Consistency has been the bedrock of Ontario-based greenhouse grower Del Fresco Pure for over 70 years. But the company’s real secret to growth in 2026? Agility. From navigating the upcoming USMCA review to integrating AI into the greenhouse, Ray Mastronardi, vice president of sales, explains why high-tech controlled environments are the ultimate defense against an unpredictable global economy.
The following has been edited for length and clarity.
With over 85% of Ontario’s greenhouse produce heading to the U.S., how are your futureproofing your operation against potential trade barriers or shifts in cross-border policy?
Mastronardi: At Del Fresco Pure, we’ve built our business over seven decades on consistency, trust and long-standing relationships across North America. While cross-border trade is essential, our approach to futureproofing is grounded in operational excellence within our greenhouses — investing in controlled environments, advancing efficiencies and ensuring we can adapt quickly. That foundation allows us to remain resilient, regardless of how the external landscape evolves.
The USMCA agreement is up for its first six-year review on July 1. How are you feeling about the immediate and long-term future of North American produce trade?
There’s a long history of collaboration in North American agriculture, and greenhouse growers play a key role in delivering year-round supply. From our perspective at Del Fresco Pure, that shared reliance creates stability. While reviews naturally bring discussion, we believe the long-term outlook remains strong because the system works — for growers, retailers and consumers alike.
Rising input costs continue to make headlines. How do input costs for greenhouse growers compare to those for field growers and how are you navigating these waters?
Greenhouse growing is inherently more controlled and comes with a different cost structure, particularly around energy, infrastructure and technology. At Del Fresco Pure, we’ve always approached this with a long-term mindset. Continuous investment in efficiency, innovation and scale helps us manage those pressures while maintaining the consistency and quality we’re known for.
2025 was marked by economic uncertainty for many. What was the hardest lesson your operation learned last year? How has it changed your operations?
If anything, last year reinforced that even in a controlled environment, agility matters. Our strength has always been consistency, but 2025 emphasized the importance of being able to pivot just as effectively. At Del Fresco Pure, it pushed us to sharpen our planning, strengthen communication across teams and ensure we’re positioned to respond quickly while continuing to deliver at a high level.
What role, if any, does AI play in your farming operations? If it does play a role, what have been the key benefits of implementation and where do you see taking this technology next?
With greenhouse growing, we’re constantly working with data — climate, irrigation and crop performance. At Del Fresco Pure, we see AI as an extension of that, helping us refine decision-making and enhance precision. It’s not about replacing expertise, but supporting it — giving our growers better insights so they can continue producing at the highest level.
Labor remains a challenge for the produce industry. What are the keys to attracting and retaining greenhouse talent?
Our business has always been built on people. Many of our team members have been with us for years, which speaks to the culture we’ve worked to create. At Del Fresco Pure, attracting talent comes down to offering a modern, technology-driven agricultural environment, while retention comes from investing in our people and giving them a sense of ownership in what we’re building.
Innovation has long played a critical role in your operations. What does greenhouse innovation look like for your brand in the next three to five years? What does it take to continue to succeed in this highly competitive marketplace?
Innovation for us isn’t one moment — it’s a mindset that’s been part of our business for generations. Looking ahead, it’s about continuing to evolve our controlled-environment agriculture, improving efficiency and reducing our footprint while maintaining premium quality. That includes introducing thoughtful innovations like our King Pack cucumber and our more sustainable top seal packaging — solutions designed to meet consumer needs while minimizing environmental impact.
At the same time, we’re committed to strengthening our connection with consumers through our digital media platforms, using engaging storytelling to bring our products and greenhouse story to life. Partnering with content creators like Logan Moffitt allows us to reach new audiences in authentic ways and inspire fresh, creative uses for our produce.
We also work closely with our retail partners to develop tailored programs that support their specific locations, customer bases and merchandising needs, ensuring mutual success at store level.
At Del Fresco Pure, success comes from staying disciplined, listening to the market and consistently delivering the quality and reliability our customers expect. We invite those interested in learning more to visit booth No. 1631 at the Canadian Produce Marketing Association Convention and Trade Show, April 28-30.
