Village Fresh
Village Fresh is the branded produce division of Village Farms International, operating ~500 acres of high-tech greenhouse facilities in Texas and British Columbia. It grows, markets, and distributes premium greenhouse tomatoes, peppers, and cucumbers — including 35 exclusive varietals — to major North American retailers such as Walmart, H-E-B, and Publix, and to fresh-food distributors.
- Company typePrivate
- Founded1988
- HeadquartersLake Mary, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Village Fresh does
Village Fresh is the branded produce division of Village Farms International, Inc. (NASDAQ/TSX: VFF), operating nearly 500 acres of high-tech Controlled Environment Agriculture (CEA) greenhouses in British Columbia and West Texas (Marfa, Fort Davis, Monahans). The company grows, markets, and distributes premium greenhouse tomatoes, sweet bell peppers, and cucumbers — including 35 proprietary varietals such as Heavenly Villagio Marzano®, Sinfully Sweet Campari®, Sensational Sara®, and TRIO® — on a year-round, soil-less, glass-greenhouse platform that uses hydroponic growing, bumblebee pollination, integrated pest management with biological controls, and AI-driven climate/irrigation automation via the Blue Radix Crop Controller.
Its business model is a vertically integrated producer-shipper: Village Fresh grows the produce in its own facilities (supplemented by a 150+ acre partner-grower network in Canada and Mexico), markets it through its own sales and brand teams, and distributes it through company-operated facilities (e.g., a Dallas-Fort Worth distribution center) to retail grocers — notably Walmart (Giga Guru/Project Gigaton), H-E-B (25+ year partnership), and Publix — as well as dedicated fresh-food distributors serving foodservice and hospitality operators across the US and Canada. Pricing is not publicly disclosed; the model is essentially a unit-volume B2B produce sale anchored in long-tenured retail vendor relationships and exclusive branded varietals. The asset base is complemented by a Village Farms Clean Energy subsidiary that operates a 7.2 MW landfill-gas-to-energy / Renewable Natural Gas project (Delta RNG) with Mas Energy and FortisBC and a 2 MW solar array at Monahans with SolarCity, embedding low-carbon energy into greenhouse operations as a retail-facing ESG differentiator.
Village Fresh firmographics
Firmographics- Name
- Village Fresh
- Legal name
- Village Fresh®
- Website
- https://villagefarmsfresh.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Village Fresh is the branded produce division of Village Farms International, operating ~500 acres of high-tech greenhouse facilities in Texas and British Columbia. It grows, markets, and distributes premium greenhouse tomatoes, peppers, and cucumbers — including 35 exclusive varietals — to major North American retailers such as Walmart, H-E-B, and Publix, and to fresh-food distributors.
- Ownership category
- akta.pro rank
Village Fresh industry classification
Industry- Product category
- Greenhouse Produce
- NAICS
- Food Crops Grown Under Cover (11141), Vegetable and Melon Farming (11121)
- SIC
- Agricultural Production-Crops (100), Food And Kindred Products (2000)
- akta.pro primary industry
- Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens) (AFAGAHAA)
- akta.pro secondary industries
- Controlled Environment Agriculture (CEA) / Vertical Farming (Indoor LED Farms) (AFAGAHAJ), CEA Monitoring, Sensors & Automation Software (SCADA, IoT, Climate/Recipe Control) (AFAAAHAG)
Keywords
Where Village Fresh is headquartered
LocationHeadquarters
- HQ city
- Lake Mary
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Village Fresh business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Greenhouse Produce Sales: Village Farms grows, markets, and distributes premium-quality greenhouse-grown fruits and vegetables (tomatoes, peppers, cucumbers) to retail grocers and fresh food distributors throughout the United States and Canada. The company operates as a vertically integrated producer with 270 SKUs and 35 tomato varieties.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Village Fresh product offering
Product offeringCore offering
Village Fresh Greenhouse Grown produces, markets, and distributes premium greenhouse-grown fruits and vegetables — primarily branded specialty tomatoes, sweet bell peppers, and cucumbers — grown year-round in Controlled Environment Agriculture (CEA) facilities. The company offers 270 SKUs across 35 exclusive tomato varieties and markets directly to retail grocers and fresh food distributors in the United States and Canada.
