Canada

How Artificial Intelligence Is Transforming the Fresh Produce Supply Chain

Mon, 04 May 2026 11:32:34 GMT

TORONTO — A panel at the Canadian Produce Marketing Association Convention and Trade Show discussed both the opportunities and the challenges of using artificial intelligence in the fresh produce industry. While moderator Steve Roosdahl, CEO and president of BC Fresh, warned that AI can hallucinate and create false information if not fed good data, the benefit to closed data sets was discussed by panelists Stewart Lapage, vice president of supply chain and logistics for The Oppenheimer Group; Mike Meinhardt, North American business development executive for Clarifresh; Tim Raiswell, CEO of Oxrow.ai; and Alex Carvalho, chief technology officer of Bloom IQ.

“AI is kind of like your smartest friend that does hallucinogenic drugs. If AI doesn’t know, it makes it up,” Roosdahl says. “But as it learns, it needs feedback, and it needs good data to make good decisions.”

Meinhardt says these closed data sets, which use only the collected information the company supplies, ensure analytics are accurate.

“That’s a very healthy place to be,” Meinhardt says. “You don’t have to worry about garbage data because it’s your data — your data only that you’ve collected.”

Carvalho says that grounding models using specific searches and algorithms ensure information users act upon is consistent and accurate.

Scaling Operational Accuracy From Packinghouse Sorters to Global Logistics

When asked about the potential benefits AI can present, Raiswell says it falls in two categories. The first is acceleration of work, which includes automating repetitive, standardized tasks like scheduling, processing invoices and compliance. The second includes the ability for organizations to perform tasks previously impossible without specific skills.

Meinhardt says that AI can help scan fruit much faster within packing operations and screen for specific defects.

“We use AI to measure size, color, color coverage, stem color and external defects,” he says. “[We use] machine learning to identify cracks versus scars versus sunburns and so forth.”

Roosdahl says AI can offer consistency that might not be possible with even the best sorter.

“You get consistency because you get a machine that — when people get tired, they miss things, but machines tend not to,” he says.

Lapage says he sees a huge potential for AI’s use in farming to boost long-term sustainability.

“I see the real benefit being actually on the farming and growing side,” he says. “There are so many farmers and growers around the world on a knife’s edge, as we like to call it, whether their businesses and their farming operations are going to be sustainable from year to year. They can use this technology to find efficiencies, save costs, improve forecasting, yield — all the different things to make the farming side of the business sustainable.”

Roosdahl points out that drones could scout for pests and water issues and machines could automatically weed.

Lapage says, though, that data security is a huge focus for Oppy as it integrates new technology. Roosdahl cautioned the audience to ensure that data protection is a huge component of the integration as new technology is brought into an operation.

While it might seem tempting to use a public AI model that’s available — such as ChatGPT, Microsoft Copilot, etc. — Roosdahl cautions against that, as that data will be shared as common knowledge.

“If you just go with public AI and you take all your policies in your company and throw them out there, now everybody has your policies,” he says.

Evolution Toward Specialized Language Models and Proprietary Data Security

Raiswell says that the future of AI is less about the technology and more about how companies will integrate it.

“If you’re wondering how AI is going to impact my workforce, that’s more to do with you and how you structure roles than it is to do with AI,” he says.

Raiswell says industry leaders will be willing to test AI against the best human experts.

“The companies that are willing to ask that question of our gala guy, our Honeycrisp guy who knows the market better than anyone — are they willing to put them up against AI and really test that hypothesis?” he says.

Lapage also says he expects the conversation around AI at CPMA’s 2027 event in Vancouver, British Columbia, will be markedly different, but he warns that produce industry businesses that are reluctant to enact AI might not recover as technology continues to evolve at a rapid pace.

“If we don’t get on board, we’re probably going to get left behind to some degree,” he says.

Meinhardt says he sees opportunities with warehouse and operations, noting that there’s a strong potential for food safety.

“Food safety documentation [is] all rolled up into AI, giving you a food safety scorecard and telling you what your risks and analysis [are] and then, you know, trying to send the alarm light before the alarm light needs to be sounded,” he says.

Carvalho says that AI will shift within the next five years from general large language models designed for broad tasks — such as ChatGPT, Claude and Microsoft Copilot — to smaller language models designed for very specific tasks.

“Each model knows one specific part of the process to help you optimize your systems, your day-to-day and how you work,” he says.

And he expects this small language model will also help improve the work-life balance of its users.

“In five years, I believe we will have a better work-life balance and also a more improved work with all this decision making,” he says.

Retail Giants Reveal How Shifting Consumer Habits Are Reshaping Fresh Produce Trends

Mon, 04 May 2026 11:21:40 GMT

TORONTO — Changing consumer habits in light of economic pressure was a key theme of a retailer panel at the Canadian Produce Marketing Association Convention and Trade Show. The panel featured Maggie Chu, head of trading at Top Weal; Michelle Loucks, senior director of global perishable logistics, supply chain order management and produce purchasing at Whole Foods Market; and Scott Dray, senior director of global produce sourcing at Walmart.

Panelists discussed how shoppers have responded to economic pressures, often trading down instead of buying less. Dray says units are up, but it’s important to understand the context of where and why that is so.

The Value Gap: Why Shoppers are Trading Down

“The consumer out there is definitely challenged, nervous, afraid and budget constrained,” Dray says. “Units are up in produce, but they are trading down, looking for value.”

Loucks says Whole Foods Market is seeing its segment share growing in people looking for value as well as people who are willing to pay for premium products.

Chu, who represents a major Hong Kong-based produce distributor, says that what’s interesting about Hong Kong is that residents spend less on essential items to save money for travel and festivals, though they often travel to China by train or bus for those everyday items.

“In China, the cost is quite low, rather than in Hong Kong, where it is really pricey,” she says. “People would rather go to China for same-day traveling for groceries, shopping or dining and then back to Hong Kong on the same day. They spend less on essential items because there are way more choices in China.”

Social Media and the Hunt for the Next Big Trend

To manage and plan accordingly for the shifting consumer behavior, Dray says Walmart assesses data to better understand where the consumer is heading. He cites the growing popularity of sweetpotatoes as a key example of units being up and adjusting supply to serve that demand.

“As units start to go up on a particular item, we try to dig in and understand why and then make sure we’ve got supply to match that coming demand or that existing demand,” he says.

In terms of social media shaping trends and demands, Dray points to TikTok’s help in fueling this sweetpotato demand — but he says he looks to his children and grandchildren to ground trends to reality.

“They’re the ones that get to consume it,” he says. “They won’t lie. If I bring home something that’s kind of a good value, but they don’t eat it, the value really wasn’t anything.”

Loucks says she also relies on the supplier and grower relationships, as well as travel, restaurants and farmers markets, for inspiration about the next big thing to better inform her teams.

“You’re always looking to be inspired,” she says. “Every time you engage with anybody in this industry, you’re always looking for an opportunity.”

What Major Retailers Want: Innovation and Local Quality

Chu says, as a distributor, Top Weal uses Instagram marketing to create trends and share information about products.

“We provide promotions in-store to educate the customer about the benefits or advantages of the products,” she says. “So, somehow we can create the trend.”

When asked about what Canadian products that Loucks and Dray would like to carry more of, Loucks quickly points out Canadian mushrooms.

“I love it that I was a mushroom buyer when I worked at Loblaws, and I just have a passion for mushrooms,” she says. “I believe our quality in Canada is superior in so many ways, and so I’ve constantly promoted mushrooms since my first day with Whole Foods.”

Dray says he really thinks about the customer first in terms of products, and he’ll source the product from wherever it makes sense.

“There’s lots of great things grown in Canada that make sense for Walmart anywhere, whether it’s the U.S., Mexico, Central America, China, it’s got to be great quality, great flavor,” he says. “That’s really what I care about the most — not necessarily any particular item, but the item that fills that customer need is what I’m looking for.”

In terms of what they’re looking for on the trade show floor, Dray says it’s quite simple: He’s seeking something that meets a need.

“I’m looking for something new, something different, something that will fill a niche, make something better that already exists,” he explains. “Just innovation.”

Loucks says she gets excited about sustainable packaging options, especially in the grab-and-go space.

And for suppliers hoping to catch retailers’ attention, Dray says he wants the conversation to stem from meeting a need and how the supplier can work with Walmart to meet that need.

“I need you to understand what my needs are, how my business operates. What’s a problem that you’re solving that’s customer-facing focused?” he says. “What’s the need of a customer, and how can we work together to fill that need?”

Dray also says it’s important not to lose sight of produce’s role in the global food industry.

“We drive a lot of health in the world, and we should take that responsibility seriously and continuously strive to be better at it,” he says.

Loucks says quality is an important part of the conversation.

“You definitely need to be able to ensure that you’re getting the best that the supplier has to offer,” she says. “I’ve always felt that with Whole Foods, everybody wants to be on the shelf. And for you to be on the shelf with us as a retailer, definitely quality is the key.”

Loucks says it’s also important for suppliers to understand Whole Foods’ values, like its Source for Good program , which includes all certifications and focuses on ethical labor.

“I’ve seen the fruits of that part of the industry when we’re applying those certifications and thinking consciously about how we treat people in this industry,” she says.

Building Resilience Through Sustainable Partnership

Chu also says that when working with suppliers, it’s important to look at the relationship as a partnership, not a quick transaction.

“We keep a long partnership with our suppliers,” she says. “We need that, because we don’t want to keep finding new suppliers and don’t want to spend time to keep sourcing new ones, because we build trust together.”

And Chu says it is key for produce industry businesses to be agile in the face of volatility but also understand that working together is an important way to weather the storm.

“We are facing different difficulties or challenges every day,” she says. “You can work together with others in the industry.”

FairFruit Brings Year-Round Peas And French Beans to Canada

Wed, 29 Apr 2026 22:33:12 GMT

FairFruit, a company specializing in specialty vegetables and exotic fruits, has expanded its year-round specialty vegetable exports to Canada.

FairFruit says the Canadian market is a natural next step for its international sales evolution. Building on a positive track record in the U.S. and Europe, the company says the Canadian market offers a large and growing urban consumer base of 40 million people and a thriving food retail market.

“FairFruit offers Canadian buyers a sustainable supply proposition that combines consistency, honesty and long-term value,” says Evert Wulfrank, CEO of FairFruit USA. “Our year-round French beans and peas present a direct, dependable solution that addresses gaps in the Canadian market, backed by values that resonate with Canadian consumers. Our aim is become a recognized, trusted supplier to the eastern Canadian fresh produce trade.”

FairFruit says it used Canadian market research to identify opportunities to develop direct supplies from its own production companies in Guatemala and Peru. FairFruit says that dual origin model offers buyers supply continuity during the complementary primary growing seasons of Guatemala (November to April) and Peru (May to November).

“Our goal is to become a trusted, consistent supplier for Canadian buyers and a long-term partner in their growth,” Caroline Floren, sales and operations manager at FairFruit USA, says. “The quality of our relationships matters more to us than volume at the outset.”

Grown according to strict quality and food safety specifications, and packed and cold-chain managed from field to port, FairFruit says its portfolio includes both conventional and Fairtrade-certified French beans, peas, brassicas, and mini and colored carrots.

The company says established import hubs in eastern Canada present an attractive entry point for its year-round complementary Guatemalan and Peruvian supply model.

“We are a unique player with producers in both Guatemala and Peru, and we’re the largest company dedicated to exporting Peruvian peas to the UK, European Union, the U.S. and Japan,” Wulfrank says. “Our current customers choose us because our product arrives on specification, at consistent volume, season after season. We’re ready to offer Canadian buyers the same.”

FairFruit manages production from agronomic decisions in the field to quality validation at the packing stage. The company says this vertical integration enables it to guarantee consistent volume and specifications, reliability that retail and foodservice buyers require.

FairFruit will exhibit at the Canadian Produce Market Association’s Guatemala Pavilion, booth 1843, in Toronto, Canada.

One of North America’s Largest Farms Files for Financial Protection, Is Restructuring

Thu, 23 Apr 2026 14:50:02 GMT

Earlier this week, Monette Group, which farms more than 400,000 acres in Canada and the U.S. filed for financial protection and is restructuring.

The company filed for creditor protector in Canada via the Companies’ Creditor Arrangement Act (CCAA) and filed Chapter 15 in Delaware Bankruptcy Court.

The Cost of Expansion: Efficiency Erosion and the Leverage Trap

The group’s recent financial trajectory highlights a cautionary tale of aggressive, debt-fueled expansion meeting a volatile economic climate. While the organization successfully scaled its footprint and top-line revenue over the last several years, operational efficiency and debt sustainability have reached a critical breaking point. [all dollars are Canadian]

The Era of Aggressive Growth (2017–2022)
Driven by substantial borrowing, the Group underwent a massive scale-up, growing revenue from $45 million to $198 million and expanding its cultivated land from 97,000 to 269,000 acres. While total EBITDA initially followed this upward trend, the underlying efficiency—measured by EBITDA-per-acre—began to signal trouble, dropping significantly from its 2015 highs.
Operational Headwinds and Margin Compression (2024–Present)
The transition into 2024 saw revenue climb to a record $347 million across 440,000 acres, yet profitability decoupled from growth. Diversification into produce and cattle, intended to broaden the portfolio, instead acted as a drag on the bottom line. By 2024, EBITDA-per-acre plummeted to a decade low of $83—a nearly 50% decline. This downward trend was exacerbated in 2025; despite a projected $72 million EBITDA, actual earnings reached only $31 million due to a “perfect storm” of poor crop prices, high input costs, and yield losses.
The Sustainability Crisis
The group’s reliance on cheap capital (approximately 3% interest rates) and rising real estate valuations proved successful in a low-rate environment. However, the convergence of flat property values, persistent inflation, and high interest rates has rendered the current capital structure unsustainable. Despite holding significant underlying asset value, the group is now overleveraged, with compressed margins leaving little room to service debt or maintain liquidity.

What Is Monette Group?

Since 2010, Monette Group has been aggressively expanding from its family farm in Saskatchewan to Manitoba and British Columbia in Canada. Current President Darrel Monette took over the family farm in 2013. In 2019, the company expanded into the U.S. first in Montana and then Arizona and Colorado. The company’s website says its core values are: teamwork, efficiency, growth and ‘get shit done.’

With its expansion and diversification, the business expanded into four main brands:

Monette Farms: growing pulses, wheat, corn, sugar beets, barley, and alfalfa in Canada and the U.S.
Monette Produce: with growing locations in California, Arizona and Canada
Monette Cattle: ranches located in Saskatchewan and British Columbia
Monette Seeds: located in Saskatchewan in partnership with NexGen Seeds

The 18 business entities of Monette Group employ between 300 and 600 people, depending on the season.

Grain production, primarily canola, wheat and durum accounted for over 60% of group revenue in 2024 and more than 50% in 2025. Grain operations dominate the Canadian footprint with 68% of the group’s production occurring in Canada.

Fresh produce operations are primarily located in Saskatchewan and British Columbia, with significant fall and winter production in Arizona. In 2025, produce accounted for approximately 15% of group revenue. Crops include carrots, squash, broccoli, cabbage, pumpkin, cauliflower and watermelon. The group’s produce is mainly sold to Loblaws and the Little Potato Company.

Cattle ranching accounted for approximately 10% of revenue in 2024 and 17% in 2025. Cattle ranching operations focus on Black and Red Angus cattle, including herd breeding in British Columbia and feedlots across Alberta and Saskatchewan.

Seed processing accounted for 19% of revenue in 2024 and 16% in 2025.

Its main crops 10 years ago were green and red lentils, durum, canola and malting barley.

According to the company’s website, Monette Farms’ newest addition is west of Phoenix, Arizona. It’s a certified organic farm and headquarters to Monette Seeds USA.

What Monette Farms Has Said

President Darrel Monette has penned a letter sent to landowners and leasing partners as well as a press release distributed with general counsel as the point of contact. Both are dated April 21, 2026.

In both Monette says this process will allow them to stabilize finances, restructure debt, and continue operating.

The letter read: “This filing is a proactive response to current industry pressures (higher input costs, higher interest rates, and tighter credit) and is not a liquidation.”

It continued: “We are working with our advisors and a court-appointed Monitor to develop a restructuring plan for credit and court approval.”

Per a company press release, the day-to-day farming activities, spring seeding and livestock care are continuing as planned. The release also said all employees are being retained at this time.

The Assets of Monette Group

According to its 2025 financial statements, the group has $1.24 billion of total assets booked at cost (and not reflective of market value.)

As of April 12, 2026, the group owns 274,000 acres of land. In the U.S. Monette owns 61,700 acres in Arizona, Montana and Colorado.

For crop production, it leases 175,000 acres in Canada and 43,000 acres in the U.S. with annual total lease payments of $29.4 million. For its cattle business, Monette holds grazing licenses on 1.2 million acres of land in Canada.

The group owns three seed processing facilities in Canada.

It leases more than 1,700 separate units of farm equipment, with 1,600 units leased from John Deere Financial. Annually, the group spends $26 million on leased equipment.In 2023, it was newsworthy when the business transitioned from Case IH equipment to John Deere equipment in a reported $100+ million deal.

What Else Is There To Watch?

Monette Group is one of the largest privately held farming operations in North America.

The timing of this filing is critical for the farm to put in a 2026 crop. In the CCAA filing, Monette Group said its seed expenses are $40 million per year. To get set up for seeding, Monette’s operations may receive 41 truck loads of product a day (nearly 15,000 truck loads a year).

The main filing is in Canada with proceedings under the Companies’ Creditors Arrangement Act (CCAA) as part of a court-supervised restructuring process. From here is a process by which Monette will work with a court-appointed monitor to develop a restructuring plan for creditor and court approval.

The Chapter 15 filing asks the U.S. court to recognize the Canadian CCAA proceeding as the “foreign main proceeding” which can extend the protection of U.S. assets. It also prevents U.S. creditors from taking legal action such as seizing assets or filing lawsuits.

In the CCAA document, it is stated Monette Group held a $950 million secured credit facility dated December 5, 2018, which matured on April 15, 2026. Repayment of the obligations owing to the syndicate of lenders is a necessary component of the group’s overall restructuring strategy.

The CCAA filing comes after Monette per the guidance of its lending syndicate to sell assets. Two tracts were sold in 2025: in Regina, Saskatchewan for $41.18 million and 17,000 acres of land in Montana for $47.5 million. Additional sales were attempted this this winter, but with only one completed sale of 12,932 acres of farmland in the Stewart Valley of Swift Current, Saskatchewan for $54 million.

In the affadavit, Monette says a restructuring and selling of assets by the court appointed monitor is important to provide an orderly sale of assets and not cause a bulk liquidation which could result in lower values.

The farm has been active on social media:

How Del Fresco Pure is Futureproofing Ontario Greenhouse Growing

Wed, 22 Apr 2026 10:02:32 GMT

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.

Del Fresco Pure’s Ray Mastronardi shares how the greenhouse grower remains resilient regardless of trade shifts or market volatility.

(Photo courtesy of Del Fresco Pure)

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.

How Ontario Greenhouse Growers Are Building a New Canadian Gold Standard

Mon, 20 Apr 2026 00:17:04 GMT

Canadian greenhouse growers have noticed a greater focus on domestic production. While “elbows up” is a hockey term to protect a player’s personal space, it has become something more personal to Canadians and their shopping habits at the grocery store.

Shift Toward Purposeful Purchasing

Mark Reimer, research and business development manager for Great Lakes Greenhouses, says the “elbows up” mentality has expanded to how consumers connect with the produce grown in the province and country. It is a shift from passive buying to an active preference for homegrown quality, effectively turning Canadian products into the gold standard for freshness and reliability.

“As a family-owned and operated greenhouse, the ‘Buy Canadian’ movement has made it more personal,” Reimer says. “Consumers are actively looking to support businesses like ours, and they’re more aware that greenhouse produce is grown right here at home, year-round.”

He says this has also shifted the conversation away from price to the unique value proposition that Ontario-grown produce provides.

“People are thinking about reliability, food security and supporting local communities,” he says. “That’s helped greenhouse production be seen as not only consistent and high-quality but also something Canadians can feel good about choosing.”

Reimer says retailers have also taken notice and capitalized on that interest.

“We’re seeing more emphasis on highlighting Canadian-grown products, which really helps tell our story,” he says. “Overall, it’s strengthened trust and created a closer connection between growers and consumers.”

Nature Fresh Farms CEO Patrick Criteser says retailers see Ontario greenhouse-grown produce as part of a strong domestic supply.

“Consumers are asking more questions about where their food comes from, and greenhouse growing fits well with what they’re looking for: local, year-round, dependable,” he says.

“We’ve always focused on understanding how people actually shop and eat, and right now there’s clearly more interest in Canadian-grown. It just brings more visibility to what greenhouses can offer,” he adds.

Haven Greens founder and CEO Jay Willmot says this “elbows up” mentality is evolving into a long-term shift in consumer behavior.

“Canadian products are no longer viewed as a backup option but rather the gold standard for freshness and reliability,” he says.

Capturing Market Share With New Commodities

Willmot says there’s a push from consumers for Haven Greens to expand beyond greens — a bit of a mix between diversifying risk and standing out. Diversifying helps protect the operator from price volatility in a commodity but also helps position the whole Ontario greenhouse industry as growers capable of meeting a much broader demand.

“We’re seeing a growing push into soft fruits like strawberries and blueberries, leafy greens and fresh herbs, commodities that consumers want year-round but that Canada has historically imported,” he says. “These aren’t just exciting growing opportunities; they represent a real chance to capture market share that has always belonged to foreign producers.”

Reimer also says Great Lakes Greenhouses has seen interest in specialty or niche items, as well as in premium and value-added segments. This includes snackable formats and specialty varieties. This presents an opportunity for differentiation without shifting to a new commodity.

Criteser says there’s always interest in expanding offerings, but he says a lot of the focus on innovation tends to stem around how consumers use the products at home.

“The real opportunity is in doing something better — better flavor, better and more convenient eating experience, something that stands out,” he says.

Reimer also says there’s growing interest from consumers in convenience, health trends and sustainability.

“Retailers want products that tell a story and bring margin, not just volume,” he says.

And this ability to expand into new crops is possible thanks to advancements in lighting and climate control precision.

“This opens the door to crops that historically couldn’t be grown economically in Ontario,” he says.

Digital Tools and the Human Element

Technology and sustainability play a huge role in both where Ontario greenhouse production is today and where it’s going in the future. Criteser says systems to recycle water and carbon dioxide help support plant growth, but this goes beyond the buzzwords.

“We’ve talked about this for a long time as both a technology and energy efficiency story,” he says. “The goal isn’t just to use less; it’s to use what we have more intelligently.”

Nature Fresh Farms, Haven Greens and Great Lakes Greenhouses also have deployed more artificial intelligence-driven tools to help guide decisions around irrigation, lighting and greenhouse management, which helps the production team see patterns and respond more quickly.

“We see a space for advanced computers and AI to have a significant impact on the industry moving forward as these systems continue to develop at an incredible pace,” Reimer says.

But growers still play a key role in production, even with the ascent of AI.

“Human input is always required when dealing with biological organisms such as plants,” Willmot says. “However, every day we’re finding more use cases for AI to help us run the greenhouse more efficiently. We’re finding ways to optimize crop performance, manage energy use, maximize lighting use efficiently and analyze more data more accurately than ever.”

Willmot says technology has instead amplified the human element and helped Haven Greens scale production and increase yields to grow year-round.

“Things that would have taken significantly more time, labor and resources a decade ago are now done with greater speed and precision. But here’s what people often misunderstand: The technology doesn’t run itself. Behind every automated system, every sensor, every data point, is a skilled human being interpreting it, managing it and making the critical decisions that no algorithm can make on its own.”

And as for whether they work for a technology company that grows fresh produce or a grower who uses technology, Willmot, Reimer and Criteser say it is the latter.

“Technology is a big part of how we operate, but it’s there to support what we do, not define it,” Criteser says. “At the end of the day, it still comes back to how well we grow, how consistent the product is and how it performs for the customer. That’s what matters most.”

Criteser says technology will continue to be more integrated.

“There’ll be more data, more automation, more AI supporting decisions, but the grower’s role doesn’t go away; if anything, it becomes more important,” he says. “It’s really about giving growers better tools to make decisions faster and more accurately, not replacing that expertise.”

Expect to see growing integration of technology, Willmot says, for production tasks from planting to harvesting and sensors monitoring and adjusting variables such as humidity, light, carbon dioxide and nutrients in real time.

“What takes teams of people to manage today will be largely automated, faster and significantly more precise,” he says.

Greenhouse production, too, will run on renewable energy, capture and recycle water and reduce the industry’s carbon footprint.

“Making them not just productive but genuinely green,” Willmot says. “They’ll consume a fraction of the land and water that traditional outdoor farming requires while yielding significantly more.”

Strategic Roadmap for National Expansion

Willmot says indoor leafy greens are growing at a rate of 50% year over year in the U.S. and 80% year over year in Ontario. He says that while Ontario already accounts for two-thirds of Canadian greenhouse production, he thinks the base will continue to expand, but the country’s production will also expand beyond this traditional hub into Quebec and Alberta.

“While Ontario remains the engine, the growth is beginning to decentralize across the country,” he says.

Criteser agrees, saying he expects core regions such as Windsor-Essex to continue to grow infrastructure and labor, but logistics, energy availability and access to new markets will play a big factor in where other growth in the industry will come. He also points out that growth can mean a lot of things, including improving efficiencies.

“Growth isn’t just about building more,” he says. “A lot of it is about improving what you already have — getting better yields, better flavor, more efficiency out of the same footprint.”

Ontario is set to double its acreage in the next 10 years through a combination of expansions in traditional areas. Willmot says he also sees expansion in the form of established operations acquiring smaller growers to fast-track expansion and build newer, more specialized facilities.

“The Greater Toronto area and surrounding regions represent a significant untapped opportunity, particularly for leafy greens and high-value crops where proximity to urban consumers is a genuine advantage,” he says.

Willmot says in the next four to five years, the question won’t be whether greenhouse growing can feed Canada, “it’ll be how we ever managed without it.”

He says by 2030, Ontario’s greenhouse sector could have wide-ranging impacts on Canada’s food supply.

“The greenhouse of 2030 won’t just be a place where food is grown; it’ll be Canada’s most strategic agricultural asset,” he says. “Reducing reliance on imports, stabilizing prices year-round and building a level of domestic food security that outdoor farming alone simply cannot guarantee, given Canada’s climate and harsh winters.”

Your next read: Inside Ontario’s Billion-Dollar Greenhouse Surge

Fresh Innovation and Strategic Connections Take Center Stage as CPMA Heads to Toronto

Thu, 09 Apr 2026 19:10:54 GMT

The Canadian Produce Marketing Association’s Convention and Trade Show heads to Toronto this year, set for April 28-30.

It’s a must-attend for those in the fresh produce industry, and as the largest fresh produce event in the country, it bridges the gap between Canada and the global fresh produce market.

“CPMA is where the Canadian produce industry sets its direction,” says Fabian Pereira, vice president of marketing and innovation with Fresh Express. “There’s something distinct about CPMA: the speed at which ideas move from concept to commitment. You can walk in with a new idea and walk out with a path to shelf.”

What Sets CPMA Apart

And for Canadian brands, this “home show” is deeply personal. Peppe Bonfiglio, vice president of sales at Mastronardi Produce, says when CPMA comes to Toronto, it’s less of a trade show and more of a reunion with a chance to connect with partners, retailers and industry peers.

“If there’s one thing that makes CPMA truly irreplaceable, it’s that there is no better place to have an honest conversation about the future of fresh produce in Canada,” Bonfiglio says. “CPMA brings together the full ecosystem, growers, retailers, distributors, foodservice operators and innovators, all under one roof, all speaking the same language.”

Jean-Francois “JF” Delorme, IFCO Systems director of retail sales for Canada, says as the show is the largest stage for the Canadian produce industry, it’s almost a one-stop shop when it comes to networking.

“CPMA brings the entire Canadian produce ecosystem together in one place, making it an essential stop for IFCO,” Delorme says. “It gives us direct access to both growers/producers and retailers, while also creating space to discover new ideas, explore innovation and step back through engaging sessions that make you stop, think and grow (pun intended).”

Tiffany Sabelli, vice president of sales for Pure Flavor, says CPMA gives exhibitors a chance to see how new product launches resonate in real-time as retailers engage with the products.

“As a Canadian company, there is added pride in showcasing these innovations at home and seeing them connect so strongly within our own market,” Sabelli says. “The conversations that follow, from merchandising ideas to category growth opportunities, are where real momentum starts, alongside reconnecting with long-standing partners and building new relationships each year.”

Drew Callaghan, senior vice president of retail sales for Grimmway Produce Group, says it’s the relationships, trust and partnership that set the Canadian market apart.

“CPMA creates an environment where those relationships come together in a meaningful way. It’s not just about showcasing products; it’s where conversations turn into action and where you align with customers on how to grow the category together,” he says.

Janis Deschenes, sales manager of retail, wholesale and foodservice for Highline Mushrooms, says CPMA presents an opportunity to align with retail partners and build on shared goals.

“What sets CPMA apart is the level of connection across the Canadian produce industry. It creates space for meaningful conversations — not just around products, but around strategy, growth and where the category is heading,” she says. “It’s also a key moment to highlight investments being made within Canada, from innovation to production.”

Marco Volpi, chief marketing officer for Chiquita, says the show stands out for its strategic focus and level of engagement in the fresh produce industry.

“The Canadian market places a strong emphasis on sustainability, quality and long-term category growth, which makes the discussions and partnerships that come out of the show especially valuable,” he says.

Cristina Di Ielsi, national account manager for Taylor Farms Canada, says it’s that spirit of collaboration and focus on relationships that makes the Canadian market stand out.

“It’s a highly connected industry where retailers, growers and partners come together not just to do business, but to truly build the category together,” she says.

What You’ll See on the Floor

Windset Farms, Booth No. 410

Windset Farms plans to highlight its Aria tomatoes, which offer a vibrant flavor, red finish and refined sweetness. Windset will also showcase its Sweet Brilliance exclusive grape tomato, which the company says won the International Taste Institute Award for its notable sweetness.

Windset also plans to promote its Festiva Cherry Tomato Medley, which features six classic cherry colors, its Snap Stir Fry Cucumbers, which the company says are crisp, tender and versatile, as well as ideal for light sautéing or enjoying raw.

The company will also showcase new additions to its living Delicato Lettuce line with Delicato Green Batavia Lettuce and Delicato Red Batavia Lettuce. Windset plans to promote its Delicato Trio Lettuce, which combines three classics for a fresh, full flavor.

Chef Dustin Gallagher, runner-up on “Top Chef Canada All Stars,” will prepare bite-sized samples made with Windset’s fresh produce.

Ryan Cherry, Windset’s vice president of sales and marketing, says the company will also discuss its Delta, British Columbia expansion. Cherry says construction of another 38 acres of ultra-lit LED production is being completed, with planting occurring this summer.

Cherry says the Delta facility will now house several cucumber and tomato varieties, including Aria tomatoes, Snap Stir Fry Cucumbers to Fresco Cocktail Cucumbers.

“This expansion brings our total lit vegetable cultivation to 86 acres, enabling us to grow year-round in these facilities using the latest sustainable growing techniques,” Cherry says. “For customers, this means fewer food miles, fresher product and year-round availability, all centrally located to our customers.”

North American Produce Buyers Ltd., Booth No. 1601

North American Produce Buyers Ltd. plans to showcase its stone fruit, grapes and citrus offerings.

“We have an amazing supply of the highest quality Peruvian and Chilean import grapes,” says Steven Moffat, vice president of finance.

Stemilt, Booth No. 401

Stemilt plans to promote its kid-sized fruit brand for apples and pears, Little Snappers, Artisan Organics lineup and EZ Bands. Stemilt will showcase conventional apple and pear displays, highlighting Cosmic Crisp, which is a core part of the company’s Canadian program.

Stemilt will also showcase its new packaging for Kyle’s Pick — its premium cherry program — as well as new display bins and merchandising tools.

Brianna Shales, director of marketing for Stemilt, says the company continues to evolve its packaging innovations and variety mix. This includes the eco-friendly option of its EZ Band paperboard package for apples and pears.

“As the fruit category experiences robust growth, the Canadian market remains a prime target as their consumption of fruit is higher than the U.S.,” Shales says. “Organics continue to show year-over-year growth among consumers whose purchase decisions are influenced by healthy eating options and environmental concerns. Canada also represents a great opportunity to test new items in the marketplace. Their diversity and higher consumption of fruits and vegetables work favorably in that regard.”

One way that Stemilt has brought sustainability into its offerings is through its EZ Band paperboard package for apples and pears to provide shoppers with an eco-friendly option.

Pure Flavor, Booth No. 1111

Pure Flavor plans to showcase its premium medley of high-flavor snacking tomatoes, Cherry Picked. The company will also spotlight its refreshed brand and packaging at the show. Tiffany Sabelli, vice president of sales, says this new look helps highlight what matters most to Canadian consumers.

“With our new Pure Flavor branding, we are bringing a more cohesive and elevated experience to shelf, making it easier for shoppers to navigate our products while reinforcing quality and consistency,” she says. “At the same time, we are advancing sustainable packaging solutions that reduce environmental impact while maintaining product freshness and shelf appeal.”

Pure Flavor will also promote its Ontario-Grown Organic program. Sabelli says the program reinforces Pure Flavor’s commitment to locally grown greenhouse produce.

“We continue to expand our greenhouse-grown assortment to deliver consistent, high-quality produce year-round, with new varieties, improved flavor profiles, and formats designed to make everyday eating easier and more enjoyable,” she says.

Ocean Mist Farms, Booth No. 1526

Ocean Mist Farms plans to showcase its premium fresh vegetable line. President and CEO Chris Drew says attending the CPMA show is a great opportunity to connect with the company’s Canadian partners.

“Like Ocean Mist Farms, the Canadian Produce Marketing Association has a long, rich history spanning more than a century,” Drew says. “We’re proud to partner with our fellow CPMA members across Canada who rely on Ocean Mist’s quality and diverse product line to consistently meet consumer demand and to help drive increased fresh fruit and vegetable consumption across the country.”

Equifruit, Booth No. 683

Equifruit will celebrate its 20th year in the banana industry and driving fair-trade impact for banana farmers at the show.

“We’ve declared 2026 officially the Year of the Banana Badass to mark the occasion,” says Kim Chackal, vice president of sales and marketing and co-owner of Equifruit.

The company has also updated its iconic banana cases, which is set to debut at the show.

Chackal says the fair-trade banana market has grown by nearly 300% since 2020, which she says is indicative of Equifruit’s success in its mission, as the higher volume of fair trade purchases means a greater impact for the lives and communities of banana farmers and workers.

“Canadian consumers are increasingly making purchasing decisions based on their values, including ethical sourcing, environmental responsibility and health-conscious food choices,” Chackal says. “As a proudly Canadian, 100% Fairtrade, women-owned B Corp, we’re ticking a lot of boxes for Canadian consumers, and they get excited by Equifruit’s story.

“We lean into this with branding that’s impossible to ignore as well as tools like QR codes on our bands and in-store signage, making it easy for consumers to understand the impact of their purchase and engage with our mission,” she continues. “Shoppers want to feel good about what they’re buying, and with Equifruit, they know their dollar is contributing to something meaningful.”

Nature Fresh Farms, Booth No. 1521

Nature Fresh Farms plans to showcase its Devours and Sauci tomatoes. Devours is a premium grape tomato that offers a balanced sweetness, vibrant red color and a juicy bite. Sauci is a premium roma tomato that the company says, “turns a recipe into a tradition.”

Nature Fresh says its 2027 lineup taps into consumers’ interest in snackable, flavorful and convenient produce that is fresh and ready to enjoy.

“Our lineup is built around what today’s Canadian consumer values most: bold flavor, convenience and fresh, snackable produce that fits seamlessly into how people want to eat,” says Amanda Armstrong, vice president of produce and brand strategy.

IFCO Systems, Booth No. 1238

IFCO Systems plans to showcase its reusable packaging containers (RPCs), which come in a wide range of sizes.

Jean-Francois “JF” Delorme, director of retail sales for Canada for IFCO, says the company is evolving alongside Canadian customers as it leans into intelligent reuse, automation and greenhouse growth. Delorme points to IFCO’s development of a reusable greenhouse crate specification designed for year-round, Canadian-grown commodities.

“Additionally, through our collaboration with the CPMA Sustainability Committee, we actively promote reuse as a higher value solution in the waste hierarchy, achieving real, long-term reductions in carbon emissions and waste in Canada,” Delorme says.

Fresh Express, Booth No. 709

Fresh Express will be showcasing its newest globally inspired Chopped Salad Kits, including Creamy Mushroom Caesar and Italian Herb and Parmesan.

Fabian Pereira, vice president of marketing and innovation with Fresh Express, says these introductions reflect how Canadian consumers are more health-conscious, adventurous but still looking for speed and simplicity.

“Canada is one of the most forward-thinking produce markets in the world, and our 2027 pipeline reflects that,” Pereira says. “We’re building around two realities shaping the Canadian landscape: Sustainability is no longer optional, and meals are replacing side salads.”

Pereira says Fresh Express has evolved its packaging to balance freshness, shelf life and environmental responsibility to meet Canadian consumers’ expectations. He says Fresh Express has focused on creating complete, flavor-forward kits that feel like a meal.

Fresh Express plans to welcome Antoni Porowski to its booth during the show. Porowski will sign copies of his book, “Let’s Do Dinner.”

“Antoni isn’t just a global culinary figure; he’s Canadian, and that matters. He represents a generation of consumers who believe food should be fresh, simple and full of flavor without being complicated,” Pereira says. “That philosophy aligns perfectly with Fresh Express.”

Mastronardi Produce, Booth No. 521

Mastronardi Produce says taking center stage at its booth will be its Pop Its Bite-Sized Cucumbers. Peppe Bonfiglio, vice president of sales for Mastronardi Produce, says the Pop Its Bite-Sized Cucumbers are sweet, crisp and portioned for dipping and on-the-go snacking.

Mastronardi Produce will also showcase its Sunset Tomato Branch, which is a premium on-the-vine presentation of vibrant red micro grape tomatoes in a new triangle package.

“It’s a product that beautifully combines the Mastronardi family’s 70-plus-year legacy of tomato excellence with forward-thinking retail design,” Bonfiglio says.

Bonfiglio points to the new recyclable triangle package as part of Mastronardi Produce’s commitment to the value-driven Canadian shopper.

“The new recyclable triangle package debuting with the Tomato Branch is a direct reflection of that commitment: premium in look and feel but designed with end-of-life in mind,” he says.

Bonfiglio says Canadian consumers have also come to expect high-quality, locally grown year-round produce, and the company’s 2027 line will reflect that.

“Expect to see Sunset doubling down on produce that offers superior flavor profiles, like the higher-Brix Pop Its cucumbers, alongside continued investment in greenhouse technology that ensures quality doesn’t fluctuate with the seasons,” he says.

Grimmway Produce Group, Booth No. 831

Grimmway Produce Group returns to CPMA with a refreshed presence, bringing Grimmway Produce Group brands together in one space. The company plans to highlight its premium offerings in its portfolio across potatoes, carrots and organic vegetables.

Drew Callaghan, senior vice president of retail sales, says Tasteful Selections’ Nibbles line leads Grimmway’s premium potato offerings. The company will feature three SKUs — Honey Gold, Ruby Sensation and Sunburst Blend — and its corporate chef will prepare Tasteful Selection Nibbles at the show, Callaghan says.

“The product delivers on taste, texture and visual appeal, elevating everyday potatoes,” he says. “Packaging is designed to sell at shelf, with recipe cues that help shoppers quickly answer what’s for dinner tonight.”

Grimmway Farms plans to showcase its full range of premium conventional and organic carrots, including whole, baby, chips and shredded formats, all available in bilingual packaging. The organic lineup also includes rainbow carrots.

“Carrots remain one of the top produce items in household penetration, with continued opportunity to grow the category through expanded usage across snacking, cooking and entertaining,” Callaghan says.

Cal Organic Farms will feature more than 65 year-round and seasonal organic vegetables available for export to Canada. Expanded value-added offerings include dark leafy greens and fresh-cut vegetables.

“The Canadian organic market remains strong, with approximately two-thirds of consumers purchasing organic products weekly,” Callaghan says.

Chiquita, Booth No. 709

Chiquita says it plans to highlight its Chiquita Class Extra bananas and its “Likely the Best Snack Ever” campaign, which spotlights bananas as a naturally sweet, convenient and grab-and-go snack option.

Marco Volpi, chief marketing officer, says the brand also plans to highlight its “Pop by Nature” campaign, which bridges the connection between art, joy and the heritage of the Chiquita category.

“Booth visitors can learn more about Pop by Nature’s artwork created by this year’s collaborator, Jiaqi Wang, who transitioned Miss Chiquita from a traditional brand ambassador to a true contemporary icon through her work,” he says.

Volpi says that Chiquita continues to invest in innovations to support consistent, high-quality and year-round fruit, as well as advancing sustainable packaging efforts by evaluating material innovations and enhancing efficiency across the supply chain. He points to Chiquita’s work with the Yelloway Initiative to help future-proof the banana supply.

“Through this collaboration, we are supporting the development of new banana varieties that are more resilient to climate change and disease, while maintaining the taste, quality, and consistency consumers expect,” he says.

Taylor Farms, Booth No. 731

Taylor Farms plans to feature its newest Curry Crunch Chopped Salad Kit in the new product showcase, while Earthbound Farms will showcase its newest Beet Greens Blend.

Cristina Di Ielsi, national account manager for Taylor Farms Canada, says the Chopped Curry Crunch Salad Kit is a nod to Indian cuisine.

Di IeIsi says Taylor Farms continues to expand its line of fiber trays for its Earthbound Farms brands, which reduces plastic packaging by 90%.

“We also saw growing demand for lower price points and smaller portions, which led to the launch of our new mini chopped kits,” she says. “Perfect for students, small households or busy on-the-go customers, these single-serve kits offer a healthy, convenient option while helping reduce food waste.”

Highline Mushrooms, Booth No. 910

Highline Mushrooms will showcase its bilingual-labeled Stuffed Mushrooms from its Fresh Gourmet Series. Janis Deschenes, sales manager for retail, wholesale and foodservice, says the Fresh Gourmet Series reflects how the mushroom category is headed toward not only ease but also a premium eating experience.

“These items are designed to fit seamlessly into how consumers are cooking today,” she says. “They offer a quick, reliable solution while still feeling elevated, whether it’s for entertaining or a simple weeknight dinner.”

Deschenes says retailers are looking for ways to evolve beyond traditional commodity sets.

“There’s a growing need for products that bring new energy to the department, encourage trade up and create additional purchase occasions,” she says. “This is exactly where value-added mushrooms are gaining traction.”

Deschenes says Highline Mushrooms will focus on building a lineup that aligns with how Canadians are shopping, which is “more intentional, more informed and more focused on both quality and impact.”

Highline has expanded its use of clear, recyclable materials and advanced top-seal formats that reduce plastic as packaging continues to be a major priority.

“We’re also continuing to invest in product formats that simplify meal preparation and reduce waste at home,” Deschenes says. “Convenience is no longer optional; it’s expected, and it needs to be done in a way that still feels fresh and premium.”

And as Highline Mushrooms launches its Farm of the Future in Leamington, Ontario, Deschenes says the company will be able to deliver more consistent quality and more reliable year-round supply with increased automation and data-driven growing systems.

Smart Farming Trial at Windset Farms Integrates AI and Sensors to Bolster Year-Round Food Security

Wed, 18 Feb 2026 22:09:35 GMT

Announced last month , Windset Farms has embarked on a new smart farming initiative at its Delta, British Columbia, headquarters designed to improve how crops are grown, managed and monitored in a changing climate.

This is a joint project, supported by the B.C. Centre for Agritech Innovation, and is in partnership with Simon Fraser University, Koidra Inc., Vivent Biosignals, and Wageningen University & Research in the Netherlands.

Ryan Cherry, vice president of sales and marketing at Windset Farms, says the international project is part of a broader focus on the province’s ag tech industry. This smart farming initiative at Windset Farms’ Delta facility is part of a $658,000 joint investment between the B.C. Centre for Agritech Innovation and industry partners on three specific projects.

Cherry says this investment seeks to boost food security, create good jobs, support communities and help spur growth in the controlled environment agriculture industry.

“By working with industry, academia and government, we’re developing solutions that address climate change while building a more sustainable and resilient agriculture sector for all British Columbians,” he says.

Moving From Reactive to Proactive Management

Cherry says what’s unique about this project, which officially began in spring 2025, is it incorporates sensors to monitor plant stress from Vivent Biosignals and intelligent automation from Koidra to provide a holistic look at Windset’s greenhouse tomato production. Vivent provides the biological data that Koidra’s machine learning uses to adjust the automated system.

“Vivent Biosignals allows us to ‘listen’ directly to the plants by capturing their electrical signals, which can indicate stress long before it’s visible to the human eye,” he says. “Koidra’s AI platform then helps analyze that plant-level data alongside environmental and operational information. Together, they create a decision-support system that’s plant-centric, combining biological insight with advanced analytics to guide greenhouse management.”

Cherry says this integration signals a shift in Windset’s decision-making process.

“Instead of responding once plants show visible stress or disease, the system helps flag issues early and supports more precise climate, irrigation and nutrient adjustments,” he explains. “That means healthier plants, more consistent production and better resource use driven by real-time data.”

Over the course of this project, the team hopes to learn how plants communicate stress in real time, which can then translate to better information for growers, Cherry says.

“Pest infestations and diseases are critical in greenhouse environments because they can spread quickly and affect large volumes of crops,” he says. “Early detection enables faster, more targeted responses that protect yield, reduce losses and minimize the need for more aggressive interventions later.”

Cherry says there are also broader benefits with better information. These include more efficient uses of inputs.

“By better understanding what plants need, the system supports smarter irrigation, nutrient delivery and climate control,” he says. “While specific savings will emerge from the trial data, the long-term expectation is reduced waste and improved sustainable growing practices.”

Scalability and the Future of Specialty Crops

While the project currently focuses on greenhouse-grown tomatoes, Cherry says the hope is that the insights from this trial would have broader applications in the specialty crop industry.

“While this project is focused on a specific production system, the project aims to make the underlying technology highly adaptable,” he says. “A proof-of-concept here opens the door to broader applications across the agri-food sector.”

Cherry says the research team has currently focused on validating performance improvements, including plant health, consistency, early detection accuracy and production efficiency versus quantifiable metrics or yield goals. He adds that the research team hopes to have products, services and processes ready for market within 24 months.

“What’s exciting is that this early work lays the foundation for long-term adoption across the sector,” he says.

Cherry explains this will also help provide more reliable year-round access to fresh produce for consumers and retailers.

“It helps stabilize supply, reduces vulnerability to disruptions and supports food security by strengthening domestic production,” he says. “Over time, that consistency benefits both retailers and shoppers.”

Building a Skilled Agri-Tech Workforce

Windset Farms’ smart farming trial is part of a larger New Smart Farming project, which includes robotic weeding technology development at the University of the Fraser Valley and drought-resilient training at Kwantlen Polytechnic University. Cherry says this project will also boost opportunities for those working in the ag tech space.

“Beyond the technology itself, the entire New Smart Farming project, through B.C. Centre for Agritech Innovation, announced it is investing heavily in training and upskilling, noting that more than 353 people are expected to receive advanced training in agri-tech, innovation and business,” he says. “This will bring highly qualified personnel into the sector to support the industry well beyond this single project.”

The investment is also a commitment to resilient, consistent food production, Cherry says.

“By integrating advanced technologies into greenhouse operations, we’re strengthening Canada’s ability to produce fresh food locally year-round while reducing reliance on imports,” he says. “It’s about building a more secure, climate-resilient agricultural system.”

It’s also a signal that smart farming is more than a buzzword, Cherry says. The project is proof that it is foundational to specialty crop production, especially CEA production.

“The integration of AI, plant-based sensing and automation represents a fundamental shift in how growers manage risk, resources and productivity,” he says.

Pattison Food Group Adds Equifruit As Organic Supplier

Tue, 17 Feb 2026 20:09:22 GMT

Western Canada retailer Pattison Food Group has transitioned its organic banana program supplier to Equifruit, a North American importer of Fairtrade International-certified bananas.

Equifruit says its fair trade organic bananas are now available at the following Pattison Food Group stores: Save-On-Foods, PriceSmart Foods, Urban Fare, Buy-Low Foods, Quality Foods and Nesters Market.

Through this partnership, the companies say Pattison Food Group and Equifruit will help support sustainable incomes and improved working conditions for banana growers in Latin America.

“Switching to Equifruit organic bananas is a natural fit for Pattison Food Group,” says Justin McGregor, general manager for produce and bulk at Pattison Food Group. “They share our values of fairness, transparency and collaboration that benefits everyone, from growers to shoppers.”

