. In 1984, we embraced hydroponic growing, a bold step that allowed us to protect every harvest, maintain the cold chain, and deliver the freshest, most flavourful produce possible. It was innovation rooted in care—care for the plants, care for the people who eat them, and care for the future of our farm,” Jamie states, closing with a promise. “While it may look different as we evolve, that is still what we do every day. We always have something up our sleeves—so keep an eye out for what’s coming next!”
Growers, innovators, influencers. All are critical pieces that guide a brand toward its evolving destiny. Their dedication, creativity, and passion are what have assured Del Fresco Pure has thrived for 70 years, lighting a path for others to follow.
The destination? The future of fresh produce. 
