Novafruit partners with Les Entreprises Pitre in strawberry production

Jan 17, 2025

Novafruit, a Québec-based nursery specializing in the propagation of strawberry plants, is expanding its activities through a new partnership with Les Entreprises Pitre, one of the largest berry producers in Canada. This association will allow Novafruit to quadruple its production capacity by investing in the first phase of constructing a new site dedicated to the soilless cultivation of strawberry, raspberry, and blackberry plants, creating more than 50 new jobs.

This development plan will enable Novafruit to better serve its customers by deploying new genetics from international hybridization programs adapted to the realities of soilless and sheltered cultivation, while continuing to innovate and integrate advanced production techniques.

The new site will be established in the Upper Laurentians, adding to the existing facilities. This nursery, incorporating the most modern technologies, will be located in a forested area characterized by its physical isolation from other fruit production sites, thus reducing potential contamination sources and the presence of pathogens. The location in a cold climate, at high latitude and altitude, will allow these new infrastructures to fully benefit from the advantages of northern conditions, improving floral initiation and plant vigour.

“Novafruit’s goal has always been to lead the small fruit industry in adopting innovative production systems by offering producers a combination of new plant types and varieties,” said Simon Parent, founder and president of Novafruit. “This collaboration consolidates the achievement of this goal and will position Novafruit as a world-class company.”

“The fruit industry is undergoing profound transformation and will be called upon to evolve from in-ground cultivation to soilless cultivation to meet current challenges,” said Michel Pitre, president of Les Entreprises Pitre. “We are convinced that more and more farmers will integrate this method into their business models, as has happened in Europe over the past 25 years. We are combining our expertise, networks, knowledge, and the strengths of our teams to advance the industry towards more resilient agriculture.”

Click here to see more...

Video: Why Port Infrastructure is Key to Growing Canada's Farms and Economy

Grain Farmers of Ontario (GFO) knows that strong, modern port infrastructure is vital to the success of Canada’s agriculture. When our ports grow, Ontario grain farmers and Canadian farms grow too—and when we grow, Canada grows.

In this video, we highlight the importance of investing in port infrastructure and how these investments are key to growing Ontario agriculture and supporting global trade. The footage showcases the strength of both Ontario’s farming landscapes and vital port operations, including some key visuals from HOPA Ports, which we are grateful to use in this project.

Ontario’s grain farmers rely on efficient, sustainable ports and seaway systems to move grain to markets around the world. Port investments are crucial to increasing market access, driving economic growth, and ensuring food security for all Canadians.

Why Port Infrastructure Matters:

Investing in Ports = Investing in Farms: Modernized ports support the export of Canadian grain, driving growth in agriculture.

Sustainable Growth: Learn how stronger ports reduce environmental impact while boosting economic stability.

Global Trade Opportunities: Improved port and seaway systems help farmers access new global markets for their grain.

Stronger Communities: Investment in ports means more stable jobs and economic growth for rural communities across Ontario and Canada.

We are proud to support the ongoing investment in port infrastructure and to shine a light on its vital role in feeding the world and securing a prosperous future for Canadian agriculture.

Special thanks to HOPA Ports for providing some of the stunning port footage featured in this video.