ENTREVESTOR: TruLeaf Hits Commercial Shelves

PETER MOREIRA
Published August 1, 2017 - 7:06pm
Last Updated August 1, 2017 - 7:07pm

Bible Hill company strikes deal with Atlantic Superstores

TruLeaf Sustainable Agriculture, the ag-tech company planning a chain of indoor farms across the country, announced Monday its locally grown microgreen products are now available in select Atlantic Superstores across the Maritimes.

Appearing under the company’s GoodLeaf Farms brand, these products grown in the company’s farm in Bible Hill are now available in a dozen Superstores spanning the three Maritime provinces.

According to the TruLeaf website, the products include broccoli shoots, kale shoots, daikon radish shoots and pea shoots, baby arugula and baby kale.

TruLeaf is seeking to become a leader in sustainable agriculture through the use of vertical farming, which combines proven hydroponic technology with advancements in LED lighting and reclaimed rainwater to allow year-round production of plants indoors.

Vertical farming is nearly 10 times more efficient than traditional agriculture, uses as much as 90 per cent less water, and takes up less land.

TruLeaf, which closed an $8.5-million financing round last December, has been working with Loblaw, the parent company of Atlantic Superstores, on the development of its farms.

“We know our customers are looking for exceptional produce, grown locally wherever possible, which is why we are such huge supporters of local and regional suppliers,” said Loblaw director of corporate affairs Mark Boudreau said in a statement.

“Having fresh local vegetables year round in the Maritimes would have been impossible a decade ago. We’re excited about today’s launch and proud of our role working with TruLeaf over the past few years to bring this innovative farming technology to our Atlantic Superstore customers.”

The announcement comes as TruLeaf begins construction on its 50,000-square-foot facility in Guelph, Ont. which will produce vegetables for the Toronto market. It will be five times the size of the Bible Hill facility.

The company said last year that its $8.5-million funding round would be used to build a plant and access the massive Toronto market.

The round was led by Mike Durland, the former CEO of Scotiabank’s global banking and markets division, and included funding from Neil Murdoch, former CEO of Connor, Clark & Lunn Capital Markets.

The Chronicle-Herald reported in December that the new facility will include a network of sensors and artificial intelligence to automate the climate controls and feeding systems for the plants.

TruLeaf said GoodLeaf Farms has been embraced by local wholesalers and restaurants, and now the brand is available across the Maritimes in select stores.

“We are thrilled to be bringing a new era of freshness to Atlantic Canadian consumers,” said TruLeaf CEO Gregg Curwin.

“We grow our produce in tightly controlled environments to the very highest standards in the industry. It’s a difference you can truly taste — our products are bursting with flavour and nutrition. And by dramatically reducing the time and energy needed to grow produce, it really is a new way to eat responsibly.”

The GoodLeaf products are available at:

• Barrington Street Superstore, Halifax

• Charlottetown Superstore

• Fredericton Superstore, Smyth Street

• Joseph Howe Superstore, Halifax

• Trinity Superstore, Moncton

• Bayers Lake Superstore, Halifax

•Kennebecasis Valley Market, Rothesay

• Moncton Superstore, Main Street

• Quinpool Superstore, Halifax

•Dartmouth Superstore, Portland Street

•Truro Superstore

• Sydney River Superstore.