In an effort to educate consumers on how greenhouse produce is grown, NatureFresh Farms recently unveiled its custom designed mobile Greenhouse Education Center to hundreds of customers at Loblaw Cos.-owned ‘ZEHRS’ store in Cambridge, ON.

“To say the unveiling at ZEHRS was a success would be an understatement," Peter Quiring, president, said in a press release. "The reception we received was fantastic. Customers throughout the entire day were very keen to learn how we grow, what type of medium we used, how were the plants fed, and if the fruit they saw on the vines in front of them was actually real.”NatureFresh Farms' mobile Greenhouse Education Center.

The Greenhouse Education Center is a custom-built 38-foot-long mobile micro-greenhouse attraction. Designed and built by NatureFresh Farms' sister company and greenhouse builder South Essex Fabricating. The GEC contains a variety of mature, live fruit-bearing tomato, Bell pepper and cucumber plants. Positioned as a living greenhouse on wheels, the GEC’s purpose is to educate consumers on how their produce is grown, from seed to cultivation. Custom-designed growing cassettes with a clear Lexan tray filled with recyclable coconut husks reveal the type of growing medium the plants are thriving in.

The GEC is equipped with a unique heating, venting and irrigation system that resembles what a greenhouse would be built with. Additionally, a live bumblebee eco-system is part of the display showing how bees pollinate live plants and travel back to their hive with the nectar and pollen extracted from the flowers.

“For the last few years we have taken a micro version of our greenhouse to both trade- and consumer-related shows and events with great success," Quiring said. "We saw an opportunity to take the lead and educate people on how we grow greenhouse produce at NatureFresh, right from seed to picking ripe fruit off the plant. What really captivates people is that when they see the greenhouse, they see how simple the growing process really is."

“Our idea of taking a greenhouse in to the city, direct to the consumer, is to not only educate but help people make informed decisions going forward,” Chris Veillon, director of marketing, said in the release.

Part of the company’s brand position for the GEC involves using the PMA endorsed eatbrighter! movement messaging to encourage customers of all ages to make healthier choices. The back door of the GEC trailer is a full graphic promoting eatbrighter! with images of Cookie Monster holding Bell peppers, Big Bird with tomatoes and Elmo with cucumbers. NatureFresh is in the process of developing a variety of traditional and interactive materials to distribute at future events.

The Greenhouse Education Center will be on tour throughout North America this year in to late fall with key stops at select retailers, schools, and consumer events.