A legacy of passion

It all began in 1952, when Pierre and John Van Winden purchased a farm in Sherrington, Quebec. At the time, Quebec’s rich black soils were still largely untapped. Drawing on the farming knowledge they had acquired in the Netherlands, the two brothers recognized the land’s exceptional potential. When their brother Arie joined them, they partnered with fellow growers from southern Quebec to form a farming cooperative.

As the years passed, the next generation joined the family business. At the same time, the rise of major grocery chains reshaped the fresh produce industry. The family chose to specialize in lettuce farming while expanding into the Maritimes, Ontario, and the United States. Committed to delivering the freshest produce possible, they introduced Quebec’s first modern in-field cooling systems: an innovation that helped preserve the quality and freshness of every harvest, from the field to your table.

The Canada–United States–Mexico free trade agreement opened the door to new opportunities. Gerry Van Winden, Pierre’s son, built relationships with growers across North America and envisioned an even more ambitious future for the family business.

In 1998, he joined forces with Anthony Fantin, along with several family members and regional growers, to establish Vegpro International Inc. Together, they shared a bold vision: to advance Canadian agriculture through innovation and become the country’s leading producer and marketer of fresh vegetables.
Growth came quickly. Vegpro launched Canada’s first corporate farm dedicated to growing baby leaf lettuce and spinach. Mesclun salad mixes soon captured consumers’ attention, marking the beginning of a new era in fresh, ready-to-eat greens.

To ensure a year-round supply, the company opened a second farm in Florida, providing customers with fresh produce throughout the winter months. At the same time, Vegpro built its first washing and packaging facilities adjacent to the fields, minimizing transport time and preserving the freshness of every harvest.
As demand for mesclun, arugula, and baby greens continued to grow, expansion soon followed. Just two years after opening, the Quebec and Florida facilities had already doubled their production capacity.

In 2006, a fire completely destroyed the Sherrington processing facility. Faced with this major setback, Gerry Van Winden, Anthony Fantin, and their teams rallied together, restoring operations in less than two weeks.

Rebuilding began almost immediately. The experience became a defining moment for the company, highlighting the strength of its people, the importance of agility, and the trusted relationships it had built over the years.

Just a few months later, a new state-of-the-art packaging facility opened its doors. Equipped with cutting-edge technology, it introduced a new way of packaging pre-washed baby greens—using rigid containers instead of bags.

This innovation paved the way for a new generation of products: fresh, ready-to-eat salads complete with dressings and toppings. Designed to make healthy eating easier, they deliver convenience without ever compromising on freshness.

Over the years, Fresh Attitude has continued to grow as more and more families have embraced its fresh salads, salad blends, and ready-to-cook vegetables.

To keep up with demand, the Sherrington packaging facility doubled in size, not once, but twice! In 2012, the acquisition of a local company specializing in carrot and onion packaging expanded the product offering and introduced Fresh Attitude to even more households.

In 2018, the company reached another major milestone with the opening of a new packaging facility in Coldstream, British Columbia, extending its ability to serve customers from coast to coast with fresh, high-quality produce.

The expertise developed in Quebec and Florida was brought to Coldstream and adapted to the region’s unique growing conditions. This expansion created new jobs while opening the door to new crops.

Today, thanks to the ideal climate of British Columbia’s Okanagan Valley, Fresh Attitude grows Canada’s largest organic baby leaf lettuce crop. It’s another step forward in our mission to cultivate freshness, from coast to coast.

In 2022, a new generation of leadership began. After dedicating his career to growing the family business founded by his parents and uncles, Gerry Van Winden handed the reins to the next chapter of Fresh Attitude’s story.

Having worked alongside Gerry since the early days of Vegpro, Anthony Fantin assumed the role of President and CEO. Guided by the same entrepreneurial spirit and passion for fresh vegetables, he continues to lead Fresh Attitude with a clear mission: to grow quality vegetables with care and create fresh products that help people enjoy the goodness of nature every day.

That same year, Vision Ridge joined the company as a strategic partner, united by a shared commitment to building a more sustainable and responsible future for agriculture.

In 2026, Fresh Attitude unveiled a refreshed brand identity. A new logo. New packaging. The same unwavering commitment to freshness. The new look reflects how far we’ve come while staying true to the values that have guided us from the very beginning.

Today, as always, we continue to grow lettuce, arugula, spinach, carrots, and salad blends with the same dedication: providing fresh, high-quality products that naturally belong at the heart of everyday meals.