NatureSweet launches new class of associates on product labels through “The Hearts Behind the Harvest”
Leading greenhouse-grown produce brand NatureSweet announced the newest class of associates to be featured on its product labels through the company’s The Hearts Behind the Harvest program.
The roster includes 19 company associates, each nominated and voted on by their peers in recognition of their leadership, dedication, and impact across the company.
“Our Associates Under the Label campaign brings our purpose to life in the most authentic way possible,” says Tobi Paul, Chief Marketing Officer at NatureSweet. “These Associates are the heart of our company. Featuring them on our packaging gives consumers a chance to see, and celebrate, the people who make their food possible.”
On products across North America, labels feature an illustrated portrait of one of these Associates alongside a QR code that links to a short video, inviting consumers to meet the person behind their tomatoes and learn about their role at the company.
The heart behind NatureSweet
Originally launched as a small surprise beneath the label, the Associates Under the Label (AUL) campaign—now known as The Hearts Behind the Harvest— gained viral attention in 2025.
Shoppers shared QR label experiences across social media, including a TikTok video that earned more than half a million likes, sparking a broader conversation and appreciation for the people behind the produce.
Unlike traditional marketing campaigns, the program centers on real, unscripted stories. Associates share their experiences in their own words, describing their work, growth opportunities, and the positive impact of stable, year-round employment on their lives and families.
Those featured in The Hearts Behind the Harvest represent a range of roles across NatureSweet’s operations, from greenhouse production to packaging, transportation, and leadership positions.
Each story reflects the company’s broader commitment to providing full-time employment, a living wage, education opportunities, and pathways for advancement within the agricultural industry.
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