
Village Fresh Greenhouse Grown™ is proud to introduce Big Bend Beefs™, our newest tomato brand. These premium beefsteak tomatoes are grown in the Big Bend region of far West Texas, where the land, climate, and community come together to create something truly extraordinary. Bold in flavor, beautiful in appearance, and deeply tied to the identity of Texas, Big Bend Beefs™ brings the taste of the Lone Star State to tables near and far.
The Big Bend region is more than a geographic location, it’s an iconic part of Texas, celebrated for its wide-open skies, rugged landscapes, and resilient spirit. As home to the largest International Dark Sky Reserve in the world, it’s a place where nature still shines brightly.
Since 1996, Village Fresh has cultivated tomatoes and is here for one the same reasons the McDonald Observatory was built here in the 1930s: this area offers among the highest number of clear-sky days in the country, making it an ideal environment for both astronomy and greenhouse farming.
“Our presence in West Texas has always been about more than growing produce,” says Helen Aquino, Director of Brand Marketing & Communications for Village Fresh. “It’s about honoring the land, supporting the community, and practicing sustainability in ways that protect not only our crops but also the environment. Partnering with McDonald Observatory’s Dark Sky initiative is part of that commitment ensuring that what makes this region special will remain for generations to come.”
Protecting the Texas Night Sky
Village Fresh has been recognized by the McDonald Observatory for adopting night-sky-friendly lighting practices across its operations. Shielding bulbs, using amber hues, reducing intensity, and limiting unnecessary nighttime lighting are just a few of the measures taken.
Stephen Hummel, Dark Skies Initiative Coordinator at McDonald Observatory, explains:
“Magnificent night skies are part of the West Texas identity. By working to reduce light pollution, Village Fresh is creating energy savings, improving safety, and protecting the environment. It’s a partnership that benefits science, agriculture, and the community alike.”
This recognition reflects Village Fresh’s broader Good for the Earth® sustainable growing practices, where every step, from greenhouse management to packaging innovation, is carefully designed to reduce environmental impact.
Why Texas Grown Matters

In Texas, food is more than nourishment, it’s a source of pride and connection. Big Bend Beefs™ represents what Texas Grown truly means:
- Fresher Flavor, Closer to Home and Grown under the Texas sun and delivered
within the state, reducing travel time and maximizing freshness. - Supporting Local Communities by creating jobs, strengthening local economies,
and investing in the future of Texas agriculture. - Sustainability in Action through Reduced food miles and eco-friendly growing
practices mean Texans can feel good about what they’re eating.
When Texans choose Texas Grown, they’re not just buying produce, they’re supporting
their land, their neighbors, and their heritage. Big Bend Beefs™ is a tomato that Texans
can proudly call their own.
Pack Sizes & Packaging Innovation
Big Bend Beefs™ is available in a range of versatile pack sizes to meet the needs of consumers, retailers, and foodservice operators. We are offering bulk loose tomatoes, for shoppers who love to hand-select each tomato. Also 2-count and 3-count trays perfect, for smaller households or recipe-focused shoppers. Club store family packs, larger portions designed for gatherings and families. As well as Sustainable reduced-plastics line minimizing environmental impact while maintaining freshness and quality.
Each package highlights the Big Bend Beefs™ branding, celebrating their bold Texas identity while reflecting Village Fresh’s ongoing commitment to sustainability.
Debuting at the IFPA Global Produce & Floral Show
Big Bend Beefs™ will make its official debut at the IFPA Global Produce & Floral Show, taking place October 16–18, 2025, in Anaheim, California. Attendees will have the opportunity to be among the first to experience these exceptional West Texas tomatoes firsthand.
The Village Fresh Greenhouse Grown™ team invites all show guests to visit Booth #881 to meet the team, explore the complete Big Bend Beefs™ packaging lineup, and enjoy a virtual experience of the West Texas night sky that inspired the brand.
Experience Big Bend Beefs™
Visitors to our booth #881 will have the opportunity to explore the full Big Bend Beefs™ packaging range, sample exclusive tomato varieties, and witness the story behind our Texas-grown brand brought to life.
With Big Bend Beefs™, we’re not just introducing a tomato, we’re sharing the story of a region, a community, and a commitment to quality that is uniquely Texan.
About Village Fresh Greenhouse Grown®
Village Fresh Greenhouse Grown™, is a leader in sustainable greenhouse agriculture with dedication to Good for the Earth® growing practices. For over 35 years Village Fresh has delivered innovative produce brands that combine exceptional Garden Fresh Flavor® with reverence to environmental responsibility. Offering unique varietals consumers love that offer real flavor with versatility to fit every eating occasion and lifestyle such as Heavenly Villagio Marzano®, TRIO®, and Sinfully Sweet Campari® tomatoes. From West Texas to tables nationwide throughout the USA and Canada, Village Fresh is committed to providing produce that is better for people, communities, and the planet.