New Veg-Fresh Farms Organic Purple Crush Tomato Variety Introduced
July 30, 2026 | 2 min to read
CORONA, CA – At Veg Fresh Farms, some obsessions are worth holding onto.
When Organic Purple Crush first hit produce departments, it quickly captured attention with its striking deep-purple color, exceptional flavor, and premium eating experience. Consumers loved it. Retailers embraced it. And we became obsessed with making it even better.
We’re excited to introduce the next generation of Organic Purple Crush – a new variety that delivers everything that made the original special, with improvements that elevate the experience from first glance to final bite.
“We’ve been evaluating and trialing new varieties in search of a purple tomato that would exceed expectations in every way,” said Randy Cancellieri, General Partner. “Our goal has always been to offer consumers something truly unique—an item that sparks curiosity, inspires new culinary experiences, and delivers exceptional eating quality. Finding the next generation of this variety wasn’t easy, but we remained committed to making the investments necessary to bring the best possible purple tomato to market. The result is a product that not only stands out but delivers the flavor, texture, and quality consumers deserve.”
“As a consumer myself, I love discovering unique and unexpected finds in the produce department,” said Daniela Juarez, Marketing Manager. “That sense of discovery is what inspired our passion for bringing Purple Crush™ back. With even better flavor, firmness, and color, we believe consumers will fall in love with it all over again. We’re excited to bring a little more excitement—and a lot more flavor—to every basket.”
The obsession continues at OPS. Stop by Good Life Organic Booth 321 at the Organic Produce Summit to experience the next generation of Organic Purple Crush™ firsthand!
About Veg-Fresh Farms
Veg Fresh Farms is a leading grower, packer, and shipper of premium fresh produce, delivering innovative, high-quality products to retailers across North America. Through a commitment to flavor, quality, and customer satisfaction, Veg Fresh Farms continues to bring exciting produce solutions to consumers year-round under the Veg Fresh Farms, Good-Life Organic and Crystal Cove Berry Farms brands.