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Divine Flavor announces Product Heroes program

divine flavor peppers qr code

Excitement is building for the coming International Fresh Produce Association BB #:378962 Global Floral and Produce Show, which will be held in Orlando, FL, on October 27-29.

Michael DuPuis, quality assurance and public relations manager for Nogales, AZ-based Divine Flavor BB #:204689, says his company will be releasing its Product Heroes campaign, which is designed to highlight the health benefits of certain produce items.

“For us both as growers and the marketing brand, we really wanted to focus in on health and nutrition,” he said.

Bell peppers and minipeppers, DuPuis points out, “have an insane amount of vitamin C—almost double, triple, or quadruple the amount of vitamin C that oranges have.”

Among other advantages, DuPuis points out, vitamin C promotes “a healthy immune system, a healthy heart.”

Although some savvy consumers realize that broccoli also contains a high amount of vitamin C, they may not realize that peppers have the same benefits.

At the show in Orlando, Divine Flavor will be “giving more tools to market to consumers,” DuPuis adds.

“It’s very simple,” he continues. “we’re going to be introducing a bit of branding on the package” that will highlight the nutritional advantages of the items.

The branding will include QR codes, which will provide “quick and easy to understand information” for consumers and retailers to help them understand the specific health benefits of each produce item.

Divine Flavor, DuPuis notes, is one of the largest exporters and importers of Mexican table grapes. Grapes account for a little over 50 percent of the product they ship; peppers for 25 percent, and the other 25 percent consisting of tomatoes, cucumbers, squash, and melons.

Most of Divine Flavor’s products are organically grown, although they do offer conventionally grown items as well.  


Richard Smoley, contributing editor for Blue Book Services, Inc., has more than 40 years of experience in magazine writing and editing, and is the former managing editor of California Farmer magazine. A graduate of Harvard and Oxford universities, he has published 12 books.