Nature Fresh Farms, one of North America's leading growers of sustainable greenhouse produce, has announced that Josianne Légaré, is joining as senior vice president, North American sales and strategic growth. 

With more than two decades of commercial leadership experience, Légaré has built a distinguished career forging partnerships and driving mutual value creation with leading North American retailers. This appointment reinforces the company's commitment to helping customers achieve sustainable growth while strengthening the collaborative approach that defines Nature Fresh Farms' reputation. 

"Josianne's appointment sends a clear signal about our priorities," said Patrick Criteser, CEO of Nature Fresh Farms. "We are deeply committed to being a true partner that delivers on our promises and helps customers achieve their category objectives. This builds directly on the strong foundation of trust, performance, and collaboration we've established over the years." 

Légaré's proven ability to transform customer relationships into enduring alliances will further strengthen the company's ability to deliver value across every dimension of partnership. 

"In today's rapidly evolving produce landscape, our ambition is to be the go-to partner for retailers," said Josianne Légaré. "By aligning with our customers' goals and working shoulder-to-shoulder to tackle challenges, we can deliver meaningful innovation, sustainable category growth, and success through true collaboration." 

With bilingual capabilities and extensive cross-border market experience, Légaré is positioned to advance these objectives while maintaining the personalized, responsive approach that has distinguished Nature Fresh Farms' reputation. 

"We're not just adding talent—we're strengthening our promise to be the kind of partner customers can count on for the long haul," added Criteser. 

Source:  Nature Fresh Farms July 21, 2025 news release