Welcome to Our New CEO, Patrick Criteser

We are thrilled to share that Patrick Criteser is joining our executive team as Chief Executive Officer (CEO) to lead our rapid expansion.

Patrick comes to Nature Fresh Farms with more than 30 years of experience leading positive growth and transformation at companies large and small, including 12 years as president and CEO of Tillamook County Creamery Association.

He will guide Nature Fresh Farms as we expand our team, products and distribution to meet the fast-growing demand for its fresh, Greenhouse Clean™ fruit and vegetables throughout North America.

From single greenhouse to international leader in 25 years
Over the last 25 years, we have grown from a single, 18-acre greenhouse into an international produce leader known for sustainability, innovation and premium quality. We deliver flavorful tomatoes, peppers, cucumbers and berries year-round from farm to table. We use the most advanced, vertically integrated greenhouse technology to produce high-flavor, exclusive varieties – such as our award-winning, vine-ripened Hiiros™️ tomatoes – that are better for people and the planet.

A top-notch executive with the right experience
At Tillamook, Patrick increased revenue by over 250% and established the farmer-owned dairy co-op as one of the leading food brands in the U.S. 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 (Nasdaq: FARM). Patrick 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.

Growing our leadership team
Starting Dec. 2, Patrick will take on the CEO role from our founder and owner, Peter Quiring, who will become executive chairman of the board. John Ketler will remain president and continue to play a critical leadership role in charting the path of the company.

Peter is a mechanical engineer who started Nature Fresh Farms in 1999 with a vision to pack as much flavor and nutrition as possible into each tomato – and grow it as sustainably as possible. He designed and built his first state-of-the-art greenhouse farm, intending to sell it. But farmers didn’t buy into the new technology right away, so he decided to keep it and run it himself. The company now operates and markets 2,500 acres of greenhouses with sustainable technology across Canada, the U.S. and Mexico.

“Patrick is exactly who we need right now to navigate this period of tremendous growth,” Peter 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.”