How NatureFresh Farms’ CEO Views the Growth of an Exploding Industry
November 3, 2021 If there’s one segment of controlled-environment horticulture that is expanding at a faster pace than any other segment, it’s greenhouse vegetables. Thanks to consumer demand for locally grown produce, massive interest from outside investors, and the emergence of new technology, greenhouse vegetables are a category that shows no signs of slowing down.
The question is, how can the industry manage that effectively, while giving consumers what they want: a diverse offering of high-quality fruits and vegetables. To find out, we checked in with leaders from a few of the industry’s largest operations.
“An Incredible Amount of Opportunity”
Peter Quiring is the owner of NatureFresh Farms, which is based in Leamington, Ontario, but also grows in Delta, OH, with more U.S. production coming soon. Quiring’s years of experience have helped shape his perspective on how the market has evolved and where it is headed.
In an exclusive interview, Quiring recently shared his thoughts on a wide range of topics.
On the market’s expansion: “I know for sure that the controlled-environment agriculture segment is going to expand. Thanks to technology and automation, there are so many things we are doing now that weren’t possible even just a few years ago.”
On managing this expansion: “I think the industry is expanding perhaps too rapidly, and this expansion isn’t just being driven by demand. It’s also being driven by investors. My fear is that if or when the market corrects itself, these investors will run in the opposite direction.”
Peter Quiring
On crop diversity: “We need to do introduce more products into the greenhouse than just tomatoes, peppers, and cucumbers. We know we can grow crops such as berries, herbs, and melons indoors, and that’s where we need to expand.”
On the role of mid-size growing operations: “Specialty crops are a great fit for these types of growers. They may not make a lot of money, but if they can manage to stay in business, they can end up with something that is profitable to grow, then they should be okay. I also think they need to get aligned with a strong marketing entity that can market and promote their products. A good marketing company will also be frank and tell you whether or not there’s a reliable market you can sell to.”
On the role of research: “I believe all research should be privately lead and publicly funded with government oversight. When there is no oversight, people tend to get a bit greedy. But the industry knows what it needs, so it should be leading that research. In fact, one of my goals is to build a world-class research facility and rent it out to growers, marketers, and others in the supply chain.”
On vertical farming: “I think there is definitely a market for growing crops such as microgreens in a vertical farming system. But don’t forget that you still need the same elements such as climate, light, and water that you need in a greenhouse. It would be wise for folks to really do their research before they invest in something that is somewhat unproven.”
On the future: “I think there are some challenges ahead, but I also think there’s an incredible amount of opportunity. COVID-19 aside, this is a great time to be in the controlled-environment industry.”
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