Nature Fresh Farms®, a leading North American grower of sustainable greenhouse produce, has announced the appointment of Patrick Criteser as its new Chief Executive Officer (CEO). Criteser, who brings extensive leadership experience, will guide the company’s continued growth and expansion.
Founded 25 years ago, Nature Fresh Farms has evolved from a single 18-acre greenhouse into a major international producer known for its commitment to sustainability, innovation, and premium-quality produce. The family-owned company specializes in a variety of greenhouse-grown fruits and vegetables, including tomatoes, peppers, cucumbers, and berries, all delivered year-round using advanced, vertically integrated greenhouse technology. Nature Fresh Farms is particularly recognized for its award-winning, vine-ripened Hiiros™️ tomatoes, which embody its commitment to flavor, sustainability, and quality.
Criteser, the former president and CEO of Tillamook County Creamery Association, will lead the company as it scales up its operations, product offerings, and distribution to meet the growing demand for its Greenhouse Clean™ produce.
“We initiated the search for a new CEO because we needed a proven leader with experience in growing billion-dollar companies to help guide our expansion,” said John Ketler, president of Nature Fresh Farms. “Patrick is the ideal candidate, and I’m thrilled to work alongside him to continue cultivating our business, nurturing our team, and advancing our vision of doing good with good food.”
With over 30 years of leadership experience, Criteser is known for driving growth and transformation in various industries. During his 12 years at Tillamook, he grew the company’s revenue by over 250%, positioning it as one of the top food brands in the U.S. He also led Coffee Bean International as president and CEO and co-led Farmer Brothers. Criteser’s career also includes strategic roles at global brands such as Nike, Disney, and Procter & Gamble.
Criteser will assume his new role on December 2, succeeding Peter Quiring, the founder of Nature Fresh Farms, who will transition to the position of executive chairman. Ketler will continue to serve as president, playing a key role in the company’s ongoing leadership.
“Patrick is the perfect fit to guide us through this exciting period of growth,” Quiring said. “His entrepreneurial spirit and commitment to innovation align with our mission to create healthier, more delicious varieties while investing in the people who make it all possible. His strategic insight will inspire new advancements in sustainability and innovation.”
Founded in 1999 by Quiring, Nature Fresh Farms was built with a focus on delivering flavorful and nutritious tomatoes grown as sustainably as possible. The company now operates 2,500 acres of greenhouses in Canada, the U.S., and Mexico, utilizing cutting-edge technologies such as vertical farming, sustainable water use, and natural pest management. Nature Fresh Farms’ Discovery Center, a 2.5-acre greenhouse dedicated to trialing new varieties, continues to push the boundaries of nutrition and flavor.
“I’m excited to join Nature Fresh Farms and help bring even more healthy, flavorful produce to consumers in a sustainable way,” Criteser said. “I look forward to working with Peter, John, and the entire team to ensure the company’s long-term success and to foster a positive and enriching experience for all employees.”
