Never underestimate the power of a distinguished brand backed by unwavering consumer loyalty. This is undoubtedly one of the most central keys to achieving longevity in the produce department. The only thing stronger than the reach of one illustrious brand is the tactical combination of two esteemed labels.
Enter FirstFruits Farms and Applewood Fresh Growers.
A powerful force is being formed in the apple category as FirstFruits Farms deepens its well of expertise with the acquisition of Applewood Fresh. Announced at the end of 2023, the strategic collaboration is officially bearing fruit, establishing new channels of growth for the now-combined apple operation.
“This acquisition unlocks a multitude of new opportunities that drive us toward our vision of becoming the North American leader in premium fruit production and distribution,” Chuck Zeutenhorst, President of FirstFruits, shared with me. “We are thrilled to bring on a company such as Applewood in this pursuit. By expanding into a multi-regional supplier, we become a stronger partner—one that is positioned to serve our customers’ evolving needs.”
With orchards in Washington and Michigan, FirstFruits Farms customers enjoy the finest apples each state has to offer, as well as cherries and pears. The apple producer’s distinct growing and packing processes create strength through diversity, granting its customers greater flexibility and more customized solutions.
Optimizing their combined strength in the apple sector, FirstFruits Farms and Applewood Fresh Growers are adopting a hybrid brand strategy that unites both companies under the FirstFruits umbrella while preserving the unique identities of each brand. This tailored approach allows the operation to harness the prowess of both brands, building a cohesive presence that maintains the legacy and trust Applewood has established while aligning with FirstFruits’ larger vision and expanded reach.
By leveraging its integration, FirstFruits Farms and Applewood Fresh Growers have significantly increased volume capabilities, optimizing the brands’ ability to serve all customers from coast to coast, with a focus on development in the Midwest.
“Applewood’s Michigan-based operation continues to grow as we’ve significantly increased our volume this season through additional strategic grower partnerships,” Shelby Miller, Marketing and Business Development at Applewood Fresh, added. “FirstFruits has opened new organic product options for Applewood, and both companies bring advantageous varieties to the table, expanding offerings beyond what was previously available.”
As Shelby goes on to note, each company boasts unique strengths and processes, allowing the combined force to amplify its impact rather than duplicate efforts. With several key initiatives underway, FirstFruits and Applewood are building a foundation for smooth integration and a successful future of growth as one united, formidable company.
In another element of unity for the two prominent apple suppliers, FirstFruits and Applewood emphasize the importance of community and people, made apparent through their talented teams, grower support, and community-minded programs. Emily Cox, Marketing Manager at FirstFruits, explained to me how both organizations’ strengths stem from the many families involved in bringing high-quality fruit to the market.
“Our operational differences are what make us stronger,” she emphasized. “While it is important that our systems can talk to each other, it’s equally important that we maintain operational diversity. Our customers aren’t one-size-fits-all, so our decisions about the company’s future are deeply focused on meeting their diverse needs.”
Strategic freight advantages, enhanced supply chain efficiencies, and reduced transit times are just a few of the benefits provided by the alliance, ensuring the company’s premium fruit is delivered fresher and faster, meeting the highest standards of quality, reliability, and consumer expectations. Another key advantage is the extension of its portfolio.
“Not only does this acquisition diversify our orchards, but it also notably enhances our variety portfolio with Michigan-grown consumer favorites like Rave™, SweeTango®, KIKU®, Kanzi®, Evercrisp®, and Ambrosia,” Emily noted. “Additionally, our volumes have increased in portfolio staples like Gala, Fuji, and Honeycrisp. In turn, Applewood Fresh’s existing customer base gains access to Washington-grown varieties like Granny Smith, Pink Lady®, and FirstFruits Farms’ exclusive varieties, Opal® and Sweetie™.”
"FirstFruits has opened new organic product options for Applewood, and both companies bring advantageous varieties to the table, expanding offerings beyond what was previously available."
Shelby Miller, Marketing and Business Development, Applewood Fresh Growers
Beyond this expansion, FirstFruits’ sights are set on further growth as the supplier looks to broaden its reach across key growing regions.
“Overall, our focus throughout 2025 is ensuring the advantages of a multi-regional setup are passed along to our partners,” Emily explained. “We want FirstFruits Farms and Applewood Fresh Growers to be seen as a unified offering, even from our distinct locations. Together, we’re excited to expand our reach and develop key regions like the Midwest and East Coast with our combined strengths. Throughout the integration process, we’re unlocking new possibilities and paving the way to greater success, fueled by the strength of shared vision and combined resources.”
It is this shared vision that will guide the newly formed dynamic duo toward the ambitious goals it has set for the future and the establishment of a revitalized premium fruit company.
In one strategic move, the apple providers have converged to double their strength while maintaining the long-standing legacy of two respected brands.
What’s next for this powerful collaboration? We’ll just have to wait and see. 
