L
aser-focused. That is how the Red Sun Farms™ team describes itself as the company speeds toward its next era of evolution. While the vegetable provider has remained a trailblazer in greenhouse growing since its inception in 2008, Red Sun accelerates this growth with each annual milestone, gradually pressing its foot heavier on the gas as it races toward the future of food production. Four central pillars guide the grower on this fast track to success: Innovation, Accountability, Collaboration, and Trust. By letting these central values guide its every move, the produce powerhouse takes each twist and turn of our industry with a level of expertise and skill garnered through years of practice and execution.
With Red Sun Farms pushing innovation on all fronts of its business, Harold Paivarinta eases off the pedal just long enough to explain how the company is identifying opportunities to support retail growth and alleviate its partners’ pain points while still maintaining a healthy bottom line.
“As one of four key pillars at Red Sun Farms, innovation is critical, and it encompasses all areas of our business,” shares Harold, who recently took on the role of Vice President of Sales and Business Development. As he begins, I settle a little further into the metaphorical passenger seat for what I know will be an insightful journey. “In recent years, our leadership team has been laser-focused on systems innovation, which has supported our growth strategy immensely. Our approach to planning and development with both new and existing partners and value proposition is something truly special in our industry.”
This commitment to continuous innovation, Harold notes, has made the producer more adept when it comes to navigating today’s industry pressures. When the inevitable wave of change hits our industry, Red Sun Farms instinctively turns on a dime, using experience and transparency to its advantage—no pit stop needed.
“Controlled environmental agriculture (CEA) has faced many challenges during the last five years, and because we have been tackling these challenges with an innovative mindset, we are very well-positioned,” Harold adds. “Pushing innovation and being fully transparent with results when measured among all stakeholders is imperative. If all parties are not active participants in identifying a challenge, formulating a plan, and collaborating on the solution, you are not innovating.”
One element elevating the company’s ability to quickly adapt to industry challenges is the adoption of cutting-edge technology. Repetitive task automation, ergonomic projects, and robotic/automated grower support projects have made huge impacts across Red Sun Farms’ operations as of late.
“Exploration and vetting have been taking place in terms of automation, and artificial intelligence has been an area of focus for our Grower and Operations teams,” Harold emphasizes. “Science has been advancing at a rapid pace as we have entered strategic partnerships with solutions providers. We are still a few versions and tweaks away from everyday application, but strong progress has been made.”
Each of these state-of-the-art advancements contributes to one central goal: to cultivate, ship, and market fresh, high-quality greenhouse produce.
“Growers/marketers/shippers are not scientists, plant pathologists, or seed breeders. We view product innovation in the greenhouse segment as a byproduct of all three parties collaborating in unison,” Harold continues. “New item introduction is the final step in the process that begins with seed breeders, grower/shippers, and retail partners deeply engaged in transparent, three-way discussions to identify the answer to three key questions: What is the North American consumer looking for? Can those specific traits be bred into commercial varieties? Can those varieties be cultivated and shipped at affordable prices while providing value and health benefits to the North American consumer?”
“In fresh produce, it’s all about working shoulder-to-shoulder with retail partners to create opportunities to support their growth and alleviate some of their pain points while maintaining a healthy bottom line for both of us.”
Harold Paivarinta, Vice President of Sales and Business Development, Red Sun Farms™
With this glimpse into the provider’s approach to product development, I’m reminded that bringing fresh produce to market is no simple cruise around the track.
“It is a lengthy process, but we have experienced tremendous results when executed well. Sweetpops has been the best example to date,” says Harold, referencing the success of the ever-popular, sweet, and pop-able tomato. “Also performing beyond our expectations is the Empress purple tomato, a more recent innovation to hit U.S. retail shelves. We anticipate growth across all greenhouse categories in the coming years. Berries, lettuce, tomatoes, cucumbers, and peppers are going to remain the key focus, with perhaps a few other items on the horizon.”
As Harold takes the driver’s seat in his newest role, I ask him where his focus will be most during his tenure as VP of Sales and Business Development.
“That’s a very tough question…but those are my favorite kind,” Harold smiles. “I look most forward to engaging with everyone I encounter in candid, fully transparent discussions with no holds barred. For those who know me, we have been having those conversations for decades. In fresh produce, it’s all about working shoulder-to-shoulder with retail partners to create opportunities to support their growth and alleviate some of their pain points while maintaining a healthy bottom line for both of us. Another key area of focus will be to further strengthen our partnerships with seed breeders to ensure the absolute best genetics in our growing programs. Developments in bioengineering and gene editing are emerging much faster than projected, and momentum is building in this area. Finally, when all those things are in place, it’s about delivering safe and nutritious products in the most efficient ways possible. After all, we are still in the growing, fulfillment, and distribution business.”
Harold continues, expressing that more than just two hands are steering the company toward its next strategic move. The grower’s wealth of industry prowess can be attributed to each of the passionate members of the Red Suns Farm team. As Harold explains this, I liken the collaboration to a race car pulling into the pit as a highly trained squad works quickly and diligently to prepare it for the next lap.
“Our teams work tirelessly at maintaining a corporate culture with Accountability, Collaboration, Trust, and Innovation at its core. These pillars are the way we live—every single day, not just on audit day. Red Sun Farms has been blessed with attracting and retaining a world-class team of professionals from all walks of life and industries,” Harold concludes. “The contributions of this team executing at their full potential will maintain our position as industry leaders for many years to come. Innovation is not a goal for us; it is ingrained in how we operate.”
In our industry, there is no finish line. Riding the momentum of over a decade of growth and success, the greenhouse grower will continue to accelerate its innovation long into the future.
With Innovation, Accountability, Collaboration, and Trust as its guide, each strategic move is sure to result in another well-deserved victory lap for Red Sun Farms. 
