The remarkable power of branding is no secret to this industry. Fresh produce suppliers—perhaps more than any other sector—understand what can be achieved when a brand effectively bridges the gap between supplier, retailer, and consumer. More than just a carefully crafted logo or aesthetically pleasing color scheme, brand development is our industry’s vehicle for connecting with consumers and demonstrating company values that may otherwise be overlooked by the average shopper.
Chelan Fresh has mastered this with its Joyfully Grown™ label, which is backed by a company-wide commitment to sustainability, social responsibility, and the health and success of its growers and their land. Introduced in 2022, Chelan Fresh’s Joyfully Grown Commitment enhances the coveted Joyfully Grown brand by emphasizing each of these vital aspects. The initiative reflects the values of multi-generational family farms, showcasing a dedication to producing high-quality conventional and organic fruits like apples, pears, and cherries.
“Our Joyfully Grown Commitment provides us with a platform to tell our story so our retail partners and consumers can better understand our commitment to using sustainable growing practices,” shares Lorinda Oscarson, Brand Content Manager. “By sharing the joy of farming and the stories behind our produce, Chelan Fresh connects consumers to the origins of their food. The vibrant branding and storytelling also help retailers create engaging displays, fostering a sense of trust and authenticity. This commitment strengthens our brand identity and resonates with today’s consumers who value transparency and sustainability.”
At its core, Chelan Fresh’s Joyfully Grown Commitment reflects a dedication to nurturing and honoring the planet, its people, and our food. This ethos is evident in the company’s focus on multigenerational farming, fostering joy in its associates’ work, and maintaining transparency with consumers.Such a central commitment, which spans every aspect of Chelan Fresh’s production process, aligns with the grower’s mission to be a steward of the land and bring continuous joy through its high-quality fruit.
“The Joyfully Grown Commitment initially took shape as a natural reflection of the authentic core values of the multigenerational growers that cultivate the land and produce the fruit under this label,” says Apolinar Blanco, Sustainability and Social Responsibility Manager, taking us back to the inception of this powerful movement. “As the sections of the Commitment were more fully fleshed out, the Commitment also became a set of guiding principles that profoundly shape and help direct the future of Chelan Fresh’s growing practices, operational strategies, and company ethos. With the Joyfully Grown Commitment, we consistently embed sustainability, innovation, and community values into every aspect of our operations.”
Serving as a key pillar of the comprehensive Joyfully Grown Commitment, the supplier emphasizes the importance of sustainability through its earth-friendly farming practices. Chelan Fresh’s growers—many of whom are fourth- or fifth-generation farmers—focus on practices like composting, pollinator protection, and carbon sequestration. These efforts preserve the land for future generations while continuing to ensure high-quality fruit for consumers.
“With the Joyfully Grown™ Commitment, we consistently embed sustainability, innovation, and community values into every aspect of our operations.”
Apolinar Blanco, Sustainability and Social Responsibility Manager, Chelan Fresh
Investments in innovative technologies and transparent practices are also driven by this central value. For example, Chelan Fresh optimizes controlled-atmosphere storage to maintain fruit quality and implement water conservation measures. All new plantings are being planted to high-density trellis systems with drip irrigation to reduce water usage, reduce the need for plant inputs, and provide more efficient and safer practices for the labor force.
Since its creation, the Joyfully Grown Commitment has resulted in several significant achievements for the apple and cherry grower. One of these advancements is the company’s IPM certification, which allows it to optimize alternative methods to control pests, using plant protectants as a last resort. In addition, the grower has fortified its operations with the use of renewable energy, with its Brewster, Washington, plants 100 percent hydro-powered and 3,000 solar panels installed across three state-of-the-art facilities in the Yakima, Washington, region. Other areas of success include pollinator protection—27,765 acres were pollinator-protected as of 2022—and its compost program, which has diverted 50 million pounds of waste from landfills to date.
While growing practices and operational developments are two areas where the Joyfully Grown Commitment focuses and thrives, this deep-rooted philosophy also prioritizes the people behind the brand.
“Chelan Fresh’s workforce is supported by 100 percent ethical recruiting and government-approved H-2A labor programs. This helps us not only ensure our orchards are taken care of from blossom to pruning, thinning, irrigation, harvest, and packing, but it also enables the workforce that comes here to increase their skill level year over year and provides them with the opportunity to better their lifestyle,” Apolinar explains.
As the Joyfully Grown Commitment continues to evolve and broaden its impact on the supplier’s operations as a whole, Chelan Fresh continues to document the progress of this company-wide strategy. The provider publishes annual updates to its commitment, revealing new goals set for the coming year.
“Each year, we aim to continue to increase the Joyfully Grown Commitment to Our Food, Our Planet, and Our People,” Lorinda adds before pointing to another recent portfolio development. “Our new Eco traypack system is just a piece of that commitment to Our Food, while also meeting the needs of the Our Planet commitment.”
Lorinda continues, noting the demands that sparked the creation of this innovative packaging option.
“We knew we wanted to have a sustainable packaging option that worked in the retail space but also was attractive to consumers,” she says. “So, when this option was presented to us by 4HM, we went to work with their team to design a custom package that reflected our Joyfully Grown brand and worked with the 4HM packaging.”
The new 4HM EcoTray is a corrugated pack with customizable cutouts in the lid that provide a direct view of the product inside. The modifiable cutouts allow marketers to get creative with the design while providing ample real estate for messaging, branding, and high-color graphics. Without the inclusion of plastic film, retailers can tap into the advantages of a bulk display without the potential for light reflection or cloudiness. The tray bottom also offers an ideal space to provide consumers with nutrition information, recipes, QR codes, or various graphics to elevate seasonal promotions.
From strategic growth investments to unmatched growing practices and packaging advancements, Chelan Fresh continues to accelerate its category momentum, guided by the principles of its Joyfully Grown Commitment.
It’s true that today’s consumers are looking beyond the brand. While the vibrant logo and eye-catching design may be what catches their eye, it’s the company’s ethos that secures their loyalty. With its Joyfully Grown lineup and the commitment that guides its success, Chelan Fresh has built a massive fan base of devoted shoppers who appreciate a distinguished brand that supports their values. Such is the power of fruit that is Joyfully Grown. 
