What began as a beloved local fruit stand in the early 1900s has evolved into Canada’s largest vertically integrated cherry company and one of the top cherry growers in the world, thanks to the vision of Jealous Fruits’ Owner and CEO, David Geen.
To compete as an international agricultural exporter and meet demand, Jealous Fruits has invested heavily in its infrastructure over the years. In 2020, the company opened a state-of-the-art 140,000 square foot facility in the Central Okanagan, complete with the latest technology including optical sorting equipment and the first UNITEC automatic palletizers in North America.
Today, the Jealous Fruits team continues to set it sights on efficiency and technological advancement, thanks in part to the knowledge and leadership of David Geen’s children, Eric and Alex. While David is still the driving force at Jealous Fruits, the company is entering a transition period, as he and his wife, Laura, look towards retirement. Eric and Alex, along with their sister Emily, are continuing to take on more responsibility, ready to carry on the family legacy.
“As new generations come along, new ideas come, modernization comes,” says President & Chief Commercial Officer, Peter Aardema. “Alex has led us through an enormous digitization process, and Eric and the entire team, on the orchard side, are really starting to embrace technology, so this is where we will see the biggest change.”
Between added acreage and some early acreage coming to maturity, Jealous Fruits expects to produce its largest cherry crop to date this year. Aardema notes that the increase in tonnage is among the reasons to “become more efficient and more effective” with how the company uses technology.
Climate mitigation and changing agriculture practices are also at the top of the team’s list when it comes to efficiency and sustainability. With the devasting environmental challenges farmers throughout the region have faced in recent years, Jealous Fruits is laser focused on the future and how they can change and adapt to deal with these challenges.
“Our five-year vision is really focused on new genetics for high quality, late-stage fruit, which fits really well with our existing model,” states Aardema. “The genetics we are actively pursuing are hardier and can sustain more of the environmental unknowns. Having these varieties up and running and commercialized will be key from a sustainability and longevity standpoint.”
“Ninety-nine percent of the cherries in Canada are produced in the Okanagan, so the region is perfect for what we want to do. It can be a little bit challenging but overall, so much of the Central Okanagan is based on agriculture and people have stepped up to find ways to make it more efficient and sustainable, so we can continue to grow in this region and use the climate we have in the area to grow world-class produce.” – Peter Aardema, President & Chief Commercial Officer
In today’s economic climate, Jealous Fruits’ ongoing commitment to diversification ensures it can adapt strategically for long-term success. Over the years, David’s involvement with the BC Cherry Association and various government agencies has played a key role in opening international markets, such as China and Korea, to Canadian cherry producers.
This year, diversification means the addition of an apple program, with 85 acres of land producing the company’s first commercial crop. Aardema notes that the team is “excited to build on the Jealous Fruits brand and support retailers domestically and internationally,” who have been asking for years about the possibility of adding apples—which Jealous Fruits did grow at one time—to the company’s offerings.
“We are continually looking for ways to streamline and diversify our operations, utilize those assets that we have, and retain talent,” adds Aardema. “We put a lot of effort into training our seasonal staff, so to be able to give back to the community as a place where people can come to work full time and become one of those key employers within the region is really a focus for the family.”
