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The Castaneda family founded Pure Fresh, the marketing and US-based importing arm of Planesa, in 2007. The entire produce operation is now fully integrated, allowing US and Canadian retailers and food service operators to work directly with the grower. As a vertically integrated company, Pure Fresh can control every step of the supply chain, which ensures higher quality products and food safety standards. Pure Fresh is involved from the time the product is planted, packed, shipped and distributed.