Pitaya Foods, a rising force in the frozen foods category, has launched what it claims is the first-ever Regenerative and Organic Frozen Fruit line.
The debut comes in conjunction with Earth Day, aligning with the company’s broader commitment to health, community impact, and environmental stewardship.
The new line includes three flagship varieties—Regenerative & Organic Strawberries, Blueberries, and Mangoes—all of which are certified by Regenified, a leading land verification and product certification body rooted in regenerative agriculture principles. With this certification, Pitaya Foods becomes the first frozen fruit brand to earn Regenified status, setting a precedent for sustainability and quality in the increasingly competitive frozen food aisle.
The Regenified label signals adherence to rigorous on-farm and lab-tested criteria that measure everything from soil organic matter to biodiversity and water infiltration. The brand’s regenerative produce is cultivated across more than 277 acres of certified land on three family-owned farms, contributing to a global network of over 1.7 million acres currently under Regenified verification.
The decision to partner with Whole Foods Market was a natural extension of Pitaya’s long-standing relationship with the retailer. “At Pitaya Foods, we spend a lot of time trying to understand the initiatives and goals of our retailers so we can create and cultivate valuable partnerships,” said Chuck Casano, CEO and co-founder of Pitaya Foods. “It was serendipitous that after developing regenerative products behind the scenes for over a year that Whole Foods Market mentioned it would be an upcoming focus for them. Working closely with their team, we developed this first-of-its-kind regeneratively raised line to provide high-quality, healthy, and delicious fruits for our customers that sets a new benchmark for sustainability and quality in our category.”
The product development process emphasizes soil health as the foundation of food quality. According to Pitaya Foods, nutrient-dense, healthy soil produces fruit that is naturally sweeter and higher in micronutrients. The frozen fruit is harvested at peak ripeness and flash-frozen to preserve flavor and texture. Each variety in the line is USDA Organic, non-GMO, and free from synthetic pesticides.
The launch also marks a broader moment for regenerative agriculture, which is gaining ground in both consumer awareness and market value. Currently valued at $10.4 billion in 2024, the global regenerative agriculture market is projected to grow to $18.44 billion by 2034, reflecting a rising demand for sustainable farming practices that go beyond organic standards.
“Regenerative farming goes beyond organic—it’s a movement transforming the food industry,” Casano added. “Every time a consumer purchases a regeneratively raised product, they’re supporting farmers who enrich the soil for a healthier future.”
As Pitaya Foods continues to innovate in sustainable sourcing and clean-label nutrition, the company underscores that even longstanding retail partnerships can evolve in meaningful ways. After more than a decade of collaboration with Whole Foods Market, the launch of this regenerative frozen fruit line represents a significant milestone—not just for the brand, but for the industry’s ongoing shift toward environmentally responsible food production.
Find out more at: https://www.pitayafoods.com/