Specialty tomato marks 15 years of distinctive flavor, consumer loyalty, innovation and continued retail growth
Village Fresh Greenhouse Grown is celebrating 15 flavorful years of Heavenly Villagio Marzano®, the distinctive specialty tomato that has grown from an innovative variety introduction into one of the company’s signature brands.
Village Fresh will mark the milestone at the 2026 International Fresh Produce Association Global Produce & Floral Show, October 15–17 in Orlando, celebrating the flavor, partnerships and continued innovation behind Heavenly Villagio Marzano since its introduction in 2011.
With its distinctive elongated shape, sweet, rich flavor and satisfying texture, Heavenly Villagio Marzano offered retailers and consumers something different from the start. Fifteen years later, the brand continues to stand apart in a specialty tomato category that has seen numerous similarly shaped varieties enter the market.

“Fifteen years of Heavenly Villagio Marzano demonstrates what can happen when you give consumers something truly differentiated and consistently deliver on the eating experience,” said Krysten DeGiglio, Chief Revenue Officer, Village Fresh Greenhouse Grown. “That consumer loyalty creates value for our retail partners. Heavenly Villagio Marzano gives customers a recognizable premium offering, while continued innovation around our brand provides new opportunities to create greater value and grow the business together with our partners.”
Consumer appeal has remained central to Heavenly Villagio Marzano’s longevity. Its flavor and versatility allow it to be enjoyed straight from the package or used for roasting, sauces, salads, pasta, pizza, bruschetta and entertaining, giving consumers multiple reasons to purchase and retailers opportunities across a range of meal occasions.
A Partnership Built on Taste and Innovation
The Heavenly Villagio Marzano story began with Village Fresh’s long-standing relationship with global vegetable breeding company Rijk Zwaan and the discovery of a tomato variety with exceptional taste and commercial potential.
Village Fresh recognized the opportunity to build a differentiated consumer proposition around the variety. Over the past 15 years, the partnership has brought together Rijk Zwaan’s innovative genetics with Village Fresh’s growing, marketing and consumer expertise, with a shared focus on delivering consistent quality and flavor.
“We are extremely proud to celebrate 15 years of Heavenly Villagio Marzano together with Village Fresh Greenhouse Grown,” said Wim Grootscholten, Business Manager North America at Rijk Zwaan. “Our partnership started with something simple but powerful, the discovery of a tomato variety with exceptional taste. Village Fresh saw its potential and turned it into a successful brand that has brought value to consumers and the fresh produce industry. We are grateful for the trust, collaboration and commitment throughout these 15 years and look forward to continuing this journey together.”
Village Fresh has continued to build on that foundation through the introduction of Heavenly Villagio Marzano TRIO®, multiple pack formats, expanded retail partnerships and private label opportunities, giving customers greater flexibility to bring a proven consumer favorite to their shoppers.
“Fifteen years of Heavenly Villagio Marzano shows the value of building innovation around something consumers genuinely love,” said Helen Aquino, Vice President of Innovation, Village Fresh Greenhouse Grown. “Great genetics, strong partnerships and a consistently flavorful eating experience created the foundation. Today, we continue to build on that success through new varieties, packaging and opportunities that bring added value to our customers and their shoppers.”
At IFPA, Village Fresh Greenhouse Grown will bring the anniversary to life with special commemorative 15-year packaging celebrating 15 Years of Heavenly Villagio Marzano and its Texas-grown heritage. The company also plans to extend the anniversary celebration to select retail partners throughout the year.

Fifteen years after its introduction, Heavenly Villagio Marzano continues to demonstrate how distinctive flavor, innovation and strong partnerships can build consumer loyalty—and create lasting value for retailers.



























































































































































































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