For three generations, first in Cuba and since 1999 in South Florida, the Abreu family has been growing, importing, packing, and shipping premium tropical fruits, including star fruit, dragon fruit, Thai Guava and mamey. Now, as these fruits are seeing accelerated growth in mainstream markets, Tierra Suelta is expanding from its core wholesale business, with direct-to-retailer programs across the U.S. and Canada.
The company is marketing its freshly launched retailer programs with new branding, which will be on display at its booth in the Fresh From Florida Pavilion at the International Fresh Produce Association's Global Produce & Floral Show in Atlanta October 17-19.
Tierra Suelta is expanding from its core wholesale business, with direct-to-retailer programs across the U.S. and Canada.
"By shipping direct to retailers, we extend shelf-life, optimize product quality, and reduce shrink," said Steve Stutz, Tierra Suelta Principal and sales lead. "Retailers and consumers are also interested in knowing where their food is grown. So, besides the authenticity and expertise that comes from three generations of farming, traceability, and food safety are enhanced because we grow, pack, and ship our fruit."
Tierra Suelta, which translates to mean loose soil, is a well-known agricultural region in Eastern Cuba. "That's where my grandfather and father operated our family farms, then my mom and dad began farming near Miami in 1999," said company principal, Adrian Abreu. "They named the business Tierra Suelta to honor their heritage and the legacy of the region."
Tierra Suelta is a woman- and minority-owned business. In addition to the company's farms in South Florida, it has a farming joint venture in Ecuador, ensuring a year-round supply of dragon fruit and sufficient volume to meet retailer needs.
"We're the only tropical fruit grower I know of that has a full-time agronomist on staff," said Frank Abreu, Tierra Suelta principal who oversees production. "This allows us to combine the art of farming—learned from our parents and grandparents—with the science of modern agriculture to ensure we are providing the optimal water and nutrients to consistently produce the best-tasting, premium fruit."
Left to right: Steve Stutz, Adrian Abreu, Frank Abreu
"In the past year, we have added over 30,000 feet of state-of-the-art, Primus-certified cold storage, right here on the farm. Our fruit goes straight from the field to the cooler where we pack under optimal conditions, further protecting quality and freshness," he adds.
The company Tierra Suelta also employs 100 percent recyclable packaging and methods to further protect its fruit, reduce shrink, and increase retailer profits. Its star fruit, for example, is individually wrapped and can be delivered in protective, 2-pack clamshells.
"We combine authentic, family-farming skills with modern agronomy, cooling, packing options, and shipping, to provide advantages to retailers in terms of enhanced product flavor, quality, consistency of supply, and reduced shrink, yielding higher profits and happier shoppers," said Stutz.
For more information:
Adrian Abreu
Tierra Suelta
[email protected]