Tenderland vegetable brand launched in North America

Mexican grower-exporter SL Produce has announced the launch of Tenderland, a new packaged vegetable brand for the North American market.

According to the Sinaloa-based company, the brand emphasises its 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 conventional and organic green beans, bell peppers, slicer cucumbers, sweetcorn and squash – will be supplied to retailers and foodservice customers across the US and Canada, with year-round availability, it said.

”But what makes Tenderland different from many existing produce brands is that rather than highlighting particular varieties, its focus is on SL Produce’s responsible production methods and guarantee of dignified working conditions for employees, including housing and education,” SL Produce stated.

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 centres or retail shelves, the group explained.

“The meaning of the Tenderland brand is grounded in the tenderness of the soil that delivers its fruits with a wonderful delicacy and the extraordinary quality that Mexican growers have and maintain worldwide,” said Ivonne Lugo, marketing and PR manager at SL Produce.

“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 historically low-key, fourth generation family-owned company, which cultivates produce across the regions of Sinaloa, Jalisco, Guanajuato and Coahuila.

SL Produce said it had recently enjoyed a period of “extraordinary growth”, and now boasts major greenhouse production sites across Mexico, as well as a dedicated US subsidiary based in Nogales, Arizona, and McAllen, Texas.