Greenhouse

The Produce Branding Revolution is Real: Witness CPMA 2026

Thu, 07 May 2026 21:53:04 GMT

TORONTO — At this year’s Canadian Produce Marketing Association Convention and Trade Show, April 28-30, exhibitors proved that fruits and vegetables are no longer just commodities — they’re stories worth telling.

From Equifruit’s “Banana Badasses” of fair-trade capturing attention with P.O.S.-emblazoned boxes to Del Fresco Pure leaning into “Nonna’s house” nostalgia for its 70th anniversary to Red Sun Farms relaunching its Chef’s Collection tomatoes, where every variety has its own character, the booths across the show floor were alive with brands fighting for more than just shelf space; they’re fighting for and winning a place in the shopper’s lifestyle.

From left, Equifruit’s Kim Chackal, Marianne Stamatelos, Madison Hopper, Owain Hoefle and Carolina Arizabaleta strike “farmers gotta get paid” power poses at CPMA 2026.

(Photo: Jennifer Strailey)

Equifruit, the Montreal-based Fairtrade International-certified banana company, debuted new shipping boxes that feature colorful and compelling P.O.S. that take the heavy lift of merchandising off the retailer’s to-do list.

“We put the P.O.S. right on the boxes so retailers can merchandise our bananas and tell the fair trade story in a succinct way,” says Madison Hopper.

Equifruit has also added “Women-Owned Company” to the front side of its boxes, while staying true to its easy-to-digest fair trade messaging. The boxes say, “Why Fairtrade? Farmers gotta get paid.”

“You only have two seconds for the customer to understand they need to pay a little more to support farmers,” says Kim Chackal, of the branding it has launched in a trial at Sprouts in the mid-Atlantic. It plans to transition all packaging in Canada to the new format in the next three months.

Equifruit’s dynamic booth, featuring a fun and interactive merchandising fair trade bananas video game, won the People’s Choice Award at CPMA.

From left, Del Fresco Pure Produce’s Amanada Sharman, Jim Papaefthimiou, Sonia Klinger and Jaime Ofner talked greenhouse-grown cukes and tomatoes from their booth, which won the CPMA award for Best Island Booth at the 2026 CPMA show.

(Photo: Jennifer Strailey)

It’s official, says Del Fresco Pure: National Cucumber Salad Day will be July 8, the day Logan Moffitt, aka the “Cucumber Guy,” first posted his shaken cucumber salad that went viral.

Moffitt made one of his signature cucumber salads at the Del Fresco Pure booth during CPMA. Marketing Manager Sonia Klinger says the greenhouse grower is planning content around the new holiday and “hopefully retailers will jump on board.”

Del Fresco Pure also featured its newly launched organic three-pack of cucumbers, called the King Pack, as well as cherry tomatoes in a top-seal pack.

All of the action took place in Del Fresco’s “Welcome to Nonna’s House”-themed booth. Designed to mark its 70^th year of growing, the retro design won the CPMA award for Best Island Booth.

“It’s a nod to our roots,” says Klinger.

Highline Mushrooms’ Frank Wright and Amanda Sebele sampled savory cream of mushroom soup at the 2026 CPMA show.

(Photo: Jennifer Strailey)

Highline Mushrooms featured its new Cream of Mushroom Soup Kit. Part of its Fresh Gourmet Series, the kits blend sliced mini bella mushrooms with a seasoning packet. To make a creamy and flavorful mushroom soup, consumers simply rinse and sauté the mushrooms, add the seasoning packet and milk, heat and serve.

The team at Red Sun Farms talked Chef’s Collection relaunch at the 2026 CPMA show.

(Photo: Jennifer Strailey)

Red Sun Farms showcased the relaunch of its Chef’s Collection, an intentionally curated mix of new tomato varieties that balance intense sweetness with a signature crunch. While most of these varieties originate from the same seed family, each was selected for its unique personality and distinct flavor profile to create a more personal consumer experience, says Red Sun’s Leona Neill.

The brand also debuted innovative packaging developed with a new supplier that highlights each specific flavor personality within the mix.

The relaunch reflects Red Sun’s “strategic innovation” over “commodity” approach, says Neill.

The process from seed to market aligns seed breeders, growers and retailers at the earliest stages of development to deliver a premium, intentional product to the market, she says.

From left, GreenFruit Avocados’ Scott Bauwens, Brian Gomez and Kraig Loomis discussed the recent acquisition and the company’s aggressive five-year growth strategy at the CPMA show.

(Photo: Jennifer Strailey)

Fresh from a recent strategic acquisition, GreenFruit Avocados came to CPMA to share its vision for the future.

Industry veterans Scott Bauwens, Jamie Johnson and Jim Donovan, in partnership with Spanish investment firm Tahuaycani, recently announced they have acquired 100% of GreenFruit Avocados. Under new ownership, GreenFruit will operate as a grower-packer-shipper and ripener across North and South America. The veterans say the move aims to create a vertically integrated avocado company by leveraging the group’s existing ties to global sourcing and large-scale production in California and Peru.

“Between Jim, Jamie and me, we bring decades of experience on the distribution, retail and foodservice sides of the business,” says newly named GreenFruit CEO Bauwens, adding that Brian Gomez, president of sales and marketing, “brings the firepower the brand has always needed.”

Bauwens says GreenFruit is eyeing “aggressive growth in the next five years.”

At the Mucci Farms booth, Emily Murracas of Mucci Farms and Cole Mucci of KingsOne Farms highlighted new greenhouse-grown romaine lettuce from KingsOne Farms.

(Photo: Jennifer Strailey)

KingsOne Farms, a grower for Mucci Farms, offers three-packs of greenhouse-grown romaine under the Naked Leaf brand.

“There’s a lot of issues in field-grown romaine,” says Cole Mucci, which is what makes the greenhouse-grown alternative compelling. “No one has done whole head romaine in CEA [controlled environment agriculture] before.”

“Seed breeders have worked hard to imitate field-grown romaine in a greenhouse product, and I think they’ve done that here,” says Emily Murracas. “I think it will be a game changer — the closest to field-grown.”

Murracas says the Naked Leaf romaine is ideal for a variety of eating occasions, from salads to lettuce cups for appetizers and more.

Also on display were the brand’s CuteCumber Poppers in a bowl with dip. The bowls feature bite-size cucumbers with two packs of dip.

A convenient one-bite snack that is crunchy and refreshing, these “mini” cocktail cucumbers are great for dipping and snacking at parties, says Murracas.

KingsOne also grows Boston lettuce (also known as green butter), green leaf, romaine and red butter lettuce.

Volm’s Wayne DeCou discussed the power of artificial intelligence and automation at CPMA.

(Photo: Jennifer Strailey)

At the Volm Cos. booth, Equipment Director Wayne DeCou touted top trends in produce equipment automation. He sees a significant rise in case packing as retailers shift toward rigid formats like trays and RPCs for better warehouse uniformity. Additionally, bag-to-bin solutions are growing in popularity, prompting equipment vendors to invest in more versatile conventional and robotic palletizing options. The industry is also embracing artificial intelligence, he says, exemplified by partnerships that integrate AI with advanced camera technology for more precise optical grading and sorting.

DeCou also took The Packer through the latest in grading technology, which improves quality and increases labor productivity through AI-driven software and camera recognition, he says. The machine can be trained to do its job more consistently.

“The challenge that packers have is that quality control slows the whole line down,” says DeCou. With automation, specs can be set per customer, time of year, SKU, customer demand, etc., all while eliminating the need to train people to do the job.

“It’s not about replacing people but rather about repurposing them to other necessary roles,” he says.

DeCou says that in the U.S., the largest retailers are automating their distribution centers. Packing and palletized loads are moving to automation and, as a result, everything must meet precise specs.

“The ease of packing and palletizing are huge drivers for us,” says DeCou, who adds that Volm offers a portfolio of case-packing machines for everything from potatoes to apples to onions and more.

From left, Pure Flavor’s Tiffany Sabelli, Julia Weber, Cortney Walker and Carolyn Bristowe showed off a bevy of vibrantly colored greenhouse-grown tomatoes.

(Photo: Jennifer Strailey)

The team at Pure Flavor showed off its flavorful, greenhouse-grown tomatoes in a host of vibrant colors.

“Rocco Reds are continuing to do well at retail,” says Julia Weber. “We see strong results. It’s everyone’s favorite tomato. If I had to pick one tomato to bring home, it’s this one.”

Pure Flavor also spotlighted its Cherry Picked Medley, “featuring three of our very best cherry tomatoes,” says Weber. The medley includes Azuca sweet red cherry, Tiki tomatoes with tropical sweetness, and OMG tomatoes.

“It’s always the same three tomatoes,” says Weber. She says that means “great-tasting tomatoes and consistency” every time.

“The medley category has grown, and so has consumer expectation from each tomato,” she says.

The Pure Flavor booth also showcased its new, simplified branding.

“Simple is good,” says Weber. “Consumers are time-pressed. They want to pick healthy foods, but for a number of reasons, haven’t always been able to.”

