“Canadian buyers haven’t seen much of this particular product before”

Ontario-based Kinghaven Farms has completed final preparations to launch commercial production at its newly built, highly automated greenhouse, marking an important step for the company as it moves toward full-scale operations. After completing the commissioning of its Green Automation system, Kinghaven, operating under its Haven Greens brand, sowed its first commercial crop of leafy greens this past Monday, with the first baby leaf harvest scheduled for mid-March.

The commissioning process represents the final step before Haven Greens' produce reaches the market. With their systems tested and greenhouse operational, the company aims to scale production quickly in order to meet Canada's growing demand for local, high-quality produce.

Finding something green
The Haven Greens greenhouse might be fully automated, needing only minimal human intervention, but over the last couple of weeks, various people have still been running through the facility. As the systems were being started up and tested, founder Jay Willmot and his team wholeheartedly welcomed every little bit of green, every little leaf sprouting in the facility. "Watching everything turn on is awesome," he confirms. "Seeing the systems come to life, the climate computer getting dialed in, seeing the automation take form, how all algorithms are picking up as they should. It's a great time."

Over the last few years, they dedicated all of their time to setting up this facility, as Jay is a firm believer in the potential of supplying Canada with locally grown lettuce. With the increasing popularity of locally sourced food, especially in urban centers like Toronto, he sees an opportunity to provide a consistent supply of fresh greens to local consumers. "The Canadian lettuce market has room for growth," he explains. "Retailers in Canada are used to high-quality lettuce from vertical farms, but these do not hit the market in the massive segment that greenhouses can. We're focused on providing high-quality produce that meets the standards expected by our retail partners. We aim to show them that local greenhouse-grown products are of equal or superior quality, and at a better price point."

The price point is always an important factor in the fresh produce chain. Something everybody has learned is that you can grow perfect produce, but selling it is a second job. Haven Greens has focused heavily on automation to combine both. Construction of their two-hectare greenhouse took place last year. Implementing a fully automated Green Automation mobile gulley cultivation system in partnership with Havecon and the Atrium Agri Group aligns with Haven Greens' goal to offer a dependable supply of high-quality greens, unaffected by unpredictable weather. "A people-free greenhouse," Jay says. "Green Automation and Atrium Agri were the logical choices: we're coming into the greenhouse business and wanted to go for a proven technology with experienced project partners. They've been great to work with, and early operations and implementation have been positive for us."

Large scale production
Now that the system is fully operational and tested, the team is ready to start producing on a larger scale. "We've been focused on making sure all systems are calibrated, biosecurity protocols are in place, and the climate control systems are ready to be used in production. We've worked closely with contractors to finalize the first phase and have officially commenced our commercial operations," Jay shares proudly. "Winter has been cold, but not the worst we've ever seen. It snowed, but since we also run our facility on rainwater, that's OK." Canadians are used to winter, he adds. "It does not bother us too much, and we've seen Havecon and their partners navigating winter really well, leaning on the Canadians to advise and to deal with the ice and snow. Generally speaking, we've had no weather-driven issues that impacted the building. And now, we're ready to rock!"

Commercial crops
The first commercial crops to be grown in the greenhouse will consist of Baby Green Leaf, Baby Red + Green Leaf, and Baby Spring Mix—all designed to stay fresher for longer. "We're planting a combination of single-variety lettuces and experimenting with different varieties. We are looking at adding red lettuce to our assortment, along with arugula and mustard for a spring mix. We're also trying out bok choy and other varieties in the early stages to test what grows best and appeals to consumers." By offering a range of greens, Haven Greens aims to provide variety to the retail market while also responding to consumer preferences.

The company will offer its products in several formats, including standard trays (4-ounce and 8-ounce packages) and a three-pound food service package. This variety of packaging formats is designed to meet the needs of different segments within the fresh produce market. In addition to its lettuce offerings, Haven Greens is also exploring product innovation with plans to develop salad kits, leveraging the growing demand for fresh, convenient meal options. "We're really focused on developing new products and testing out various salad components to meet the needs of our retail partners and consumers," shared Jeremy Anderson, Haven Greens' VP of Market Strategy and Planning. "We want to provide high-quality greens that are both fresh and affordable."

Local for local in all segments
Ready to rock, Jay calls it—but with the current market circumstances, it's not an easy time. "It's never an easy time," he says when asked about the uncertain market conditions. "Entrepreneurship is hard, even at the best of times. We anticipate being able to scale up our output quickly, and our distribution in this phase could also bring volume in the export market." And although tariffs present a challenge in doing so, there are also supportive measures from the Canadian government to bolster domestic exports. "We're happy to support the export market, as well as support the local economy which is core to our vision, and help fight food insecurity by supporting local initiatives like food banks." Haven Greens also plan on participating in Ontario's Just-an-Acre Program, where greenhouse outputs are composted on local farmland for the benefit of local farmland. "In every aspect, we aim to be a local-for-local company."

The commissioning process represents the final step before Haven Greens' produce reaches the market. As the facility continues its phased rollout, the company remains focused on delivering not just superior greens but also a sustainable and scalable solution for Canada's fresh produce industry. Indeed—scalable—because in his mind, Jay is already looking into the future. The project, after all, consists of two phases. "But maybe not this year," he laughs. "2026 is soon enough."