Generation Farms
Generation Farms is a vertically integrated grower-shipper founded in 1974 that produces and distributes conventional and organic fresh produce — onions, blueberries, avocados, watermelons, and garlic — year-round to retail grocery, foodservice, and wholesale customers across the United States and Canada.
- Company typePrivate
- Founded1974
- HeadquartersVidalia, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Generation Farms does
Generation Farms (legal entity Generation Facilities LLC, Georgia-domiciled) is a fully integrated grower-shipper of fresh produce founded in 1974 in Vidalia, Georgia, and currently owned by Optimum ICD Holdings following a 2015 acquisition by the Bill & Melinda Gates Foundation. The company's commercial portfolio centers on four core categories — Vidalia and other onions, blueberries, Hass avocados, and watermelons — supplemented by premium garlic, cucumbers, eggplant, peppers, and squash, with both conventional and organic (under the Generation Farms Organic sub-brand) options. Operations span farms and shipping points in Georgia (Vidalia, Lyons), Florida (Lake Wales), and the Carolinas, with additional international supply for garlic and onions, supporting year-round 52-week distribution across the United States and Canada.
The technology stack combines proprietary precision-agriculture tools — satellite and drone imaging, field-based moisture monitors on a proprietary communications network, AI-driven predictive models for irrigation and pest management, and packing-line automation — together with an in-house logistics department (created December 2020) that manages load planning and truck owner-operator relationships. Food safety is governed by Primus GFS certification (Cert PA-PGFS-20926) and Florida Department of Agriculture approvals, including a documented sub-1-hour mock recall response time.
Revenue is generated through one-time B2B sales of fresh produce via a direct enterprise field-sales team to retail grocery chains, foodservice operators (restaurants, hotels, institutional food service), and wholesale distributors across the US and Canada. Products are sold in consumer bags (2lb-10lb), bulk cartons, and bins at quote-based wholesale pricing; no public price list is maintained. Customer-facing channels are the company website, LinkedIn, and trade press, with sales driven by named sales leaders (Director of Sales Brian Stanley, Watermelon Sales Director Mike Harris) and supported by Logistics Manager Orestes Espinoza's in-house transport function.
Generation Farms firmographics
Firmographics- Name
- Generation Farms
- Legal name
- Generation Facilities LLC
- Website
- https://generationfarms.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Generation Farms is a vertically integrated grower-shipper founded in 1974 that produces and distributes conventional and organic fresh produce — onions, blueberries, avocados, watermelons, and garlic — year-round to retail grocery, foodservice, and wholesale customers across the United States and Canada.
- Ownership category
- akta.pro rank
Generation Farms industry classification
Industry- Product category
- Fresh Produce
- NAICS
- Vegetable and Melon Farming (1112), Fruit and Tree Nut Farming (1113), Other Crop Farming (1119)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Greenhouse Fruit & Berry Production (Strawberries, Specialty Fruits) (AFAGAHAB)
- akta.pro secondary industry
- Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens) (AFAGAHAA)
Keywords
Where Generation Farms is headquartered
LocationHeadquarters
- HQ city
- Vidalia
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Generation Farms business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Fresh Produce Sales: Generation Farms generates revenue through the sale of fresh fruits and vegetables, including blueberries, avocados, watermelons, and onions. The company operates as a grower-shipper, producing and distributing conventional and organic produce year-round to retail and foodservice customers across the United States and Canada. Products are sold in various pack sizes including consumer bags (2lb, 3lb, 5lb), bulk cartons, and bins. The company maintains year-round supply continuity by sourcing from different markets during off-seasons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Wholesale/B2B produce pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Generation Farms product offering
Product offeringCore offering
Generation Farms is a grower-shipper that cultivates, packs, and distributes fresh produce — including blueberries, avocados, watermelons, onions, garlic, and other fruits and vegetables — to retail grocery and foodservice customers across the United States and Canada. The company operates a vertically integrated model spanning farming, packing, and shipping.
Product overview
Generation Farms is a fully integrated, year-round supplier of fresh produce operating since 1974. The company offers a diversified portfolio of conventional and organic fruits and vegetables centered on four primary product categories: blueberries, avocado, watermelon, and onions. Additional products include premium garlic, cucumbers, eggplant, peppers, and squash. Products are available in multiple packaging formats ranging from consumer retail bags (2lb-10lb) to bulk cartons and bins. The company operates with an emphasis on sustainability, food safety, and technology-driven farming practices including precision agriculture, satellite/drone monitoring, and AI-powered automation. Generation Farms ships coast-to-coast across the United States and Canada with shipping facilities in Vidalia GA, Lyons GA, and Lake Wales FL.
Differentiator
Problem solved
Functional benefit
Brands
- Generation Farms Organic: Organic product line sub-brand featuring a specially designed logo to highlight and promote the company's expanding organic offerings.
Products and services
- Blueberries Fresh blueberries cultivated by Generation Farms and shipped to retail grocery and foodservice buyers in the U.S. and Canada.
- Avocados Fresh avocados sourced and distributed by Generation Farms to retail grocery and foodservice customers across the United States and Canada.
- Watermelons Fresh watermelons grown and shipped by Generation Farms to retail grocery and foodservice buyers in the U.S. and Canada.
