
FirstFruits markets multi region, expanded apple portfolio
FirstFruits Farms continues to be a leader in premium apple production, combining a robust portfolio of branded apples with sustainable practices and a commitment to community. With orchards in Washington and Michigan, the company offers a diverse range of high-quality apples while emphasizing employee welfare and environmental stewardship.
According to Emily Cox, marketing manager for FirstFruits, the company’s apple portfolio is one of its strongest assets. “FirstFruits is excited to offer a robust branded apple portfolio through our orchards in both Washington and Michigan,” said Cox. The recent acquisition of Applewood Fresh Growers in Michigan expanded their selection to include popular varieties like Rave, SweeTango, Kiku and EverCrisp. At its Washington orchards, FirstFruits exclusively grows the No. 1 yellow apple variety, Opal, alongside Cosmic Crisp and Sweetie. With orchards in two major growing regions, the company provides customers with premium apples boasting unique flavor profiles.
Delivering high-quality, fresh apples is a top priority for FirstFruits. By leveraging its multi-regional operations, the company creates custom programs to optimize freshness and efficiency. “Strategic freight advantages, enhanced supply chain efficiencies and reduced transit times ensure that our premium fruits are delivered fresher and faster, meeting the highest standards of quality, reliability, and consumer expectations,” said Cox.
FirstFruits supports retailers with a suite of resources designed to enhance sales and consumer engagement. The company offers category management reports that analyze market trends and provide actionable recommendations. Custom marketing programs are another cornerstone of their strategy, covering everything from in-store displays to digital promotions. “All of our programs are backed with content proven to capture the attention of consumers,” said Cox. Resources like the Opal Resource Center, merchandising materials, and ready-made social media content provide retailers with practical tools to boost apple sales.
The company is also taking a proactive approach to sustainability, implementing comprehensive agricultural best management practices. These include soil and water conservation techniques, integrated pest management, and nutrient-efficient farming. “Even before going through the EFI certification, FirstFruits Farms had a long-standing goal of ensuring we are good stewards of the land on which we grow our fruit,” Cox said. Their focus on water conservation and energy efficiency demonstrates a commitment to reducing the environmental impact of apple production.
FirstFruits further distinguishes itself through its dedication to employee welfare and ethical practices. The company’s Vista Hermosa community provides farmworkers with housing, childcare, education and other essential services, reflecting a holistic approach to employee support. “Our company began with a mission to serve vulnerable populations,” Cox said. “We’ve heard several times from our partners that we were ‘EFI Certified’ before the program actually started.” This certification, which applies to the company’s entire operation, underscores FirstFruits’ adherence to more than 300 industry standards for ethical and sustainable practices.
The apple industry faces challenges, including rising input costs and increased competition for shelf space as retailers reduce SKU counts. Despite these hurdles, FirstFruits continues to innovate. Vertical integration allows the company to maintain full control over its production processes, enabling greater flexibility and reliability for its customers. Cox noted, “By becoming a multi-regional supplier, we become a stronger partner; one that is uniquely positioned to serve our customers’ evolving needs.”
FirstFruits is also working to stay ahead of market trends through data analysis and collaboration. “Our marketing and data analytics team continuously conducts market research so that we know we are making the most well-informed decisions in every function of our company,” said Cox. Sharing these insights across the organization ensures that every team member remains aligned with the company’s mission to deliver premium apples while meeting consumer expectations.