All Fresh is going strong
All Fresh is going strong
DEERFIELD, MI — Applewood Orchards Inc., located here, is a partner with Market Fresh in the apple-marketing agency All Fresh GPS, which has a sales office in Sparta, MI. Market Fresh is owned by Heeren Bros. LLC, previously known as Heeren Bros. Inc.
While Market Fresh owns a vegetable sales and shipping company, the apple side of the business only sells apples through All Fresh.
In 2012, a lost apple crop and seriously delayed construction of a $30 million Heeren warehouse, packing and shipping facility in Comstock Park, MI, led to severe financial problems. According to Matt Thiede, Heeren Bros. chief executive officer, the Heerens sold most of the firm to an outside investor and business management company.
When Scott Swindeman, vice president of both Applewood and All Fresh GPS, was asked how dramatic changes with his partner affected All Fresh, he replied, “All Fresh continues as normal. Our new partner is rock solid. All Fresh is doing fine. We are charging ahead and the future is bright.”
Meanwhile, he noted, “Applewood has never been stronger in our life. We are fine.”
Dan Heeren of Heeren Bros. LLC is the president of All Fresh. Other key All Fresh leaders of are Sally Lutz, who heads quality control, and Melissa Dubridge, who started in mid-July in marketing and sales.
Lutz and Dubridge work from offices in Elite Apple Co. LLC, in Sparta, MI. Elite is one of three packinghouses to pack the “All Fresh” label. Dubridge previously worked for Riveridge Produce Marketing Inc. in Sparta.
Swindeman is a partner with several growers in owning Elite.