Frontera Produce is joining the HarvestMark traceability system from YottaMark.

Frontera adds HarvestMark programThe Edinburg, Texas-based Frontera Produce Ltd., plans to start using the Redwood City, Calif.-based YottaMark’s HarvestMark traceability at item level on many of its commodities this fall. Pineapples are set to start the program in November.

Frontera wants to use the HarvestMark platform to better interact with shoppers, improve understanding with the supply chain and sharpen it food safety communication programs, according to a news release. Frontera also plans to use the HarvestMark DailyShopper service to better understand product condition and retail shelf life.

“Our experience has reinforced that we need to engage shoppers in the produce aisle and at home, to share the story of our products and traceability programs, and give them peace of mind in purchasing fresh food for their families,” Will Steele, Frontera’s president and chief executive officer, said in the release. “HarvestMark allows us to reach the shopper in the aisle and in the kitchen with this important information.”

Frontera distributes produce from throughout the U.S., Mexico and Central America and South America. It uses HarvestMark traceability on its watermelons. The pineapple program will mark Frontera’s first year-round HarvestMark program and should make Frontera the first national brand pineapple shipper to implement HarvestMark traceability, according to the release.