She says some produce branding and packaging can be so colorful that it ultimately overshadows the product itself.

“What gets lost is the product,” she says. “Our new branding ensures the product displays beautifully in the package. The produce is the star.”

Great Lakes Greenhouses’ Jeff Richardson highlighted the success of organic offerings.

(Photo: Jennifer Strailey)

Jeff Richardson of Great Lakes Greenhouses highlighted a successful but demanding season, noting the greenhouse grower’s organic bell pepper harvest is set to begin just as environmental issues shorten Mexico’s season.

Despite a challenging spring marked by frost advisories and low temperatures, the greenhouse uses LED lighting to ensure slow, high-quality ripening in Great Lakes’ 28 acres of organic and 90 acres of conventional crops.

Richardson also emphasized Great Lakes’ intensive in-house beneficial insect program, which uses dedicated spotters to manage aphids without sprays.

“Bell peppers are a tough crop, and you can lose it quickly,” says Richardson. “Through our in-house, beneficial insect program, we breed our own insects because you can’t spray with organic. It’s laborious, but when you do get it right; it’s wonderful. The last two years have been phenomenal.”

Amanda Orr of Mastronardi/Sunset celebrated the greenhouse grower’s back-to-back wins of the Packaging Innovation Award at the 2026 CPMA show.

(Photo: Jennifer Strailey)

Mastronardi Produce took home the CPMA Packaging Innovation Award for its Sunset Tomato Branch. Mastronardi’s Amanda Orr says the triangular package is designed to mimic the natural branching structure of vine tomatoes and is fully recyclable.

“The Tomato Branch packaging really elevates the produce and makes it a showpiece,” says Orr, who notes the highly flavorful tomatoes on the vine work for everything from snacking to salads to charcuterie boards and more.

The company also featured its Pop Its cucumber bites, which launched at retail this winter and “are still generating a lot of buzz,” she says.

From left, Stewart Lapage, Steve Young, Greg Asta, Kelsey Van Lissum and Sandra Ulewicz share Sumo Citrus excitement at the Oppy booth.

(Photo: Jennifer Strailey)

At the Oppy booth, the team highlighted its exciting new partnership with Sumo Citrus, a brand that has seen explosive growth thanks to its instant appeal and viral presence on TikTok and the “Today” show.

To ensure consistent quality during the long transit from the Sumo Citrus Australian farm — located three hours from Melbourne — Oppy leverages its robust fresh produce supply chain infrastructure to get the product to shelves efficiently, fresh and flavorful, says Greg Asta, representing Sumo Citrus in Australia.

“No other citrus product can command the retail space of Sumo Citrus,” says Asta.

Partnering with in-demand produce brands on a global scale is not new for Oppy, which has established expertise with brands like Zespri and Dole, says Oppy’s Steve Young.

“And we know citrus well,” says Young. “This is not something new for us. We understand where the fruit comes from.”

Young says it makes Oppy the ideal partner to manage the complex logistics of this high-demand fruit.

The program focuses on meeting exacting specifications and using Brix testing to guarantee the signature sweetness and flavor that is currently redefining the citrus category.

Oppy’s Sumo Citrus program will launch in Canada and has legs even as the summer produce is still on shelves in North American produce aisles, says Young.

“It’s changing the citrus category,” says Young. “In the U.S. in the summer, citrus doesn’t automatically come to mind, but consumers are still really excited for Sumo Citrus.”

Topline Farms’ Dino DiLaudo says tomato prices “are leveling off and calming down” from highs last month.

(Photo: Jennifer Strailey)

At the recent Viva Fresh Expo in San Antonio, Topline Farms’ Dino DiLaudo described the “perfect storm” that led to a surge in tomato prices . At last week’s CPMA show, DiLaudo said that while “tomato prices are leveling off and calming down,” they’re “still higher than historical levels.”

What’s helped is retailers pulling back on tomato promotions and Florida and other Southern states heading into tomato season.

“Retailers started to slow down with suppliers telling them not to go on promotion. You don’t want to drive demand with limited availability,” DiLaudo told The Packer at CPMA. “Everyone took their foot off the gas.

“And now Florida is coming back into production, and the local season from Georgia to Arkansas to the Carolinas and on up to [New] Jersey — which has a strong local presence — has taken pressure off. Hopefully, we get back to normal tomato pricing soon,” he adds.

Ben Lay and Brad Siebert of New Zealand Avocado were first time exhibitors at the 2026 CPMA show.

(Photo: Jennifer Strailey)

New Zealand Avocado has been a grower of avocados in New Zealand for a long time, says Brad Siebert. It’s also been active in Canada for the last few years but sells a lot of fruit to Asia.

The first-time exhibitor at the CPMA show aimed to “use [the event] as a platform to get word out that New Zealand Avocado has avocados to export to Canada,” says Siebert.

The team at New Zealand Avocado said it takes three weeks to ship from New Zealand to British Columbia. New Zealand Avocado is also exploring entering via Philadelphia and then hitting the road to get its avocados to markets in Toronto and Montreal.

Red Alert: What’s Behind the Surge in Tomato Prices

Wed, 22 Apr 2026 21:21:58 GMT

A “perfect storm” of freezing Florida temperatures earlier this year, heavy rains and disease in Mexico, dark winter months for Canadian greenhouse growers, rising geopolitical tensions and more has sent tomato prices soaring, leaving grocers and suppliers struggling to fill the void.

Tomato prices were up 15.3% in March and are now up nearly 23% compared to the same time last year, according to Consumer Price Index data.

“It’s been a tough month for tomatoes with low supply,” says Dino DiLaudo, senior vice president of sales and marketing for greenhouse grower Topline Farms in Leamington, Ontario.

DiLaudo says disease in some Mexican tomato fields — coupled with reduced plantings sparked by the termination of the Tomato Suspension Agreement in July 2025 that put a 17% tariff on tomatoes imported from Mexico — has put the squeeze on supplies, as has the freeze in Florida.

Topline Farms’ Dino DiLaudo discussed the “perfect storm” that led to a surge in tomato prices at Viva Fresh 2026 in San Antonio.

(Photo by Jennifer Strailey)

The early 2026 Florida freeze severely impacted tomato production, with estimated losses reaching up to 80% of the crop in that state.

And the ongoing war with Iran has triggered a spike in global energy prices. Specifically, higher diesel costs are making the transportation of tomatoes more expensive, and these logistical costs are being passed down through the supply chain.

“It was a perfect storm,” says DiLaudo. “Shortage drives demand up. And when the whole market is short, it’s hard to fill contracts,” he says. “There’s a lot of demand for greenhouse-grown because of the price of field-grown.”

Paul Murracas, senior account manager with Leamington-based Pure Flavor, which is also feeling the pinch from tomato shortages, says a lack of light this winter has been another factor.

“There was no sun in Canada this winter,” says Murracas. “Even for greenhouses with lights, it’s an issue because you can’t run your lights all the time.”

Pure Flavor’s Paul Murracas and Alaina Wilkins discuss the challenges of greenhouse-grown tomatoes this winter at Viva Fresh 2026.

(Photo by Jennifer Strailey)

In Canada, where greenhouse growers export more than 85% of their produce to the U.S., the significant lack of light this winter has further constrained production levels. But Murracas says Pure Flavor is making every effort to weather the storm and not raise prices.

“We’re doing the best we can to supply our partners,” he says. “We don’t look at our business from a one-to-two-month perspective; we look at our long-term relationships with our customers.”

Retailers Focus on Supplier Partnerships

“Tomatoes have been a very interesting category to say the least,” says Justin Rowe, produce business category manager for Northeastern Shared Services, which operates banners including Tops Friendly Markets, Price Chopper and Market 32. “It seems like it has been a long string of issues, and we just can’t get ahead in the category.”

Rowe says while the termination of the Tomato Suspension Agreement was the start of the disruption, it was still navigable for grocery retailers like Northeastern Shared Services.

“Being that we are in the Northeast, we source a lot of our greenhouse product from Canada and our home state of New York,” he says. “We do source field-grown tomatoes out of Mexico during certain times of the year, but we did not see the need to raise retails in most instances.”

But an unusually cold winter in the Northeast, with a long string of days in single-digit temperatures, impacted greenhouse tomato growers in the region.

“With the rising costs of utilities, greenhouses couldn’t afford to keep the grow lights on, and production took a big hit,” says Rowe. “TOVs [tomatoes on the vine] and beefsteaks specifically bore the brunt of it. This caused us to back off promotions and prorate our stores to spread out what we were getting from our suppliers.”

Rowe says the grocer still managed to get through most of that time frame without raising tomato prices.

“The Florida freeze really turned things upside down,” he says. “While we have remained largely in stock on field-grown tomatoes, we did back off from most promotions due to lack of supply and rising costs.

“Certain varieties, like romas, have gotten so high [that] we did need to raise our retails due to costs,” he continues. “Most of the retails we raised were done more to slow down the category than compete with rising costs. We just don’t have the supply to be promotional.”