Equifruit says in addition to promoting fairer wages and safer working conditions, the Fairtrade standards prohibit child labor and support farmers to help reduce their environmental impact. Equifruit pays a Fairtrade premium directly to growers, which provides community funding for projects such as education programs, clean water facilities and housing improvements.

“In a highly volatile global banana market, fair trade provides a level of stability for banana farmers,” says Jennie Coleman, president and co-owner of Equifruit. “That stability allows them to invest in a better future for themselves and their communities and a more sustainable future for the banana industry.”

Your next read: How Tariffs Grounded Fair Trade Produce in 2025, Just as it Was Poised for Takeoff

U.S.-Canada Produce Ties Weather Political Storms

Mon, 09 Feb 2026 11:03:51 GMT

Despite a few hiccups regarding tariffs and trade restrictions at the highest levels of government, working relationships among Canadian and U.S. produce businesses seem to be on track.

Angelo Alberga, vice president of sales and general manager for Canadian Fruit & Produce Co. Ltd. on the Ontario Food Terminal in Toronto, says it’s business as usual between his company and its U.S. counterparts.

“Our relationship has not been tarnished by any political movement at all,” he says. “We don’t have a problem with any of our American shippers.”

Tariffs have not significantly disrupted the flow of fresh produce, says Frank Quaranta, manager of operations for Ippolito Produce Ltd. on the market, but they did impact areas such as packaging materials and equipment.

“While there has been increased attention to trade policy, the fundamental working relationships have remained strong,” he says.

“U.S. suppliers are extremely important, particularly during the Canadian off-season,” Quaranta adds. “Cross-border relationships are essential to maintaining year-round supply.”

Hutch Morton, senior vice president at J.E. Russell Produce Ltd. on the market, is hopeful that disruptions can be avoided.

“I would be a happy man if 2026 wasn’t a year we were talking about tariffs and trade disruptions,” he says. “But with the [U.S.-Mexico-Canada Agreement] up for renewal, there will be some tensions for the produce industry.”

Disruptions because of product flow or tariffs would be “incredibly harmful” for the industry, he adds.

“The three countries that make up our North American trading block are so interconnected in the produce industry that it becomes very difficult very quickly when there are bumps in the road,” he says.

Market Momentum: Toronto Distributors Report Strong Growth

Tue, 03 Feb 2026 07:52:47 GMT

This past year was good for many Toronto-area produce distributors, and it seems like 2026 is off to a productive start as well.

Here’s a glimpse at what’s happening at some of the produce companies on the Ontario Food Terminal in Toronto.

F.G. Lister & Co.

“We had a very strong holiday season,” says Michael Fallico, vice president at F.G. Lister & Co. Ltd. “We can go into the new year very positive.”

Fallico mentions he is particularly pleased with the firm’s expanding bagging operation.

“It’s been a really positive program for us,” he says.

The focus is on citrus, he says, such as oranges, lemons, limes and clementines as well as avocados.

“We’re always looking for an opportunity to add more items,” Fallico says.

F.G. Lister can pack any size bag a customer requests, he says.

On the vegetable side, the company’s program dipped into a lull in the fall but rebounded by Christmas, Fallico says. Offerings include lettuce, romaine, romaine hearts, celery, greens, cauliflower, broccoli, broccoli crowns, peppers, onions and more.

On the fruit side, look for commodities like cherries, peaches, nectarines, apples, Spanish and California persimmons, pineapples, cantaloupes and honeydews.

“We’re a full-service house,” Fallico adds.

The bagging operation at F.G. Lister & Co. Ltd. on the Ontario Food Terminal in Toronto continues to expand, says Michael Fallico, vice president. The focus of the program is on citrus, including oranges, lemons, limes and clementines.

(Photo courtesy of F.G. Lister & Co.
)

Canadian Fruit & Produce

Sales also were good last year for Canadian Fruit & Produce Co. Ltd., says Angelo Alberga, who serves as the company’s vice president of sales and general manager along with Pino Prosa.

Alberga touts the company’s newly added Brazilian cantaloupe and a full line of fancy melons, including Santa Claus, canary and moon melons, as well as seedless and mini watermelons.

“We’re doing extremely well with them,” he says. “Our SunVine label is growing dramatically.”

The SunVine label previously was attached to the company’s local watermelon program but has been expanded to include the Brazilian deal, he says.

Canadian Fruit & Produce also has a citrus program that includes California oranges, grapefruit and Turkish and Egyptian pomegranates. Its vegetable deal includes zucchini, eggplant, hot peppers, and green, red and yellow bell peppers.

“Size and quality are all outstanding,” he says.

Ippolito Produce

Frank Quaranta is finishing his first year as manager of operations at Ippolito Produce Ltd.

“Over the past year, Ippolito Produce has continued to focus on strengthening operations, consistency and customer service,” he says. “I have taken on the role of manager of operations, with a focus on improving day-to-day execution, communication between departments and overall product flow through our facilities.”

His priority remains maintaining quality while supporting retail and foodservice customers in a challenging market environment, he says. Ippolito Produce will continue to expand its local hydroponic lettuce program, Quaranta says.

The company’s late winter and spring programs typically include greenhouse lettuces and leafy greens, citrus, root vegetables and a range of imported fruits and vegetables as seasonal transitions occur.

J.E. Russell Produce

So far, J.E. Russell Produce Ltd. is on a strong trajectory entering 2026, says Hutch Morton, senior vice president.

“Some of that has to do with product availability, quality and pricing in our berry and grape categories,” he says.

The company is representing a new grape shipper from Mexico this year.

“That will fill a great need for us,” Morton says. “I’m proud of the way our team continues to build great programs with leading shippers.”

The company also has strong local partners in mushrooms, cucumbers and indoor lettuces; it has a full organic vegetable lineup as well.

“Organic sales have been tougher after a few years of leveling sales,” he says. “It’s been harder to consistently bring in and sell organic berries [because] lower demand and prices are sometimes just out of reach for many of our customers.”

Steve Young Returns to Oppy as Director of Sales

Tue, 27 Jan 2026 19:03:59 GMT

On Jan. 27, Oppy announced the return of director of Canadian sales Steve Young, who rejoined the company on Jan. 5. In this role, Young will lead Oppy’s Canadian sales team with a focus on strategic growth, program expansion and strong alignment across sales, marketing and category teams.

Young brings more than two decades of produce industry experience to the role, including a deep history with Oppy. He first joined the company in 2008 as a sales representative and went on to hold leadership roles as sales manager and later director of sales for Canada before departing in 2018. Most recently, Young served as vice president of sales at BCfresh Vegetables Inc., where he gained valuable experience working within a close-knit, highly focused organization. Earlier in his career, he was an account manager at Sunkist Growers from 2004 to 2008.

“I’m incredibly excited to return to Oppy,” Young says. “I’ve always looked at Oppy as my home, and I’m really looking forward to getting back to the roots of my career. So much has changed in the eight years I’ve been away. The growth of the company, the expansion of our capabilities, and the alignment with Dole have created exciting new opportunities, particularly for our Canadian customer base.”

Young adds his return offers a unique opportunity to blend past experience with new perspective.

“Over the last near-decade, I’ve grown in different ways by working in a smaller organization where my lens was very acute,” he says. “Coming back to a larger, global company like Oppy allows me to bring those skills and insights to a broader scale, supporting our Canadian team and delivering innovative, program-based strategies to retailers.”

Executive vice president of sales and general manager of the East Coast Brett Libke says Young’s leadership, relationships and cultural alignment make him well-suited to lead the Canadian sales team into its next chapter.

“Steve has a proven ability to champion both internal teams and external partners. His industry insight will strengthen customer trust, accelerate growth opportunities and align our sales team around shared goals and values,” Libke shares.

Top 5 Grocery Stores in Canada by Market Share

Thu, 02 Feb 2023 17:08:49 GMT

Canada’s retail market is mature, consolidated and full of demand for produce, according to a USDA analysis .

Canada’s market-leading retailers — three traditional grocers and two general merchandisers — hold nearly 65% of grocery market share, according to the report.

Top 5 Grocery Stores in Canada by Market Share

The USDA Retail Foods Annual Report on Canada showed the retail grocery market share as follows:

Loblaws: 17%
Costco: 15%
Sobeys: 14%
Walmart: 13%
Metro: 6%

The remainder of the market is represented by smaller regional retail chains, including 6,900 independents and 27,000 small and independent convenience stores across the country, the report said.

Ontario, Quebec and British Columbia represent 75% of Canada’s retail market and are the provinces in which most of the convenience, drug, grocery and mass merchandise stores are located, the report said.

According to the report, the Canadian food market displays both demand for low-priced quality foods and for premium and specialty food items.

U.S.-Canada Agricultural Trade Relations

In 2024, top U.S. consumer-oriented agricultural exports to Canada were bakery goods, cereals and pasta ($2.8 billion), soups and other prepared foods ($2 billion), fresh vegetables ($1.8 billion).

About 90% of Canada’s nearly 37 million consumers live within 100 miles of the U.S. border.

“Over 80% of Canadians live in the country’s 15 largest cities, making urban centers the nuclei of retail activity,” the report said. “As larger grocery banners focus their efforts on population-dense areas, smaller communities are serviced by smaller format retailers as well as independent and specialty retailers.”

In 2024, Canada was the No. 2 market for U.S. agricultural exports at $29.5 billion. Total trade between the US and Canada was $70.5 billion in 2024.

The report said that retail trends that have emerged over the last two years include:

Increased economic nationalism.
Marketing to a value-conscious, healthier consumer.
An increased emphasis on sustainability, particularly in eco-friendly packaging.
Adoption of the Grocery Code of Conduct to improve retail transparency.
The growing importance of ecosystems and partnerships.

E-commerce is a growing trend, the report said. Both Loblaw and Sobeys have taken significant steps in amplifying their digital presence. Loblaw continued to increase its e-commerce offerings and expand its click-and-collect online grocery shopping service in different store brands.

Nova Scotia-based Sobeys launched an online grocery business, Voilà — an automated warehouse as its fulfillment center, in partnership with UK-based e-commerce company Ocado — in June 2020, rolled it out across the Greater Toronto Area in subsequent weeks and then expanded the service to Ottawa and major cities across Quebec.

Consumer demand and established distribution channels with U.S. suppliers continue to fuel produce sales growth, with Canadians spending 21% more on fruits and vegetables than U.S. consumers, according to the report.

Chris Hedges Returns as Ontario Apple Growers Chair

Mon, 22 Dec 2025 15:55:37 GMT

Chris Hedges has been re-elected as the chair of the Ontario Apple Growers for another one-year term, and Jeremy Veens of Lambton County becomes the organization’s new vice chair, the OAG announced Dec. 18.

“I’m grateful for the confidence my fellow apple growers have shown in me by asking me to continue to lead their organization,” Hedges says. “Ontario’s apple industry continues to face significant challenges, and OAG remains focused on advocating for policies and programs that support a strong, competitive and economically sustainable apple industry.”

Hedges first became chair of OAG in 2024, after completing one year as vice chair. He first served as an OAG director from 2005 to 2012 and returned to the board for his current tenure in 2020. He farms with his wife near Vanessa and also owns and manages Ontario Orchard Supply, providing orchard supplies to growers across the province.

New vice chair Jeremy Veens farms with his spouse at Veens Family Orchards in Lambton County. They grow a mix of apple varieties, including Honeycrisp, gala, Ambrosia and fuji apples. Veens joined the OAG board as a director in 2022 after serving two years as a grower committee representative and brings both production and business perspectives to the vice chair role.

“I’m honored to step into the role of vice chair and to support the important work OAG does on behalf of growers,” Veens says. “Strong advocacy and collaboration are essential as our industry adapts to changing markets, costs and growing conditions.”

The OAG chair and vice chair are elected annually by the board of directors. In addition to Hedges and Veens, the OAG board includes directors Chris Geerts, Craig Van Ymeren, Brian Gilroy, Kyle Ardiel, Robert Shuh, Kara Pate, Charles Stevens and Quinton Gibson.

Your Fresh Market Broccoli Florets Recalled in Canada

Tue, 02 Dec 2025 15:32:00 GMT

The Canadian Food Inspection Agency says broccoli florets from Fresh Taste Produce Ltd. that were sold under the Your Fresh Market label have been recalled due to a potential contamination with salmonella. The florets were distributed in the provinces of New Brunswick, Newfoundland, Labrador, Nova Scotia, Ontario, Prince Edward Island and Quebec.

