Behind the Fruit is a Story

At the heart of agriculture is the story of the family farm. Not a romantic novella in the traditional sense—though there is a beautiful sentimentality to what farmers do—but a generational saga, chronicling the legacy, land, hardships, and triumphs of blood kin and family. 

As a privately owned company, Mountain View Fruit Sales has the seeds of such a tale. Real fruit grown on real family farms brings together different perspectives and approaches to today’s fresh produce business at a time when demographics and workforce demands are changing and the future is uncertain.

With a steady gaze on the horizon and solid footing, Krista Beckstead, Director of Marketing, steps into the role of storyteller. Krista speaks to me about Mountain View’s strengths and strategic growth as we enter a prime season for cultivation and commemoration. 

Jordan Okumura-Wright: It has been a wild start to 2025. There is a lot of change happening at the ownership level for many family farms. Tell me, where does Mountain View exist within this fluctuation?

Krista Beckstead, Director of Marketing, Mountain View Fruit Sales: This will be the 31^st year of harvest for Mountain View Fruit Sales, and we’re still privately owned and operated, which we know is becoming less common these days. Several of our growers’ sons and daughters are working with them now and taking the lead in the business.

The dedication of our employees also allows us to maintain rooted and trusted relationships. We have a long-standing sales force that has truly been dedicated to Mountain View over the years. The commitment to family within the company is high, even higher when it comes to our retail partners. Relationships have been developed over the years and are highly regarded inside and outside the produce world. It’s such a family-run business that we have brothers who are in top executive positions—Bo Brett, our Chief Operating Officer, and Rob Brett, our Sales Manager. Not only are they family, but they have cut their teeth in the business and earned their places here. Everyone feels heard and appreciated, which, in return, drives ambition and success within a company as opposed to just being a number.  

JOW: I imagine that level of intention and appreciation breeds incredible morale that can’t help but be translated to amazing fruit. Tell me more. 

KB: If you have a question or concern, you can call the owner directly and be supported with the next steps. It just gives the “warm and fuzzies” to feel part of a work family. That bleeds out to your retail buyers feeling the same—they feel supported and appreciated as well. Mountain View works hard to make each person at every level of the company feel supported and appreciated, from packing and shipping to sales and executives.

Passion and dedication keep everyone united in delivering the best quality fruit to our retailers in the easiest way possible.

JOW: What are some key tenets that Mountain View leans on and that help to drive the company’s dedication and commitment?

KB: Again, it goes back to family, even on the growing side. Many of our growers have been family-owned and operated for decades while living on the land they grow on and packing on family property. These locations and this level of legacy continue to be cherished and passed down through the generations.

JOW: As we move through 2025 and into the stonefruit season, what fresh concepts is Mountain View bringing to wow the marketplace? How are these solutions designed to make selling fresh produce easier and more fruitful for retailers?

KB: Over the past year, we’ve been diligently working on refreshing the overall branding of the Mountain View brand: refreshed logos, social media platforms, show booth backdrops, packaging, retail bins, marketing material, website, you name it. 

The new look is bright, colorful, and modern to help bring an eye-catching attraction at the consumer level and encourage more engagement. The goal is to make everything look cohesive as a brand, and that helps build brand recognition and sparkle to our fruit. 

Mountain View tests and evaluates over 1,200 potential new varieties each season. A dedicated team runs extensive tests on the commercial viability of potential new plantings, with the number one criterion being taste.

When consumers buy a piece of our fruit, a real grower truly appreciates the purchase. We are investing in helping the retailers educate the consumer that what we grow is grown within California, is naturally delicious and good for you, plus there are so many ways to enjoy our fruit outside of just eating it whole. Include it in a smoothie, add to a salad, top off a drink, or add color to a dessert. Stonefruit is a true taste of summer!  

Being a seasonal offering, stonefruit brings memories of good times had each summer—from family meals to joyful get-togethers. Just hearing, “It’s stonefruit season,” brings a nostalgic feeling.

JOW: As the company continues to grow its program, the team is growing as well. What fresh new faces are helping to diversify and amplify innovation at the table?

KB: Being a family of passionate people, it’s always a big deal when Mountain View brings someone new into the fold. Mike Thurlow, the Owner, knew the second he met Kevin Steiner he was cut from the same cloth. He’s the most passionate, friendly, and approachable person with extensive knowledge of the produce world. He spent the past 20 years working for a prominent apple grower/shipper and his close relationships and strong passion for customer service are a perfect fit for Mountain View as Director of Business Development. We pride ourselves on being “More Than a Box of Fruit” to our customers, and Kevin is a class act and an example of offering that to our customer base. To know him is to love him, as they say. 

Where some family farms are moving from motion to memory, Mountain View Fruit Sales is doubling down on its legacy and leaning into the advantages that have made it the supplier partner it is today. Beneath the family is a story, and beneath the story is the fruit—Mountain View Fruit.