“We are excited to share our latest products at the IFPA show,” said Sharon Robb, the national marketing manager for the Traverse City, MI-based operation. “Please visit us at booth 4169, where at North Bay Produce, our passion for innovation and freshness is the driving force behind our continuous efforts to offer new and exciting products.”

This year, Robb, who has nearly 20 years of experience in the produce industry and has been with North Bay since 2013, said the focus at the show will be on the company’s RESERVE brand blueberries and blackberries. “These products exemplify our dedication to the premium berry category, offering exceptional taste and extended shelf life that keep customers coming back for more,” she said.

Robb said that North Bay Produce has a rich tapestry of success, woven from the company’s inception in 1991 by Mark Girardin and a small group of visionary growers.

“This cooperative model, which remains at the heart of our operations, was established by a handful of dedicated families who shared a common goal: to provide the freshest, highest-quality produce to consumers while supporting sustainable farming practices,” she said. “Over the years, our cooperative has grown, incorporating more growers who share our commitment to quality and innovation. A key event that propelled us forward was our pivotal expansion into international markets where growers in strategic countries to the business became shareholders in the cooperative. This significantly broadened our reach and enhanced our reputation as a leader in the produce industry.”

North Bay Produce is a cooperative of more than 30 grower-owners from North, Central and South America, producing fresh fruits and vegetables year-round – from asparagus to apples, berries and snow & sugar snap peas. Robb added that North Bay Produce also prides itself on offering a diverse range of fresh, flavorful produce, including berries, Michigan apples and vegetables.

North Bay Produce markets its produce to retailers, wholesalers and food service distributors throughout North America, Europe and Asia and is continuing to explore new and developing markets to expand its global reach.

“We use our cooperative model to share best practices among our growers, which allows us to maintain strict quality control, ensuring that our products stand out in terms of taste, freshness and consistency,” she said. “Sustainability is a cornerstone of our philosophy; we are deeply committed to implementing practices that protect our farmland and equip our growers with the tools they need for generational growth. Our focus on varietal development means we are constantly innovating to bring new and exciting produce varieties to market, always with an eye on sustainability, premium taste and freshness.”

The future looks just as bright as the past. North Bay Produce officials are keenly focused on exploring new markets, continuing investment in varietal development and finding partners who are in line with the company’s values.

“We see tremendous opportunities in enhancing our sustainable farming initiatives and fostering partnerships that align with our company principles,” Robb said. “While challenges exist, such as navigating changing regulations, we are confident in our ability to adapt and thrive. Our goal is to continue growing our company while maintaining the core principles that have guided us since our inception: quality, farm sustainability, integrity and cooperative success.”