On one Wednesday afternoon earlier this year, I snuggled into a plush armchair in my home office as the promise of a warm spring breeze wafted through the window. There, I began a conversation with Patrick Criteser and immediately sensed his protectiveness over the produce industry.
Having started his career with several well-known consumer-facing companies, Patrick offers a fresh perspective to his new role as the Chief Executive Officer of Nature Fresh Farms®. He was appointed to the position in November of 2024, bringing with him over 30 years of leadership expertise. During our chat, I learned how Patrick’s love for consumer brands bloomed into a deep dedication to providing the best that the food industry has to offer.
Lucky for us, his storied path led him straight to fresh produce.
Chandler James: Patrick, what is your professional background, and how did your experience bring you to the produce industry?
Patrick Criteser, Chief Executive Officer, Nature Fresh Farms®: I spent my early career with branded, consumer-focused companies, including Procter & Gamble, Nike, and Disney. Over the next 20 years, as the CEO of several different companies across agriculture-driven sectors of the food and beverage industry, I’ve gained a deep appreciation for the positive impact sustainable food production can have on communities. At Nature Fresh Farms, I look forward to contributing my consumer branding and agriculture experience, and to leveraging the momentum we’ve built to continue expanding the boundaries of what’s possible in sustainable produce.
PC: I’m proud to contribute to an industry that nourishes communities and brings people together around the table. What fascinates me most about controlled environment agriculture (CEA) is the opportunity to leverage cutting-edge technology to grow flavorful produce sustainably. It’s incredibly rewarding to work in an industry that balances innovation with care for the planet and its people, and I’m excited to see how future advancements will continue to elevate the way we grow, share, and enjoy food.
PC: What immediately stood out to me about Nature Fresh Farms was the passion and talent of its people. Across every role, the team has achieved remarkable milestones and experienced significant growth in a short period of time. The company’s unwavering commitment to serving its customers, employees, and the communities in which it operates truly resonates with me. This dedication is a testament to the integrity and vision of our Founder, Peter Quiring, and our colleagues across the business. I’m excited to be a part of it.
“I’ve gained a deep appreciation for the positive impact sustainable food production can have on communities.”
Patrick Criteser, Chief Executive Officer, Nature Fresh Farms®
PC: My goal is to inspire a culture of continuous progress, where we not only meet the needs of today but also shape a more sustainable and impactful future for tomorrow. I am honored to join Nature Fresh Farms, a company with a rich history of excellence and innovation, and excited to lead us into a new era of growth. Together, we will build on the strong foundation that has established us as an industry leader. My focus will be on fostering an environment where creativity thrives, sustainability guides our practices, and technology drives our efficiency. By embracing these principles, we will ensure our produce continues to enrich lives while ensuring surety of supply and reducing our environmental impact.
PC: Produce is a purpose-driven industry that has a profound impact on both people and the planet. CEA represents a transformative approach to addressing critical challenges like food security and environmental sustainability. I’m inspired by the opportunity to collaborate with retailers, industry leaders, partners, and innovators to shape a future where greenhouse-grown produce not only nourishes families but also contributes to a healthier, more sustainable world.
Upon reflection, that protective nature I initially noticed is one I believe all industry greats possess. With spring now in full bloom as this issue of The Snack Magazine hits your desks, I am left feeling inspired by my conversation with Patrick. He reminded me of my own enthusiasm as I first stepped into the fresh produce space. That enthusiasm has stuck with me ever since, and I expect the same will be true for my new friend, Patrick. 