Product overview
Village Farms Fresh operates as a greenhouse produce company offering a diverse portfolio of branded specialty vegetables. The core offering is greenhouse-grown produce including exclusive tomato varieties (Heavenly Villagio Marzano®, Sinfully Sweet Campari®, Sensational Sara®, Cherry No 9®, Cabernet Estate Reserve®, Lip Smackn' Grape®, Lorabella Blossom®, Mini Sensations®, Maverick Mix®, Delectable TOV®, Juicy Beefsteak®, Savory Roma®, and Heirloom varieties), Sweet Bells® peppers, and cucumbers (Scrumptious Mini® and Luscious Seedless Long English®). The company also offers Big Bend Beefs™ as a meat product line. Products are marketed under the Village Farms Greenhouse Grown® brand platform and distributed to retail grocers and fresh food distributors throughout the US and Canada.
Differentiator
Problem solved
Functional benefit
Brands
- Big Bend Beefs®: Texas grown beef products brand
- TRIO®
- Sinfully Sweet Campari®
- Heavenly Villagio Marzano®
- Sensational Sara®
- Good for the Earth®
- Takes a Village®
Products and services
- Sinfully Sweet Campari® Tomatoes Cocktail-size greenhouse-grown tomato with the perfect combination of sweetness and acidity; ideal for salads, sandwiches, gazpacho, and roasting. Sold to retail grocers for consumer fresh produce sales.
- Heavenly Villagio Marzano® Tomatoes Mini plum greenhouse-grown tomato with crisp and sweet flavor, similar to the Italian San Marzano, suited for cooking, roasting, grilling, and sautéing with extended shelf life. Sold to retail grocers for consumer fresh produce sales.
- Heavenly Villagio Marzano TRIO® Tomatoes Red, yellow and orange mini San Marzano tomato trio with crisp and sweet flavor, marketed as a greenhouse-grown snack tomato. Exclusive to Village Fresh Greenhouse Grown. Sold to retail grocers.
- Sensational Sara® Tomatoes Novel tomato variety with deep red color inside and out and a balanced sugar-to-acid ratio; versatile as a slicer, for sandwiches or salads, and for cooking. Sold to retail grocers in eco-friendly 1lb recyclable/compostable packaging.
- Delectable TOV® Tomatoes Tomatoes-on-the-Vine variety grown in greenhouse conditions for premium quality and Garden Fresh Flavor. Sold to retail grocers for fresh produce departments.
- Juicy Beefsteak® Tomatoes Large beefsteak tomatoes that are vine-ripened and hand-picked for maximum flavor and juiciness. Sold to retail grocers and foodservice distributors.
- Savory Roma® Tomatoes Roma-type tomato variety with meaty flesh suitable for cooking, saucing, and roasting. Sold to retail grocers and foodservice distributors.
- Cherry No 9® Tomatoes Premium greenhouse-grown cherry tomato variety with sweet flavor, marketed for snacking and salads. Sold to retail grocers.
- Cabernet Estate Reserve® Tomatoes Exclusive specialty greenhouse-grown tomato variety with a distinctive flavor profile. Sold to retail grocers and premium foodservice distributors.
- Lip Smackn' Grape® Tomatoes Greenhouse-grown grape tomato variety with sweet, concentrated flavor. Sold to retail grocers.
- Lorabella Blossom® Tomatoes Exclusive greenhouse-grown specialty tomato variety. Sold to retail grocers.
- Mini Sensations® Tomatoes Greenhouse-grown miniature tomato variety marketed for snacking. Sold to retail grocers.
- Maverick Mix® Tomatoes Mix of specialty greenhouse-grown tomatoes in assorted shapes and sizes, packaged in a 1lb eco-friendly box. Sold to retail grocers.
- Exquisite Heirloom Tomatoes Greenhouse-grown heirloom tomato varieties with distinctive colors and complex flavors. Sold to retail grocers and premium foodservice distributors.
- Sweet Bells® Peppers Greenhouse-grown bell peppers marketed for premium quality. Sold to retail grocers and fresh food distributors.
