Magic Sun, a hydroponic grower in Mexico, is seeing continued growth and demand in its original tomato product line. Over the last two seasons, the company has expanded its program to offer year-round conventional and organic tomatoes, and recently added bell peppers and blueberries to its retail offering.
Alejandro Santander, vice-president of sales and operations and one of the original founders of Magic Sun, indicated that due to COVID-19 prompting changes in the workplace, consumers are spending more time at home and focusing on fresh produce. “We’ve seen a significant increase in demand for our tomato product line. Our seven greenhouses in central Mexico give us consistent productivity and the highest quality so retail partners can rely on our sustainable volumes when other field-grown products have faced many weather-related challenges this year,” said Santander.
Magic Sun has expanded its program to also offer bell peppers and blueberries.
The addition of peppers and blueberries to the Magic Sun product line draws on the extensive agricultural experience of growing partners and gives retail partners another sourcing option. Santander indicated the new commodities expose the brand to other buyers in the organization and help retailers leverage the Magic Sun relationship for efficiencies in transportation and the supply chain.
Santander said the strength of the fresh market and its expanded product line has prompted the need to add to its sales team. A new regional sales manager position was created to expand calling efforts on the East Coast. David Kyzer was added to the Magic Sun team and has established comprehensive programs with the leading retailers in North America across perishables, grocery, organics and deli/meat categories.
Right: David Kyzer
“David has developed business with the top 20 retailers in the U.S., created strategic account management programs and delivered training and merchandising support to generate long-term relationships. He also brings extensive experience in inventory management and syndicated sales data programs, which are a valuable growth area for us to support our retail partners,” said Santander.