Mexican grower-exporter SL Produce has announced the launch of Tenderland, a new packaged vegetable brand for the North American market, which emphasizes the Sinaloa-based company's respect for the land, the soil, and its workers, as well as showcasing the care it takes during the entire production and distribution cycle.
The branded bags and packs – which feature green beans (conventional and organic), bell peppers, slicer cucumbers, sweet corn, and squash – will be supplied to retailers and foodservice customers across the U.S. and Canada, with weekly deliveries and year-round availability.
Tenderland distinguishes itself from numerous produce brands by centering its efforts on SL Produce's responsible production practices rather than emphasizing specific varieties. This focus encompasses a commitment to ensuring dignified working conditions for employees, which includes provisions for housing and education. Tenderland also offers high quality, careful selection and complete traceability for the product and its surroundings, from the planting of seeds through to delivery in distribution centers or retail shelves.
Ivonne Lugo, Marketing and PR Manager at SL Produce, says: "The meaning of the Tenderland brand is grounded in the tenderness of the soil that delivers its fruits with a delicacy and the quality that Mexican growers have and maintain worldwide. The gentleness with which we farm the land from seed to harvest is reflected in the results of our work – agricultural products full of life and taste."
The brand launch is the first of its kind for the fourth-generation, family-owned company, which until recently has kept a relatively low profile, while at the same time cultivating produce across the regions of Sinaloa, Jalisco, Guanajuato and Coahuila.
It also comes at a time of growth for SL Produce. From a medium-sized Sinaloa-based grower, the company has expanded to include considerable greenhouse production sites across Mexico, as well the launch of a dedicated U.S. subsidiary based in Nogales, AZ, and McAllen, TX.
For more information:
Ivonne Lugo
SL Produce
Email: [email protected]
www.slproduce.mx