{"id":5340,"date":"2024-12-10T17:05:18","date_gmt":"2024-12-10T17:05:18","guid":{"rendered":"https:\/\/novafruit.ca\/history-and-mission\/"},"modified":"2026-01-19T22:00:40","modified_gmt":"2026-01-19T22:00:40","slug":"about-us","status":"publish","type":"page","link":"https:\/\/novafruit.ca\/en\/about-us\/","title":{"rendered":"About us"},"content":{"rendered":"
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About us<\/span><\/span><\/h1>
History and mission<\/span><\/span><\/div>
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Our history<\/span><\/span><\/h2>

Founded in 2002, Novafruit has successfully met major challenges over the years while introducing new trends in the industry.<\/p>\n

Today, more than five million plants are marketed each year in Quebec as well as around the world.<\/p>\n

Novafruit\u2019s goal has always been to lead the berry industry toward adopting innovative production systems by offering growers a combination of new plant types and varieties.<\/p>\n

It is in this continuity that Les Entreprises Pitre acquired Novafruit in 2025 to support its ongoing development. This evolution makes it possible to better serve customers through a new production site, optimized processes, and innovative propagation methods. It also contributes to more consistent quality and increases access to new varieties developed internationally.<\/div>\n<\/div><\/div><\/div><\/div>
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What guides us<\/span><\/span><\/h2>
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Our mission<\/h3>

Introduce new types of plants and varieties to the North American berry industry, enabling growers to adopt innovative production systems for strawberries, raspberries and blackberries.<\/p>\n<\/div><\/div><\/div>

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Our vision<\/h3>

Contribute to the evolution of trends in the field to enhance the consumer experience and increase the current use of berries, while reinforcing the health benefits and pleasure associated with their consumption.<\/p>\n<\/div><\/div><\/div>

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Our values<\/h3>
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\nInnovation, passion, quality, sustainability and humility.<\/strong><\/div>\n<\/div>\n

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Novafruit seeks to set new trends to improve the entire berry value chain, and to nurture human relationships based on respect for the role of each stakeholder, with a constant concern for environmental protection and the resilience of our industry.<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>
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Innovation at the heart of our mission<\/span><\/span><\/h2>

Research and development is at the heart of the company’s mission. Novafruit masters in vitro laboratory propagation methods and is constantly developing new cutting-edge techniques to continue offering the best berry varieties on the North American market.<\/p>\n

The expertise of its multi-disciplinary team enables Novafruit to implement a range of strategies to control genetic stability and pathogens in our plants, including micro-propagation, vegetative propagation in a controlled environment and vertical cultivation above ground under cover.<\/p>\n<\/div><\/div><\/div><\/div>

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News<\/span><\/span><\/h2>

Novafruit and Pitre form a new partnership to support their growth<\/span><\/span><\/h3>

Novafruit announces the expansion of its activities through a new partnership with Les Entreprises Pitre, one of Canada’s largest berry producers. This partnership will enable Novafruit to quadruple its production capacity by investing in the first phase of the construction of a new site dedicated to the soilless cultivation of strawberry, raspberry and blackberry plants.<\/p>\n<\/div><\/div>

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Read the news<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/section>

Discover our berry varieties<\/h3>\n<\/div><\/div>
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