How does a company stand out in a crowd? At North Bay Produce it is by offering a truly global cooperative with grower owners scattered around the world.

“Our business specializes in key products, including blueberries, blackberries and raspberries,” said Sharon Robb, the national marketing manager for the Traverse City, Michigan-based company. “We also offer a variety of seasonal items, including peas, Michigan apples and asparagus. Our commitment to exceptional quality, innovative practices and premium RESERVE and regional label berries sets us apart in the competitive agricultural industry. With an extensive global network and a customer-focused approach, North Bay Produce has established itself as a brand recognized for excellence and reliability.”

Being headquartered in Michigan has played a vital role in the company’s success over the years, Robb added. “We have many long-standing shareholders in Michigan who have been with us for more than 30 years,” she said. “Furthermore, our strong relationships with various Midwest retailers have allowed us to expand and remain agile.”

Robb said the North Shore Produce’s commitment to Michigan is ongoing and the company is continuing to invest in the state. Recently, officials at the company expanded their packing sheds in the state for apples and asparagus, which has significantly improved the company’s ability to handle the increasing demand for locally-grown crops over the past few years.

“Additionally, since its completion in 2018, our new corporate office has filled up quickly as the business has grown and new positions have been added,” she said. “With continued expansion and the addition of new roles, we are already evaluating options to increase our space in the near future. The same is true for our international offices as well.”

Robb, who has 18 years of experience in sales and marketing within the produce industry including about 12 years with North Bay Produce, emphasized that the company’s journey exemplifies the power of collaboration and innovation within the produce industry. The company was started in 1984 by Mark Girardin in western Michigan as the Wilderness Fresh Produce, a cooperative of independent growers in North America.

“Initially, we focused on marketing fresh Michigan apples, asparagus and prune plums,” she said. “To meet customer demand, we began adding imports from Latin America in the mid-1980s, which allowed us to expand our supply base. The success of these relationships led to the formation of North Bay Produce Inc. in 1991.

“Throughout the 1990s and early 2000s, North Bay Produce concentrated on expanding its product range into South America and enhancing its distribution networks. Today, our cooperative has 31 members and operates as a global company.”

Robb said that the company has also adopted innovative agricultural techniques and, alongside its global grower network invested in advanced field-to-consumer technologies. Those include post-harvest handling and sustainability-focused solutions—as well as premium, cutting-edge genetics.

“These investments elevate the quality, freshness, and taste of the produce we deliver year-round,” she said. “We have expanded our product line to include bush berries, strawberries, peas, French beans and a variety of seasonal products. In the past two decades, North Bay has significantly increased its focus on varietal development.”

From its home in the Bay State, officials at the company are looking around the world for future growth and opportunities in the produce industry.

North Bay’s future is exceptionally bright as we capitalize on the increasing global demand for berries, particularly in Europe and Asia,” Robb said. “We are committed to expanding our strawberry, blackberry and raspberry acreage here at home. Our focus is on elevating our premium varieties and extending our premium program to encompass all berries.”