Fruit World keeps family farms in California growing in a way that is true to its values

I grew up within eyesight of the Sierra foothills, where my family has been farming for four generations. My childhood was filled with dusty rides in a pickup truck, the San Joaquin Valley sun, and the aroma of peak-season fruit.

Though I left for college on the East Coast, I eventually found my way back to California and the family business. I was driven by the desire to ensure my family’s–and others’—agricultural heritage continued into future generations.

I founded the company six years ago to push the limits of what’s possible in the organic produce industry. We grow and ship the most flavorful fruit in California— including organic and conventional citrus, organic grapes, organic stone fruit, and more—and we work with customers who share a passion for quality and taste. We’re all about honoring our growers, staying true to our farming heritage, and keeping family farming thriving for future generations. Our work at Fruit World is really only beginning. Though we’ve seen tremendous growth in our short existence, we’ve focused on what we feel really matters: investing in relationships, going the extra mile to do what’s right, and of course, always holding tight to the lens of sustainability.

Early on, I got some advice that has really stuck with me. It was something like, “You don’t have to do it the way other companies are doing it. Be true to who you are.” This tenet has pushed us to stand out in the marketplace, emphasize bold, eye-catching branding, and push the limits on what is possible in the compostable and recyclable packaging industry. We just don’t stop being good enough.

The pandemic has shifted the organic produce industry a lot, and everyone who works in this space is feeling it. For us, the pandemic has required us to be more thoughtful and strategic in our business planning and execution. This has pushed my personal growth as CEO, making me focus more on my leadership and how I can best support and protect the company and my tremendous staff. We’re all in this together.