Okanagan-based lettuce grower sees sudden business boom amid Trump tariff threat

A Boom in Local Produce: The Rise of Avery Family Farms

In the heart of the South Okanagan, a region known for its fertile lands and ideal climate for agriculture, a new indoor lettuce-growing operation has taken root and is thriving. Avery Family Farms, a state-of-the-art facility, has experienced an unprecedented surge in demand for its locally grown lettuce. Since beginning operations in September 2023, following two years of construction, the farm has seen its sales double and even triple in just two weeks. This rapid growth is a testament to the shifting consumer preferences and the rising importance of supporting local businesses, especially in the face of external economic pressures. Rachelle Peters, the general manager of Avery Family Farms, attributes this sudden boom to a combination of factors, including the loyalty of British Columbians and Canadians as a whole. “Our sales have doubled and tripled in the past two weeks,” Peters remarked, highlighting the extraordinary shift in consumer behavior.

From Pandemic to Prosperity: The Origins of Avery Family Farms

The idea for Avery Family Farms was born during the COVID-19 pandemic, a time when supply chains were stretched thin and grocery store shelves were often empty. It was during these challenging times that Gary and Vicki Peters, the founders of the farm, recognized the need for a reliable local source of fresh produce. “The founders, Gary and Vicki Peters, went to grocery stores and saw empty shelves,” explained Rachelle Peters, who now helms the operation. This realization sparked a vision: to create a sustainable, indoor farming operation that could provide fresh, high-quality lettuce to the community, regardless of external circumstances. After two years of careful planning and construction, Avery Family Farms officially opened its doors in September 2023, ready to meet the growing demand for locally grown produce.

Overcoming Hurdles: Establishing a Presence in a Competitive Market

Despite the initial enthusiasm and vision, Avery Family Farms faced significant challenges in breaking into the market. For decades, U.S. imports had dominated the shelves of Canadian grocery stores, creating long-standing relationships between retailers and suppliers. “One of the challenges is that U.S. imports have been on shelves for decades, so there are those existing relationships,” Peters noted. This historical dominance made it difficult for a new, local producer like Avery Family Farms to carve out a niche. However, a major shift in consumer habits has provided the farm with an unexpected opportunity. Increasingly, Canadians are choosing to support local businesses, driven by a desire to bolster the domestic economy and ensure food security. This shift has been particularly pronounced in recent months, as looming U.S. tariffs have led to concerns about the availability and affordability of imported goods. “We are getting inquiries from grocery stores and restaurants,” said Peters, reflecting on the sudden surge in interest.

A Wave of Patriotism: Canadians Rally Behind Local Producers

The impending U.S. tariffs have acted as a catalyst for this shift in consumer behavior, prompting Canadians to throw their support behind domestic producers. Erin Wright, the farming operations manager at Avery Farms, expressed surprise at the level of unity and support shown by British Columbians and Canadians more broadly. “We weren’t expecting that B.C. and Canada were going to unite like this, so it’s been really great,” Wright remarked. This newfound patriotism has not only boosted sales for Avery Family Farms but also underscored the importance of local food production. The farm is currently harvesting about 1,500 heads of lettuce each day, a figure that represents only about 10% of its total growing capacity. However, with the increase in demand, Avery Farms is now on track to utilize approximately 45% of its capacity, a significant step toward maximizing its production potential. “This increase in people wanting to buy local, we will be at about 45% of our total capacity,” Wright explained.

Scaling Up: Meeting the demands of a Growing Market

To keep up with the surge in demand, Avery Family Farms has already begun scaling up its operations. The farm has increased its seeding efforts and is considering hiring additional staff to ensure it can meet the needs of its growing customer base. “We are moving a little faster than we expected but we are definitely ready for this,” Wright said, emphasizing the farm’s preparedness for this period of rapid growth. Currently, Avery Farms’ lettuce is available at a select number of stores in the Okanagan, including Peter’s Independent Grocer in Kelowna, Quality Greens in Penticton, Belichs AG Foods in Okanagan Falls, and various IGA locations across the region. However, with demand continuing to rise, it is likely that the farm’s products will soon be available in many more stores across the valley and beyond. “Over the coming weeks, we will be expanding to other retail grocery stores,” Peters announced, signaling the farm’s ambitious plans for expansion. This strategic move will not only increase the farm’s reach but also further solidify its position as a leading producer of fresh, locally grown lettuce in British Columbia.

The Future of Food Security: A Permanent Shift in Consumer Behavior

Looking ahead, Rachelle Peters believes that the current trend toward supporting local producers is more than just a fleeting response to external pressures. Instead, she sees it as a fundamental shift in consumer behavior, driven by a growing recognition of the importance of food security. “I think all British Columbians, given the threat of looming tariffs, now realize how important it is to have food security in British Columbia,” Peters stated. This sentiment is echoed by many in the agricultural industry, who view the current moment as an opportunity to build a more resilient and self-sufficient food system. For Avery Family Farms, this means continuing to innovate and expand its operations, ensuring that it can meet the needs of a growing and increasingly loyal customer base. As the farm looks to the future, it is clear that the lessons learned during the COVID-19 pandemic—about the importance of local production and the resilience of the Canadian spirit—will remain at the heart of its operations.