The History of CF Fresh and Viva Tierra

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 products 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. In 1996 Steve Mackey joined the management team as Director of Finance.

The company expanded its scope substantially in its first ten years. In April 2003, CF Fresh purchased Oregon Organic Marketing, founded in 1989 and based in Eugene. 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. With this agreement, Oregon Organic became the Eugene sales office of CF Fresh. Purchasing Oregon Organic strengthened CF Fresh's marketing programs and brought improved service and benefits to growers and customers.

In 2009 the leadership structure of the company changed, and Luis Acuña joined Roger Wechsler as Co-President and Steve Mackey became Executive Vice President and Chief Financial Officer.

Today CF Fresh represents organic growers in North and South America producing a variety of commodities. The Viva Tierra brand is well known for high quality organic fruits and vegetables grown throughout the Americas. We also sell for a number of growers under their own labels, and custom pack for our large retail customers under their brands.

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 onions, are available year-round. Seasonal items, such as cherries, peaches, plums, nectarines, and asian pears, as well as fresh vegetables such as potatoes, garlic, broccoli, 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, Rye, New Hampshire, and Camptonville, California.