Veg Pro International

What Veg Pro International does

Veg Pro International is one of Canada's largest vertically integrated producers and packagers of fresh lettuce, salads, and vegetables, with roots tracing to a 1950s Sherrington farm and the modern company founded in 1998 by Gerry Van Winden and Anthony Fantin. The company operates corporate farms and packaging facilities in Sherrington (Quebec), Coldstream (British Columbia), and Belle Glade (Florida), enabling year-round supply of fresh produce across Canada and the US East Coast. Its product portfolio spans the Fresh Attitude brand of ready-to-eat mesclun and baby lettuce salads, the new Folia brand of greenhouse-grown 'Crispy Teen Lettuce' varieties launching Q1 2025, and a private label supply business delivering lettuce, carrots, and onions to major North American food industry players under their own brands.

The company's core technology rests on vertically integrated operations: a fully automated Finnish-developed greenhouse for year-round lettuce production, vision-based carrot sorting with automated parameter adjustment, aerothermal heat recovery with LED lighting, and rainwater recovery achieving up to 90% water savings versus field cultivation. A $135 million investment in a 12.8-acre Sherrington greenhouse complex is expected to add 7.8 million pounds of annual lettuce capacity, operational from Q1 2025. Distribution reaches 2,500+ retail locations for the Fresh Attitude brand and named partners such as Publix in Florida.

Vegpro's business model is predominantly B2B, selling branded and private-label fresh produce through direct relationships with retail grocery chains and food industry players; transaction-based revenues are supplemented by private label co-development arrangements. Since June 2022, the company has been majority-owned by Vision Ridge Partners, a sustainable real-assets investor, with Anthony Fantin continuing as President and CEO. Certifications include CanadaGAP, HACCP, and GMP, and the company employs approximately 1,000 people across North America.

Name

Veg Pro International

Legal name

Vegpro International Inc.

Website

https://vegpro.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Veg Pro International is one of Canada's largest vertically integrated producers and packagers of fresh lettuce, salads, and vegetables, supplying retail grocery chains and private label customers across Canada and the US East Coast under its Fresh Attitude and Folia brands from operations in Quebec, British Columbia, and Florida.

Ownership category

akta.pro rank

Product category

Fresh Produce and Packaged Salads

NAICS

Other Food Crops Grown Under Cover (111419), Food Crops Grown Under Cover (11141), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Perishable Prepared Food Manufacturing (311991)

SIC

Agricultural Production-Crops (100), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard) (AFAGADAA)

akta.pro secondary industries

Prepared salads, sandwiches & wraps manufacturing (AFAKAHAE), Fresh Cut / Value-Added Produce Wholesale (Pre-Cut, Packaged, Salad Kits) (AFAIACAD), Hydroponic / Controlled-Environment Produce Wholesale (AFAIACAM)

Keywords

• Fresh vegetable production
• Packaged ready-to-eat salads
• Greenhouse-grown lettuce
• Private label produce supply
• Baby lettuce mesclun carrots onions

Headquarters

HQ city

Sherrington

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Fresh Produce Sales: Sale of fresh lettuce, salads, and vegetables under Fresh Attitude and Folia brands to retailers across Canada and US East Coast.
2. Private Label Supply: Supply of lettuce, carrots and onions to major North American food industry players under their own brands, distinguished by ability to rapidly develop locally grown products meeting highest quality standards.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Veg Pro International grows, packages, and distributes fresh lettuces, salads, and vegetables — including mesclun, baby lettuce, romaine, carrots, and onions — through corporate farms in Quebec, British Columbia and Florida. Its products are sold to consumers under the Fresh Attitude (Attitude Fraîche) and Folia brands through retail grocery chains, and supplied in bulk under retailers' own private-label brands to major North American food industry customers. The company operates a vertically integrated farm-to-package-to-distribution model supported by automated greenhouse production, vision-based carrot sorting, and dedicated packaging centres.

Product overview

Veg Pro International operates as one of Canada's largest producers and packagers of fresh lettuce, salads, and vegetables with a vertically integrated business model. The company offers three main product lines: Fresh Attitude (field-grown baby lettuce, mesclun, and vegetables in ready-to-eat formats), Folia (new premium greenhouse-grown crisp lettuce varieties launching Q1 2025), and Private Label (supplying lettuce, carrots, and onions to major North American retailers under their own brands). With facilities in Quebec, British Columbia, and Florida, Vegpro can supply fresh products year-round, with a new $135M automated greenhouse complex enabling year-round Quebec-grown lettuce production.

