LEAMINGTON, ONTARIO, CANADA - Nature Fresh Farms®, one of North America’s leading growers of sustainable greenhouse produce, announced Patrick Criteser is joining its executive team as Chief Executive Officer to lead its rapid expansion.
“I’m eager to start helping Nature Fresh Farms bring even more innovative, healthy, flavorful produce to tables in a sustainable way,” Criteser said. “I’m looking forward to working with Peter, John, and the entire team to ensure the company’s long-term success, while creating a fulfilling and enriching work experience for all Nature Fresh Farms team members.”
Criteser, former President and CEO of Tillamook County Creamery Association, will guide Nature Fresh Farms as it expands its team, products, and distribution to meet the fast-growing demand for its fresh, Greenhouse Clean™ fruit and vegetables.
According to a press release, Criteser has more than 30 years of leadership experience with a track record of leading growth and positive transformation at companies large and small. In his 12 years at Tillamook, he increased revenue by over 250 percent and established Tillamook as one of the leading food brands in the United States. Prior to joining Tillamook, he spent eight years as president and CEO at Coffee Bean International and one year as Co-CEO of Farmer Brothers. Criteser also held management and strategic development roles at some of the world's most respected brands, including Nike, The Walt Disney Company, and Procter & Gamble.
“We initiated a search for a new CEO because we saw the need to bring in a top-notch executive with extensive experience growing billion-dollar companies to lead our growth,” said John Ketler, President. “Patrick is the ideal person to take on this role, and I’m excited to work with him to cultivate our business, our people and our vision for doing good with good food.”
Starting December 2, he will take on the CEO role from Nature Fresh Farms’ Founder and Owner, Peter Quiring, who will become Executive Chairman of the board. Ketler will remain President and continue to play a critical leadership role in charting the path of the company.
“Patrick is exactly who we need right now to navigate this period of tremendous growth,” Quiring said. “He shares our entrepreneurial drive to develop new varieties that are more nutritious and more delicious, while investing in the people who make it possible. His strategic thinking and deep business experience will help inspire a new generation of sustainability and innovation.”
For more from the press release, click here.
We wish the best of luck to these leaders in their new roles!