- Scrumptious Mini® Cucumbers Greenhouse-grown mini cucumbers marketed for snacking, salads, and garnish; seedless and crisp. Sold to retail grocers.
- Luscious Seedless Long English® Cucumbers Greenhouse-grown seedless Long English cucumbers with crisp texture for fresh eating. Sold to retail grocers and fresh food distributors.
- Big Bend Beefs™ Texas-grown beef products marketed under the Big Bend Beefs brand, positioned as Bold, Beautiful, and Proudly Texas Grown. Sold to retail and foodservice customers.
Quantifiable outcome
- 30 times more yield per acre compared to field farming
- +4 more outcomes
Companies that use Village Fresh
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Village Fresh technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature5 records
Village Fresh partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, major and minor.
- Healthy Family ProjectcoreVillage Farms Greenhouse Grown partners with Healthy Family Project on the Carry the Cause initiative, helping restock food banks during winter months. Proceeds from reusable tote bag sales support MANNA FoodBank and Feeding America network food banks.
- MANNA FoodBankcoreVillage Farms supports MANNA FoodBank in Asheville, NC through Carry the Cause initiative, providing food assistance to families impacted by Hurricane Helene and ongoing recovery efforts.
- Mas EnergycoreVillage Farms Clean Energy partnered with Mas Energy for the Delta RNG Project, where Mas Energy will design, build, finance, own and operate the Delta RNG facility converting landfill gas to renewable natural gas.
- City of VancouvercoreVillage Farms Clean Energy has a 20-year (plus 5-year option) agreement with the City of Vancouver to receive landfill gas captured at the City's landfill site in Delta, BC for the Delta RNG Project.
- Terreva RenewablesmajorPartnered with Atlanta-based Terreva Renewables for the Delta RNG project, which uses advanced membrane technology for gas upgrading to efficiently convert landfill gas to RNG.
- Blue RadixmajorVillage Farms Fresh uses Blue Radix's Crop Controller AI-driven autonomous growing technology for climate and irrigation control in greenhouses. Blue Radix received innovation award at GreenTech in Amsterdam.
- WalmartcoreVillage Farms Fresh is a major supplier to Walmart and participant in Project Gigaton sustainability initiative, achieving Giga Guru status (top 18% of 6000+ suppliers).
- H-E-Bcore25+ year partnership with H-E-B; Village Farms supplies tomatoes for H-E-B's Texas Roots program. Company donated $10,000 to H-E-B's Spirit of Giving Fund for Uvalde relief.
- PublixmajorVillage Farms participates in Publix Produce for Kids campaign with Healthy Family Project, supporting Feeding America food banks. Campaign runs in 1200+ Publix locations.
- SolarCitymajorSolarCity built and maintains a 2 megawatt solar array adjacent to Village Farms' 30-acre Monahans, Texas greenhouse. Village Farms pays for electricity generated through power purchase agreement.
- MP2 EnergymajorMP2 Energy serves as Village Farms' power supplier for Monahans solar project, crediting Village Farms for excess solar power sold back to the grid.
- Legend Energy AdvisorsminorFull-service energy consulting firm that played key role in Monahans solar project, assisting with range of supply and demand side energy services.
- QuadrogenminorQuadrogen Power Systems designs, builds and installs biogas clean-up and upgrading solutions for the Vancouver landfill gas projects.
- Big Bend Conservation Alliance (BBCA)minorVillage Farms Fresh partners with BBCA to provide educational greenhouse tours for students in the Big Bend region of Texas. 125 students from 5 schools participated in 6-month program.
- Second Harvest Food Bank of Central FloridamajorVillage Farms volunteers and donates to Second Harvest Food Bank's Mercy Kitchen, assembling meals for children and supporting Hope for the Holidays program.
- Military Makeover (BrandStar Entertainment)minorVillage Farms Fresh partnered with Military Makeover TV show hosted by Montel Williams, sponsoring home renovation for veteran Carlos Colon-Ruiz in Arlington, Texas.
- BC HydromajorVillage Farms' Vancouver landfill gas project generates approximately 7.2 MW of electricity sold to BC Hydro grid.