While romas, beefsteaks and tomatoes on the vine were impacted, snacking tomatoes are another story.

At Viva Fresh 2026 in San Antonio, Janine Meyer of NatureSweet said snacking tomatoes have been spared from the tomato squeeze.

(Photo by Jennifer Strailey)

Snacking tomatoes have been spared in the tomato shortage, says Janine Meyer, vice president of sales for grocery and club at San Antonio-based NatureSweet.

“We’re fine,” she says. “We’re vertically integrated, and most of our business is in snacking tomatoes. Vertical integration is key. It shields us from the noise.”

Amid the tightening tomato market, snacking tomatoes saved the day at Northeastern Shared Services’ stores.

“The one bright spot within the category has been greenhouse-grown snacking tomatoes,” says Rowe. “We have relied on them heavily to fill the promotional void caused by the disruption on most round tomatoes.

“This is the time when having partnerships is the most important,” he adds. “We understand that costs need to go up when supply takes this much of a hit. However, we still need tomatoes on our shelves. We work together with our partners to make sure we get our fair share of the supply and only pass on the rising costs to consumers if it’s absolutely necessary.”

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

Why Pluck’d is Betting Big on Virginia-Grown Tomatoes to Close the Domestic Supply Gap

Thu, 16 Apr 2026 12:37:47 GMT

Pluck’d is a new U.S.-grown tomato brand with tomatoes available in select Walmart, Weis Markets and regional retailers. Ben Alexander, CEO of Pluck’d, says he saw a strong need for consistent, high-quality tomatoes.

“If not now, then when?” Alexander says of the timing.

He says the company has worked on projects around the world on greenhouses and brings a lot of lessons to this new venture.

“We thought the U.S. was a really solid, obvious choice, partly because we felt that we could produce a really high-quality, high-flavor product that was grown in the U.S.,” he says. “Looking at the sort of macroeconomic side of things, all of the product really is coming from Mexico and Canada. And we felt, well, why on earth does America not have more domestic production?”

He says when the company started the project, it looked at the science behind tomato production, which includes weather data to help identify the optimum location.

“It just so happened to be a wonderful coincidence that Virginia, and specifically the part of Virginia we’re in, is within a day’s drive of the entire East Coast,” he says. “That’s just a happy coincidence, more than anything.”

Winnowing Down 500 Varieties

Alexander says Pluck’d is very intentional with the selection of its first three varieties: Preemos, a mid-size tomato-on-the-vine with a rich, balanced flavor and vibrant red color; Plucculents, cocktail-sized tomatoes-on-the-vine with juicy sweetness and a bright finish; and Plucklings, small, snackable tomatoes-on-the-vine with bold flavor and natural sweetness.

He says he and the R&D team likely tasted about 500 different tomatoes to choose the final three. And from there, the team conducted blind taste testing with a wide swath of consumers from diverse demographics.

“Ultimately, we unanimously ended up with the ones that we’ve chosen,” he says. “And it started with segments, and then we worked down into varieties.”

He says within this research, there was a clear consistency void the team at Pluck’d hopes to fill.

“In the research that we did, it’s clear that there’s a lack of consistency year round,” he says. “One week is good. One week it might be bad. One week is fresh. One week it’s not fresh. Why can no one just do this week in, week out?”

Alexander says the grow team has more than 200 years of experience that helps propel the goal of freshness and quality.

“We think we’ve set the foundations to consistently provide high-quality, high-flavor product that is fresh,” he says. “You can see it in the vine. It’s still thick, it’s not withered. That’s what we’re aiming for with high-quality varieties grown properly by really experienced people.

A special callout to the Virginia headquarters of Pluck’d is featured on its packaging.

(Photo courtesy of Pluck’d)

The Packaging Strategy

Packaging plays an important role for Pluck’d. The company uses natural craft packaging with a QR code, callouts to the state of Virginia and “Always Grown in the USA.” And when the packages are stacked, it forms a tomato vine.

“We’re just trying to make it fun and something that you want to pick up and try,” he says.

The company plans a marketing campaign around “Pluck’d Around and Find out.”

“We’re just trying to be exciting, interesting, but, but ultimately, what will determine our success is consistent, high quality, freshness and good flavor, and that’s it,” he says. “We want people to think ‘Pluck’d, okay, it’s grown in the U.S. That’s the idea behind ‘Always Grown in the USA’ on the package.”

Tech Meets Nature

Alexander says the Austinville, Va., site has proprietary technology. He says Pluck’d has the ultimate goal of lowering the operation’s carbon footprint. This includes the addition of a biomass boiler in the future.

“We want a consumer to be able to buy our product, and it’d be cost competitive and obviously high-quality, highly fresh, etc.,” he says. “But also, one day, have the ability to, by virtue of buying the product, take X amount of CO2 out of the atmosphere.”

He says technology plays an important role in helping the company farm intelligently. But he says that’s in concert with Mother Nature.

“We found the perfect location that enables us, as a growing entity, to sail with the tide,” he says. “Equivalently, we use nature to our advantage because we’re not fighting it every day because we found the perfect location.”

He says that comes with improved pollination with the optimum technology to produce year-round high-quality tomatoes.

“Everything that we have done has been through that prism of like agronomy and pollination and quality,” he says. “I’m pretty certain, almost 100% certain, that we’ve got the most advanced tomato greenhouse in the U.S.”

Alexander says he hopes that the Pluck’d greenhouse will be pesticide-free thanks to a sophisticated integrated pest management system. And an irrigation system with nano filters.

“A healthy plant ultimately comes from good water,” he says.

And Alexander says Pluck’d has a “Spotless” team that is hyper-focused on cleaning everything to ensure the health of the plants. And Pluck’d selected varieties that are virus-resistant, which also helps. But he says the primary focus is on quality above all.

“We’re not focusing on yields,” he says. Yield is a sort of nice benefit that comes from the correct climate location, climate internally, the correct technology and the correct operations.”

What’s Next for the Vertically Integrated Brand

Alexander says Pluck’d has had a good reception from retailers. He says the unique value proposition of Pluck’d being picked one day and in consumers’ hands the next is important.

“There are benefits to a buyer, such as it’s not seven- to 10-days old by the time you put it on the shelf, it’s arrived at their DC a day or two since it’s been cut, and then it’s there,” he says. “As a result, the shrink should be much less. The quality when the consumer buys it is significantly better, fresher, and so it lasts longer. They see less waste. There’s just, there’s better value throughout the system than just pure price.”

As far as future plans, Alexander says the first and most critical step of launching Pluck’d is to deliver on premium quality tomatoes.

“We have a scale that means that we can succeed as a vertically integrated company. We’ve set the foundations correctly, but we’re not going to look to scale too fast,” he says. “We need to get operational excellence.”

And then, from there, he says there is potential to expand in the tomato category.

“There’s a lot left to do in just tomatoes,” he says. “We can go deeper and expand further just within that category. That’s our expertise currently. You know, everyone that we’ve hired is an expert in tomatoes.”

Inside Ontario’s Billion-Dollar Greenhouse Surge

Mon, 13 Apr 2026 22:18:20 GMT

From a concentrated hub in southwestern Ontario, the majority of Canada’s greenhouse growers are strategically located within a 24-hour drive of more than half the U.S. population — positioning the province, not just as a local producer, but as a year-round vegetable garden of North America.

Ontario Greenhouse Vegetable Growers represents a network of more than 170 of these growers, who specialize in tomatoes, cucumbers and peppers and contribute some $2.5 billion to the province’s gross domestic product each year. Production is spread across 4,500 acres, about 80% of which is concentrated in Kingsville and Leamington.

“In recent years, the sector has enjoyed an average annual growth rate of 7%, and projections suggest expansion could continue at roughly 5% per year until 2033, provided ongoing support from government policies and strong partnerships with local municipalities,” says Richard Lee, executive director of OGVG. “The sector’s impressive expansion has been propelled by robust demand from the U.S., driving sustained growth over the past decade.”

Ontario’s greenhouse sector — the largest concentration of greenhouse vegetable production in North America — is leveraging its scale to ensure that fresh no longer depends on the season but rather the sophistication and sustainability of the indoor farm, where producers can achieve yields up to 20 times higher per square meter than conventional farming on a significantly smaller land footprint.

The region’s strategic location is also critical to its success. Ontario currently has easy access to four major U.S. border crossings with a fifth — the Gordie Howe International Bridge — slated to open this year.

“Our members can service more than 58% of the U.S. population within a day’s drive,” Lee says. “This proximity ensures that produce reaches consumers remarkably fresh, maintaining quality from vine to table.”

But Ontario greenhouse growers’ reach extends far beyond the border. Its U.S. distribution network reaches as far south as Florida and covers most of the population east of the Mississippi River, Lee says.

And it’s not stopping there. Lee says OGVG continues to identify new opportunities for growth in the U.S., a market nearly 10 times larger than that of Canada.

