NatureSweet® Launches New Class of Associates on Product Labels Through “The Hearts Behind the Harvest”
Nineteen peer-nominated Associates are featured on packaging and QR-enabled videos that connect consumersto the people who grow their food
NatureSweet®, the largest vertically integrated controlled-environment agriculture company in North America and leadinggreenhouse-grown produce brand,announced the newest class of Associates to be featured on its product labels throughthe company’s “The Hearts Behind the Harvest” program.
The latest class includes 19 NatureSweet Associates, each nominated and voted on by their peers in recognition of theirleadership, dedication, and impact across the company’s greenhouse and operations teams.
On NatureSweet products across North America, labels feature an illustrated portrait of one of these Associates alongside a QR code that links to a shortvideo, inviting consumers to meet the person behind their tomatoes and learn about theirrole at 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 attentionin 2025, with shoppers sharing QR label experiences across social media, including aTikTok video that earned more than half a million likes, sparking a broader conversationand appreciation for the people behind the produce. The widespread consumerengagement and organic sharing have propelled the campaign and grown into a definingelement of the NatureSweet brand.
“Our Associates Under the Label campaign brings our purpose to life in the most authentic way possible,” said Tobi Paul,Chief Marketing Officer at NatureSweet. “These Associates are the heart of our company. Featuring them on our packaginggives consumers a chance to see, and celebrate, the people who make their food possible.”
A people-first approach— told one story at a time
NatureSweet debuted the program to create a deeper connection between consumers and agricultural workers who growtheir food — a group that has historically remained invisible within the supply chain.
Unlike traditional marketing campaigns, the program centers on real, unscripted stories. Associates share their experiencesin their own words, describing their work, growth opportunities, and the positive impact stable, year-round employment hashad on their lives and families.
Those featured in “The Hearts Behind the Harvest” represent a range of roles across NatureSweet’s operations, fromgreenhouse production to packaging, transportation, and leadership positions. Each story reflects the company’s broadercommitment to providing full-time employment, a living wage, education opportunities, and pathways for advancementwithin the agricultural industry.
Selected by peers, celebrated by consumers
Every Associate featured on the label is chosen through a peer-nomination process at NatureSweet facilities,reinforcing the program’s focus on respect, recognition, results, and community.
“For Associates, seeing themselves or a teammate on the label is a moment of pride—not just for them, but for their families and communities,” said Lori Castillo, Vice President of Culture and Organizational Purpose. “It’s a reminder that the workthey do every day matters and they are valued.”
Since the program’s launch in 2018, consumers have responded with letters,messages, and videos expressing appreciation for the Associates’ stories. Teachershave incorporated the labels into
classroom lessons, and families have shared how the experience helped them better understand where their food comes from.
Transforming the industry through transparency
As a purpose-driven company, NatureSweet is committed to transforming the lives of millions of
agricultural workers in North America, proving that putting people first drives better products and stronger business results.The Associates Under the Label program embodies that commitment by creating meaningful transparency betweengrowers and consumers.
New labels featuring the latest class of Associates began appearing on select NatureSweet products in January.
Meet the newest class of NatureSweet Associates on our website or scan the QR code on participating packages.
For Associate Under the Label product images and video, click here.