What the future holds for greenhouse-grown produce: BIG interview with Geoff Kosar, Mastronardi Produce Ltd

In an exclusive interview with Fructidor, Geoff Kosar, Vice President of Marketing at Mastronardi Produce Ltd., a fourth-generation family-owned business and one of the largest greenhouse growers in North America, shares insights into the company’s latest innovations, global expansion plans, and sustainability initiatives. Mastronardi Produce Ltd. operates SUNSET® as one of its flagship brands, embodying the company’s values of innovation, sustainability, and global growth.  

Fructidor: Geoff, could you introduce SUNSET® to us? Who is your target audience, and what new products are you showcasing this season? 

Geoff Kosar: We're a fourth-generation family-owned business, and we’re one of the largest greenhouse growers in North America, with facilities across the United States, Canada, and Mexico. This year, we’re excited to highlight several new products. Right behind us, you can see our Summer Series Berries® — a fresh lineup that includes strawberries, raspberries, blueberries, and blackberries, all bursting with flavor. 

We constantly travel the world seeking the best genetics. Once we identify promising varieties, we bring them to our research facilities and grow them in our greenhouses. We’ve also responded to the increasing demand for healthier options by expanding our organic range. One of the highlights is our Flavor Bomb® Tomatoes, now certified organic. You’ll also start seeing more organic offerings across our product lines, including some of our berries. 

On the lettuce side, we’re showcasing two of our brands: Queen of Greens™ and Backyard Farms®. We have a new hand-cut romaine and hand-cut butterleaf lettuce, along with a variety of ready-to-go salad kits debuting at the show. Innovation is at the heart of what we do. So far, the response from customers has been exceptional. 

Fructidor: Who are your primary customers across the U.S., Canada, and internationally? 

Geoff Kosar: We serve a broad customer base, including retail, wholesale, and food service sectors across the U.S. and Canada. We're also actively expanding our international footprint. When our retail partners open new stores globally, they bring us in as business partners, which is essential for us. SUNSET® is a global brand, and we’re continually looking for new markets to enter. 

Fructidor: Can you elaborate on your international expansion? Which markets are you targeting? 

Geoff Kosar: Currently, we’re focusing on expanding into Asia and Europe. International growth is a priority for us. 

Fructidor: You mentioned innovations. Are there any new plants or sustainable practices you can disclose? 

Geoff Kosar: Sustainability is a core value for us. We're leading the industry with sustainable packaging solutions and innovative greenhouse practices. For example, we recycle and mineralize water within our greenhouses to minimize waste. Sustainability is embedded in everything we do, and we’re constantly exploring new ways to improve. 

Fructidor: In which trade shows will you participate in the near future? 

Geoff Kosar: We’ll be attending Fruit Logistica in Berlin this February. It will be the first time Mastronardi* has its own booth there, underscoring our commitment to international growth. We also plan to attend the CPMA show in Montreal next year, along with several smaller regional events across the U.S. If global opportunities arise, we are always open to showcasing our products on new platforms. 

*Editor’s note: The SUNSET® brand is operated by Mastronardi Produce Ltd., which is one of the leading North American companies focused on greenhouse-grown produce. Established in 1954, it is a fourth-generation, family-owned enterprise that operates extensive greenhouse facilities across the United States and Canada, offering a diverse range of fruits and vegetables, including tomatoes, peppers, cucumbers, and berries. 

Fructidor: Is there anything else you’d like to add for potential partners from Europe or Asia? 

Geoff Kosar: If potential partners are interested in working with us, we’re fully committed to building strong collaborations. I encourage anyone interested to reach out to our business development team. 

Fructidor: How would the onboarding process look for new partners, and who should they contact? 

Geoff Kosar: Dean Taylor, our Vice President of Business Development, is the best point of contact. He leads a dedicated team focused on international markets. Dean and his team are eager to explore partnership opportunities and align commercial goals with new partners. 

If you're looking to source premium greenhouse-grown products in the United States, send you inquiry to support5@fructidor.com.