Green Theory plant expanding in Tillsonburg

Jeremy Heinrichs and Jay Byrnes operate the fiber laser cutter used to cut modular planters at the Green Theory plant in Tillsonburg. A second similar unit will be added when the plant expands. (Jeff Helsdon Photo)

Jeff Helsdon, Editor

Amidst all the negative talk about the state of the industry, there is a positive story of expansion in Tillsonburg.

Green Theory Design, which is currently located at 1,523 Bell Mill Side Road, is moving into a larger space in the former Reiter Automotive (Johnson Controls) building. The company manufactures custom planters, benches, garbage cans, and other outdoor furniture.

Company managing partner Joel Franske started the company in Vancouver in 2014. A former auto shop owner, he developed the concept of a company to provide site furnishings for commercial, institutional, and recreational facilities. He never imagined it would be as successful as it is. The company’s customers include municipalities, hotels, stadiums, and even Disney and celebrities.

The company was sending enough of its products to Ontario and the American eastern seaboard that it wasn’t efficient, and it started looking for a new site. Although Franske was originally looking at locating in a larger centre, his real estate agent promoted the former TRW building in Tillsonburg. The company purchased the building and started production five years ago on the corner of Bell Mill and Townline.

Green Theory starts with raw metal, which is cut with a laser, and wood to build its products from the ground up. Powder coating is the final step completed at the plant. Volume has grown to the point where all woodworking is now done in a building next door.

Franske initially was going to add 20,000 square-feet to the plant, but said it would just be a “band-aid.”

“We need more space than we have; that space is almost triple,” he said.

The existing plant will be sold once the move is complete.

The company has 100 employees, 65 of whom are in the Tillsonburg plant. An afternoon shift was recently added at the Tillsonburg plant. Another plant will be opened in North Carolina due to the cross-border tariff situation. Green Theory has become Canada's largest planter manufacturer.

The new facility, which will triple Green Theory’s space, will bring the woodworking under the same roof. It will have a larger lunchroom, more office space, and a second laser cutter.

Westwind Properties

Bert Van Maren of Salford is the owner of Westwind Properties, the company that purchased the former Reiter plant in September 2023.

“At the time, I was hoping to either sell the building to a manufacturing company or lease out the building to another user,” he said. “What I saw in the building was a big facility with good structure, but in need of renovation.”

His company ended up renovating the building and leasing it to several users.

Dane Wilson of Royal LePage RE Wood Realty leased out the 160,000-square-foot property.

“There’s a lot more space coming down the pipeline, and he’s a great landlord to work with,” he said of Van Maren.

Green Theory is the largest tenant with its 90,000 square-feet. Horizon Seeds is renting a portion for storing feed, and Welder’s Millrights, a company that was based in Vienna, is taking another portion to expand its facility.

“They’re serving the manufacturing plants in Tillsonburg,” Van Maren said.

Speaking to Green Theory, Van Maren estimated it would cost $10 million to build an industrial building of that size.

“I’m excited we were able to help Green Theory to expand their business,” he said. “It’s a smart way for them to move forward. They can invest their money in equipment and expertise, and lease from us.”

A smaller 3,600 square-foot unit is still available on the property.

The Townline Road building isn’t the first that Van Maren has renovated and turned into a multiple-unit facility. He owns properties from Grimsby to St. Thomas, including the former Rona store on Bell Mill Side Road. Electrical Components International occupies the main building. A second building was built, and it houses Jones Marine, Empire Paving, and Zafiato Café Supplies. Van Maren is working on adding two more buildings to the property. Zafiato will move into one of the buildings, occupying two-thirds of it.

“For a company to find nice industrial space to lease, there isn’t that much of that,” he said.