Vineland’s ‘Veggie Guy’ honoured by Niagara College

Bob Martin with Niagara College President Sean Kennedy, after he received an honorary degree last month. ~ Niagara College photo

By Luke Edwards

The greenhouse may be a little smaller, and the plants kept to his backyard, but there’s something about growing flowers and vegetables that Bob Martin just can’t quit.

Martin, whose family farm developed the Veggie Guy brand and supplied large retailers like Loblaws, recently received an honorary diploma from Niagara College, during the institution’s spring convocation last month. The Vineland man spent his life on the family farm and greenhouse operation, and sat on several boards, including at Niagara College.

“It’s still, at its roots, family and community,” Martin said about the industry he was a part of for most of his life.

Though he describes much of his involvement as if it were just a matter of being “right place, right time” or as simply being among a collection of talented and knowledgeable people, Martin’s bonafides shouldn’t be understated. After all, the family farm goes back to one of Vineland’s most famous people: Moses Rittenhouse, or “Uncle Moses” as Martin calls him.

Rittenhouse gave a section of his farm to Martin’s grandfather, Leo Martin Sr. In the early 1900s it operated as a mixed vegetable farm, selling to local grocery stores and maintaining a stall at the St. Catharines Farmers Market.

Then, in 1929 they got into greenhouse production, growing plants for other farmers.

Over the years they would continue to evolve. They developed the Veggie Guy brand and would supply large retailers like Loblaws, as well as independent garden stores.

While the business evolved throughout the years, Martin said its core remained the same: growing plants. So whether that was cauliflower, celery and peppers in a field or flowers or vegetable seedlings started in the greenhouse for a home gardener to buy, Martin kept a simple focus.

It’s something he hasn’t entirely given up, despite selling the business in 2019. Martin’s backyard features a wide array of plants - both ornamental and vegetables - he tends to. And off to the side is a small greenhouse.

Martin’s entry into postsecondary education hit an early snag. Like any good farmboy he went off to study ag sciences at the University of Guelph. It didn’t take long for him to realize his error.

“I realized ag sciences was not going to be a success,” he said. However, enjoying his time off the farm, Martin switched to business and eventually got a degree in economics.

It was at Guelph that the first of his many “right place, right time” adventures took place, and it had nothing to do with farming. Martin recalled attending a meeting about the campus’ radio station. Being the only person who showed up, he was offered a job as a show host. It was something he’d do throughout his university life.

After his formal education - his curiosity keeps Martin learning even to this day - was complete, he returned to the family farm. In time, he would get involved in other boards and organizations, including Flowers Canada (Ontario), The Ontario Greenhouse Alliance, and eventually served on an advisory board for Niagara College’s horticultural programs and chaired the college’s Foundation Board.

“I was so lucky to be sitting around at the table with all these good growers,” he recalled.

Martin looked back fondly on his involvement with the college, saying it’s become a vital part of the industry, as Ontario looks to produce its next generation of growers.

“What this industry needs is really good growers,” he said.

When Martin received his honorary degree, he was given a few minutes to address the graduating class. During his address, Martin told those in attendance that even though they were graduating, their opportunities to learn shouldn’t end.

“Don’t stop striving to learn more,” he told them.

And the industry has grown by leaps and bounds, Martin said. The decisions growers make today are based on information and considerations that Martin said would be foreign to the growers of his earlier years. He said he stepped back from his roles with the college when he realized it was time for the next generation to take the reins. 