Mastronardi Produce, a leading greenhouse company in North America, is partnering with John Paul DeJoria to grow local fresh food in underserved markets around the globe, according to Business Wire, March 13, 2019.

Existing and high-tech growing systems under development will be customized in what the partners are calling “Advanced High-Density Farming Systems.”  Each customized system will include cutting-edge growing facilities, revolutionary automation, water-saving irrigation, energy-efficient lighting, and state-of-the-art systems for monitoring growing conditions.

“We believe everyone should have healthy and fresh produce options. John Paul shares our commitment, and we saw the potential to work together on this global high-tech farming initiative, which will focus on growing healthy food where it’s needed most,” says Paul Mastronardi, president and CEO, and the fourth-generation family member leading Mastronardi Produce, Kingsville, Ontario.

“Partnering with Mastronardi Produce was an easy choice,” said DeJoria. “I want to help revolutionize this industry so more people have access to fresh produce, and finally found the opportunity in partnering with Paul, who is a trailblazing force in the category. He pioneered high-tech berry growing, branded the first tomato, and led the way in plastic reduction—it is apparent that we share a passion for disruptive innovation.”

According to Business Wire, John Paul DeJoria is an entrepreneur and philanthropist with a true rags-to-riches story. Once homeless, he went on to build two billion-dollar brands: leading professional hair care manufacturer John Paul Mitchell Systems, and Patrón Spirits, an ultra-premium tequila that was acquired by Bacardi Limited in 2018.

Paul Mastronardi is the president and CEO of Mastronardi Produce, which recently received the prestigious honour of being named one of “Canada’s Best Managed Companies” for the 10th consecutive year. In 2016, Paul was named Produce Person of the Year at the United Fresh Exposition in Chicago. The company sells greenhouse produce under the Sunset brand, focusing on sustainable non-GMO growing practices.

Source: Business Wire website March 13, 2019 news release