Pioneer Gardens sells greenhouse, land for $3M

  • The interior of the greenhouse at Pioneer Gardens at 198 Mill Village Road in Deerfield. RECORDER FILE PHOTO/DAN LITTLE

  • The greenhouse at Pioneer Gardens at 198 Mill Village Road in Deerfield. RECORDER FILE PHOTO/DAN LITTLE

Staff Writer
Published: 4/8/2019 11:01:19 PM

DEERFIELD — A $3 million transaction between Pioneer Gardens and a Massachusetts limited liability company is expected to be mutually beneficial for the locally owned perennial plant producer and a third party interested in cultivating marijuana at 198 Mill Village Road.

Pioneer Gardens, owned by Arjen Vriend and Jaap Molenaar, sold to GOGRIZ, LLC a 114,000-square-foot greenhouse, two houses at the front of the property and additional parcels of agricultural land expected to be leased back to Pioneer Gardens for agricultural use. The plan is for GOGRIZ to lease the transferred property to Suns Mass, an affiliate of the Arizona cannabis company Harvest Inc.

Vriend said this transaction means Pioneers Gardens can make the investments necessary to grow. The business sells perennial starter plants to wholesale nurseries. Vriend said it was common when he and Molenaar started the company to sell almost exclusively to small garden centers, but the market has shifted so that 70 percent of sales are now to large retailers like Home Depot and Lowe’s.

He said the Pioneer Gardens headquarters will move from 198 Mill Village Road to 425 Greenfield Road, the site of the Bridal Barn & Tux Shoppe, which will close its doors on April 13. Vriend said the Bridal Barn buildings are part of a limited liability company he and Molenaar own.

Vriend said the sale strengthens Pioneer Gardens. He said he and Molenaar plan to hire about 10 additional people in the next year or two and another 20 “over time.”

Vriend also said a new greenhouse will be built with the money.

Richard Evans, a Northampton attorney who has represented Suns Mass, said the transaction is “a win-win-win,” for Pioneer Gardens in terms of capital, for Suns Mass in terms of opportunity, and for Deerfield in terms of tax revenue and jobs.

Reach Domenic Poli at: or
413-772-0261, ext. 262.


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