“A notable example is the ‘Tennessee Tested, Summertime Approved’ campaign, which significantly raised awareness and boosted consumption in new markets,” he says. “Building on this momentum, efforts are now directed toward underserved areas like Missouri.”

Future-Proofing Highly Perishable Produce

With over 85% of Ontario’s greenhouse produce headed to the U.S., recent tariff and trade barriers, as well as the upcoming United States-Mexico-Canada Agreement’s first six-year review on July 1, have created uncertainty for North American produce buyers and sellers.

“OGVG recognizes that proactively safeguarding operations against possible trade barriers or changes in cross-border policy is essential,” Lee says. “Yet, the highly perishable nature of our products significantly narrows the scope of feasible mitigation strategies.

“For instance, seeking alternate export markets is neither realistic nor commercially viable,” he continues. “The short shelf life, strict handling standards and intense time sensitivity all limit how far our produce can travel before its quality or marketability is compromised.”

As a result, says Lee, OGVG operators face distinct challenges and competitive disadvantages, making meaningful market substitution impractical.

“In light of these realities, OGVG maintains that building resilience is best accomplished by fortifying stability and efficiency within our established primary trade corridors, rather than attempting to diversify into markets that remain structurally out of reach,” he says. “This strategy emphasizes proactive engagement with regulators and trading partners to anticipate policy shifts, ensure predictable border operations and minimize disruptions.”

Lee says OGVG’s approach also includes ongoing efforts to boost operational efficiency and reduce delays at export points, alongside risk-management strategies within current markets to enhance commercial certainty.

“Ultimately, for commodities as perishable as those produced by OGVG, adapting to trade disruptions is less about exploring new markets and more about deepening certainty, efficiency and collaboration within existing cross-border relationships,” he says. “By focusing on these priorities, we are better equipped to maintain stability and thrive despite the challenges posed by evolving trade landscapes.”

As to USMCA, Lee says OGVG is “cautiously optimistic” the agreement will be renewed without additional challenges to food access or affordability.

“Our partnership with the U.S. is vital. We depend on each other for a diverse array of commodities, each country contributing what it grows best,” he says. “In particular, we rely on imports of products that are not commercially viable in Canada due to our climate, highlighting the importance of maintaining a balanced and mutually supportive trade relationship. This collaboration not only strengthens our food systems but also reinforces the economic ties that benefit both nations.”

“Our members can service more than 58% of the U.S. population within a day’s drive. This proximity ensures that produce reaches consumers remarkably fresh, maintaining quality from vine to table,” says Richard Lee, executive director of Ontario Greenhouse Vegetable Growers.

(Photo courtesy of Ontario Greenhouse Vegetable Growers)

Rising Input Costs

Input costs continue to make headlines with both greenhouse and field growers feeling the pinch.

“Greenhouse vegetable growers face significantly higher fixed and variable input costs, with energy and labor dominating their cost structure,” says Lee, who notes that heating, electricity — especially for lighting and climate control — and carbon‑related charges are major expenses in Ontario’s year‑round greenhouse operations.

“Electricity consumption alone has grown sharply as growers expand production and adopt supplemental lighting for consistent output and displacing our reliance on imported produce during the winter months,” he says.

Unlike seasonal field-grown labor, the year-round growing model of greenhouses means labor costs are also proportionately higher, he says.

“In addition, greenhouse growers carry substantial capital costs tied to infrastructure, environmental control systems, automation and technology upgrades, which leaves them more exposed to interest rate fluctuations and financing costs than field growers,” Lee says.

Lee says greenhouse growers are addressing rising costs and the need for greater sustainability by making substantial investments in energy efficiency, automation and advanced technology. Upgrades such as modern lighting systems, energy-saving climate controls and data-driven production optimization are being widely adopted, he says.

Additionally, many growers are focusing on expanding their operational scale and maximizing yields to spread fixed costs across greater output, says Lee.

“[It’s] a strategy that has fueled ongoing growth within the sector despite persistent economic challenges,” he says.

The Role of AI

Artificial intelligence continues to reshape how food is grown. For greenhouse growers, many of whom already have access to millions of operational data points, AI is evolving into a critical tool for everything from optimizing energy and labor efficiency to risk management.

“AI’s most immediate role is in operational efficiency and decision support,” Lee says. “Greenhouse production already generates large volumes of data through climate controls, sensors, lighting systems, irrigation and crop monitoring. AI allows growers to integrate and interpret that data more effectively, identifying patterns and optimizing decisions around temperature, humidity, lighting intensity, water use and nutrient delivery.

“In a cost environment where energy and inputs represent a significant share of operating expenses, even incremental efficiency gains can have meaningful impacts on profitability,” he adds.

From a concentrated hub in southwestern Ontario, the majority of Canada’s greenhouse growers are strategically located within a 24-hour drive of more than half the U.S. population.

(Photo courtesy of Ontario Greenhouse Vegetable Growers)

Lee sees AI also playing a growing role in labor optimization, which as growers face persistent labor shortages and rising wage pressures, has become increasingly important.

“Tools that support automated crop monitoring, predictive maintenance, harvesting assistance and workflow scheduling help reduce reliance on manual processes and allow labor to be deployed more strategically,” Lee says. “Rather than replacing workers, AI is increasingly about making existing labor more productive and resilient.”

AI-driven forecasting in risk management and planning, whether it’s to support better yield predictions or identify early signs of disease, is another area where this technology is helping to improve greenhouse operations.

But OGVG also emphasizes that AI adoption is not a “silver bullet” or without limitations.

“For this reason, OGVG views AI as part of a broader toolkit rather than a standalone solution,” Lee says. “Its importance lies in how it complements grower expertise, supports efficiency and enhances resilience over time.”

Navigating Uncertainty

Last year was marked by economic turbulence for many farmers. Lee says OGVG supports its members through economic uncertainty in a number of ways that, together, aim to improve access to information, strengthen connections and ensure growers have both the insight and the voice needed to navigate today’s economic pressures and plan for what comes next.

OGVG’s key support initiatives include:

Real-time educational resources
- Providing regular briefings, webinars and written updates on critical issues like energy pricing, labor policy and carbon costs.
- Translating complex market and regulatory developments into practical implications for greenhouse growers.
Data sharing and sector benchmarking
- Interpreting sector-level data regarding production costs, energy demand and labor availability.
- Helping growers identify emerging risks and operational efficiencies by comparing their performance against broader sector trends.
Peer learning and networking
- Facilitating forums where growers can share best practices and lessons learned.
- Encouraging peer-to-peer exchange on technical issues such as pest management, automation investments and cash flow management.
Government and policy advocacy
- Acting as a bridge between policymakers and greenhouse operators to ensure real-world impacts are considered in regulation.
- Providing a two-way communication channel that keeps growers informed of upcoming changes while giving them a voice in the outcome.
Long-term resilience planning
- Assisting growers in evaluating capital investments and understanding their risk exposure.
- Focus on technologies that improve efficiency and reduce the intensity of inputs (like energy and labor) to secure future profitability.

Innovation and Automation

While innovation has long been central to Ontario’s greenhouse operations, Lee sees it becoming even more tightly integrated into day‑to‑day operations in the coming years.

“The next phase of greenhouse innovation is less about single, breakthrough technologies and more about the convergence of automation, data and biology to improve consistency, manage cost pressures and reduce operational risk in a highly competitive North American marketplace,” Lee says.

Automation and innovation that reduce manual tasks and address labor shortages will be of particular importance.

“Over the next several years, more operations are expected to adopt automated or semi‑automated systems for harvesting, pruning, crop scouting and material handling,” he says.

Energy and sustainability also will continue to be a major focus of innovation in Ontario, says Lee, who expects to see growers deepening investments in energy efficiency, electrification, waste‑heat recovery and circular systems that lower per‑unit production costs while aligning with evolving environmental expectations.

“Innovation in this area will not only be technological but also operational, as growers refine how energy systems interact with crop cycles, lighting strategies and production planning,” he says. “The goal is greater control and predictability in operating costs, rather than simply reduced consumption.”

Biological innovation that supports stronger, more resilient crops will also play an important role, says Lee.

“Ultimately, greenhouse innovation in Ontario over the next three to five years will be defined by its ability to solve real‑world pressures: labor constraints, rising input costs, market volatility and increasing expectations around sustainability and reliability,” he says. “Automation in harvesting and crop work, integrated AI‑driven systems and energy‑smart production models will not just enhance efficiency, they will increasingly be prerequisites for maintaining competitiveness, ensuring resilience and keeping Ontario’s greenhouse sector firmly positioned as a leader in North American fresh vegetable production.”

A Model to Watch

While certain challenges including rising input costs, labor shortages and wage costs, pest and disease pressures, and geopolitical uncertainty have impacted all of farming — whether inside or outdoors — controlled environment agriculture has its own unique challenges to confront. Specifically, energy costs are the largest line item for Ontario greenhouse growers, particularly during winter months.

But despite these challenges, Ontario has emerged as a world-class hub of greenhouse growing. What’s the secret to this success?

