LEAMINGTON, ONTARIO, CANADA - One of the industry’s highest-anticipated shows is right around the corner. Organic Produce Summit (OPS) boasts of organic innovation that sparks creativity all year long, so it’s little wonder companies are excited to showcase their offerings. For Nature Fresh Farms, the greenhouse grower will be highlighting its organic, greenhouse-grown strawberries as well as its organic Hiiros™ tomatoes.

“We are launching North America’s first organic greenhouse-grown strawberry!” Matt Quiring, Senior Vice President of Sales and Marketing, shares with me. “Nature Fresh Farms is always looking for ways to support our customers through listening to their challenges. With ongoing weather and water challenges that are impacting field growers causing inconsistent and unreliable supply, our organic, greenhouse-grown strawberries will provide peak supply. We’ll also be able to provide the consumer with a fresher berry that is selected for taste and experience rather than shelf-life and ship-ability.”

Matt emphasizes that these strawberries will be the star of the show, as this marks the industry introduction of the program.

“We want to ensure retailers that we are here to fill the gap in supply that is typical during the fall/winter months when field berries are in shorter supply,” Matt notes. “Greenhouse-grown berries are the future, and we know that also includes organics. Greenhouse farmers are able to provide a more favorable crop that is consistent in flavor, freshness, quality, and availability.”

Matt also touts the success of its Hiiros program, detailing that the conventional launch saw great interest.

“We are doubling down on this variety's potential and bringing an organic option to the retail shelves. This variety was originally bred for the Japanese market, which views exceptional produce as a gift of honor. Hiiros are grown from the finest seeds and offer a rich umami flavor with a distinguishing level of sweetness that adds depth and complexity of flavor,” Matt explains.

Overall, Nature Fresh Farms wants to elevate, enhance, and evolve the categories it supports.

“With this show being more intimate and booth space being limited, we’re very intentional with our assortment. This year, we’re focusing on highlighting greenhouse innovation and our ability to provide the market with higher flavor, higher quality produce year-round; while doing so sustainability and with long-term food security in mind,” Matt remarks.

Matt further emphasizes that innovation is always top of mind for Nature Fresh Farms, and that innovation comes frequently and fast—so you need a partner that can adjust to the market alongside you! He also teases a pepper launch, but that’s something you’ll have to wait to see at IFPA, unless you can get him to talk at OPS!

You won’t want to miss visiting booth #617 at OPS!

Nature Fresh Farms™