Tierra Suelta launches new website and SunJoya retail brand

Tropical produce grower, packer, importer and shipper Tierra Suelta has launched a new website at tstropicals.com, giving retailers quick access to its extensive product portfolio and resources for building dependable, year-round tropical programs.

The launch also introduces SunJoya™, Tierra Suelta's new retail brand for premium tropical fruits, roots, vegetables and specialty products available throughout North America.

A website built for produce buyers

The vibrant, easy-to-navigate site was built around the questions produce buyers need answered quickly: What is available? When is it in season? How can it be packed? And what support is available to help it sell?

A searchable catalog organizes 45 items into five categories: Dragon Fruit, Florida Grown, Roots & Vegetables, Tropical Fruit, and Specialty Tropicals. Individual product pages provide flavor and texture profiles, shopper-relevant attributes, seasonality, and a direct path to request pricing.

Grower expertise sets Tierra Suelta apart

"An important differentiator is that we are actually growers as well as importers, and that was important to emphasize both on the new website and on the packaging for SunJoya,” said Adrian Abreu, CEO of Tierra Suelta.

“Our family has spent three generations honing the expertise it takes to grow exceptional tropical produce, but retailers need more than great fruit. They need a partner who can make the supply chain easier to manage and the category more profitable," Abreu said. 

"The new site shows how our product breadth, combined with farming, packing, and logistics expertise, come together to deliver an elevated and dependable tropicals buying experience for retailers."

More than a supplier, a retail partner

A dedicated Retail Success section explains how Tierra Suelta supports year-round availability with custom packing, private label programs, merchandising assistance, and flexible delivery. The company's in-house logistics team monitors shipments to distribution centers across the United States and Canada, helping maintain supply continuity and keep customers informed during weather, transportation, and market disruptions.

Tierra Suelta's vertically integrated operations reinforce those retail benefits. Produce is harvested and packed six days a week and quickly pre-cooled in temperature-controlled, Primus-certified facilities to protect flavor, extend shelf life and reduce shrink. Full-time agronomists oversee production, and an in-house quality control team monitors each shipment. Farms in Florida and Ecuador, supported by strategic sourcing partnerships across Latin America, provide promotable volume and reliable supply throughout the year.

Tropical sales growth creates opportunity at retail

According to Circana retail data reported by IFPA, U.S. tropical and specialty fruit sales grew 4.5% year over year in August 2025, with dragon fruit and other specialty items continuing to gain momentum.

"Tropical produce offers retailers tremendous opportunity, but the category can be complex," said Karen Nardozza, CEO and Founder of Moxxy, the agriculture and fresh-food marketing agency that created the website and SunJoya brand. "We organized Tierra Suelta's broad product line to be inviting and easy to buy, connecting its supply-chain capabilities directly to less risk and shrink, stronger shopper engagement, and increased sales."

SunJoya, private label, and custom packs provide more choice

SunJoya gives Tierra Suelta's full portfolio a distinctive consumer-facing identity, including four varieties of Dragon Fruit, Florida-grown Mamey, Star Fruit, two varieties of Guava, tropical roots, and a wide selection of specialty items.

Attractive packaging, approachable product information, and merchandising support help retailers engage the already-loyal tropicals consumers while encouraging discovery among shoppers new to tropicals.

"SunJoya is more than a label. It’s a retail program built around consistency, flexibility and discovery," said Kristyn Lawson, retail sales specialist for Tierra Suelta. "It helps retailers introduce shoppers to exciting tropical flavors, but Tierra Suelta remains committed to giving buyers private label and custom packing options, plus hands-on support behind the scenes."

*All images courtesy of Tierra Suelta.

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