Former Tillamook CEO Patrick Criteser joins Nature Fresh Farms to drive expansion, sustainability, and innovation in greenhouse agriculture.
Nature Fresh Farms®, a leading name in sustainable greenhouse agriculture across North America, has announced a significant leadership change as it continues its rapid expansion. Patrick Criteser, former president and CEO of Tillamook County Creamery Association, will assume the role of Chief Executive Officer (CEO) effective December 2.
This move marks a new chapter for the family-owned company, renowned for its commitment to sustainability, innovation, and delivering premium quality produce.
Over its 25-year journey, Nature Fresh Farms has grown from a single 18-acre greenhouse into a powerhouse in the produce industry. The company now operates 2,500 acres of greenhouses across Canada, the U.S., and Mexico, utilizing cutting-edge, vertically integrated greenhouse technology.
Known for its flagship product, the award-winning vine-ripened Hiiros tomatoes, the company continues to provide high-flavor, year-round offerings such as tomatoes, peppers, cucumbers, and berries, all cultivated with sustainability in mind.
Patrick Criteser, bringing over 30 years of leadership experience, steps into the CEO position during a period of transformative growth for Nature Fresh Farms. His track record includes a remarkable 12-year tenure at Tillamook, where he boosted revenue by more than 250% and elevated the brand to a leading position in the U.S. dairy industry.
His prior roles include executive leadership at Coffee Bean International and Farmer Brothers, as well as strategic positions at global brands such as Nike, The Walt Disney Company, and Procter & Gamble.
“Patrick is exactly who we need right now to navigate this period of tremendous growth,”
Peter Quiring, founder and current CEO of Nature Fresh Farms.
Quiring will transition to the role of executive chairman of the board, while President John Ketler will continue his leadership role within the company. According to Quiring, Criteser’s entrepreneurial spirit aligns seamlessly with the company’s mission of developing innovative, nutritious produce and fostering sustainability.
Nature Fresh Farms’ sustainable farming practices include growing plants in coconut husks, utilizing a closed-loop water recirculation system, and burning waste wood for heat. The company also employs vertical growing techniques to maximize yield while minimizing space and uses natural methods like bumblebee pollination and biological pest control.
Its Discovery Center, a 2.5-acre trial greenhouse, drives innovation by developing produce varieties that maximize nutrition and flavor.
The search for a new CEO was initiated to find a leader capable of scaling the company to meet increasing demand for its Greenhouse Clean™ produce. “We sought a top-tier executive with a proven ability to grow billion-dollar companies,” explained Ketler. “Patrick is the ideal person to take on this role, and I’m excited to collaborate with him to cultivate our business and vision.”
As stated in the company’s press release, Criteser expressed enthusiasm for his new role: “I’m eager to help Nature Fresh Farms bring even more innovative, healthy, flavorful produce to tables in a sustainable way. I look forward to working with Peter, John, and the entire team to ensure the company’s long-term success while fostering an enriching work experience for all team members.”
Founded in 1999 by Quiring, a mechanical engineer with a passion for sustainability, Nature Fresh Farms was built on a vision to combine flavor, nutrition, and environmental responsibility. Quiring’s innovative approach led to the creation of the company’s first state-of-the-art greenhouse, which he originally planned to sell.
When initial skepticism from farmers delayed adoption of the technology, he chose to operate it himself, ultimately establishing Nature Fresh Farms as a trailblazer in greenhouse agriculture.
Nature Fresh Farms remains steadfast in its mission to push the boundaries of sustainable farming and greenhouse technology. Based in Leamington, Ontario, with operations across North America, the company is committed to creating a positive impact on both people and the planet. To learn more, visit naturefreshfarms.com.
