{"id":13478,"date":"2024-05-08T16:48:32","date_gmt":"2024-05-08T16:48:32","guid":{"rendered":"https:\/\/vegprodev.wpenginepowered.com\/our-identity\/"},"modified":"2024-11-27T14:06:02","modified_gmt":"2024-11-27T14:06:02","slug":"our-identity","status":"publish","type":"page","link":"https:\/\/attitudefraiche.stagingsept24.com\/en\/our-identity\/","title":{"rendered":"Our identity"},"content":{"rendered":"\t\t
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Our roots<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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At FRESH ATTITUDE, we have been growing fresh produce for over 25 years. Specializing in vegetables, mesclun, and salads, our healthy foods are available all year round through traditional, modern, as well as innovative practices.<\/p>\n

From our very beginnings, we have adhered to a fundamental principle: delivering freshness and flavour to our customers. Quality and trust are part of every experience you taste.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Our roots<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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At FRESH ATTITUDE, we have been growing fresh produce for over 25 years. Specializing in vegetables, mesclun, and salads, our healthy foods are available all year round through traditional, modern, as well as innovative practices.<\/p>\n

\n From our very beginnings, we have adhered to a fundamental principle: delivering freshness and flavour to our customers. Quality and trust are part of every experience you taste.<\/strong>\n <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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1952 to 1995 <\/h6>\n

Our family
and generational roots <\/h2>\n

Our adventure begins in 1952, when Pierre and John Van Winden purchase a farm located in Sherrington. At the time, the muck soil nature of the land is little known and hardly exploited in Quebec. But the two brothers, building on the experience of their native Holland, know how to bring out all the qualities of these fertile fields. With the arrival of their brother Arie, a cooperative is created with other southern Quebec farmers.<\/p>\n

Over the following years, their children join the business and the emergence of grocery chains transform the sector. The family decides to specialize in fresh lettuces, as well as conquer neighbouring markets: the Maritimes, Ontario, and the United States. They also install the first modern cooling systems in the province.<\/p>\n<\/div>\n <\/div>\n <\/div>\n

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1996 to 2005 <\/h6>\n

The founding of Vegpro,
the multiplication of mesclun <\/h2>\n

Thanks to the Canada-Mexico-United States Free Trade Agreement, Gerry, Pierre Van Winden\u2019s son, develops commercial relations with several American and Mexican producers. In 1998, he partners with Anthony Fantin, along with a few producers from his family and the region, in order to found Vegpro International Inc. Driven by great ambitions and highlighting the benefits of innovation in agriculture, the partners aspire to make Vegpro the country's leading producer and marketer of fresh vegetables.<\/p>\n

Projects then start multiplying:
- We create Canada's first corporate farm, specializing in the cultivation of baby spinach and lettuce leaves, known as mesclun.
- The growing of baby lettuces also begins in Florida, where we set up a second farm to supply our customers during winter.
- We build our first baby lettuce packaging and washing centres at the heart of each farm, in order to shorten transportation delays and maintain optimum freshness.<\/p>\n

Due to the popularity of our mesclun and other vegetables, the packaging centres in Quebec and Florida both have their capacity doubled only two years after being inaugurated<\/p>\n<\/div>\n <\/div>\n <\/div>\n

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2006 to 2011 <\/h6>\n

The advent of
ready-to-eat salads <\/h2>\n

In 2006, our Sherrington centre is completely destroyed when a fire occurs. Within two weeks, Gerry Van Winden and Anthony Fantin succeed in ensuring that deliveries to our customers continue. Shortly afterwards, our two leaders and their teams start working on reconstruction plans, thereby demonstrating that flexible thinking, strong relationships, and mutual support are essential to overcoming major challenges.<\/p>\n

Our new packaging centre is inaugurated a few months later. It includes state-of-the-art equipment for packaging our prewashed baby lettuces in containers instead of bags. Later on, this enables us to develop a second range of products: our ready-to-eat salads with dressing and garnishes. All these products quickly become very popular, making FRESH ATTITUDE a benchmark for fresh vegetables.<\/p>\n<\/div>\n <\/div>\n <\/div>\n

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2012 to 2019 <\/h6>\n

Growth
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During the 2010s, FRESH ATTITUDE enjoys great success with consumers. During the 2010s, FRESH ATTITUDE enjoys great success with consumers. In order to meet demand, our Sherrington packaging centre doubles in size on two occasions. In 2012, the acquisition of a local company, specializing in carrot and onion packaging, enables us to market these vegetables under a variety of brands.<\/p>\n

In 2018, we deploy our business model across Canada by building a packaging centre on lands located in Coldstream, British Columbia. Our methods, tried and tested in Quebec and Florida, are reproduced and adapted there, thus creating new local jobs. The Okanagan Valley's favourable climate allows us to develop the largest organic baby lettuce crop in Canada.<\/p>\n<\/div>\n <\/div>\n <\/div>\n

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2020 to present day <\/h6>\n

A new
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In 2022, our President Gerry Van Winden decides to conclude the family adventure that had begun with the modest farm established by his parents and uncles 70 years earlier. Anthony Fantin, his partner from the early days, and building on his innovative spirit and years of experience in growing the company, becomes Vegpro\u2019s President and Chief Executive Officer. Our mission continues with a new majority shareholder, Vision Ridge, an investment company whose focus is on sustainable agriculture.<\/p>\n

In 2024, we bring a breath of fresh air to our FRESH ATTITUDE brand by renewing our logo and packaging, thereby adopting a more colourful, modern, and distinctive image.<\/p>\n<\/div>\n <\/div>\n <\/div>\n

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Our promise<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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At FRESH ATTITUDE, our promise is to encourage nutrition that supports your good health. We offer you quality products that are healthy, tasty, original, and easy to prepare, for an exceptional and delicious experience.<\/p>\n

From senior management to front-line employees, we are united in our quest for excellence. All our products are the fruit of teamwork driven by a passion for health, nature, sustainable solutions, and food autonomy.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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On each of our farms, we have implemented specific, proven practices that maintain the fertility and sustainability of our soils. We harvest our vegetables according to their maturity, which can vary from one plot to the next. The timing of the harvest is essential, as this ensures the best freshness and highest quality of the vegetables that we offer you.\n\n<\/div> <\/div>\n <\/div>\n <\/div>\n
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Our packaging facilities are in close proximity to our fields, thereby minimizing the delay between harvesting and packaging. The different varieties of lettuce are mixed, washed, and packaged, all while being constantly kept in cool conditions in order to maximize the freshness and nutritional value of our salads. If some leaves are not selected, they are composted and help enrich the soil of our fields. We also have many other eco-responsible practices at work! <\/div> <\/div>\n <\/div>\n <\/div>\n
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The final stage sees our salads and vegetables leave our facilities and head for grocery stores, from which they will decorate your plates and provide healthy nourishment to you and your loved ones. Thanks to a rigorous traceability process, we can track our products right up to the point of sale, allowing us to ensure the quality of the product you choose.<\/div> <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Our promise<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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At FRESH ATTITUDE, our promise is to encourage nutrition that supports your good health. We offer you quality products that are healthy, tasty, original, and easy to prepare, for an exceptional and delicious experience.<\/p>\n

From senior management to front-line employees, we are united in our quest for excellence. All our products are the fruit of teamwork driven by a passion for health, nature, sustainable solutions, and food autonomy.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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On each of our farms, we have implemented specific, proven practices that maintain the fertility and sustainability of our soils. We harvest our vegetables according to their maturity, which can vary from one plot to the next. The timing of the harvest is essential, as this ensures the best freshness and highest quality of the vegetables that we offer you.\n\n<\/div> <\/div>\n <\/div>\n <\/div>\n
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\n At the packaging centre <\/div>\n \n
\n <\/i>\n <\/i>\n <\/div>\n <\/div>\n
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Our packaging facilities are in close proximity to our fields, thereby minimizing the delay between harvesting and packaging. The different varieties of lettuce are mixed, washed, and packaged, all while being constantly kept in cool conditions in order to maximize the freshness and nutritional value of our salads. If some leaves are not selected, they are composted and help enrich the soil of our fields. We also have many other eco-responsible practices at work! <\/div> <\/div>\n <\/div>\n <\/div>\n
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\n During transportation <\/div>\n \n
\n <\/i>\n <\/i>\n <\/div>\n <\/div>\n
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The final stage sees our salads and vegetables leave our facilities and head for grocery stores, from which they will decorate your plates and provide healthy nourishment to you and your loved ones. Thanks to a rigorous traceability process, we can track our products right up to the point of sale, allowing us to ensure the quality of the product you choose.<\/div> <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Our Values<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Team spirit<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Each and every one of us plays an essential role in achieving our mission.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Integrity<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We are driven by the desire to offer healthy, high-quality products.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Responsibility<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We understand the importance of each task making up the food chain.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Humility<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We are respectful and open to others and to our environment.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Autonomy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Our actions favour autonomy and nourishing our communities.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Cultivate your commitment!<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Joining our team means living a commitment that embraces all of our values. Every person plays an important role within our organization. Cultivate your commitment by joining our team!<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tDiscover our job opportunities<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Our roots At FRESH ATTITUDE, we have been growing fresh produce for over 25 years. Specializing in vegetables, mesclun, and salads, our healthy foods are available all year round through traditional, modern, as well as innovative practices. From our very beginnings, we have adhered to a fundamental principle: delivering freshness and flavour to our customers. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-13478","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nOur identity - Attitude FRA\u00ceCHE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/attitudefraiche.stagingsept24.com\/notre-identite\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Our identity - Attitude FRA\u00ceCHE\" \/>\n<meta property=\"og:description\" content=\"Our roots At FRESH ATTITUDE, we have been growing fresh produce for over 25 years. Specializing in vegetables, mesclun, and salads, our healthy foods are available all year round through traditional, modern, as well as innovative practices. From our very beginnings, we have adhered to a fundamental principle: delivering freshness and flavour to our customers. 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