Tierra Suelta brings peak-season dragon fruit to fall and winter promotions

Tierra Suelta is entering its 2026–27 peak dragon fruit season with promotable volumes, giving retailers an October-through-February window to feature colorful tropical fruit through holiday entertaining and into the new year.

With production in Ecuador and its recently introduced SunJoya™ brand, the grower, packer, importer, and shipper is helping retailers build seasonal promotions backed by farming expertise, packing capabilities, and dedicated logistics support.

US shoppers are putting more dragon fruit in their carts. According to Circana retail data, dragon fruit volume sales jumped by double digits in October 2025 compared with a year earlier, giving retailers a compelling reason to put this colorful tropical fruit front and center in fall and winter promotions.

Tierra Suelta means tropical

Tierra Suelta offers white, red-fleshed, golden, and yellow dragon fruit, giving retailers a range of flavors and appearances to introduce to shoppers. White offers mild sweetness with melon and pear notes; red pairs berry-like flavor with striking magenta flesh; golden delivers refreshing tropical sweetness; and yellow features pronounced sweetness and floral notes.

“All four of our dragon fruit varieties—white, red-fleshed, yellow, and golden—are available year-round, but peak season gives retailers an opportunity to make dragon fruit a more visible part of their assortment,” said Adrian Abreu, CEO of Tierra Suelta. “The fruit’s appearance gets shoppers’ attention, but helping them understand the flavor differences and how easy it is to enjoy can turn that curiosity into a purchase.”

For retailers, the season offers multiple merchandising opportunities. Cut fruit can bring color to holiday platters, while simple serving suggestions—slice, scoop, and enjoy—can make whole-fruit purchases more approachable. Displays that explain flavor differences, paired with sampling where available, can help shoppers select a variety and discover a favorite. Smoothies, fruit bowls, and easy snacks provide additional promotional themes for the new year.

“Dragon fruit can be unfamiliar to shoppers even when they recognize it,” said Karen Nardozza, marketing and retail sales representative for Tierra Suelta. “A little guidance can make a big difference. We want to help retailers connect beautiful displays with a satisfying eating experience that gives shoppers a reason to buy again.”

SunJoya™ brings Tierra Suelta’s tropical portfolio together under a consumer-facing brand, supported by product information and merchandising assistance. Private label programs and custom packing options give buyers flexibility to fit their stores and customers.

Tierra Suelta supports those programs with temperature-controlled packing, in-house quality control, and shipment monitoring to help protect freshness and reduce shrink. Dedicated account management and logistics teams coordinate supply and deliveries, helping retailers keep promotions on track and displays stocked.

Tierra Suelta will exhibit at the IFPA Global Produce & Floral Show in Orlando within the Fresh From Florida pavilion, booth #919. Retailers are invited to meet with Adrian Abreu, Steve Stutz, Frank Abreu, and Karen Nardozza to discuss peak-season dragon fruit promotions and year-round tropical produce programs.

*All images by Tierra Suelta.

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