- FortisBCmajorVillage Farms Clean Energy has RNG offtake agreement with Fortis for Delta RNG Project production.
Scale indicators11 records
Recent moves5 records
Expansion highlights5 records
Village Fresh competitors and assessment
Company assessmentDirect peers
- Mastronardi Produce (SUNSET): One of North America's largest greenhouse tomato, pepper, and cucumber growers operating the SUNSET brand; directly competes with Village Fresh in premium greenhouse produce categories across major US and Canadian retailers.
- NatureSweet: Vertically integrated greenhouse-grown tomato specialist with proprietary branded varieties (Cherubs, Glorys); competes head-to-head in premium snacking and specialty tomato segments with similar retail-grocer go-to-market.
- Houweling's Group: Family-owned greenhouse operator producing tomatoes, cucumbers, and peppers with sustainability focus including cogeneration; overlaps directly in technology stack and customer segments.
- Pure Flavor: Greenhouse grower and marketer of tomatoes, cucumbers, peppers, and snacking vegetables with vertically integrated distribution; competing in many of the same North American retail produce categories.
- Gotham Greens: Indoor hydroponic greenhouse operator producing leafy greens, herbs, tomatoes, and cucumbers for retail and foodservice; comparable in CEA production model and sustainability positioning.
- Windset Farms: Major North American greenhouse grower of tomatoes, cucumbers, and peppers with operations in BC and Mexico; directly comparable in CEA technology, varietal strategy, and retail distribution model.
- BrightFarms: CEA leafy greens and tomato/pepper producer focused on supplying regional grocery chains under long-term supply agreements; overlaps in retail channel strategy and greenhouse growing technology.
Emerging players
- Local Bounti: Indoor agriculture company operating high-tech greenhouses for leafy greens and herbs with expanding tomato/pepper program; comparable CEA infrastructure and sustainability narrative with a regional retail focus.
- AppHarvest: Public CEA operator building large-scale indoor tomato, leafy greens, and berry farms; partial overlap in CEA technology and retail channel strategy, but currently focused on different categories and geographies.
Broad incumbents
- Driscoll's: Dominant branded fresh produce incumbent in berries; while not a greenhouse tomato peer, it competes for premium shelf space, sustainability-led positioning, and consumer brand loyalty in the same retail produce aisles.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Village Fresh social profiles
Digital presenceVillage Fresh financial estimates
Financial estimateRevenue estimate
Valuation estimate
Village Fresh leadership team
Management profileNumber of profiles
Profiles12 records
Village Fresh subsidiaries and ownership
Company hierarchySubsidiaries3 records
Village Fresh funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Village Fresh 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 Village Fresh
What does Village Fresh do?
Village Fresh Greenhouse Grown produces, markets, and distributes premium greenhouse-grown fruits and vegetables — primarily branded specialty tomatoes, sweet bell peppers, and cucumbers — grown year-round in Controlled Environment Agriculture (CEA) facilities. The company offers 270 SKUs across 35 exclusive tomato varieties and markets directly to retail grocers and fresh food distributors in the United States and Canada.
Is Village Fresh a public or private company?
Village Fresh is a private company. It is classified as corporate owned and is currently operating.
When was Village Fresh founded?
Village Fresh was founded in 1988. It employs 1 to 10 people.
Where is Village Fresh based?
Village Fresh is headquartered in Lake Mary, United States, in the North America region.
How does Village Fresh make money?
One revenue line is on record: greenhouse Produce Sales.
Who are Village Fresh's main competitors?
Direct peers on record are Mastronardi Produce (SUNSET), NatureSweet, Houweling's Group, Pure Flavor, Gotham Greens, Windset Farms and BrightFarms. Emerging players are Local Bounti and AppHarvest. Driscoll's is listed as a broad incumbent.
Does Village Fresh have an API?
No public API is recorded for Village Fresh.
What industry is Village Fresh in?
Village Fresh's product category is Greenhouse Produce. Its primary akta.pro industry code is AFAGAHAA, Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens), with a secondary code of AFAGAHAJ, Controlled Environment Agriculture (CEA) / Vertical Farming (Indoor LED Farms). Its NAICS code is 11141 and its SIC code is 100.