Editor’s note: The following profile is from the 2024 Packer 25, our annual tribute to 25 leaders, innovators and agents of change across the fresh produce supply chain. (You can view all honorees here.) This feature has been edited for length and clarity.
Carl Mastronardi — Co-founder and president, Del Fresco Pure
Carl Mastronardi’s journey in the greenhouse industry is a testament to the power of perseverance and innovation. Under his leadership, the Ontario-based Del Fresco Pure has expanded its operational capabilities and embraced new technologies to enhance productivity and reduce environmental impact.
Walking through a greenhouse with Mastronardi is not only a living lesson in the art of growing, but an inspiring exemplification of his over 35-year plus knowledge in the industry, say colleagues.
As a pioneer in Canadian greenhouse-growing you’ve seen a lot of change over the years. How has the pace of innovation accelerated, and what’s the potential for growth in the next three to five years?
Innovation and quality have touched every aspect of Del Fresco Pure. By combining traditional methods with modern advancements, we have crafted a unique approach to greenhouse agriculture that not only honors our rich heritage, but also meets the demands of today’s consumers. To meet the needs of our customers, we have to continually stay on top of new technology. We’ve adopted energy-efficient systems, explored sustainable farming techniques and utilized advanced data analytics to optimize crop yields.
For example, in the early 2000s, we introduced integrated pest management practices, significantly reducing the need for chemical pesticides and promoting eco-friendly farming methods. By prioritizing sustainable practices, we’ve positioned ourselves as environmentally conscious agriculture, appealing to consumers who are increasingly aware of their ecological footprint.
We’ve consistently invested in energy-efficient systems and renewable energy sources to power [our] operations. This commitment to green energy not only reduces operational costs, but also aligns with global efforts to combat climate change. We’ve also placed a strong emphasis on community involvement and social responsibility like partnering with local organizations to support food security initiatives and provide educational programs about healthy eating and agriculture.
The technology we use today will continually advance, and in the next three to five years we will see growth in automated climate control systems, LED grow lights, hydroponic and aquaponic systems, data analytics and [Internet of Things] integration that make greenhouse management more efficient and less labor-intensive, and sustainable practices and materials to make growing more efficient, sustainable, productive — paving the way for the future of agriculture.
What does success for Del Fresco Pure look like to you?
I’m a firm believer that you must truly love what you do to be successful in the environment you work in. For me, my passion for greenhouse growing is not just about the end product; it’s about the entire process from seed to harvest, and the goal is to translate that passion into every tomato, cucumber, bean and pepper we grow, ensuring that every bite is a testament to our dedication to excellence and sustainability. With all that in mind, success to me is being able to provide consumers with the freshest, most flavorful produce possible, while also being responsible stewards of the environment.
Growing fresh fruits and vegetables to feed the world — whether indoors or out in fields — is not an easy career path. Why do you do it, and what about your work do you find most satisfying?
I was raised in this industry. Growing up, I was surrounded by stories of my parents’ homeland and the rich agricultural traditions they brought with them when they immigrated here. They instilled in me a deep appreciation for the land and the hard work it takes to cultivate it. Farming wasn’t just a job for them; it was a way of life, deeply rooted in their identity and culture.
Furthermore, our family-oriented business structure ensures that every decision is made with care and consideration. Each member of our team is deeply invested in maintaining the high standards that have been set by previous generations. This collective dedication allows us to consistently deliver fresh, flavorful and high-quality produce to our valued customers. I take pride in offering a diverse range of gourmet greenhouse items, including specialty tomatoes, crisp cucumbers and vibrant bell peppers. These products are not just food items; they are a testament to our enduring passion for greenhouse growing and our unwavering commitment to excellence.
