NatureSweet has launched a new class of associates featured directly on its product labels, expanding its long-running “The Hearts Behind the Harvest” programme across the United States.
The fresh produce supplier said 19 associates have been selected for the latest class. Each was voted for by colleagues in recognition of leadership, dedication, and impact across greenhouse, packaging, transport, and operations teams.
The updated labels include illustrated portraits of the associates, alongside a QR code. When scanned, shoppers are taken to a short video introducing the person behind the product and their role in growing and handling NatureSweet tomatoes.
The labels are now appearing on selected products sold through major US supermarkets, where NatureSweet has a strong presence in the fresh produce category.
The programme began in 2018 as a small under-label initiative and has since grown into a core part of the company’s packaging and brand strategy. Previously known as “Associates Under the Label,” it was later renamed “The Hearts Behind the Harvest.”
In 2025, the campaign gained wider attention after shoppers shared their QR code experiences on social media. One TikTok video linked to the labels reached more than half a million likes, helping push the programme beyond in-store engagement and into wider consumer awareness.
NatureSweet says the initiative is designed to create a clearer link between consumers and the agricultural workers behind fresh produce. Unlike traditional marketing campaigns, the videos are unscripted and focus on associates’ real experiences, including their work, career progression, and the impact of stable, year-round employment.
Those featured in the new class represent a wide mix of roles, from greenhouse production to packaging and leadership positions. The company says this reflects its broader focus on full-time employment, living wages, education opportunities, and internal career pathways.
According to NatureSweet, feedback since the programme launched has included letters, messages, and videos from consumers. Some teachers have also used the labels in classrooms to help students better understand how food is grown and supplied.
New labels featuring the latest group of associates began appearing on shelves this month. More products will follow as packaging cycles refresh across the range.
Editor’s note: This article is based on NatureSweet’s official January 2026 announcement. No additional statements or figures have been added.
