Orville’s journey started in the Netherlands, a country that has openly embraced the consumption of cannabis for over 40 years. Growing up in the Westland—well-known as the greenhouse capital of the world—he was immersed in an environment that cultivated an appreciation for all the plant can provide. Spending time on a farm, as many Dutch children do, was very much part of his heritage. It’s fitting that he would find his way to a subsidiary of Village Farms International, a company with teams and greenhouses which originated from Holland as well. 

Another interesting but very relevant fact about Orville: His background in elite MMA fighting. Perhaps unexpected for a President, but it makes perfect sense for Orville. It takes discipline, motivation, and a consistent commitment to training – 7 days a week, 2 times a day – to become an elite fighter. This relentless pursuit to win and competitive drive has translated very well to the challenging world of Canadian cannabis, propelling Pure Sunfarms to new heights of efficiency, innovation, and profitability.  

“Orville, how are you running one of the most successful cannabis businesses in Canada, despite enormously challenging conditions?” 

His response is surprising: It’s not about me. I don’t want it to be about me. It’s so much bigger than me.  

It’s clear that from Orville’s perspective, the story of the business is the story of the people. The strength lies in the team. You can tell right away this is his passion. His eyes light up and he becomes much more vocal. 

I refuse to lead from an ivory tower—nowhere close to that. I believe I have the easiest job of all, he says. I’m not the one walking each row in the hot greenhouse in the summer. I don’t stand on the line checking the quality of every single bud. I don’t meticulously prepare and send samples out for testing under tight timelines, on time, every day.

My job is to help our people, who do these very important jobs, grow and succeed and be the best they can be. If I fail at that, I fail as a leader.

That’s why Orville’s office has embedded himself right in the centre of Pure Sunfarms’ operations. His logic: the way to unlock each and every person’s potential is by being there for them in-person, every day.   

We need to embrace the importance of challenging jobs and the people that face them head on because at the end of the day, this collective effort will enhance our reputation and give us credibility, he says.  

Orville describes himself as a disruptive, honest leader. He has no problem asking tough questions. He’s not shy to speak his mind and encourages every person at Pure Sunfarms to voice their opinion if they don’t agree with something. Why is this a good thing? Because sharing diverse opinions and challenging the status quo is absolutely critical to the company’s success.  

All I can do is hold out a mirror for myself and everyone else, and ask: Are these the questions we should be asking? Are these the numbers we want to look at? Is this the product we would buy?  

It takes very specific qualities to be successful in the dynamic and complex cannabis industry, where change is the only constant. These qualities are backed with fire, grit, curiosity, and a willingness to grow. These are the qualities Orville encourages and fosters at Pure Sunfarms. Their discovery in each person is a continued journey, as is the team’s shared ambition to be the most loved and profitable producer of cannabis.  

It is this ambition that has maintained the company’s position as #1 producer of flower, with a significant lead ahead of its closest competition, an achievement that continues to contribute to Village Farms’ overall national share growth.  

Orville’s operational prowess shined brightly as soon as he stepped foot into his role at Pure Sunfarms, where he immediately spearheaded initiatives that bolstered the bottom line and increased production efficiency.  

Operationally, we are in a superior place. Our quality continues to improve. We’re one of the only profitable producers of cannabis in Canada. And we’re just scratching the surface of what’s possible, Orville continues. 

“What’s next for the company, Orville?” 

Levelling up is next, he responds without hesitation. We need to take a close, hard look at who has the potential and willingness to grow. We have a responsibility to nurture that development, which will translate directly into performance. 

It’s clear that Orville cares passionately about the people at Pure Sunfarms. He invests in them by providing development opportunities within and across roles, through education, coaching, mentorship, and the list goes on.  

“But in an industry like cannabis that is facing headwinds from all sides, a growth mindset can be hard to achieve. How do you do it?” 

‘How’ is the question Orville asks all the time and encourages others to ask as well. Not ‘Why’. ‘How’. ‘Why’ looks backwards, while ‘How’ looks to the future. After that comes ‘What’. But we can’t get to ‘What’ without ‘How’, and we definitely can’t get to ‘What’ if we’re still asking ‘Why’. 

Pure Sunfarms is a very different company than it was five years ago – it has to be. The cannabis industry and consumer tastes continues to change. We can’t look backwards and apply the norms of today. What we did in the past, won’t work now. We need to believe, truly believe, in what this organization is capable of, he explains. This will naturally answer our ‘How’. It is just about asking the right questions.  

“Where do you see the future for Pure Sunfarms?” 

It’s not necessarily where I see the company, it’s where I see the people, Orville corrects. I truly hope every individual here learns something for their personal development. I hope everyone looks back at their time at Pure Sunfarms and understand themselves a little more and can be a better version of themselves for whatever the future holds.   

Orville’s vision for the company, very clearly, is about the people. His leadership style, without hesitation, is to empower growth and nurture a culture of accountability, encouraging people to challenge themselves every day and most importantly, be honest with themselves and others. His journey is a true testament to his unwavering commitment to his team, that has in turn achieved something many others are still grasping for.