Differentiator

Problem solved

Functional benefit

Brands

• Fresh Attitude: Brand available in thousands of stores across Canada and on the East Coast of the United States, offering a wide range of mesclun, baby lettuce and other field-grown vegetables. Lettuce is packaged ready-to-serve as is or with garnishes and dressings included.
• Folia

Products and services

• Fresh Attitude (Attitude Fraîche) Primary consumer brand of Vegpro offering a wide range of mesclun, baby lettuce, and field-grown vegetables packaged as ready-to-eat salads, with or without garnishes and dressings, distributed in thousands of stores across Canada and on the East Coast of the United States.
• Folia Greenhouse Crisp Lettuce Premium greenhouse-grown brand of Vegpro offering crisper varieties of green and red "Crispy Teen Lettuce" that are distinct from field-grown salads, grown year-round in automated Finnish-technology greenhouses with no pesticides, available in 113g and 227g formats.
• Private Label Produce Supply B2B supply by Vegpro of lettuce, carrots, and onions to major North American food industry customers marketed under those customers' own retail or foodservice brands, leveraging rapid development of locally grown products and the highest quality standards.
• Bulk Fresh Vegetables (Mesclun, Baby Lettuce, Romaine, Carrots, Onions) Wide range of fresh field-grown vegetables including mesclun, baby lettuce, romaine lettuce, carrots, and onions grown on Vegpro's corporate farms across Quebec, British Columbia, and Florida, enabling year-round supply to its branded and private-label programs.

Quantifiable outcome

• 12.8-acre greenhouse will produce 3.5 million kilos (7.7 million lbs) of crisp lettuce annually
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Pigeon Brands AgencycoreStrategic or Co-development PartnerBrand agency engaged for Attitude Fraîche brand modernization and new brand identity development, creating a more coherent, refined and identifiable image.
• Producteurs en serre du QuébecminorOthersQuebec greenhouse producers association; President André Mousseau applauded Vegpro's greenhouse initiative as sending message that serriculture is a viable option.
• Aliments du QuébecminorOthersQuebec food industry association partner listed on Vegpro's partnerships page.
• Association des producteurs maraîchers du Québec (APMQ)minorOthersQuebec produce growers association partner.
• Canadian Produce Marketing Association (CPMA/ACDFL)minorOthersNational produce marketing association partner.
• International Fresh Produce Association (IFPA)minorOthersInternational produce industry association partner.
• Follow Fresh from FloridaminorOthersFlorida state agricultural marketing program partner.
• Buy BCminorOthersBritish Columbia government agricultural marketing program partner.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Fresh Express: Major US packaged salad and fresh-cut vegetable producer (Chiquita/Bonduel-owned), serving retail grocery nationwide. Closely comparable product mix (bagged salads, value-added vegetables) and customer base (mass retailers) to Vegpro's Fresh Attitude line.
• Earthbound Farm: Largest organic produce brand in North America, with a heavy focus on organic salads and baby greens. Closely comparable to Vegpro's BC organic baby lettuce operations and Fresh Attitude organic range, with overlapping retail channels.
• Church Brothers Farms: Vertically integrated US grower/packer/shipper of leafy greens and vegetables serving retail and foodservice. Comparable vertical integration, leafy greens focus, and private label capabilities to Vegpro's model.
• Taylor Farms: The largest fresh-cut produce processor in North America, supplying value-added salads, vegetables, and meal kits to retailers and foodservice. Directly comparable to Vegpro's fresh-cut/value-added produce, private label, and retail distribution model at greater scale.
• Ready Pac Foods: Producer of fresh-cut vegetables, ready-to-eat salads, and snacking produce for North American retailers. Directly comparable to Vegpro's ready-to-eat Fresh Attitude line and private label packaged salad business.

Emerging players

• Gotham Greens: US-based indoor greenhouse operator producing pesticide-free leafy greens and herbs for retail and foodservice. Comparable to Vegpro's Folia greenhouse line on production technology and sustainability positioning, though more urban-located.
• BrightFarms: Indoor-grown salad greens producer supplying US retailers through regional greenhouse farms. Comparable controlled-environment agriculture model and local-supply proposition to Vegpro's Sherrington greenhouse.

Broad incumbents

• Dole Food Company: Global producer and marketer of fresh fruits and vegetables with significant packaged salad operations (Dole Fresh Vegetables). Comparable produce and fresh-cut product lines with vastly broader geographic and category reach than Vegpro.
• Bonduel Group: Global fresh, prepared, and canned vegetable producer with major North American fresh-cut operations. Comparable across packaged salads, fresh-cut produce, and private label supply to Vegpro but at much greater international scale.

Regional players

• Bon Appétit Produce: Canadian fresh produce distributor supplying retailers and foodservice operators across Canada. Comparable to Vegpro's Canadian retail and private label distribution, though primarily a distributor rather than grower/packer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Veg Pro International