The recall includes the 907-gram Your Fresh Market broccoli florets with a 627735270548 UPC and lot code of 25318.

The Canadian Food Inspection Agency says the recall was triggered by its inspection activities. The agency says it has begun a food safety investigation, which may lead to the recall of other products.

There have been no reported illnesses associated with the consumption of this product, the agency says.

John Anderson Inducted into Canadian Agricultural Hall of Fame

Thu, 13 Nov 2025 22:12:47 GMT

Oppy’s chairman, CEO and managing partner John Anderson was inducted into the Canadian Agricultural Hall of Fame during a ceremony Nov. 8. The Canadian Agricultural Hall of Fame Association described Anderson as an innovative entrepreneur and international business leader who has dedicated his 50-year career to Oppy.

“Every year we welcome inductees who have made impactful contributions across so many segments of Canada’s agriculture industry,” says Phil Boyd, CAHFA chair. “As our industry continues to innovate and advance, it’s important to reflect and recognize the lifetime contributions these individuals have made to strengthening the world-class agri-food industry we enjoy in Canada. Our 2025 inductees reflect groundbreaking work in primary production, value-added and food retail, policymaking, commodity organizations, cooperatives, research and Extension.”

The CAHFA recognizes Anderson for his journey from warehouse associate to CEO of Oppy. Under his leadership, Oppy transformed from a modest fruit distributor into a global produce marketing company with strong Canadian roots.

“Under John’s leadership, Oppy made groundbreaking advancements in agricultural practices and distribution methods while continuously focusing on championing the success of the Canadian agriculture industry,” CAHFA says in its announcement of the inductees. “His enduring focus on sustainability, farm wages and community welfare has earned the company, and him, global acclaim and numerous awards.”

Anderson joins five other inductees: Dori Gingera-Beauchemin, Gaétan Desroches, Joe Hudson, Dennis Laycraft and Dr. Peter Sikkema, in the 2025 class. He was nominated by Wally Oppal.

“Being inducted into the Canadian Agricultural Hall of Fame is a great honor,” Anderson says. “It’s a privilege to call Canada home and an even greater privilege to have been a part of advancing its agriculture community over five decades. Thank you to the association for this distinction.”

In honor of Anderson’s induction, the CAHFA commissioned a custom portrait by Maria Gabankova to commemorate his lifelong contributions to Canadian agriculture.

Don Listwin Joins 4AG Robotics’ Board of Directors

Wed, 12 Nov 2025 16:20:33 GMT

British Columbia, Canada-based automated mushroom harvesting company 4AG Robotics announced Oct. 15 that Don Listwin joined the company’s board of directors. The company describes Listwin as a longtime technology executive and philanthropist, known for senior leadership roles at Cisco, service as CEO of Openwave Systems, CEO of med-tech company RapidAI, board member of Carbon Robotics, and as the founder of the Canary Foundation.

“Don has spent his career turning ambitious technology into commercially successful global businesses,” says Sean O’Connor, CEO of 4AG Robotics. “It’s the perfect fit for where we are right now: Scaling manufacturing, deepening our AI capabilities and expanding deployments around the world. We’re thrilled to welcome him to the board, and I’m excited to learn from him.”

Chris Payne, chief operations officer of 4AG added: “Don’s pattern recognition at scale, how to operationalize excellence and build resilient companies, will be a formidable addition to the company”

Listwin has advised and led multiple growth-stage companies across networking, telecom and healthcare innovation, and brings extensive experience in go-to-market, international scaling and board governance. He is also widely recognized for his philanthropy in early cancer detection and mission-driven innovation.

“What 4AG has accomplished is rare: They’re not just proving a breakthrough; they’ve commercialized it” Listwin says. “Automation in hand-harvested crops is one of the most important productivity shifts of the next decade. 4AG’s combination of real-world performance, customer traction and relentless work ethic puts them in a category of their own. I’m thrilled to join their journey and help the team build a world leading agriculture robotics business.”

Judge Dismisses Claims, Counterclaims in Staccato Cherry Lawsuit

Fri, 10 Oct 2025 21:20:59 GMT

Summerland Varieties Corp., which holds the global master license for Staccato cherries, says that the District Court for the Eastern District of Washington dismissed claims and counterclaims between Agriculture and Agri-Food, Summerland Varieties Corp., Van Well Nursery and Gordon and Sally Goodwin.

This summer, Van Well Nursery and the Goodwins reached a settlement with AAFC, SVC says, which includes a monetary payment and assignment of the “Glory” patent to AAFC and destruction of all “Glory” trees in Van Well Nursery and the Goodwins’ possession.

Summerland Varieties Corp. says claims and counterclaims between Agriculture and Agri-Food and Monson Fruit Company are unresolved.

In March, U.S. District Court for the Eastern District of Washington reversed a previous order invalidating a plant patent related to Staccato cherries. Agriculture and Agri-Food Canada, a department of the Canadian government, owns the intellectual property rights to Staccato cherry. The court had ruled that the Glory cherry is actually the Staccato cherry, and as a result, AAFC is now free to pursue its claim that the propagation, distribution and sale of Glory trees or cherries infringes the Staccato patent.

AAFC has had long-running legal action with three U.S.-based defendants: Gordon Goodwin, a Washington State orchardist who claimed to have discovered the Glory tree and patented it as his own; Van Well Nursery Inc., a U.S. nursery that transferred a Staccato cherry tree to Goodwin and then grew and sold Glory trees; and Monson Fruit Co., a U.S. grower, packer, and seller of Glory cherries.

Equifruit Climbs Canada’s Top Growing Companies List, Posts 195% Growth

Mon, 29 Sep 2025 11:58:49 GMT

Equifruit, the Montreal-based Fairtrade International-certified banana company, has been named one of Canada’s top growing companies by The Globe and Mail for a fourth consecutive year. Ranked No. 174 with a growth rate of 195%, this is the company’s highest position on the list yet, up from No. 229 in 2024.

“We’re so proud to be included again on this year’s list,” says Jennie Coleman, president and co-owner of Equifruit. “For us, growth is not just about numbers, it’s about impact for banana farmers. Every Equifruit Fairtrade banana sold means fairer wages and better conditions for banana growers. That drives us to keep growing across North America.”

Demand for Fair Trade Bananas on the Rise
A certified B Corp and women-owned business, Equifruit says its sustained growth speaks to consumer demand for fair-trade bananas in North America. In the past five years in Canada, organic, fair-trade certified banana volumes have grown by 521% and one in three organic bananas are now fair trade, supported by major retailers switching their organic banana program to fair trade, according to a news release. Equifruit says this growth creates positive impact for banana farmers.

This latest milestone comes on the heels of Equifruit’s other achievements this year, including becoming a certified Fairtrade workplace and achieving a place in ECIP’s Leadership Circle , which recognizes produce suppliers who demonstrate exceptional commitment to improving labor practices.

Equifruit Goes Bananas for Fairtrade Month
Equifruit says it is now gearing up for Fairtrade Month, a global celebration where retailers and brands spotlight what it means to “buy better” this October. Equifruit says it will position the Equifruit Fairtrade banana as a fruit that fuels the body and pays banana farmers fairly.

The Equifruit team also plans to attend the IFPA Global Produce and Floral Show, Oct. 16-18, in Anaheim, Calif. Meet the team at booth No. 3568 and “prepare to go bananas.”

Your next read:
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U.S. Sweetpotato Exports Grow, But Not Without a Challenge

Wed, 10 Sep 2025 18:11:25 GMT

When it comes to exports, the sweetpotato industry has made some significant gains over the past decade.

In 2024, growers sent 21% of their sweetpotatoes to buyers outside the U.S., says Jerry Hingle, international program consultant for the Benson, N.C.-based American Sweet Potato Marketing Institute (ASPMI). Ten years ago, that figure was about 8%.

Canada is the No. 1 market for U.S. sweetpotatoes, followed by the United Kingdom as well as some European nations, such as Germany and the Benelux region, says Jeff Smutny, ASPMI’s executive director.

However, shipments to Europe have dipped into the “low two-digits” over the past couple of years, Hingle says.

“The sole reason is Egypt,” he says. “Egypt’s exports to the European Union and the United Kingdom are up tremendously, and we’re taking it on the chin.”

Egyptian growers were able to secure seed for the same sweetpotato varieties as those grown in the U.S., Smutny says.

Growing operations are government subsidized, sellers can take advantage of a favorable currency exchange rate, and Egyptian growers have a location advantage — Egypt is much closer to Europe than the U.S. is — Smutny says.

Rise in Mexico

While exports to Europe might be down, Mexico is an up-and-coming market.

“Mexico is a new market for us solely because of the work we’ve done,” Hingle says. “Mexico now ranks among the top five markets. It was not even on our radar screens five years ago.”

And the market continues to grow.

ASPMI has worked with importers in Mexico, attended trade shows there and has conducted abundant sampling in Mexico’s largest retail chains, Smutny says. In fact, 160 samplings were conducted in the past six to seven months.

The favorable reputation of U.S.-grown sweetpotatoes was largely developed through the marketing efforts of ASPMI, Hingle says.

“We invest heavily in promoting sweetpotatoes around the world,” Hingle says, especially by touting their nutritional value and quality.

ASPMI promotions also stress the growing practices used by U.S. producers, the safety regulations they abide by and growers’ emphasis on sustainability, Smutny adds.

Marketing Revamped

Smutny assumed his leadership position last year and says one of his first tasks was to review the institute’s marketing activities.

“We decided to make a more retail-focused approach,” he says, since consumer outreach is expensive and ASPMI has a small budget, supported by USDA funding. “We have to use it sparingly.”

The institute replaced some of its marketing firms overseas.

“We just signed on with a more nutritionally focused firm in Europe,” Smutny explains.

ASPMI works directly with importers and grocery store chains worldwide, conducts in-store sampling and strives to educate consumers at point of purchase by providing recipe ideas, sharing handling and storage practices and explaining how flexible sweetpotatoes are.

“You can use them for baking anything from brownies to just having sweetpotatoes themselves,” he says.

As for varietal preferences, consumers in other countries lean toward varieties like beauregard and other moist-flesh potatoes similar to those U.S. shoppers, Hingle says. However, purple sweetpotatoes are often the preference of Chinese and Japanese consumers, Smutny adds.

Tariff Talk

While tariffs can be a moving target, they have not yet had much of an impact on sweetpotato movement, Hingle sys.

Fortunately, there are no tariffs on sweetpotatoes produced in North America that are sold to buyers in Canada or Mexico thanks to the U.S.-Mexico-Canada Agreement, he says.

Pure Flavor to Expand its Georgia Greenhouse Operations

Wed, 10 Sep 2025 11:55:43 GMT

Pure Flavor, a greenhouse grower of fruits and vegetables, says it’s investing in the future of fresh produce with a 25-acre expansion of its Southern Flavor Farms greenhouse in Georgia. The Leamington, Ontario-based grower says the move strengthens the company’s ability to provide retailers and consumers with consistent access to fresh, flavorful and high-quality vegetables year-round.

The 25-acre expansion marks Phase 2 of Pure Flavor’s presence in Georgia. Construction is underway now, and production from the new expansion is expected for summer 2026, the company says. With an additional 25 acres planned for Phase 3, the company is looking to lay the foundation for future growth to meet increasing demand.

“With the 25-acre expansion next summer, Pure Flavor will have a total of 50 acres in Georgia once Phase 2 is complete,” says Mike Glass, director of sales for Pure Flavor. “With Phase 3, which is already planned, we anticipate reaching 75 acres in the state. Georgia’s strategic location, climate and infrastructure make it an ideal long-term growth hub, and we continuously evaluate opportunities to meet growing demand for fresh, premium produce.”

The new facility will feature advanced controlled environment agriculture systems designed to optimize crop growth while minimizing environmental impact. Pure Flavor says every decision in this expansion is intentional, from selecting locations to implementing advanced growing technologies. This methodical approach ensures that each investment strengthens its long-term ability to provide consistent, premium vegetables across North America.

Pure Flavor is a greenhouse grower of tomatoes and other vegetables.

(Photo courtesy of Pure Flavor)

Georgia on a Greenhouse Grower’s Mind

Pure Flavor says Georgia has become a key part of its growth strategy.

“Georgia offers a unique combination of benefits for greenhouse growing,” Glass says. “The climate allows for consistent year-round production, while the state’s transportation infrastructure and proximity to major southeastern markets enable quick, efficient delivery to retailers and consumers. Its location supports our goal of providing high-quality, locally grown produce while maintaining flexibility to respond to demand. These factors collectively make Georgia a cornerstone in our expansion strategy.”

