The History of CF Fresh

Roger Wechsler, President

CF Fresh started in 1993 in Sedro-Woolley, Washington as an outgrowth of an organic produce sales agency started by Roger Wechsler in 1984. After spending 12 years in Seattle (1972-1984) retailing and wholesaling organic product and natural foods, Roger moved north to start his own company in the Skagit Valley. Roger's Brokerage began selling for regional organic growers including Cascadian Farm and a number of Eastern Washington fruit growers. Roger's Brokerage became Cascadian Farm Fresh in 1989 when Roger merged his company with Cascadian Farm.

In 1993, desiring to re-focus his energies on fresh produce, Roger, along with Luis Acuña, Maureen Royal, and Debbie Noboa, left Cascadian Farm to form CF Fresh. Joining the management team since then are Steve Mackey, Director of Finance and Joe Gabriel, Production Manager.

The company has expanded its scope substantially in its first ten years. In April 2003, CF Fresh purchased assets of Oregon Organic Marketing, a leading organic sales agency founded in 1989 by Joe Gabriel. With this agreement, Oregon Organic became the Eugene sales office of CF Fresh. Joe Gabriel, a pioneer involved in the organic movement since the early 1970s, became CF Fresh's Production Manager and head of the Eugene sales office. The two companies had been working cooperatively since 2001 on joint projects and decided to strengthen their presence in the marketplace by formally combining their sales and marketing efforts. This strengthened CF Fresh's marketing programs and brought improved service and benefits to growers and customers.

Today CF Fresh represents organic growers in North and South America producing a variety of commodities. The company has four of its own brands: "Viva Tierra" and "Nature Conserve" for organic fruits and vegetables grown throughout the americas, "Pure Delight" on organic apples from Washington State, and "Stéller" for British Columbia grown organic fruit. We also sell for a number of growers under their own labels.

CF Fresh is the largest marketer of organic apples and pears in North America and the leading importer of fresh organic produce from South America. The growers we serve are primarily located in Washington, Oregon, California, British Columbia, Chile, and Argentina. Our organic apples, pears, and garlic, are available year-round. Seasonal items, such as cherries, peaches, plums, nectarines, and asian pears, as well as exotic or specialty fruits and fresh vegetables such as onions, potatoes, lettuce, corn, peas and beans are available as well. CF Fresh sells fresh organic produce to retail chains and wholesalers throughout North America, to importers in Europe and Asia, and organic commodities to manufacturers both domestically and internationally. The company is a highly regarded pioneer in the organic industry.

The company's main office is located in Sedro-Woolley, Washington with satellite sales offices in Eugene, Oregon, Camptonville, California, and Rye, New Hampshire.