Interview with Jenny Halpin, Senior Manager of External Communications for NatureSweet.

NatureSweet emerges as a transformative force that goes far beyond traditional produce cultivation.

In a recent conversation with Produce Leaders, Jenny Halpin, their Senior Manager for External Communications, proudly states:

“NatureSweet is the largest vertically integrated controlled environment agriculture company in North America, employing about 9,000 amazing agricultural workers.”

But what truly sets the company apart is its scale and profound commitment to purpose.

The company’s journey is rooted in a mission that transcends typical business objectives.

“We are the leading brand in snacking tomatoes,” Halpin explains, “and we grow and harvest superior-tasting tomatoes, cucumbers, and sweet peppers in greenhouses and they are handpicked at peak freshness, packaged, and delivered to major retailers across the U.S., Mexico, and Canada.”

Yet, the company’s ambition reaches far beyond produce production.

This commitment is not merely rhetoric. When discussing their product offerings, Halpin highlights what makes NatureSweet unique: “Our produce is handpicked by our amazing associates who are the best in the business. They’re the reason our produce is delicious!”

She continues, “What makes NatureSweet unique is our company’s purpose is to transform the lives of millions of agricultural workers. That’s not just lip service, we actually put our money where our mouth is!”

The company’s social responsibility is tangibly demonstrated through initiatives like its Fair Trade certification.

“A percentage of all our branded tomato sales goes into a community development fund that helps agricultural workers,” Halpin explains.

This fund has made remarkable impacts, providing “education, dental, ophthalmology, and nutritional services, and so much more.” The adult education program has been particularly transformative, helping “more than 2,400 associates earn degrees (elementary, middle school or high school diplomas).”

Taking their commitment further, they’ve even added a bachelor’s degree program.

To truly understand NatureSweet’s revolutionary approach, one must delve into agricultural workers’ challenges. The company recognizes that farmworkers often face significant barriers, including cultural challenges, limited education, and seasonal work constraints.

Many workers complete only a few years of formal schooling, with the average education level being 8th grade. These workers frequently experience discrimination, arduous work conditions, and isolation that can lead to significant mental health challenges.

At NatureSweet the worker is in the center of the equation | Image: Courtesy of NatureSweet

NatureSweet’s response to these challenges is comprehensive and innovative. The company has developed a unique giving and demanding compensation system beyond traditional agricultural wage models.

Associates can earn up to 300% in bonus compensation based on individual productivity. Each worker’s performance is tracked through an online system, creating transparency and motivation. This approach has yielded remarkable results, with an employee turnover rate below 1.0%, an extraordinary achievement in an industry known for high workforce churn.

The company’s commitment extends to holistic worker support.

The “Sweet Life” Program provides access to psychologists and one-on-one therapy to their associates, focusing on unleashing their potential through individual programs that promote healthy thoughts and positive emotions.

On the other hand, their “Sweet Family” program takes this a step further, offering a four-month comprehensive human development training that teaches fundamental life skills, from self-esteem to positive communication and discipline.

NatureSweet’s technological and agricultural innovations are equally impressive. They have embraced Controlled Environment Agriculture (CEA) techniques, specifically fertigation and drip irrigation, which significantly enhance fertilizer efficiency while minimizing environmental impact.

The company has achieved a 1.52% reduction in total water extraction and decreased agricultural irrigation by 3.04%.

They’ve also made significant strides in sustainability, replacing 79% of virgin plastic in their branded products with recycled material and achieving a recycling rate of 52.65% for their operational waste.

NatureSweet’s innovative spirit extends to product development as well.

In 2024, the company responded to market demands by debuting Adora®, an award-winning heirloom tomato, and launching a Spanish heirloom variety that “consumers tell us reminds them of homegrown tomatoes.”

The Adora® tomato | Image: Courtesy of NatureSweet

They also introduced the Constellation® Seedless Mini Sweet Peppers, which Halpin describes as a “game-changing healthy snack” that has consumers “raving” about its delicious, crunchy taste and seed-free convenience.

The company’s forward-thinking approach is evident in its strategic partnerships and future plans. In January, they’ll be partnering with Barilla “to add a burst of energy and flavor to meals, combining our Cherubs® with their Protein+ spaghetti.”

Halpin teases that they have “some exciting projects in the works in 2025” that they’re looking forward to unveiling.

NatureSweet’s standout quality is its comprehensive approach to business. As Halpin highlights, the company has “earned rigorous certifications such as B Corp, Fair Trade, and Equitable Food Initiative (EFI), which demonstrate our commitment to sustainability and social responsibility.”

Their vision reaches beyond their own operations, aspiring that “our work serves as a road map for other agricultural companies to follow so we can truly transform the industry and treat workers with the dignity and respect they deserve.”

NatureSweet has positively transformed nearly half a million lives between 2005 and 2020. In 2021 alone, they impacted 78,581 lives through their social responsibility initiatives.

They’ve become the first private company in Jalisco to voluntarily protect 50.08 hectares for conservation, creating a pollinator corridor that protects over 142 animal species and 63 plant species.

NatureSweet will “continue to provide consumers with delicious, healthy alternatives when it comes to snacking and look for ways to provide convenience in meal prep.” said Halpin.

This promise reflects their broader mission: to create value that goes far beyond the produce they grow.

In an industry often focused on efficiency and profit, NatureSweet distinguishes itself through its purpose-driven approach.

They are not just growing tomatoes, peppers, and cucumbers, they are cultivating hope, opportunity, and transformation.