Village Farms spent decades building scale in produce before making a big change last year, when it privatized its legacy produce business to concentrate capital, management attention, and infrastructure around cannabis. "Our produce transaction last year reflects our commitment to building a leading global cannabis enterprise," says Orville Bovenschen, President of Village Farms Canadian Cannabis who previously served as head of the Company's business development activities in Europe and oversaw development of its Leli Holland operations in the Netherlands.
That focus has already translated into concrete operational changes. Village Farms has reinvested in its Canadian platform, as well as in its Dutch subsidiary. Recently, the company has given an update on the construction progress of their new indoor cultivation facility in the Groningen area. At the same time, Village Farms Canadian operations remain the Company's crown jewel, including its Pure Sunfarms brand. "Canada remains central to the Village Farms strategy," Orville said. "It provides scale, operational discipline, and a proven foundation as we continue to expand domestically and internationally."
© Leli Holland
The connection between Canadian and Dutch operations is deliberate. "We learned how to cultivate decades ago while growing produce," Orville said. "When we transitioned to cannabis, we leaned into the knowledge we already had. The Netherlands is now doing the same, building on the cannabis cultivation expertise we've carefully developed in Canada."
Experience in Canada has informed nearly every aspect of that approach. Operating in one of the world's most regulated cannabis markets has forced discipline around production planning, compliance, and demand forecasting. "Canada reinforced for us that no regulatory model is perfect," Orville said. "Success depends on a willingness to adapt as markets evolve."
He points to the importance of aligning output with actual consumer demand rather than theoretical capacity. "Operating in a mature, highly regulated environment taught us the importance of strong controls, data, and oversight," he said. "Those lessons are directly shaping how we approach the Netherlands." The Dutch pilot program, designed to test a fully regulated supply chain before broader rollout, offers a controlled environment to apply those lessons. "The pilot creates an opportunity to refine the system deliberately before scaling," Orville said.
While Village Farms continues to monitor other international opportunities, the company is not rushing to plant flags. "Our approach is patient and pragmatic," Orville said. "Regulatory clarity is always the prerequisite, and we're thoughtful about where and how we deploy capital as new markets emerge." Over the next several years, Village Farms' leadership sees success defined by execution within cannabis. For a company that once balanced produce and cannabis side by side, the direction is now singular. "Success for us means being a globally respected cannabis operator," Orville said. "Quality, consistency, and responsible leadership and stewardship are what matter."
For more information:
Village Farms International Inc.
Tel.: +1 (407) 936-1190
villagefarms.com
