"Walking into Mucci Farms feels like stepping into the Willy Wonka factory of tomatoes"

For 30 years, TV host Dan Reighn has been connecting farmers with their customers, bringing the farm-to-table journey to life. Now, he takes viewers on an exciting ride through the world of modern agriculture with a new TV series. One of his stops is Leamington and Kingsville, Ontario—home to the highest concentration of greenhouses in North America. Here, he introduces Mucci Farms, a multi-generational family operation that has grown into a leader in greenhouse vegetable production.

Bert Mucci, CEO of Mucci Farms, shares the company's origins: "My father and his two brothers started Mucci Farms back in 1963. They began with field farming, growing peaches and tomatoes for the H.J. Heinz Company." Growing up on the farm was a formative experience. "You really knew what a hard day's work was like—even as a kid," he recalls. "After school and on weekends, we were always helping out on the family farm."

Over the years, the business evolved. "In the early '70s, they started their first real commercial greenhouse, which was about four acres," Bert explains. "By the mid-80s, they expanded into an eight-acre facility—one of the largest at that time."

The community and innovation behind the operations
Traditional farming relies heavily on weather conditions, but greenhouse farming offers precision and control. "We control 100% of the nutrition that goes to the plants, the climate, and the automation," he says. "The efficiencies we have here, you can't achieve in field production."

Leamington and Kingsville are now known as the "Tomato Capital of Canada," thanks to the region's extensive greenhouse production. "I don't think consumers realize how big this area is in terms of tomato growing," says Reighn.

Beyond business, Mucci Farms is deeply involved in the local community. "We're not just here to build a business," one team member explains. "We donate to schools and want to encourage healthy snacking options to displace candy aisles." The company has experienced remarkable growth, now employing over 2,500 people—up from just 600 a few years ago.

Ajit, another Mucci Farms team member, is passionate about his role. "How many people get to wake up every morning and say their job is to figure out how to feed people healthy food? We get to engage people of all ages, showing that farming is modern, high-tech, and fun."

Sustainability and advanced technology
"These new greenhouses use less dirt and less water than conventional farming," Dan notes. "We recapture all our water, treat it with heat pasteurization, and send it back into the system," explains Ajit. "All our water is in a closed-loop system."

The farm also employs advanced climate control. "We use Priva computer software to regulate humidity, fertigation, and CO2 injection," Bert says. "Everything is measured and controlled via an app, from light strategy to blackout curtains."

Breaking consumer misconceptions
One of the biggest misconceptions about greenhouse farming is the assumption that it involves genetically modified crops. "People thought we were growing 'Frankenstein tomatoes' because they were perfect and blemish-free," says a Mucci Farms representative. "But the truth is, we grow them indoors where they aren't exposed to pests, using biological controls and optimal nutrition. That's why they look perfect."

"We try to gauge what the market is looking for," says Danny Mucci, who searches for new varieties worldwide. "We look for unique traits—whether it's color, flavor, or size—but the plant's physiology also has to make economic sense in a greenhouse."

One of their recent successes is the 'CuteCumber Poppers.' "It's an award-winning one-bite snack," says a team member. "The breeder designed it for double-dippers—you only need to dip once." Dan's reaction? "This is the most delicious thing I've ever had."

This TV series offers a rare behind-the-scenes look at how fresh produce is grown and how dedicated farmers are shaping the industry. As Reighn puts it, "Walking into Mucci Farms feels like stepping into the Willy Wonka factory of tomatoes."

Watch the full episode below: