FruitFast

What FruitFast does

FruitFast is a privately held, family-owned producer and direct-to-consumer retailer of fruit-based food and supplement products, headquartered in Eastport, Northern Michigan (the 'Cherry Capital of the World'). Founded in 1945 by the deTar family and now in its fourth generation of ownership under operator Steve deTar, the company manufactures cold-filled, cold-stored juice concentrates (tart cherry at 68° Brix, wild blueberry, pomegranate, cranberry, aronia berry, black currant, blackberry, and strawberry), dried fruits, CherryFlex softgels and tart cherry gummies, and Brownwood Classics jarred goods (cherry butter, BBQ sauces, salsas, mustards, preserves). The core technical differentiation rests on cold-filled, cold-stored processing that preserves natural nutrients, anthocyanins, and melatonin, and on Grade-A organic Montmorency tart cherry sourcing with clinical-study validation from Baylor Research Institute and Winona State University for the CherryFlex line.

The company's business model is primarily direct-to-consumer e-commerce through fruitfast.com, supplemented by a toll-free phone ordering system staffed by in-house representatives and a wholesale B2B channel for retailers accessed via a Google Docs application. Pricing follows a unit-pricing model (e.g., $24.95 per 1 lb of unsweetened Montmorency dried cherries; $29.95 per 32 oz of tart cherry concentrate) with a subscription/autoship option that offers a 5% recurring discount and free shipping on retail orders over $99. Revenue streams include one-time DTC purchases, recurring subscription orders, and bulk wholesale transactions; the company explicitly discourages third-party marketplace sales to preserve margin and its 90-day satisfaction guarantee. Customer segments span health-conscious adults, athletes seeking post-workout recovery, sleep-support seekers, clean-eating consumers, and wholesale buyers, all served by a small Eastport-based team operating at 11–50 employees.

The brand portfolio is structured around three registered trademarks — FruitFast, Brownwood Acres, and CherryFlex — with sub-brands Brownwood Classics (jarred goods), CherryFlex (softgels and gummies), and BlueberryIQ (wild blueberry cognitive-health softgels). The company has no disclosed outside funding, no parent company, no subsidiaries, and no AI/ML capabilities or API surface; its competitive position relies on heritage, proprietary processing, clinical validation, and a tightly controlled D2C distribution model serving a stated 100,000+ customer base.

Name

FruitFast

Legal name

FruitFast

Website

https://fruitfast.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

11–50 employees

Short description

FruitFast is a family-owned direct-to-consumer producer in Eastport, Michigan, selling cold-filled fruit juice concentrates, dried fruits, CherryFlex softgels and gummies, and Brownwood Classics jarred goods to health-conscious consumers, athletes, and wholesale retail buyers across the United States.

Ownership category

akta.pro rank

Product category

Natural Fruit Juice Concentrates and Supplements

NAICS

Fruit and Vegetable Canning, Pickling, and Drying (31142), Flavoring Syrup and Concentrate Manufacturing (31193), Flavoring Syrup and Concentrate Manufacturing (311930), Specialty Canning (311422)

SIC

Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB)

akta.pro secondary industries

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC), Jams, Jellies, Preserves & Fruit Spreads Manufacturing (AFAKADAI), Fruit Snacks & Dried Fruit (CRADABAJ), Juice Concentrates & Fruit Bases (AFAFAGAB)

Keywords

• Fruit juice concentrates
• Tart cherry products
• Dried fruit snacks
• Fruit supplement softgels
• Jarred fruit goods

Headquarters

HQ city

Eastport

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales of juice concentrates, dried fruits, supplements (softgels, gummies), and jarred goods through fruitfast.com. One-time purchases and subscription/autoship recurring orders with 5% discount.
2. Wholesale B2B: Wholesale channel for retailers, mentioned as a separate application process via Google Docs form. Products sold in bulk to businesses.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

FruitFast manufactures and sells pure, unsweetened fruit juice concentrates (tart cherry, wild blueberry, pomegranate, cranberry, aronia berry, black currant, blackberry, strawberry) processed using cold-filled, cold-stored technology at high Brix levels. The company also produces CherryFlex softgels and Tart Cherry Gummies made from Grade-A organic Montmorency tart cherries, dried Montmorency cherry and blueberry products, and Brownwood Acres jarred goods including cherry butter, BBQ sauces, mustards, salsas, and preserves. Sales occur primarily through direct-to-consumer e-commerce and phone ordering, supported by a wholesale channel.

Product overview

FruitFast is a family-owned e-commerce company offering pure fruit juice concentrates and fruit-based supplements. The product portfolio centers on cold-filled, unsweetened juice concentrates (including Tart Cherry, Wild Blueberry, Pomegranate, Cranberry, Aronia Berry, Black Currant, Blackberry, and Strawberry) tested at high Brix levels for mix-to-taste use, alongside nutraceutical products (CherryFlex Softgels and Tart Cherry Gummies) made with Montmorency tart cherries for wellness support. The company also sells dried fruits (unsweetened and sweetened cherries, dried blueberries), jarred goods (cherry butter, preserves, BBQ sauces, mustards, salsas), and chocolate-covered confections. All products are positioned around the health benefits of antioxidants, anthocyanins, and other fruit-derived compounds, with a primary focus on the Montmorency tart cherry as the flagship ingredient.

Differentiator

Problem solved

Functional benefit

Brands

• Brownwood Classics: Product line featuring jarred goods including Famous Cherry Butter, mustards, BBQ sauces, salsas, and preserves, along with chocolate-covered fruits and confectionery items.
• CherryFlex
• BlueberryIQ

Products and services

• Tart Cherry Juice Concentrate (32 oz) Single-ingredient, unsweetened tart cherry juice concentrate made from 100% Montmorency cherries, cold-filled and tested at 68° Brix for a bold, mix-to-taste format. Targeted at health-conscious adult consumers seeking daily antioxidant, joint, and sleep support.
• Tart Cherry Juice Concentrate (16 oz Pint) Pint-sized, proprietary blend of Montmorency and Morello tart cherries, 100% pure, non-GMO, with no added sugars. Targeted at health-conscious consumers seeking a smaller-format daily cherry concentrate.
• Aronia Berry Juice Concentrate Single-ingredient, cold-filled, unsweetened Aronia berry juice concentrate with a tart, richly flavored profile. Targeted at health-conscious consumers seeking diverse antioxidant-rich fruit concentrates.
• Wild Blueberry Juice Concentrate Single-ingredient, cold-filled, unsweetened wild blueberry juice concentrate with a naturally sweet-tart profile. Targeted at health-conscious consumers and smoothie users.
• Pomegranate Juice Concentrate Single-ingredient, cold-filled, unsweetened pomegranate juice concentrate with a bright, tart flavor. Targeted at health-conscious consumers seeking antioxidant supplementation.
• Cranberry Juice Concentrate (32 oz) Single-ingredient cranberry juice concentrate (Vaccinium macrocarpon) at 50 Brix with no added sugar, sweeteners, or preservatives. Targeted at consumers seeking urinary tract and immune support.
• Black Currant Juice Concentrate (16 oz) Limited-run, single-ingredient, unsweetened, cold-filled black currant (Ribes nigrum) juice concentrate with bold cassis flavor. Targeted at gourmet and health-conscious consumers.
• Blackberry Juice Concentrate (16 oz) Limited-run, single-ingredient, unsweetened, cold-filled blackberry (Rubus fruticosus) juice concentrate. Targeted at health-conscious consumers seeking dark-fruit antioxidant options.
• Strawberry Juice Concentrate (16 oz) Limited-run, single-ingredient, unsweetened, cold-filled strawberry (Fragaria × ananassa) juice concentrate. Targeted at health-conscious consumers seeking variety in dark- and red-fruit concentrates.
• CherryFlex Softgels Whole-fruit tart cherry softgels made from Grade-A organic Montmorency cherries delivering concentrated antioxidants in convenient capsule form for joint health, sleep support, and inflammation management. Targeted at adults seeking clinical-grade tart cherry supplementation.
• Tart Cherry Gummies Vegan-friendly gummies made with Grade-A organic Montmorency tart cherries supporting joint comfort, sleep, and uric acid balance with a 2-gummies daily serving. Targeted at adults and families preferring gummy supplement formats.
• Unsweetened Montmorency Dried Cherries (1 LB) Premium unsweetened dried Montmorency tart cherries free of added sugars, oils, or sulfites, rich in natural antioxidants and melatonin. Targeted at clean-eating consumers for snacking and baking.
• Organic Unsweetened Dried Tart Cherries (1 LB) Organic certified, unsulfured, unsweetened Grade-A Premium dried tart cherries. Targeted at organic-focused consumers seeking clean-label dried fruit.
• Traditional Montmorency Dried Cherries (1 LB) Classic dried Montmorency tart cherries lightly sweetened with sugar and tossed in sunflower oil for a traditional taste. Targeted at consumers preferring classic sweetened dried cherries.
• Dried Cherries Sweetened with Apple Juice (1 LB) Dried Montmorency cherries sweetened with apple juice concentrate for a sweet-tangy profile as a lower-glycemic alternative to refined sugar. Targeted at consumers seeking naturally sweetened dried fruit.
• Dried Wild Blueberries (1 LB) Small, sweet wild dried blueberries that are preservative-free, gluten-free, kosher, and non-GMO. Targeted at clean-eating consumers for snacking and baking.
• Unsweetened Dried Blueberries (4 LB Bulk) Large, juicy unsweetened dried blueberries, preservative-free, gluten-free, kosher, and non-GMO, sold in a 4 LB bulk pack. Targeted at bulk buyers, families, and baking consumers.
• Famous Cherry Butter Original hand-crafted cherry butter made since 1945, smooth and spreadable for breakfast and toast applications. Targeted at consumers seeking heritage, small-batch fruit spreads.
• Original Cherry BBQ Sauce Cherry-based barbecue sauce made with Michigan tart cherries providing a fruit-forward flavor. Targeted at grilling consumers and gift shoppers.
• Cherry Jalapeno BBQ Sauce Cherry-based barbecue sauce infused with jalapeno for a spicy flavor profile. Targeted at consumers seeking spicy gourmet condiments.
• Original Cherry Salsa Classic cherry-based salsa made with Michigan tart cherries. Targeted at snacking and entertaining consumers seeking distinctive fruit salsas.
• Cherry Jalapeno Salsa Cherry-based salsa with jalapeno delivering a spicy fruit-forward flavor. Targeted at consumers seeking premium, spiced fruit salsas.
• Kream Mustard Creamy mustard condiment produced under the Brownwood Classics jarred goods line. Targeted at condiment consumers and gift shoppers.
• Michigan Cherry Preserves Jam/preserves made from Michigan tart cherries under the Brownwood Classics line. Targeted at breakfast and toast consumers.
• Michigan Blueberry Preserves Jam/preserves made from Michigan blueberries under the Brownwood Classics line. Targeted at breakfast and toast consumers.
• Cherry Raspberry Preserves Jam combining Michigan cherries and raspberries under the Brownwood Classics line. Targeted at breakfast, baking, and gift consumers.
• Jalapeno Cherry Butter Cherry butter blended with jalapeno for a sweet-spicy spread from the Brownwood Classics line. Targeted at gourmet condiment and gift consumers.
• Barbecue Mustard Barbecue-flavored mustard condiment produced under the Brownwood Classics line. Targeted at grilling and condiment consumers.
• Juice Pump Branded pump dispenser designed for FruitFast juice concentrate bottles, dispensing 1/4 oz per depression for controlled mixing, priced at $3.00 retail. Targeted at juice concentrate customers seeking convenient dosing.

Quantifiable outcome

• Significantly reduced pain at 48 hours post-exercise in CherryFlex supplementation study (VAS: CS 2.94 vs P 3.88, p=0.01)
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cherry Republic: Michigan-based direct competitor offering tart cherry juice, dried cherries, jams, chocolate-covered cherries, and cherry-themed gift products. Highly comparable in product mix, Michigan sourcing, and DTC-plus-retail-storehouse business model.
• Traverse Bay Farms: Michigan-based producer of fruit-based products including tart cherry juice concentrate, dried cherries, and snack items, directly competing in the same regional cherry category and e-commerce channel as FruitFast.
• Cheribundi: Tart cherry juice specialist marketing functional benefits for sleep, recovery, and inflammation, with study-backed claims similar to FruitFast's CherryFlex. Comparable in focus on Montmorency tart cherry concentrates and supplements.
• Lakewood Organic: Pure, cold-pressed organic juice and juice concentrate producer with a comparable emphasis on clean-label, single-ingredient, unsweetened fruit products sold through natural and DTC channels.
• Dynamic Health Laboratories: Produces fruit juice concentrates (including tart cherry, blueberry, cranberry) and liquid supplements sold through natural and online retail, overlapping with FruitFast's juice concentrate and supplement lines.
• King Orchards: Northern Michigan cherry grower and processor offering dried cherries, cherry juice concentrate, and frozen cherries with strong DTC farm-direct positioning, comparable to FruitFast's Michigan-sourced cherry supply chain.

Broad incumbents

• Old Orchard Brands: Large-scale juice and juice concentrate producer with broad retail distribution across multiple fruit flavors. Overlaps with FruitFast's juice concentrate category but at significantly larger scale and broader channel reach.
• R.W. Knudsen Family: Established natural juice and juice concentrate brand owned by a larger beverage company. Comparable in offering organic, unsweetened fruit juices but with broader retail grocery presence.
• Welch's: Major incumbent fruit-based products company with juices, jams, and dried fruit spanning grape, berry, and cherry categories. Adjacent to FruitFast's juice concentrate, dried fruit, and preserve lines with far larger scale and brand reach.
• Eden Foods: Long-established organic and natural foods producer with preserves, fruit butters, juices, and condiments. Comparable to FruitFast's Brownwood Classics jarred goods line in organic, clean-label positioning and small-batch heritage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fruitfast
• Instagraminstagram.com/fruitfastmi
• Xx.com/fruitfast

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FruitFast