“What truly sets Ontario growers apart is their forward-thinking mindset: they readily adopt state-of-the-art technologies, aim to forge strong partnerships within their communities, and adapt swiftly to shifting market dynamics,” says Lee.

Education is also the cornerstone of their approach, he says.

“Ontario growers invest heavily in learning and advanced cultivation techniques, ensuring their crops consistently meet high standards for quality while maintaining sustainable practices,” Lee says. “Ultimately, their recipe for success blends teamwork, adaptability and visionary strategies — a combination that enables them to thrive in the ever-evolving landscape of greenhouse agriculture.”

How Little Leaf Farms Mastered the Disciplined Model for Indoor Ag Dominance

Tue, 07 Apr 2026 22:08:05 GMT

For Paul Sellew, founder and CEO of Little Leaf Farms, innovation isn’t about chasing the next tech play. It’s about something far more grounded: building a better system. While some in the indoor farming space have prioritized rapid growth, Sellew has steered Little Leaf toward a more disciplined model, proving the key to a sustainable food future lies in perfecting the fundamentals of how we grow, harvest and distribute every little leaf.

Discipline is critical in the indoor ag space, which has grappled with challenges from high energy costs to difficulty scaling to pests to intense market competition. All the while, Little Leaf Farms has quietly built a revolution to become North America’s top producer of indoor-grown lettuce.

The Devens, Mass.-based greenhouse grower seems to have cracked the code on scaling sustainability — earning a spot on Fast Company’s 2026 World’s Most Innovative Companies list and capturing over 50% of the indoor leafy green market in the process.

“We believe that innovation isn’t about chasing technology for its own sake,” Sellew says. “Rather, it’s about building a better system for growing and delivering fresh food. From the beginning, we’ve focused on fulfilling the original promise of controlled environment agriculture: fresher, more sustainable greens produced with consistency and strong unit economics.

“That means integrating advanced greenhouse technology with a disciplined operating model,” Sellew continues. “We’ve taken a continuous improvement approach to the fundamentals — how we grow, harvest and distribute — and have been constantly refining the system as we scale. In a category where others prioritized speed, we’ve stayed focused on building a model that works and keeps getting better over time.”

Sellew says the approach has enabled Little Leaf to expand into new markets, introduce new products and grow its footprint in a way that’s both sustainable and profitable.

Doing More With Less

Indoor ag operates in a dynamic macroeconomic environment, where cost pressures and efficiency matter more than ever.

For Paul Sellew, founder and CEO of Little Leaf Farms, innovation isn’t about chasing the next tech play. It’s about something far more grounded: building a better system.

(Photo courtesy of Little Leaf Farms)

“That’s reinforced our focus on disciplined execution — continuing to improve yields, reduce waste and optimize our supply chain so we can deliver high-quality greens at a competitive price,” Sellew says.

Through its controlled environment model, Little Leaf Farms says it uses 90% less water than traditional farming, eliminates chemical runoff and produces up to 30 times the yield of field-grown lettuce.

And given the fresh produce industry’s highly competitive fight for share of stomach, product innovation is another important driver of growth for Little Leaf Farms.

“Our introduction of teen leaf romaine, something that hadn’t been commercially grown in a greenhouse before, is a good example of how we’re expanding what’s possible in CEA,” he says.

Extending an Empire of Fresh

Since its founding in 2015, Little Leaf Farms has set out to redefine the packaged salad category through its year-round greenhouse model that harvests daily and delivers to grocers in as little as 24 hours.

It’s a business model that has Little Leaf Farms driving change versus adapting to it.

“We’re fundamentally changing expectations around fresh produce. For decades, leafy greens have been impacted by weather, long transit times and food safety concerns — all of which can lead to inconsistent quality and shelf life,” Sellew says. “By growing year-round in a controlled environment and delivering to stores within 24 hours of harvest, we’ve shown there’s a better way, where freshness, safety and reliability become the standard, not the exception.”

At the same time, Sellew says Little Leaf is laser focused on adapting to how the market is evolving.

(Photo courtesy of Little Leaf Farms)

“Consumer expectations are shifting toward fresher, longer-lasting products and increasingly toward online grocery shopping, where consistency and shelf life matter even more,” he says. “Our model is well-suited to meet those needs, and we continue to refine how we package, distribute and position our products to align with those behaviors.”

To support this business strategy, the greenhouse grower has advanced its expansion plans in the past year with a new 215-acre site in Manchester, Tenn., initially slated for 40 acres of greenhouse space with an option to grow to 80 acres. The company also broadened its footprint with an additional greenhouse at its McAdoo, Pa., campus and introduced a new product innovation: Romaine Leaf Lettuce.

Expanding operations to additional sites has helped Little Leaf Farms bring fresh greens closer to more consumers across the Midwest, Southeast and Southwest, while further flexing its scalability muscles.

“One of the biggest lessons from McAdoo is the importance of building systems that scale without sacrificing consistency,” Sellew says. “Our experience successfully designing and operating four 10-acre greenhouses in Pennsylvania has given us both the confidence and the operational foundation to take the next step with our first 20-acre facility in Tennessee. We’re applying those learnings from day one, from greenhouse design and automation to workflow optimization.

“Just as important is our approach to building teams,” he continues. “With each new greenhouse, we carry forward key learnings by transferring experienced leaders from existing facilities while also hiring and developing local talent. That combination helps us maintain our standards while building strong, regionally rooted teams.”

Sellew says the goal is to replicate what works and continue to improve it, so the company scales in a way that stays true to the model it has built.

Expansion also helps Little Leaf deliver on its 24- to 36-hour harvest-to-shelf promise.

“Proximity is a big part of our strategy,” Sellew says. “By building greenhouses closer to the regions we serve, we’re able to maintain that freshness standard even as we grow.

“We continue to invest in logistics, forecasting and supply chain coordination to ensure we’re moving product as efficiently as possible,” he continues. “It’s less about any single breakthrough and more about tightly integrating operations from greenhouse to shelf so the system works seamlessly at scale.”

An Eye to Future Growth

Sellew says making Fast Company’s list of the World’s Most Innovative Companies of 2026 underscores what innovation in agriculture can achieve. But how does a company like Little Leaf sustain the No. 1 spot as the largest indoor leafy greens producer in North America, while continuing to innovate and expand?

“Growing remains at the core of everything we do,” Sellew says. “If we continue to improve how we grow, I believe that market leadership follows from that.

“Innovation for us is continuous,” he adds. “It shows up in new varieties, operational improvements and how we scale into new regions without compromising quality. We’re also exploring new product offerings that feature our leafy greens, creating more ways for consumers to experience the brand. The goal isn’t just to grow bigger — it’s to raise the bar as we grow.”

Moving forward, Sellew sees significant opportunity to expand both geographically and within households.

“Over the next several years, our focus is on thoughtful scaling — adding capacity, strengthening retail partnerships and continuing to grow the category overall,” he says. “We’re always working toward our long-term ambition: to become the No. 1 lettuce brand in the country. We believe controlled environment agriculture will play a much larger role in the U.S. food system, and we intend to lead that shift.”

Olivia’s Organics Launches New Greenhouse-Grown Line

Wed, 25 Feb 2026 18:41:03 GMT

Olivia’s Organics has launched its Olivia’s Organics Greenhouse Grown product line. The company, which is a part of the fourth-generation, family-owned State Garden, is also celebrating its 20th anniversary.

State Garden President and CEO Mark DeMichaelis says Olivia’s Organics’ new organic greenhouse line marks a breakthrough moment for regional agriculture.

“Our new organic greenhouse varieties represent a milestone once thought impossible: locally grown, certified-organic greens in the Northeast, available 12 months a year,” he says. “This 20-year pursuit has been powered by persistence, innovation and an unwavering commitment to our customers and communities.”

The new greenhouse-grown blends include organic green leaf and organic red and green leaf products, which the company says complement Olivia’s Organics’ full line of organic tender leaf salads and blends, butternut squash, celery and more.

“One of my long-standing career goals has been to deliver what our customers have consistently asked for: truly local, certified-organic greens grown year-round in the Northeast,” DeMichaelis says. “This strengthens our commitment to the region — supporting local grower networks, their families and the communities and charities that have been part of the Olivia’s story for two decades. This milestone represents both a promise kept and a dream realized.”

Olivia’s Organics Greenhouse Grown varieties unite rigorous food safety standards with trusted organic integrity, including the use of no natural or synthetic pesticides, according to the company, which highlights the two varieties currently available:

Organic green leaf offers a natural buttery bite and gentle crunch with a mild, clean flavor and is suited for salads, wraps, fresh dishes and more.
Organic red and green leaf offers a light, refreshing crunch with a mild flavor mix of red and green leaves and is suited for building vibrant salads and everyday meals.

“Olivia’s Organics Greenhouse Grown varieties are crafted for those with a more discerning palate, offering a bolder, more robust flavor profile that tastes closer to the earth, not engineered away from it,” says Tom Thompson, chief revenue officer for State Garden. “The result is a consistently fresh, crisp product with a satisfying crunch and versatile flavor that pairs well with everything from a light balsamic to a classic, hearty Caesar.”

