Tree Top

What Tree Top does

Tree Top, Inc. is a farmer-owned agricultural cooperative founded in 1960 and headquartered in Selah, Washington, that produces and markets fruit-based products—principally apple juice and apple sauce—under its Tree Top, Tree Top Foodservice, Tree Top Ingredients, and Seneca sub-brands. The company operates six fruit-processing facilities across the western United States and owns a wholly owned subsidiary, Northwest Naturals, based in Bothell, Washington. Core technology centers on apple and pear processing and pasteurization, with products pasteurized for safety without preservatives and without chemical peeling.

The company operates three distinct revenue streams. The consumer packaged goods division sells 100% apple juice, fruit juice blends, apple sauce in jars/cups/pouches, and dried apple snacks through major grocery retailers across the Western U.S. (including the Rocky Mountains and Texas), online retailers, and a company-owned Tree Top Store and Visitor Center in Selah, WA. The foodservice division supplies K-12 schools (with Smart Snack Certified items) and restaurants in bulk formats, including 5-gallon apple sauce cases and portion-controlled servings, via a dedicated direct sales team and "Request a Sample" channel. The industrial ingredients division (foodingredients.treetop.com) supplies fruit purees, concentrates, formulated preparations, and custom fruit ingredients to food manufacturers across snacks, bakery, dairy, beverages, confectionery, pet food, and infant/kids nutrition categories.

Tree Top markets through a multi-channel strategy combining organic social media (Facebook, Instagram, LinkedIn, X, YouTube), an extensive recipe and health-tips content library, sports sponsorships (Soccer Shots as Official Apple Juice & Fruit Snack Partner, NASCAR), licensing partnerships (Hasbro's PLAY-DOH and NERF brands under the "Official Fuel of Fun" campaign), and clinical-nutritionist endorsements (Tara Coleman). The cooperative is governed by its grower-owners in the Pacific Northwest and is led by CEO Craig Green, CFO Matt Clark, and VP/CIO Dwaine Brown. Tree Top has 501–1,000 employees and is currently subject to a federal class action lawsuit in California alleging that "100% juice" labeling is misleading due to the use of synthetically produced ascorbic acid.

Name

Tree Top

Legal name

Tree Top, Inc.

Website

https://treetop.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Tree Top is a farmer-owned cooperative founded in 1960 in Selah, Washington, producing apple juice, apple sauce, and fruit ingredients across six western U.S. processing facilities. It serves consumer retail, K-12 foodservice, restaurants, and B2B food manufacturers via three divisions.

Ownership category

akta.pro rank

Product category

Fruit-based food and beverage manufacturing

NAICS

Apple Orchards (111331)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Juice Concentrates & Fruit Bases (AFAFAGAB)

akta.pro secondary industries

Cider & Perry Production (AFAFAAAD), Cider & Orchard Fruit Production (Apples/pears for cider & processing) (AFAGACAJ)

Keywords

• Apple juice production
• Apple sauce products
• Fruit ingredients supply
• Foodservice fruit products
• Cooperative fruit processing

Headquarters

HQ city

Selah

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods (Juice and Apple Sauce): Tree Top generates primary revenue through the manufacture and sale of consumer juice and apple sauce products including 100% apple juice, fruit juices, apple sauce in various formats (cups, jars, pouches), and dried apple snacks. Products are sold through retail grocery stores, online retailers, and direct-to-consumer channels. The company emphasizes simple ingredients with no added sugar and no high fructose corn syrup as key differentiators.
2. Foodservice and Institutional Sales: Tree Top serves foodservice operators including K-12 schools and restaurants with bulk products designed for institutional feeding. The foodservice division offers products in formats suitable for school lunch programs and restaurant service including 5-gallon boxes, case packs, and portion-controlled servings.
3. Industrial Ingredients: Tree Top operates an industrial ingredients division (foodingredients.treetop.com) that supplies fruit ingredients to food manufacturers. Products include dried fruit, single-strength purees, puree concentrates, formulated fruit preps, fruit juice concentrates, and custom fruit ingredients for use in snacks, bakery, dairy, frozen novelties, confectionery, beverages, pet food, and infant/kids nutrition applications.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Tree Top is a farmer-owned cooperative that manufactures and sells apple juice, fruit juice blends, apple cider, apple sauce (cups, jars, and pouches), dried apple snacks, and fruit-based ingredients. Its consumer retail line is sold primarily through grocery stores and online retailers in the Western United States, while its foodservice division supplies K-12 schools and restaurants, and its industrial ingredients division supplies fruit purees, concentrates, and custom fruit preparations to food manufacturers.

Differentiator

Problem solved

Functional benefit

Brands

• Seneca: Seneca is a sub-brand of Tree Top offering apple sauce products including jars, cups, and various flavors such as original, cinnamon, unsweetened, and peach mango.
• PLAY-DOH Partnership
• NERF Partnership

Products and services

• 100% Apple Juice 100% apple juice sold to retail consumers in multiple bottle sizes, juice boxes, and small bottles. Targeted at families seeking no-added-sugar fruit beverages for children.
• Apple Sauce (cups, jars, and no-sugar-added pouches) Apple sauce sold to retail consumers in cups, jars, and no-sugar-added pouches. Targeted at families seeking convenient, clean-label fruit snacks for children.
• Fruit Juice Blends (Light Apple Beverage, Apple Berry, Apple Cranberry, Apple Grape, 3 Apple Blend) Blended fruit juices including the Light Apple Beverage (60% less sugar than 100% apple juice from concentrate) and 100% juice Apple Berry, Apple Cranberry, Apple Grape, and 3 Apple Blend varieties. Targeted at consumers seeking lower-sugar or blended fruit beverages.
• Honeycrisp Apple Juice and Honeycrisp Apple Cider Varietal Honeycrisp apple juice and cider sold to retail consumers seeking premium single-variety apple beverages.
• 100% Organic Apple Juice (bottles and juice boxes) Certified organic 100% apple juice sold in 64oz bottles and 6.75oz juice boxes. Targeted at consumers seeking USDA-organic fruit beverages.
• Apple Cider (Pure Pressed Sweet-Tart and 100% Apple Cider) 100% pure-pressed sweet-tart apple cider and 100% apple cider sold to retail consumers in 64oz bottles and 1-gallon jugs.
• Seneca Apple Sauce (original, cinnamon, unsweetened, peach mango) Apple sauce sold under the Seneca sub-brand in jars and cups across original, cinnamon, unsweetened, and peach mango flavors. Targeted at retail consumers seeking flavored apple sauce varieties.
• Foodservice Fruit Products (K-12 and Restaurant Bulk) Bulk and portion-controlled apple juice, apple sauce cups and pouches, and dried apple crisps supplied to K-12 schools and restaurants. Products meet Smart Snack Certified standards for schools and provide convenient kid-friendly fruit options for restaurant menus.
• Tree Top Industrial Fruit Ingredients B2B supply of dried fruit, single-strength purees, puree concentrates, formulated fruit preparations, fruit juice concentrates, and custom fruit ingredients to food manufacturers serving snacks, bakery, dairy, frozen novelties, confectionery, beverages, pet food, and infant/kids nutrition.

Quantifiable outcome

• Products meet Smart Snack Certified standards for K-12 schools
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Soccer ShotscoreGTM or Marketing Partner · 14 August 2024Tree Top is the 'Official Apple Juice & Fruit Snack Partner' of Soccer Shots, the leading youth soccer program in the United States for children ages 2 to 8. The partnership aims to bring big flavors to the littlest athletes, helping kids achieve their goals on and off the field. Tree Top provides product support and marketing visibility through the Soccer Shots program.
• Hasbro (PLAY-DOH, NERF)coreGTM or Marketing PartnerTree Top has partnered with Hasbro for PLAY-DOH and NERF brand licensing under the 'Official Fuel of Fun' campaign. Products are co-branded and stylized to look like Play-Doh. The partnership celebrates the joy of imagination, creativity and active play fueled by real fruit goodness, including giveaways, promotions, and marketing content.
• NASCARminorGTM or Marketing PartnerTree Top maintains a sponsorship presence in NASCAR racing, with car #91 featuring Tree Top branding. The partnership provides brand visibility at racing events and through associated social media content.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mott's: Mott's (now under Keurig Dr Pepper) is the most direct competitor, offering apple juice and apple sauce across national retail and foodservice channels with comparable formats (jars, cups, pouches, juice boxes). Tree Top and Mott's compete head-to-head on the same shelf and in the same K-12 bid pipelines.
• Welch's: Welch's is a farmer-owned cooperative (grape growers) producing fruit juices, juice cocktails, and fruit snacks. The cooperative structure and CPG fruit product portfolio make Welch's a structurally comparable peer, though focused on grapes rather than apples.
• Martinelli's: Martinelli's (C. Martinelli & Co., owned by E. & J. Gallo) is a heritage California apple juice and sparkling cider brand with strong Western US distribution. Closely overlaps with Tree Top's apple juice and apple cider SKUs in retail and foodservice.
• Old Orchard Brands: Old Orchard is a Michigan-based private juice brand offering apple, berry, and blended juices in similar concentrate-from-concentrate and not-from-concentrate formats. Comparable product mix, retail channels, and food-manufacturer ingredient supply model.
• Apple & Eve: Apple & Eve is a private US juice producer offering 100% juice and juice blends for retail and foodservice. Comparable in scale, product mix (apple-based juices, juice boxes), and channel focus on schools and family-oriented CPG.
• White House Foods: White House Foods produces apple sauce and apple-based products for retail and foodservice, including K-12 and ingredient customers. Direct competitor in apple sauce jars, cups, and pouches that compete with Tree Top's Seneca and Tree Top branded sauces.
• Knouse Foods (Lucky Leaf, Musselman's): Knouse Foods is a grower-owned cooperative producing apple sauce, pie fillings, and fruit products under Lucky Leaf and Musselman's brands. Operates a similar cooperative-to-CPG model with apples as a core input, competing in apple sauce and baking-adjacent categories.
• Sun-Maid Growers of California: Sun-Maid is a grower-owned California cooperative producing dried fruit (raisins, cranberries) and fruit-based snacks sold in retail and foodservice. Comparable cooperative structure, family-snack positioning, and school foodservice presence make Sun-Maid a relevant peer.

Broad incumbents

• Tropicana Brands Group: Tropicana (owned by PAI Partners) is a national fruit-juice incumbent with broad portfolio across orange, apple, and blended juices. While not a direct apple-focused competitor, Tropicana competes for the same retail shelf, foodservice contracts, and consumer fruit-juice occasions as Tree Top.
• Ocean Spray Cranberries: Ocean Spray is a farmer-owned cooperative producing cranberry and other fruit juices, sauces, and dried fruit. Operates an essentially identical cooperative-to-CPG model with comparable scale, multi-channel distribution, and food-manufacturer ingredient business, making it the most relevant structural model peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/treetopinc
• YouTubeyoutube.com/channel/UC-tHHoM6FeGhyesU6oAM0oQ
• Facebookfacebook.com/treetop
• LinkedInlinkedin.com/company/tree-top-inc.
• Instagraminstagram.com/treetopinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Tree Top