“For our growers to succeed, they need a reliable start”

Photo right: John Place, Nourse Farms CEO

The company's operations are now in full swing across three key locations, North Carolina, Massachusetts, and Washington, each playing a unique role in the business's evolution.

In North Carolina, the growing and shipping operations are fully operational and thriving. "Our tray and plug plants are showing excellent vigor, with strong, well-developed root systems and outstanding overall quality," he shares. "This site has increased our flexibility and capacity during the busy shipping season, helping us better meet the needs of customers across the country."

Meanwhile, in Massachusetts, a new, state-of-the-art facility marks another big step. "This new space is designed to support the next phase of growth for Nourse Farms." While staff and growers adjust to the updated workflows, the facility is already proving its value in terms of efficiency and long-term capability. "It represents a major investment in the future of our business and our continued commitment to delivering exceptional berry plants."

At the heart of this facility will be a new propagation lab, which plays a critical role in producing the cleanest, healthiest plants possible. "We know that for our growers to succeed, they need a reliable start—free of disease and consistent in quality," John explains. While tissue culture has been a part of the operation for decades, this new lab reflects Nourse Farms' commitment to staying on the leading edge of industry advancements. It will enable enhanced tissue culture and pathogen screening protocols, helping ensure that every plant begins its life with the strongest possible foundation. "Clean plants aren't just a standard—they're a necessity in today's growing conditions," he adds.

A horticultural balancing act
As the growing season progresses, precision remains important. "Our team is deeply focused on managing the key stages of plant development to ensure strong, healthy crops for upcoming shipments," John explains.

In North Carolina, the emphasis is on tray and plug plant production, with a focus on closely monitoring fertility, irrigation, and climate. "Maintaining tight control over environmental conditions is essential to producing uniform, vigorous plants."

Up north in Massachusetts, the new systems are under careful observation. "Our growers are working closely with the new facility's systems to ensure a smooth transition and high-quality outcomes," he adds. In both states, the emphasis on plant health is unwavering. "Every stage of the process is focused on producing the highest quality berry plants possible."

A challenging but promising market
Despite a complex economic and environmental backdrop, the U.S. berry market remains on an upward trajectory. "The market is robust," he shares. "Consumer demand for berries continues to rise, especially for local, fresh, and sustainably grown fruit."

Still, growers face some formidable obstacles: labor shortages, rising costs, climate-related disruptions, and increased pest and disease pressures. "There's a lot on our minds," he admits.

Nourse Farms is rising to the challenge by reinforcing its production systems, focusing on plant health, and maintaining an open line of communication with growers. "We know that navigating today's berry market takes more than just good plants—it takes reliable partners. And we're listening, adapting our practices based on grower feedback, research, and emerging technology."

Greenhouse strawberries: A clean start
One of the most significant trends shaping the industry is the shift toward greenhouse-grown strawberries. "We believe strawberry plants should be grown in a controlled environment, because clean, healthy plants start with clean, healthy mother stock," John explains.

Nourse Farms now produces strawberry tips in a high-tech glasshouse to safeguard plant material from disease and environmental variability. "Growing in a protected environment also allows us to begin tip production earlier in the season," he notes. The benefits are far-reaching: earlier plant availability, higher quality, and greater flexibility for growers.

"With unpredictable weather patterns and emerging disease pressures, we recognized the need to take full control of our propagation process. While no system can eliminate every risk, our integrated, proactive approach ensures we stay ahead of challenges."

"We're expanding our greenhouse propagation efforts, investing in high-tech infrastructure that allows us to produce cleaner, earlier, and more uniform plants," John shares. These investments are part of a broader plan to strengthen the supply chain and support a more resilient agricultural ecosystem.

For more information:
Nourse Farms
John Place, CEO
jplace@noursefarms.com
www.noursefarms.com