The new greenhouse-grown blends are now available in all of Market Basket’s 90 stores throughout Massachusetts, New Hampshire, Maine and Rhode Island; on FreshDirect serving Pennsylvania, New Jersey, New York and Connecticut; and in all 20 Roche Bros. locations throughout Massachusetts. They will be available in Shaw’s markets throughout Maine, Massachusetts, New Hampshire, Rhode Island and Vermont beginning in early March.

New BrightFarms Greenhouse, Cox Farms Discovery Center Aim to Serve as Hub for Next Gen of Ag Workers

Mon, 09 Jun 2025 11:52:40 GMT

Indoor grower BrightFarms has opened its newest greenhouse in Macon, Ga., which parent company Cox Farms says is the most advanced in the state. The fully automated greenhouse facility is attached to the Cox Farms Discovery Center, where the company is focused on driving innovation and accessibility.

“The Cox Farms Discovery Center serves as a hub for the next generation of agricultural workers, where growers and leaders across Cox Farms can come together for discussion, learning and collaboration in order to continue to advance the pace of greenhouse growing innovation,” Jessica Soare, senior director of marketing at Bright Farms, told The Packer. “Additionally, it will serve as an interactive space for fostering partnerships with key retailers, influencers and media.”

Jessica Soare is senior director of marketing at BrightFarms.

(Photo by Carrie Turner Photography)

At present, the Macon site is designed to produce approximately 22,000 pounds of lettuce per day, helping reduce food miles and improve food security in the region, the company said in a release. It currently houses eight acres of growing space under glass, with an additional 24 acres to be developed on the property as demand in the Southeast builds, which Soare said is expected to be quickly.

What makes the Macon greenhouse the most advanced in the state?

“We have combined the best systems and partners to create a fully automated, touch-free, end-to-end production method,” Soare said. “In particular, we combine Kubo’s Ultra-Clima technology, which uses advanced systems to control and operate the greenhouse environment, with Green Automation mobile gutter system that allows for full automation within the system. Combined, the system works to maximize productivity and food safety, while decreasing energy and water consumption.”

Following the openings of the greenhouse hubs in Texas and Illinois, the BrightFarms Macon facility marks the company’s third major greenhouse since the summer of 2024.
This will add to the more than 700 acres of indoor farming in operation by Cox Farms, which says it’s the largest greenhouse operator in the U.S. and Canada.

“BrightFarms is always looking at new markets to expand its greenhouse operations to,” Soare said. “Its current footprint allows it to reach two-thirds of America with its regional greenhouse model, and we are continuing to evaluate opportunities to expand our footprint to better serve regions that are not within our current close reaching geographical footprint. As greenhouse grown lettuce continues to gain more mainstream momentum, we will follow that consumer to where there is demand.”

Acquired by Cox Enterprises in 2021, BrightFarms operates hydroponic greenhouse farms in the communities it serves, cutting transportation time, distance and complexity from the food supply chain and expanding access to fresh, locally grown produce.

BrightFarms also says its growing methods use less land and water on a per yield basis than traditional field-grown agriculture. From classic greens to crunchy mixes and salad kits, its lettuce options are available in more than 6,400 retail stores across central, eastern and southwest U.S.

Cox Farms’ consumer brands include BrightFarms and Mucci Farms. The company, owned by Cox Enterprises — a multigenerational, family-owned business — says its revenues are approaching $1 billion and its workforce comprises more than 1,300 employees.

Greenhouse growers face path of opportunities and obstacles

Tue, 20 May 2025 20:01:40 GMT

Demand remains strong for greenhouse-grown fruits and vegetables, a category that has experienced growth in the past few years.

Marketers say consumers as well as retailers see the value of greenhouse-grown produce.

“Consumers increasingly recognize the superior taste and consistent quality of greenhouse-grown produce, while our retail partners value the improved food safety and year-round availability,” said Martin Ruebelt, chief scientific officer and vice president of research and development for San Antonio-based greenhouse grower NatureSweet.

Chris Veillon, vice president of marketing for Leamington, Ontario-based Topline Farms, said he’s also seen increased demand from Canadians for produce grown in the country, which is home to a thriving greenhouse industry.

“We have experienced strong demand in Canada for Canadian-grown vegetables since the topic of tariffs became more prominent,” he said. “There is definitely a stronger sense of unity in Canada right now to support Canadian-grown or manufactured products. As a Canadian, I am seeing more and more of this.”

Organic greenhouse-grown produce is also trending upward, said Joanna Jaramillo, marketing manager for the Amado, Ariz.-based Wholesum, a fair trade grower and shipper of organic vegetables. Jaramillo said snacking tomatoes and mini cucumbers continue to see year-over-year growth.

“These crops thrive in controlled environments, which enable us to produce high-flavor, consistent and high-quality organic produce that meets rising consumer expectations,” she said.

Consumers now snack up to three to five times a day and seek flavorful and healthy options such as greenhouse-grown produce, says Martin Ruebelt, chief scientific officer and vice president of research and development for NatureSweet.

(Photo courtesy of NatureSweet)

Upward trends

Growth in the snacking category contributes to the momentum in greenhouse-grown produce, Veillon said.

“We are seeing a growing interest in the snacking category, [in] which our snacking tomatoes, Crunchers cocktail cucumbers and mini sweet peppers are getting more attention than ever before,” he said.

Ruebelt said consumers are now snacking up to three to five times a day and seek flavorful and healthy options such as greenhouse-grown produce. Jaramillo has also seen greater demand for snacking tomatoes.

“They currently represent the second largest organic subcategory and show the second highest year-over-year growth in both sales and volume,” she said.

Jaramillo said retailers have started to expand organic assortments to meet consumers’ craving for new and interesting flavors.

“In the tomato category, for example, there’s increasing interest in heirlooms and premium snacking varieties like cherry-on-the-vine and medleys, moving past staples like grape or tomato-on-the-vine options,” she said. “Shoppers are looking for greater variety, and we believe you can’t sell what isn’t available.”

Premium produce is also on the rise, Jaramillo said.

“Consumers want more than just affordability; they’re seeking products that deliver a high-quality, memorable experience,” she said.

Ruebelt said retailers also seek value in those premium offerings.

“This isn’t about offering the lowest price; it’s about offering exceptional quality and taste at a price consumers feel good about,” he said.

There’s also growing demand for greenhouse-grown products in foodservice, Ruebelt said.

“Restaurants are increasingly focused on delivering exceptional quality to their guests, and they’re willing to pay a premium for products that consistently deliver on taste and appearance,” he said.

Ruebelt said foodservice operators also seek greenhouse-grown products that reduce labor.

“Foodservice operators are under pressure to reduce labor costs and streamline kitchen operations,” he said. “That’s where our products offer a unique advantage. For example, instead of slicing roma tomatoes, many restaurants are now using our ready-to-serve cherry tomatoes, which require less prep time while enhancing the flavor of their dishes.”

Value of sustainability

Sustainability is a big focus and unique value proposition of greenhouse-grown produce for consumers, according to marketers.

“Today’s consumers are more informed and value-driven than ever before,” Jaramillo explained. “We’re seeing strong loyalty to brands that demonstrate authentic commitments to social and environmental responsibility.”

Veillon said sustainability is a powerful selling point for controlled environment agriculture production, which uses less water and land as well as an integrated pest management program that appeals to environmentally conscious consumers.

“Transparency and traceability also resonate with modern buyers,” he said. “Marketing campaigns can showcase how crops are grown in clean, controlled environments, free from unpredictable weather, ensuring food safety and reliability. Visual storytelling through social media, behind-the-scenes farm tours and QR codes on packaging linking to grower stories or sustainability stats can boost engagement and trust.”

Jaramillo said organic and Fair Trade certifications are important to consumers because they signal transparency, ethics and impact to the consumer.

Ruebelt said NatureSweet being a Certified B Corp and a Fair Trade Certified greenhouse grower drives home the sustainability message to consumers. The company makes its fair trade certification visible on its snacking tomato packaging.

“Research shows that when consumers understand what fair trade stands for, they’re more than willing to pay a premium to support it — and we believe it’s our responsibility to help them make that connection,” Ruebelt said.

Jaramillo said packaging and in-store messaging can communicate the company’s sustainability efforts to consumers.

“It’s guaranteed to reach the end consumer and offers a direct way for them to engage with our values,” she said. “We also partner with retailers when possible to
amplify our sustainability messaging. When retailers opt to share on-site communications, it allows us to provide more context about the environmental and social impact of our products and deepen consumer understanding.”

Ruebelt said NatureSweet has seen a shift with consumers looking beyond just buying local.

“Today’s consumers want to know who is behind their food and how their purchasing decisions impact the lives of the people who grow it,” he said. “It’s no longer just about proximity — it’s about purpose.”

What could hinder progress

While demand is high for greenhouse-grown produce, the industry is not without its challenges.

