What you believe in shapes your identity – as a person, as an organization, and as a company.
Our leaders at NatureFresh™ hold firm beliefs about how our team should act and react in order to achieve our goals – these values speak to the integral parts of who we are as the NatureFresh™ Farms team.
Exploring our values allows us to answer the important question: What do we stand for as a company?
Discover our answers below and learn more about the company that grows your favorite fresh produce!
Making responsible choices with valuable resources
We believe that, at every level of our operation, we should be constantly searching for and implementing new processes, programs, and products to reach our sustainability goals.
Whether it’s the coconut fiber we grow our plants in, or the closed-loop irrigation system we feed our plants with, or the biomass boiler system we use to heat our greenhouses, we make responsible choices with essential resources to keep our growing environment as sustainable as possible.
When it comes to packaging choices, we are also constantly hunting for and introducing innovative packaging solutions that are safe for both our products and the planet.
Our team is also committed to reducing food waste – that’s why we have partnered with a local organization to donate produce every week, allowing us to get food to our neighbors in need and reduce the amount of produce we may be wasting.
For more information about how we are growing for our world and making sustainability a top priority at NatureFresh™, visit our Sustainable Growing page!
Building trust in our products and growing practices
We believe in being overly transparent about our produce – who grows it, how it’s grown, and the journey it takes from our farm to your plate.
Knowledge is power. By sharing information with our industry partners and loyal fans about who we are and how we grow, we build the trust in our products that is essential to our success.
Our team uses a variety of platforms to share our story and stay transparent with people outside our company. Keeping our social media feeds up-to-date with photos from our farms, writing informative blog posts, and hosting educational events in our communities focused on greenhouse growing are all important ways that we share the NatureFresh™ story to build trust and maintain transparency.
Ensuring we consistently set and meet high quality standards
We believe that every product we pick, pack, and ship to our customers should meet our highest standards for quality.
You will always find a NatureFresh™ Farms Price Look-Up (PLU) sticker on our Tomatoes, Peppers, and Cucumbers when shopping at your favorite stores – this sticker represents an important stamp of approval from our team stating that the product has passed our rigorous quality tests and inspections before being sent to the store.
What does quality mean at NatureFresh™? It means something slightly different for each product we grow, but in general, a high-quality NatureFresh™ Farms product should be fresh, ripened to full color, and a healthy size and weight.
Delivering exceptional taste in every eating experience
We believe that every NatureFresh™ Farms product should deliver a flavor experience that is unique and delicious. Since we all need to eat nutritious food to stay healthy, we believe that food should taste amazing!
To ensure our products have an unforgettable flavor, our Growers use their favorite seed varieties with the best flavor profiles. Our team also allows all our products to ripen on the vine, a process which ensures all the natural sugars enter a fruit to give it its delicious taste!
When we find a new seed variety that is marked by exceptional taste, we like to trial it in our Discovery Center – this is our 2.5-acre trial greenhouse and research center dedicated to product research and development. If a flavorful new product does well within our Discovery Center, we can introduce it to our industry partners and bring it to market!
Building strong and healthy communities where we grow
We believe in giving back to where we live and grow. Our leaders place great importance on supporting community-based initiatives that benefit the people living, working, and learning in our communities.
Our leaders believe that everyone has the capacity to give – whether it’s by choosing to give your time, skills, advice, or money, everyone can have a positive impact on someone’s life through the gift of giving.
The NatureFresh™ team and our leadership is always finding opportunities to get involved in the communities we grow in. To learn more about how we are building strong and healthy communities, check out the Community category on our Blogs page!
Sharing knowledge with current and future generations
We believe that people crave knowledge and, as experts in our industry, it’s our responsibility to share our knowledge with everyone we can possibly reach.
One of the educational tools our team uses to show people how we grow is the Greenhouse Education Center (GEC). This is our one-of-a-kind mobile greenhouse unit that travels to retail stores, fairs, and schools across eastern North America to show consumers how greenhouse produce is grown and how it’s easier than people realize to develop healthier eating habits.
We aren’t the only ones out there passionate about educating others – we have also developed strong partnerships with like-minded professionals and industry leaders to create and share educational content related to healthy eating. Some of our partners include Registered Dietitian Noelle Martin (found on Instagram at @motherhoodandmeals), Produce for Kids, Produce Marketing Association (PMA), Canadian Produce Marketing Association (CPMA), United Fresh Produce Association, and many more.
The more that people know about where their food comes from, the more they can use this knowledge to make informed decisions about their health – that’s why we are committed to education and sharing our knowledge with people everywhere.
Using innovative technology to deliver excellence
We believe that innovation is an essential part of being successful as a business – the NatureFresh™ team is always finding and implementing new technologies, products, and ways of thinking to increase our operation’s efficiency and sustainability.
Whether it’s innovative products like the Tomberry® Tomato, or high-tech automations used on our pack lines, or sustainable packaging solutions that reduce our plastic consumption, innovation happens every day at our farm! Our leaders are constantly thinking outside of the box to bring new innovations to NatureFresh™, but they also encourage every member of our team to think big and be leaders themselves in introducing new innovations to our company.
To learn more about some of the innovations we’ve adopted and developed at NaturFresh™, check out our Innovation & Agriculture blog!
Creating a family atmosphere that stands the test of time
Last, but certainly not least, we believe that a family-oriented company culture leads to a happier, more productive team.
NatureFresh™ is a family-owned company whose leaders have worked together since 1999 as both a family and a team to build the successful company that we are today. This is why our leaders understand the importance of creating a family atmosphere where everyone feels supported and motivated to succeed.
It’s no surprise that we often refer to the NatureFresh™ team as the NatureFresh™ family – so why not meet some of our family members on our Grow-To People page!
The NatureFresh™ Farms Identity
Sustainability. Transparency. Quality. Flavor. Community. Education. Innovation. Family.
These are eight extremely important values that exist at the core of the NatureFresh™ Farms identity. They help define who we are, guide our leadership’s decisions, and keep our team’s actions aligned with our ultimate business goals.
Even though we have explored some of our company’s most important values, bringing them to life is a constant process that our team tackles every single day. Our people are the true difference-makers – without them, our values would be aspirational, not inspirational.