Crofter’s Organic: A Pioneer in Organic Fruit Spreads
Crofter’s Organic, a renowned brand known for its organic and low-sugar fruit spreads, jams, and jellies, was established in 1989 by Gabi and Gerhard Latka in Parry Sound, Ontario. Over the years, the company has solidified its position in the spreads category and has become a leading supplier of organic jams, jellies, and fruit spreads in North America.
Despite its growth, Crofter’s remains a family-owned business with the Latka family actively involved in its operations. In 2018, the company expanded its production facility in Ontario to meet the increasing demand for its products.
Five years ago, Crofter’s partnered with the Chicago-based private equity firm, Frontenac, to enhance its brand positioning, upgrade systems, and improve innovation and product development processes. Recently, Frontenac sold its interest in the company to Power Sustainable Lios, a Toronto-based private equity firm specializing in agri-food investments. BMO Capital Partners, Farm Credit Canada, and the Latka family also joined as co-investors in the acquisition.
Under new leadership, Tim Jax was appointed as the CEO of Crofter’s in January 2024. Jax brings a wealth of experience from his previous roles at leading food companies, including Conagra Brands and TreeHouse Foods.
Power Sustainable Lios recognized Crofter’s as an attractive investment opportunity due to its strong brand presence, innovative products, and dedicated team. The company’s focus on organic, natural ingredients, and sustainable production aligns with current consumer trends, making it a preferred choice for health-conscious shoppers.
With a commitment to expanding capacity, enhancing marketing efforts, and driving innovation, Crofter’s aims to strengthen its position in the market and cater to both branded and private label customers. The company’s strategic initiatives for the next 12 months include investments in production capacity, automation, and workforce development.
Emphasizing its Canadian roots, Crofter’s products are proudly made in Canada, a factor that resonates with consumers seeking locally sourced and sustainable options. The company’s commitment to organic ingredients, minimal sugar content, and transparent labeling further reinforces its appeal to health-conscious consumers.
Looking ahead, Crofter’s plans to maintain its focus on quality, innovation, and sustainability while continuing to deliver premium fruit spreads that stand out in the market. The recent investment by Power Sustainable Lios is aimed at accelerating the company’s growth trajectory and building on its existing strengths.