Ruebelt said the potential 17% to 21% tariff on fresh tomatoes imported the U.S. from Mexico — if the tomato suspension agreement between the two countries ends —would have a major impact on the industry and established supply chains.

“This policy threatens to disrupt the supply chain, increase costs and ultimately force us to pass those costs on to consumers, making fresh, healthy produce less affordable at a time when accessibility is more important than ever,” he said.

The potential end of the tomato suspension agreement also penalizes innovation that the greenhouse industry has established, Ruebelt said.

“It favors traditional open-field agriculture, where technological progress has been limited, over controlled environment agriculture, an industry where we’ve invested hundreds of millions of dollars to drive improvements in sustainability, food safety, labor conditions and year-round supply,” he said. “This is a step backward for the industry at a time when consumers and retailers alike are demanding more — more transparency, more consistency and more responsible sourcing.”

Jaramillo said the greenhouse fruit and vegetable industry also faces upward pressure on pricing due to macroeconomic factors and rising input costs.

“Our goal is to maintain accessibility and value for our consumers despite these challenges,” she said.

Another issue is having a skilled workforce to manage advanced systems and technologies as the industry continues to improve labor efficiency and sustainability.

“We need to collectively advocate for careers in agriculture and change perceptions around the skills and opportunities involved in greenhouse operations,” Jaramillo said.

Controlled environment agriculture also faces high operational and capital costs.

“Building and maintaining high-tech greenhouse or vertical farming systems requires significant investment in infrastructure, energy, lighting, climate control and automation,” Veillon said. “Energy consumption, especially for heating and artificial lighting remains a major ongoing and significant expense, making profitability difficult without economies of scale.”

Veillon said Topline Farms is transitioning its supplemental lighting systems from high-pressure sodium lights to LED.

As CEA-grown produce often comes at a premium, Veillon said that price can also limit consumer adoption in price-sensitive markets.

“Retail partnerships are essential but can be challenging to secure due to competition with traditionally grown, lower-cost imports,” he said. “Logistics and distribution, especially for perishable goods, add complexity and cost.”

But it’s important for the industry to educate consumers on the value of greenhouse-grown produce to help drive sales, Veillon said.

“The best way to market greenhouse grown fruits and veggie produce is by emphasizing its unique value propositions: freshness, sustainability, safety and consistency,” he said.

Ruebelt said the industry is still poised for growth despite the challenges.

“Consumers are demanding better flavor, consistency and transparency, and CEA is uniquely positioned to deliver on those expectations while helping to build a more resilient and sustainable food system,” Ruebelt said.

Growth in the snacking category has helped boost demand for greenhouse-grown produce, says Chris Veillon, vice president of marketing for Topline Farms. “We are seeing a growing interest in the snacking category, [in] which our snacking tomatoes, Crunchers cocktail cucumbers and mini sweet peppers are getting more attention than ever before,” he said.

(Photo courtesy of Topline Farms)

Ongoing innovation

The CEA industry invests in research and development to keep up with the demand for greenhouse-grown produce.

“Our R&D team is continually exploring new varieties that appeal to health-conscious and adventurous consumers,” Jaramillo said. “This includes products that offer a standout eating experience and convenient usage.”

Veillon said Topline has started an aggressive R&D program to bring new products in the next year.

“We are actively participating in seed trial missions with our seed partners worldwide and have expanded our internal acreage that will be used exclusively for new varietal trials,” he said.

Topline expanded its acreage of roma tomato production, which will begin fall 2025 to meet the increased demand for roma tomatoes from its retail partners, Veillon said. The company also added 25 acres to one farm earlier this year and broke ground to add 7 acres to another farm to keep up with overall demand for greenhouse-grown produce.

Wholesum also looks to innovation through packaging and packing lines to help streamline operations and automate key processes, said Jaramillo, who pointed to a recyclable tomato-on-the-vine paper tray as one of its recent innovations.

“We’re continuing to develop additions to this line and are actively seeking more sustainable packaging options across our portfolio,” she said.

Wholesum has also expanded its distribution into regions that align with supply chain capabilities and customer base.

“Our focus is on sustainable growth, ensuring we can maintain quality and service wherever we expand,” she said.

Ruebelt said NatureSweet’s investments in CEA innovation have helped fuel the company’s newest innovations, including its Cherubs To Go, mini
cucumbers and more.

“A great example is our colorful medley of seedless mini sweet peppers,” Ruebelt said. “Consumers love them — not only for their delicious flavor, but also because they meet two critical trends: convenience and snackability.”

NatureSweet continues to evaluate new varieties for better flavor, higher yield and easier cultivation.

“We’re investing in digital tools and data systems that empower our growers to make smarter decisions faster,” he said.

Largest Greenhouse Growers Are In Ontario, Canada

Tue, 18 Feb 2025 10:13:25 GMT

Sharing the same latitude as California’s famed Napa Valley, and positioned at the southernmost point of Canada, Ontario was made for greenhouse-grown produce.

“Southwestern Ontario is the critical mass for greenhouse vegetable production,” Richard Lee, executive director of the Ontario Greenhouse Vegetable Growers (OGVG), told The Packer. “We experience the most light levels throughout the year, which makes our area the optimum location to grow food.”

Not surprisingly, Ontario is home to the largest concentration of greenhouse vegetable production in North America, says Lee, adding the province is also only a day’s drive from over 58% of the U.S. population.

OGVG, which represents greenhouse-grown cucumbers, tomatoes and peppers, reports the province grows 1,290 acres of cucumbers, 1,445 acres of tomatoes and 1,368 acres of peppers. Lee says the industry has seen an increase in the snacking segment with items like mini and cocktail cucumbers, grape tomatoes and mini peppers.

Some Ontario greenhouse growers have also expanded into the cultivation of strawberries, lettuce, melons and more.

Lee says OGVG expects the industry will experience about a 5% increase in production this year.

“As we deal with climate change globally, greenhouse farming is able to yield up to 20 times more per square meter than conventional farming,” says Lee. “We are able to control the growing conditions in harsh climates while producing food.”

Lee says greenhouse vegetable growing operations are high-tech, precision agricultural facilities that adopt sustainable growing practices to protect the environment while maximizing productivity and use of growing inputs.

And despite facing challenges in recent years from tomato brown rugose virus to what Lee describes as a “lack of infrastructure to support continued growth and investments,” the resiliency of the Ontario greenhouse industry is undeniable.

“Our members are resilient. They are pioneers that have the entrepreneurial spirit that has built this sector over the past 60 years,” said Lee. “Controlled environment agriculture is the future of farming.”

Meet the growers: While the majority of Ontario greenhouse growers are located in the towns of Leamington and Kingsville, each grower has a personality all its own and a strategic vision for the future that guides its growth as well as the growth of the industry.

Passion at Del Fresco Pure

At Del Fresco Pure in Leamington and Kingsville, President and CEO Carl Mastronardi leads with a firm belief that you must truly love what you do in order to succeed.

“For Carl, greenhouse growing is his passion, and it’s evident in each area of our operations,” said Sonia Klinger, Del Fresco Pure marketing manager. “Del Fresco Pure’s unique value proposition lies in our innovative practices, product diversity, unwavering quality, commitment to sustainability and strong customer focus. These elements together create a distinctive identity within the Ontario greenhouse industry.”

Del Fresco Pure aims to be at the forefront of agricultural innovation by continuously investing in the latest technology and sustainable practices to enhance the quality and efficiency of its produce, says Klinger.

And the greenhouse grower’s use of advanced hydroponic systems and environmentally friendly growing methods enables it to deliver fresh, high-quality products while minimizing environmental impact, she adds.

“We’ve prioritized sustainability in every aspect of our operations, such as water recycling, energy-efficient greenhouse technologies and biological pest control methods,” Klinger said. “We pride ourselves on an unwavering commitment to quality and freshness.

“By optimizing our growing conditions and reducing the time from harvest to market, we ensure our consumers receive the freshest produce possible,” Klinger continued.

Del Fresco Pure recently received the Equitable Food Initiative’s Responsibly Farmed Farmworker Assured Company certification.

“This certification confirms that all areas of our operation are committed to and consistently uphold a higher standard of ethical and social governance,” said Klinger. “This commitment aligns with both our company values and those of our esteemed customers.”

Through the EFI certification all of Del Fresco Pure’s operations have been inspected by a third-party.

“This inspection serves as proof that we maintain excellent practices and policies related to health, safety and employment standards,” Klinger said. “These standards go above and beyond the minimum requirements, reflecting our dedication to excellence.”

Del Fresco Pure says it strives for continuous improvement and is dedicated to using best practices and innovations to ensure its workplace is safe and its employees are protected.

“For our consumers, the EFI certification provides reassurance about the source of their fresh produce,” said Klinger. “Knowing they are buying from a company with good values and high ethical standards is important for consumer trust and satisfaction.

“The EFI Program Certification is more than just a badge of honor for Del Fresco Pure,” Klinger continued. “It is a testament to our ongoing commitment to ethical and social governance, offering assurance to consumers and setting a standard within the industry.”