- Onions Fresh onions cultivated and distributed by Generation Farms to retail grocery and foodservice customers.
- Garlic Fresh garlic grown and shipped by Generation Farms to retail grocery and foodservice buyers.
- Organic Produce Organic varieties of fresh fruits and vegetables offered by Generation Farms to retail grocery and foodservice customers.
Quantifiable outcome
- Sub 1-hour mock recall response time
- +1 more outcomes
Companies that use Generation Farms
Customer profileSegments3 records
Ideal customer profiles1 record
Generation Farms technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature6 records
Generation Farms partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Moxxy MarketingcoreMoxxy Marketing designed and developed Generation Farms' redesigned website launched in October 2020, focused on the company's vision for the future of fresh produce. The agency retained existing brand equity while modernizing elements to create a clean, contemporary look that supports retail and foodservice customer engagement.
Scale indicators4 records
Recent moves13 records
Expansion highlights5 records
Generation Farms competitors and assessment
Company assessmentDirect peers
- Naturipe Farms: Grower-owned supplier of fresh berries (blueberries, strawberries, raspberries, blackberries) sold to retail and foodservice across North America. Directly comparable on the blueberry side of Generation Farms' portfolio, with similar year-round multi-region sourcing and retail partnerships.
- Wish Farms: Florida-based grower-marketer of strawberries, blueberries, and other berries with year-round supply. Comparable to Generation Farms' blueberry and Southeast US operations, with overlapping geography and a similar direct-to-retail/foodservice approach.
- Driscoll's: The largest berry grower-marketer in the world, supplying blueberries, strawberries, raspberries, and blackberries to retail and foodservice channels. Directly comparable to Generation Farms on the berry (blueberry) side of its portfolio, with similar year-round multi-region supply strategy and direct retail relationships.
- Calavo Growers: Marketer of fresh avocados and other fresh produce including tomatoes and papayas to retail, foodservice, and wholesale. Comparable on the avocado category and similar year-round multi-region sourcing model serving the same customer segments.
- Mission Produce: World's largest grower, packer, and ripener of Hass avocados, with global sourcing and year-round supply to retail and foodservice. Directly comparable on Generation Farms' avocado business, with similar vertical integration and ripening/ distribution capabilities.
- Mastronardi Produce: Fourth-generation grower of greenhouse vegetables and berries, including peppers, cucumbers, and tomatoes, sold under the SUNSET® brand to retail and foodservice. Comparable as a multi-category produce grower-shipper using advanced growing technology to serve the same retail grocery customers.
Broad incumbents
- Fresh Del Monte Produce: Vertically integrated global producer and distributor of fresh fruits and vegetables, with strong avocado and melon exposure. Overlaps with Generation Farms on avocados, watermelons, and produce supply to retail and foodservice, though at vastly larger scale and with deeper international sourcing.
- Grimmway Farms: World's largest carrot producer and a major grower of organic vegetables, serving retail and foodservice with year-round supply. Comparable as a vertically integrated produce company with multi-category organic and conventional coverage and direct retail distribution.
- Dole plc: Global fresh produce leader with broad fruit and vegetable portfolios across retail and foodservice. Comparable as a multi-category, vertically integrated produce grower-shipper serving the same retail and foodservice customer base, but at far greater scale and geographic breadth.
- Bonduelle Group: Global leader in processed and fresh vegetables, serving retail and foodservice across multiple markets. Comparable as a large-scale vegetable producer with vertical integration, though much more diversified across processed and fresh formats.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Generation Farms social profiles
Digital presenceGeneration Farms compliance and trust
Trust signalCompliance2 records
Generation Farms financial estimates
Financial estimateRevenue estimate
Valuation estimate
Generation Farms leadership team
Management profileNumber of profiles
Generation Farms funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Generation Farms M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Generation Farms
What does Generation Farms do?
Generation Farms is a grower-shipper that cultivates, packs, and distributes fresh produce — including blueberries, avocados, watermelons, onions, garlic, and other fruits and vegetables — to retail grocery and foodservice customers across the United States and Canada. The company operates a vertically integrated model spanning farming, packing, and shipping.
Is Generation Farms a public or private company?
Generation Farms is a private company. It is classified as corporate owned and is currently operating.
When was Generation Farms founded?
Generation Farms was founded in 1974. It employs 51 to 100 people.
Where is Generation Farms based?
Generation Farms is headquartered in Vidalia, United States, in the North America region.
How does Generation Farms make money?
One revenue line is on record: fresh Produce Sales.
Who are Generation Farms's main competitors?
Direct peers on record are Naturipe Farms, Wish Farms, Driscoll's, Calavo Growers, Mission Produce and Mastronardi Produce. Broad incumbents are Fresh Del Monte Produce, Grimmway Farms, Dole plc and Bonduelle Group.
Does Generation Farms have an API?
No public API is recorded for Generation Farms.
What industry is Generation Farms in?
Generation Farms's product category is Fresh Produce. Its primary akta.pro industry code is AFAGAHAB, Greenhouse Fruit & Berry Production (Strawberries, Specialty Fruits), with a secondary code of AFAGAHAA, Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens). Its NAICS code is 1112 and its SIC code is 100.