Photo courtesy of Village Fresh Greenhouse Grown
Village Fresh Greenhouse Grown has released a new tomato brand called Big Bend Beefs.
These beefsteak tomatoes are grown in the Big Bend region of West Texas.
"The Big Bend region is more than a geographic location; it’s an iconic part of Texas, celebrated for its wide-open skies, rugged landscapes and resilient spirit," the company, which was established in 1996, said in news release.
Village Fresh has been recognized by the McDonald Observatory, which was built in the area in the 1930s, for adopting night sky-friendly lighting practices across its operations, including shielding bulbs, using amber hues, reducing intensity and limiting unnecessary nighttime lighting.
The area offers among the highest number of clear-sky days in the country, making it an ideal environment for both astronomy and greenhouse farming, the company said.
"Our presence in West Texas has always been about more than growing produce," said Helen Aquino, director of brand marketing & communications for Village Fresh. "It’s about honoring the land, supporting the community and practicing sustainability in ways that protect not only our crops but also the environment. Partnering with McDonald Observatory’s Dark Sky initiative is part of that commitment ensuring that what makes this region special will remain for generations to come."
"Magnificent night skies are part of the West Texas identity. By working to reduce light pollution, Village Fresh is creating energy savings, improving safety and protecting the environment," added Stephen Hummel, Dark Skies Initiative coordinator at McDonald Observatory. "It’s a partnership that benefits science, agriculture, and the community alike."
Village Fresh also has "Good for the Earth" sustainable growing practices in place, with aspects from greenhouse management to packaging innovation designed to reduce environmental impact.
Big Bend Beefs are available in a range of pack sizes, including bulk loose tomatoes, 2-count and 3-count trays, and club store family packs.
Big Bend Beefs were officially released at the IFPA Global Produce & Floral Show in October 2025 in California.
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