Del Fresco Pure’s use of advanced hydroponic systems and environmentally friendly growing methods enables it to deliver fresh, high-quality products while minimizing environmental impact, says Sonia Klinger, marketing manager.

(Photo courtesy of Del Fresco Pure)

Driven by flavor at Mastronardi Produce

At the Kingsville-based Mastronardi Produce, flavor comes first.

“We’re driven by flavor,” said CEO Paul Mastronardi. “It informs everything we do. Whether it’s seeking out the best new variety, perfecting quality or innovating new packaging, the endless pursuit of flavor drives everything we do.”

Mastronardi Produce pursues consistent quality and flavor year-round with the customer in mind.

This year, Mastronardi Produce is celebrating 30 years of Campari tomatoes.

“Campari was the first tomato to be branded by Mastronardi Produce, revolutionizing the category,” said Mastronardi, who invites the industry to look for 30th celebration promotions including merchandizing programs for retailers, ad campaigns and consumer promotions.

“One of our new products launching this year is our Bombs Squad tomatoes,” said Mastronardi. “The product features three different Bombs tomatoes in one package exploding with flavor. Greenhouse grown and non-GMO. This is an exciting addition to our popular Bombs lineup and offers consumers a variety of great snacking flavors in one package.”

Mucci Farms on the move

Mucci Farms has strategically grown its business through acquisition and expansion. Last May, the Kingsville-based greenhouse grower and marketer of fresh produce acquired Hacienda Farms, a 160-acre bell pepper facility in Coatsworth, Ontario, and in November it acquired Greenhill Produce, a nearly 150-acre greenhouse facility growing bell peppers in Kent Bridge, Ontario.

“At Mucci Farms, we prioritize farming with a strong focus on continual growth through new builds, acquisitions and marketing partnerships,” said Ajit Saxena, public relations and digital marketing manager for Mucci Farms, part of Cox Farms. “As the largest owner of greenhouse acreage in North America, we have the capacity to supply retailers nationwide. From seed to retail, our vertically integrated operations give us the flexibility to meet the specific needs of our partners while consistently delivering fresh, high-quality produce.”

Saxena says the acquisition of over 300 acres of bell pepper farms through Hacienda Farms and Greenhill Produce have positioned Mucci Farms as “the leading pepper producer in the CEA industry.”

Mucci Farms also recently completed a 33-acre expansion of its strawberry facility, bringing its total to 105 acres of strawberries under glass, with an additional 50 acres planned for 2026, Saxena said.

Earlier this year, the company introduced KingsOne Farms, a 6.5-acre facility, with production set to begin in fall 2025 and led by Cole Mucci. The greenhouse says it will use automation to maximize efficiency and production, with the operation estimated to produce nearly 210,000 heads of lettuce each week and about 11 million heads annually.

“This year, we’re especially excited for the launch of KingsOne Farms, led by third-generation grower Cole Mucci,” said Saxena. “The cutting-edge facility will focus on growing lettuce using advanced technology designed for maximum efficiency and sustainability. All product will be marketed under our Naked Leaf brand, and we’re looking forward to the first harvest this fall.”

Innovation at Nature Fresh Farms

At Nature Fresh Farms, we’re more than just growers — we’re innovators, the Leamington-based company says. We build our own greenhouses, carefully cultivate our produce and market the freshest, highest-quality products.

Sustainability is also a key focus at Nature Fresh Farms, which says it’s dedicated to advancing greenhouse technology and sustainable farming at the same time.

We believe good food isn’t just about taste — it’s about making a difference, the company says. By reducing food miles and maintaining a “greenhouse clean approach,” we are able to deliver fresh and flavorful produce while minimizing our environmental impact, the company says.

Nature Fresh Farms recently tapped Patrick Criteser, former president and CEO of the Tillamook County Creamery Association, as its new CEO to lead the company’s continual expansion.

With new executive leadership, where will Nature Fresh Farms place its focus in the year ahead?

The company says it will focus on strengthening relationships with its retail partners and supporting their goals while continuing to push the limits of an innovative and impactful future.

Red Sun Farms owns and operates over 800 acres in Mexico, the U.S. and Canada, which cultivate an array of conventional and organic tomatoes, peppers and cucumbers.

(Photo courtesy of Red Sun Farms)

Sustainability at Red Sun Farms

At Red Sun Farms, a vertically integrated business model and leading-edge technology combine to ensure quality is maintained from seed selection, propagation, growing, harvesting, packaging and transport to the retailer — all with the aim of delivering consumers flavor, quality and enjoyment on the plate, says Leona Neill, director of marketing and packaging.

The Kingsville-based greenhouse grower owns and operates over 800 acres in Mexico, the U.S. and Canada, which cultivate an array of conventional and organic tomatoes, peppers and cucumbers. Additionally, Red Sun Farms owns a total of eight strategically located distribution centers in Canada, the U.S., and Mexico.

“Owning these greenhouses in different growing regions makes us unique,” said Neill, who notes the company also owns a propagation facility. “Our vertically integrated business model allows us to meet our customer needs and to cultivate a true partnership between grower and retailer.”

From seed to table, Red Sun Farms is also laser-focused on sustainability.

“Sustainability is in our nature,” said Neill. Red Sun Farms says its greenhouses use 95% less water and yield 13 times more vegetables than conventional growing methods.

Red Sun Farms uses rainwater to irrigate its plants and strives for zero water waste. It uses two separate systems for water in its greenhouses: One system is dedicated to the feeding of the plants. Unused water in this system is collected, purified and analyzed for nutrients and then re-treated to target nutrient levels before circulating back to the plants. The second system supplies water sourced from Red Sun Farms’ boilers to heated rails on the greenhouse floor that heat the facility.

This closed-loop system, where very little goes to waste, is not only better from a financial standpoint but an environmental one as well.

Neill, whose background is in the packaging industry, leads the charge on sustainable packaging solutions at Red Sun Farms.

“We were one of the first to use fiber punnets, which offers more surface area so you can see the product through the clear film lid and all of our bags are recyclable,” she said.

Innovation is also key to Red Sun Farms’ success. Some of the greenhouse grower’s more recent product introductions include the Tatayoyo snack-size pepper with a sweet and tropical flavor profile and the Empress purple tomato, which is rich in antioxidants, says Neill.. The products join Red Sun Farms’ Sweets, Artisan, Organics and commodities categories.

Fueled by technology, sustainability and innovation, Red Sun Farms is also rooted in family.

“Red Sun Farms started as a family business, and as we’ve transitioned to a corporation, we’ve maintained that family culture,” said Neill. “There’s not a lot of turnover with our team members, and we continue to foster a culture of accountability, collaboration, trust and innovation.”

Topline Farms rebrands

Topline Farms grows and manages extensive acreage of greenhouses in Leamington, Ontario, as well as Mexico, growing tomatoes, cucumbers, peppers and a complete organics program.

“Our volume of owned acreage is a differentiator to manage quality and supply,” said Chris Veillon, vice president of marketing. “Significant capital investments are being made by Topline Farms to guarantee surety of supply, acreage expansions, new construction, regional acquisitions and the implementation of technology to grow specialty crops year-round.”

And what better place to farm than the greenhouse-capital of North America?

“In the Canadian greenhouse industry, Leamington and Kingsville are where it all started,” said Dino DiLaudo, senior vice president of sales for Topline Farms, who says he sees growth in greenhouse-grown English cucumbers and mini seedless cucumbers.

“Mini seedless cukes are a huge growth item and recently surpassed sales of English cucumbers,” DiLaudo said.

The vertically integrated grower has also continued to expand its colored bell pepper offerings.

“Surety of supply and consistent high quality contributed to the growth in greenhouse-grown bell peppers,” said DiLaudo. “They’re huge with retailers.”

A multigenerational farming mindset is another secret to Topline Farms’ success.

“We are growers, first and foremost,” said Veillon. “Topline Farms was built on the foundation of generations growing consistent products, regardless of the season.

“In a business that is oversaturated with a sea of sameness, Topline Farms’ value proposition is the mere fact that it is the grower, the marketer and the transportation company that delivers from seed to shelf — all bundled into one,” Veillon continued.

Topline Farms owns its own transportation company of some 85 trucks, with the goal to reach 100 trucks by the end of 2025.

“Trucking is becoming more and more important,” said DiLaudo. The temperature-controlled trucks allow Topline Farms to track every vegetable from field to table.

Veillon, who recently joined the Topline Farms team, says he’s focused on both product and brand growth in 2025.

“I am very fortunate to have stepped into a leadership role to help drive brand awareness across North America,” said Veillon. “We are kicking off an aggressive rebrand that will touch all corners of our company to ensure we are effectively communicating our value proposition to our customers and consumers alike.”

A refreshed brand position, new packaging presentation, tactical messaging, digital strategy, organic media, trade engagement, community and cause marketing are all getting a “strategic review to ensure we are collectively aligned moving forward with a simple yet specific brand focus,” Veillon said.