NatureFresh Increases Organic Acreage in Response to Consumer Demand

NatureFresh Farms, based in Leamington, ON, Canada, and Delta, OH, has been steadily increasing its organic greenhouse acreage as a response to consumer demand for organic vegetables. Noting that consumers today are becoming more food-conscious and aware of how and where their food is grown, the company expanded its organic greenhouse space from 9 to 15 acres by the end of 2017.

Over the past two years, the company added 45 more acres, quadrupling the NatureFresh organic greenhouse capacity to 60 acres in Leamington and supporting produce cultivation for nine months of the year. The company anticipates doubling its organic acreage again over the next few years.

NatureFresh grows organic versions of the classic assortment of greenhouse vegetables – bell peppers, mini sweet peppers, long English cucumbers, mini cucumbers, and tomatoes. In tomatoes, the added acreage has sparked expansion beyond the company’s original red grape tomatoes and tomatoes on the vine into a greater variety of organic tomatoes, including beefsteak, mixed cherry, and red cherry.

The company has doubled down on sustainability for both organic and conventional items. The company grows its organic plants in certified organic soil matter, in contrast to the coconut fiber in conventional cultivation. “Another main difference is in the application of fertilizer and nutrients, which for us is a proprietary method,” said Ray Wowryk, director of business development. “Also, our organic nutrients are less synthetic than the nutrients applied in our conventional greenhouses.”                                 

Wowryk notes that NatureFresh considers sustainability measures in its organic cultivation, as well as conventional production. The company uses clean waste wood in a bio-mass heating system to generate energy, installs energy screens to boost heating system efficiency, recirculates water in a closed loop system, employs an integrated pest management system, and reduces the number of food miles its products travel. A vertical growing system yields more fruit in a smaller space.

Both organic and conventional items are packaged on a compostable tray and wrapped in recyclable or compostable wraps. Consumers can identify NatureFresh organics by the earth tone colors of their package label and the organic designation on their sticker.

NatureFresh does not set retail pricing for its organic items because they are subject to the retail program and merchandising of the organic set. Its retail partners determine price points based on availability, shopper demographics, and supply and demand.

Wowryk looks forward to future expansion in organics. “We regularly develop and trial unique varieties at our Discovery Center, a 2.5-acre trial greenhouse and research center located in Leamington. The Discovery Center brings together agricultural science, product trialing, and consumer feedback to facilitate more efficient product research and development,” he said. “As we continue to grow, the Discovery Center remains one of our main innovative hubs for new products that could be brought to the marketplace, including possibly organic berries and melons.”