Pure Flavor says the Georgia expansion will provide retailers with a dependable source of premium produce that meets growing shopper demand for locally grown food, while also helping them differentiate their offerings in a competitive category.

“This expansion allows retailers to plan with confidence, knowing they have a reliable source of high-quality produce grown locally, year-round,” Glass says. “By sourcing locally, it not only ensures freshness and peak flavor, but also supports inventory stability, reduces supply uncertainty, and helps retailers consistently meet shopper expectations.”

Looking Ahead

Given the increasing demand for greenhouse-grown produce, Pure Flavor continues to look at opportunities for strategic expansion.

“While Georgia is currently our primary growth hub in the U.S., we continually explore opportunities for expansion in other states where climate, infrastructure and proximity to key markets support our goal of delivering fresh, flavorful and responsibly grown vegetables,” Glass says. “Any future U.S. expansion will be guided by our strategic focus on quality, innovation, and market responsiveness.”

Glass says Pure Flavor has strategically located greenhouse operations across North America to provide consistent, premium vegetables year-round. And while the greenhouse grower doesn’t disclose exact acreages by location publicly, it says its “portfolio includes key operations in Canada, Georgia and other U.S. locations, allowing us to balance production, logistics and market demand efficiently.”

Ron Lemaire Talks Canada's Unique Role in Sustainability, Global Trade

Fri, 22 Aug 2025 21:15:20 GMT

Editor’s note: This interview with Ron Lemaire was recorded before Canadian Prime Minister Mark Carney’s announcement to remove all of Canada’s tariffs on U.S. goods specifically covered under USMCA.

When asked about the biggest drivers of change in the fresh produce industry for Canada and globally, Canadian Produce Marketing Association President Ron Lemaire says there are a few forces at play; on this episode of “The Packer Podcast,” Lemaire lists wildfires, heat waves, logistics, geopolitical issues and more.

“It’s not one thing that’s really driving challenges for everyone within our supply chain,” he says. “It’s the compounding of challenges that we’re living with. And you know what the amazing thing is? The industry is so resilient. We still pivot. We still adjust, and that’s something that I think we can be proud of.”

Lemaire says tariffs are another big force in the global fresh produce trade. While most fresh produce falls under the U.S.-Mexico-Canada Agreement (USMCA), some imports such as beans, citrus, melons and more face 25% retaliatory tariffs. U.S. and Canadian officials have been engaged in conversations on the potential to remove those tariffs and also build better trading relationships, says Lemaire, adding that the Canadian government has taken a strong stance on those 25% tariffs remaining in place in response to the U.S. government’s initial fentanyl tariffs.

Lemaire says there are opportunities for a remission of duty for products not found anywhere else.

“Lemons are having a real hard time globally,” he says. “The U.S. is one of our primary sources, and it’s a market that we need, so importers could apply for a remission of duty to hopefully get that 25% back to leave some of the stress within the system.”

Lemaire says there have been discussions on the Canadian side of trade about the minimum tariff the country’s importers could live with.

“For me it is zero,” he says. “The fact that we’re talking about minimizing tariff frameworks and saying, ‘Maybe 10% is okay.’” The approach I want to win for us moving forward is getting back to a USMCA framework, removal of the tariffs for fresh produce, and then go and look at if there is a tariff regime in play.”

Lemaire says he and fellow association colleagues see any tariff on fresh produce as being a challenge for the industry.

“When you start looking at the production challenges, the tight margins that we all function within, even a 10% base tariff or even a 5% tariff is detrimental to how we conduct business,” he says. “A big part of that is part of my biggest concern today is that the U.S. administration has set the context for a baseline tariff discussion.”

Lemaire says that as the U.S. put the original fentanyl tariffs in place, Canadian shoppers developed anti-American goods sentiments. While those beliefs still remain, he says he’s seen a softening.

“When we look at the fresh fruit and vegetable sector in Canada, $4 to $5 spent on fresh produce at retail is spent on imported product, and a majority of that comes out of the U.S.,” he says.

Lemaire says Mexico is also a major fresh produce trading partner, so the future of the North American fresh produce industry depends on a good business strategy that works for the entire fresh produce industry.

“We’re seeing consumption fairly static in Canada,” he says. “We’re seeing price still a driver. We’re seeing consumers still shopping at discount and mass merchants and really feeling the impact; where banners are still thriving, and you’re looking at club stores also doing well relative to value proposition.”

And Lemaire says that Canada has begun to engage with other geographic zones as a response to these increased tariffs on certain fresh produce goods.

“If you grow a product and you only have a window where North America is your market because of perishability, we need to make sure we get rid of the tariff framework,” he says. “We need to make sure we have open flow of trade across borders. … When we sit down and look at it, the consumer at the end holds the power. If they’re buying and they are increasing consumption, we all win.”

Regaining Canadian consumer confidence in U.S. goods is an important next step in the future of North American trade, Lemaire says.

“We’ve encouraged and had discussions with the U.S. Embassy in Ottawa, saying how do we rebuild and begin starting to look at a buy U.S. or some type of strategy that gets Canadians back on track relative to not only enjoying Canadian product and the products that they may not have access to through domestic production, but let’s look at the strategy that brings North America back together,” he says.

Nature Fresh Farms Appoints Thomas Dreher as Chief Financial Officer

Tue, 19 Aug 2025 18:00:11 GMT

Leamington, Ontario-based greenhouse grower Nature Fresh Farms announced Thomas Dreher as its new chief financial officer on Aug. 18. The company describes Dreher’s appointment as bringing extensive financial and strategic expertise to support its expanding initiatives.

“This appointment brings exactly the kind of financial leadership we need as we pursue new partnerships and market opportunities,” says Patrick Criteser, CEO of Nature Fresh Farms, in a news release. “Our ability to identify and unlock value across diverse business relationships will be crucial as we expand our grower-to-retailer ecosystem.”

With over 20 years of leadership experience across food manufacturing, consumer packaging and financial services, Dreher has built a career driving value creation and strategic growth at companies navigating complex market dynamics, according to Nature Fresh Farms.

Dreher will oversee financial operations, and evaluate and structure strategic partnerships that advance Nature Fresh Farms’ innovation efforts, the company says.

“What excites me most about joining Nature Fresh Farms is the opportunity to support a company that’s creating real value for partners, customers and communities,” Dreher says. “The financial discipline and strategic insight required to grow sustainably in this industry aligns perfectly with my experience and values.”

Dreher succeeds Dave Hildebrandt, who is transitioning to the board of directors after guiding Nature Fresh Farms through a period of recent growth.

Right To Repair Granted? John Deere Launches Digital Self-Repair Tool for $195 Per Tractor

Thu, 31 Jul 2025 15:29:05 GMT

In what appears to be a direct response to anti-competition claims raised in the ongoing FCC v. John Deere Right to Repair lawsuit , the equipment manufacturer has released an updated digital service tool to enable equipment owners to maintain, diagnose, repair and protect farm equipment.

The new Operations Center PRO Service tool is available now in John Deere’s Operation Center app to equipment owners in the U.S. and Canada.

John Deere says it will charge farmers an annual license starting at $195 per machine for the tool. The company is charging independent service professionals $5,995.00 per year, which includes up to 10 local downloads.

The increased functionality of the new service tool replaces John Deere’s previous digital service iteration, known as Customer Service ADVISOR. John Deere representatives confirm ADVISOR will be phased out over the next year.

What farmers need to know

John Deere says the new Operations Center PRO Service “delivers digital repair content filtered by year and model number and provides users with additional relevant machine information to help troubleshoot, diagnose and repair Deere equipment. It’s designed to be intuitive and deliver support in real time.”

Here are the new service and repair capabilities within the tool:

Machine health insights and diagnostic trouble codes
PIN-specific machine content, including manuals
Software reprogramming for John Deere controllers
Diagnostic Readings
Diagnostic Recordings
Interactive diagnostic tests
Calibrations

Quick Analysis

If you’ve been following the FCC v. John Deere Right to Repair lawsuit, you may recall FCC’s legal team asking the equipment manufacturer to release a full digital repair and diagnosis tool for farmers and independent service technicians as part of its filed request for injunctive relief.

Related: What Does Right to Repair Really Mean?

Right to Repair advocates and antitrust attorney James Kovac, along with the FCC’s legal team, at the time were critical of the Customer Service ADVISOR, calling it an incomplete diagnostic tool. Kovacs himself says “independent repair pros and the farmers have access to (the tool), but (it) doesn’t give them the full suite of options to repair all the needs of their farming equipment.”

What John Deere is saying about the new tool

“Our development of these tools reaffirms John Deere’s support of customer self-repair,” says Denver Caldwell, vice president of aftermarket and customer support with John Deere. “We view continuously enhancing self-repair as consistent with our mission to ensure John Deere customers have the best machine ownership experience possible.”

What about independent repair technicians?

(John Deere )

In addition to equipment owners, a local service provider can also use Operations Center PRO Service, John Deere says. With a John Deere equipment owner’s permission, independent technicians can gain access to diagnostic and repair information to support the equipment owner’s needs.

(JohnDeere.com screenshot)

On the John Deere online store, it currently lists a Operations Center PRO Service annual license for a “Service Business” as costing $5,995.00 . The license provides for 10 local downloads of the PRO Service application, the listing says.

“Our message to our customers is clear,” Caldwell continues. “Whether you want the support of your professionally trained and trusted John Deere dealer, to work with another local service provider or to fix your machine yourself, we’ve created additional capabilities for you to choose the option that best fits your needs.”

How does it work?

Equipment owners must access Operations Center PRO Service through the John Deere Operations Center. Once connected to the platform, owners will add their equipment into their account using the machine’s serial number. Use of an electronic data link might be required for more advanced features within Operations Center PRO Service, including software reprogramming. Certain interactive tests, calibrations and reprogramming limitations will exist at initial release.

John Deere says it will deliver additional capabilities in future updates. See JohnDeere.com/PROService for further details.

How can I find out more?

Operations Center PRO Service is available today. For more information on how to access all of the digital support tools offered by John Deere, visit Deere.com/RunItYourWay or see your local John Deere dealer.

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Leaders of North American Produce Industry Urge Swift End to Tariff Dispute

Fri, 25 Jul 2025 18:16:19 GMT

More than a dozen representatives of the fresh fruit and vegetable sector in North America sent a letter addressed to U.S. President Donald Trump, Mexican President Claudia Sheinbaum and Canadian Prime Minister Mark Carney to push for a swift end to ongoing tariff disputes, citing severe consequences to growers, exporters, retailers and consumers.

The Canadian Produce Marketing Association (CPMA), the International Fresh Produce Association (IFPA) and the other co-signers say these tariffs threaten the aﬀordability, accessibility and stability of fresh produce supplies across the continent.

“The fresh produce supply chain is one of the most deeply integrated in the world, with cross-border trade between our nations ensuring year-round access to healthy fruits and vegetables,” says Cathy Burns, IFPA CEO. “Consistent access to safe, nutritious produce is essential to addressing chronic health challenges. Tariﬀs on these vital goods disrupt that balance — driving up grocery costs, reducing availability and placing significant strain on the businesses that grow, ship, and deliver our food.”

In 2024, Canada imported nearly $5.5 billion in fresh produce from the U.S. and $3 billion from Mexico. The U.S. imported over 24 billion pounds of fresh produce from Mexico — valued at $19.6 billion — and exported more than $1.7 billion into Mexico. The organizations say these figures illustrate the tight-knit and mutually beneficial trade relationships that have long supported regional food security and public health.

“The stability of the North American fresh produce market is paramount. Canada’s industry is inextricably linked with our trading partners; any disruption directly impacts our growers, supply chains, and ultimately, consumer access and affordability,” says Ron Lemaire, CPMA president. “We stand with our domestic and global colleagues in demanding that leaders prioritize swift and collaborative resolution to safeguard the continental supply of fresh produce.”

The associations say in the letter that each country has a right to address unfair trade practices, but the associations caution that tariﬀs on perishable goods cause immediate and disproportionate harm to the supply chain. The organizations urge leaders to pursue a collaborative, long-term trade agreement that brings stability and predictability to the marketplace.

“Our organizations remain committed to supporting fair and open trade,” Burns and Lemaire said jointly in a news release. “We stand ready to work with all three governments to reach a solution that protects consumers, ensures food security, and strengthens the agricultural economies of North America.”

