Canmar Produce was founded when Yassine Fellah immigrated to Canada from Morocco in his teens to pursue his studies. He quickly noticed that North American consumers had a special connection with fruits coming from Morocco. Coming from a fourth-generation farming family, Yassine believed that the quality of produce and the services he could provide to consumers could be greatly improved. For years, Yassine has made it his passion to study the North American produce market, which allowed him to develop a business model that ensures families worldwide are offered products and services of the highest quality.