Turpin’s Heath will be constructed by housebuilder Beal Homes and comprise 71 three- and four-bedroom properties with 12 different house types.
The former site of Humber Growers has been disused since 2010, when the business consolidated operations at Ellerker, East Yorkshire.
The start of construction follows site clearance and preparatory works, and the demolition of redundant offices, warehousing and glass houses.
Beal Homes has almost completed foundations on six of the 21 properties in the first phase of the development.
Sue Waudby, sales and marketing director at Beal Homes, said: “We’ve seen extremely strong demand at Turpin’s Heath even before establishing a sales presence at the development.
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“People are attracted by the semi-rural, village feel and the accessibility of the location.
“It’s so convenient for travelling into Hull or to Leeds and York – via the A63 – and Brough rail station is close to hand.
“A key feature of the development will be an attractive, fully landscaped area of green open space, with a children’s play area forming almost a quarter of the site, so residents will have a lovely amenity right on their doorstep.”
The 8.5-acre development located on Common Lane has already sold 13 properties off-plan.
Prices in the scheme range from £234,995 to £394,995.
Beal Homes is investing £20m into the development, which is scheduled for completion in two years.