Josianne Légaré Joins Sales Leadership at Nature Fresh Farms

Mon, 21 Jul 2025 15:12:00 GMT

Nature Fresh Farms says Josianne Légaré has joined the Leamington, Onterio-based North American greenhouse produce company as senior vice president of North American sales and strategic growth.

With more than two decades of commercial leadership experience, Légaré has built a distinguished career forging partnerships and driving mutual value creation with leading North American retailers, according to the company.

“Josianne’s appointment sends a clear signal about our priorities,” says Patrick Criteser, CEO of Nature Fresh Farms. “We are deeply committed to being a true partner that delivers on our promises and helps customers achieve their category objectives. This builds directly on the strong foundation of trust, performance, and collaboration we’ve established over the years.”

“In today’s rapidly evolving produce landscape, our ambition is to be the go-to partner for retailers,” Légaré says. “By aligning with our customers’ goals and working shoulder-to-shoulder to tackle challenges, we can deliver meaningful innovation, sustainable category growth, and success through true collaboration.”

With bilingual capabilities and extensive cross-border market experience, Légaré is positioned to advance these objectives while maintaining a personalized, responsive approach, says Nature Fresh Farms.

“We’re not just adding talent — we’re strengthening our promise to be the kind of partner customers can count on for the long haul,” Criteser adds.

Ontario’s Field-Grown Goodness Starts in the Soil

Wed, 02 Jul 2025 22:09:48 GMT

The province of Ontario sits between the Great Lakes to the south and the Hudson Bay to the north. Though the province is well known for its robust greenhouse operations, it is the strength and variety of physical features that set Ontario apart, sources tell The Packer.

“Ontario field-grown produce is unique in Canadian agriculture due to its combination of fertile soil, favorable climate and crop diversity,” says OPDI — short for Ontario Potato Distribution Inc. — an Alliston-based potato grower, packer and shipper.

Ontario has the distinction of containing the vast majority of Canada’s organic order of soil according to the Canadian System of Soil Classification in the northern portion of the province. In the south, nearest the Great Lakes, the land is widely categorized as excellent for agriculture .

“The province’s farmland, especially in regions like the Holland Marsh and Niagara Peninsula, provides ideal growing conditions for a wide variety of fruits and vegetables,” says OPDI.

For Gwillimdale Farms, a Bradford-based grower, packer and shipper of root vegetables, soil is near and dear to everything it does.

“Field-grown produce benefits from natural elements like sunlight, rainfall, and Ontario’s mineral-rich earth, which we believe contribute to both the flavor and nutritional quality of our vegetables,” says Courtney Walker, marketing and communications manager for Gwillimdale Farms. “The land is more than where we grow; it’s a vital part of what makes our produce exceptional.”

Gwillimdale Farms credited the unique Ontario soil for the flavor and nutrition of their produce, adding, “We believe great food starts from the ground up.”

(Photo courtesy of Gwillimdale Farms)

But the soil is not Ontario’s only unique feature.

“Ontario’s temperate climate and proximity to the Great Lakes contribute to a longer growing season, allowing the cultivation of crops not easily grown in other parts of Canada,” OPDI notes.

The variety in the weather across the province, both east to west and north to south, also allows for a variety of crops across different growing times, according to Sara Woods, vice president of the Ontario Federation of Agriculture.

“Some of the things that now can be grown and are growing really well our sweet potatoes, watermelon, ginseng, and hazelnuts have become a really big thing,” Woods says. “We’re also seeing producers having really good luck with Asian greens like bok choy and napa cabbage. And that’s great, because of the diversity in Ontario and across Canada, being able to grow diverse crops is wonderful.”

Ontario’s field-grown produce is widely varied and getting moreso as tariff pressures drive growers to diversify.

(Photo courtesy of Ontario Federation of Agriculture)

Tariff Troubles and Other Challenges

The diversity of Ontario’s field-grown produce is a benefit to the province’s growers, particularly as the U.S. tariffs and related uncertainty have forced them to look for new markets. While this has hit Ontario greenhouse growers particularly hard, Woods said that the uncertainty of off-again, on-again tariffs from the U.S. has also hit field-grown produce growers.

“The sector is working on where to pivot to accommodate things and that’s why there’s more and different field crops being grown,” Woods says. “Just finding a market has become a bit of a challenge because we’ve always worked really tightly with the states and a large part of our processing happens in the states.”

This has involved both trying to increase processing capacity there at home in Ontario as well as finding other markets for Ontario produce.

“How can we pivot and make changes and make sure that we can, if there isn’t a market stateside, is there a market in another country? Is there a market here in Ontario?” Woods says. “So, we’re really working with our Home Grown campaign to let people know where they can get those fresh fruits and vegetables.”

Ontario’s Home Grown program highlights local farmers market and promoting other Ontario-local produce markets.

(Photo courtesy of Ontario Federation of Agriculture)

But establishing new markets or building up domestic markets takes time. The uncertainty surrounding U.S. tariffs is a pressing challenge now.

“It’s a challenge, but we are making the best of it,” Woods says. “It’s day by day.”

Aside from tariffs, Ontario field-grown produce growers face the same sort of farming challenges as produce growers in the U.S.: increasingly unpredictable weather, ever-increasing regulations, supply chain disruptions, inputs and shipping costs, and — the biggest perennial obstacle — labor.

“One of the never-ending obstacles for every horticulture producer is labor and the cost of it,” says Jim Veri of Exeter Produce, a diversified grower, packer and shipper of fresh produce based in its namesake of Exeter. “The supply of labor continues to go down and the cost of it continues to go up.”

Technology: The Way of the Future

Exeter Produce has embraced technology in the field as much as is feasible, using robotic transplanters and robotic weeders.

(Photo courtesy of Exeter Produce)

Automation is about the only thing that a grower can do to keep up with the supply and cost issues that surround labor, Veri says. That technology is capital-intensive, but it has been worth it for Exeter.

“We put in a computerized pepper line a number of years ago,” Veri explains, calling it a big deal. That system, which the company later duplicated on its green beans program, included a 12-camera system that took a picture of each pepper 12 times in a second. He said that the automated systems not only improved the consistency of the products they were packing, but also the grading quality over time.

“We’ve just now replaced that with a 40-camera complete AI system. It actually grades the pepper. It takes out things people miss or can’t see, and it doesn’t get tired after grading peppers for six to 12 hours. We’re installing that as we speak and we’re pretty excited about that,” he told The Packer in mid-June. “The 12-camera system was pretty cool, but the 40-camera system is going to really be a major step up.”

Exeter Produce has expanded its sweet pepper program and currently offers 13 different hot peppers.

(Photo courtesy of Exeter Produce)

Veri says the grading side of the fresh produce industry is where the biggest impact of automation technology is likely possible since so much of fresh produce must be hand-harvested. Still, Exeter has embraced technology in the field as much as is feasible, using robotic transplanters and robotic weeders. The company also recently had an automated bin washer built that is mobile so it can be moved around to different locations as needed.

“Before we send a bin out to the field for product to be picked and put in there, it goes through the bin washer,” he says. “That’s quite a good one.”

Other Ontario growers have also turned to technology to help overcome the more every-day obstacles of farming. To help manage issues like supply chain disruptions and product cost fluctuations, OPDI has recently invested in better storage solutions. Gwillimdale Farms too has invested in storage to deal with issues facing the area.

“One common challenge across Ontario is the limited availability of local white potatoes in the spring,” Walker says. “At Gwillimdale Farms, we’ve addressed this by investing in advanced storage technology that allows us to maintain the quality, freshness, and supply of Ontario-grown white potatoes year-round. Our storage capabilities not only meet demand during the off-season but also support the launch of new product offerings — ensuring consistency for our customers even when local supply is typically scarce.”

Gwillimdale Farms has invested in advanced storage technology to address the limited availability of local white potatoes during spring in Ontario.

(Photo courtesy of Gwillimdale Farms)

High- and Low-Tech Strategies to Sustainability

Ontario producers are also adopting technology to become more sustainable. Beyond strategies like shifting to more sustainable packaging or precision irrigation strategies, big technological investments help with reducing food waste.

For Exeter, technology to improve shelf life and cater to the needs of their mostly retail customers is a big focus that resulted in big investments.

“Everywhere that we have a packaged product, it’s temperature controlled,” Veri explains. This includes their packaged beans and peppers. Once the harvested produce hits the precooler, “it doesn’t leave the cold chain until the retailer decides what to do with it,” Veri says. “When you talk about shelf life, that’s a pretty big deal.”

Other shelf life-extending efforts Exeter has underway include using ethylene gas scrubbing technology in all of its refrigerated rooms, and ethylene absorbing packaging materials. The company is also sustainability focused when it comes to food safety.

As part of its effort to reduce food waste, Exeter Produce, with its Veri Fine label, has temperature-controlled facilities for all of its packaged produce, as well as using ethylene absorbing packaging materials.

(Photo courtesy of Exeter Produce)

“We don’t use chlorine or any of the other chemical additives to kill bacteria,” Veri explains. “We put ozone generators in wherever we wash product. Ozone will kill 99.9% of bacteria and it goes inert when it hits the air. It’s far safer for people and far safer for the product. It’s a winner in my opinion.”

But reducing food waste — or putting inevitable waste to beneficial use — doesn’t have to be high tech. It can be as simple as making local connections. Exeter partners with a local pork producer who has a biodigester. Veri explained that for biodigesters to work, there needs to be organic matter in the mix, not just the manure.

“We give him all of our waste organic matter — so, the culls of our vegetables like the waste beans, the waste peppers, the waste cabbage, the waste rutabaga trimmings — and they get fed into the biodigester along with the manure,” he says. The relationship goes full circle since the pork producer sends back the inert organic matter that comes out of the digester and Exeter spreads that on its fields to help build organic matter in the soil.

Gwillimdale has also leveraged the power of relationships in its efforts to be more sustainable.

“The company is expanding its farm-to-table partnerships, rolling out seasonal product campaigns, and developing educational initiatives for schools,” says Walker. “All of these efforts are grounded in Gwillimdale’s continued focus on sustainable farming practices that reduce environmental impact and promote long-term agricultural health. These initiatives represent a strategic investment in the future — strengthening the Gwillimdale brand and supporting its continued growth across Canada and beyond.”

Sustaining the Future of Ontario Field-Grown Produce

A key part of sustainability is the ability to keep growing into the future. This is on the minds of Ontario field-grown produce growers as much as it is for U.S. growers.

“The other benefit of the Home Grown campaign is it shows how development can impact in the future our ability to raise enough food to provide for our food sovereignty,” says Woods. She points out that Ontario loses an average of 319 acres of productive farmland every day.

“We’re not opposed to development, and we strongly believe that everyone deserves to have a place to call home, but [the campaign is] making sure that we have good planning and processes in place because farmland — once it’s gone — can’t produce food anymore,” Woods says.

Both Gwillimdale and Exeter are looking to the future of their operations with rebranding efforts this year. For Gwillimdale, the rebranding includes the introduction of eco-friendly packaging, a new website and a focus on social media to share its story with the community and building stronger connections with both retailers and consumers.

Exeter’s rebrand of its Veri Fine label will celebrate the company’s 75 years in business. Veri says the rebrand will be particularly noticeable in the company’s packaged products, like its specialty peppers, something that has been expanding in recent years.

“With the sweet peppers, we’ve probably expanded by 50% and we’ve also expanded that packaging,” Veri says. He explains they have packaged rainbow peppers, club packs of green peppers in bags, and 13 different variety of hot peppers packed in clamshells. “That’s been a big focus when you look at where the company is going,” he adds.

But the company — currently in its fourth generation — has a fifth generation to look forward to, and Veri says they enjoy the business.

The Veri family behind Exeter Produce is currently in its fourth generation, but it has a fifth generation that enjoy the business. Pictured from left to right: Mike, Joel, Ashley, and Jim Veri.

(Photo courtesy of Exeter Produce)

“I think the average age of a farmer in Ontario is getting close to 60 years old,” he says, noting that the loss of farmland in Ontario often happens because there’s no one who wants to take over the farm. “It’s really nice to have a next generation lining up.”

While the setting of Ontario is unique, many of the concerns, obstacles and approaches to field-grown produce are not.

“Ontario farmers are just like farmers in the U.S.; we love what we do, and we just want to make sure that you have safe, affordable, and sustainable food on your table,” Woods says. “Whatever we raise, we would feed to our families just like we’re feeding your families.”