Fitzgerald Fruit

PeachesThey’ve been called the Orchard Masters. Bite into their succulent peaches and nectarines, and you’ll see why our customers look forward to Fitzgerald Fruit’s arrival in our summer produce aisles.

The genius behind Fitzgerald Fruit is J. Fitzgerald Kelly, aka Fitz, and his partner, Art Lange. Fitz thinks that people have become accustomed to buying picture-perfect fruit that has been engineered to sacrifice flavor for good looks. Fitz and Lange think that we’ve forgotten that every piece of fruit should be memorable; it should taste sweet, tangy and utterly delicious.

Fitz and Art’s recipe for success is hard work and refusal to compromise
Peaches and nectarines are highly perishable, and Kelly and Lange pick their fruit when it is nearly ripe and has begun to soften. This is risky, because it still has to travel from the fields near Fresno to markets around California. What this means is that you’re going to find delicious ripe fruit in our produce department that should be eaten immediately–convincing our customers to do this is never a problem.

Fitzgerald Fruit is not certified organic, but both Fitz and Lange grow sustainably. Water is kept to a minimum, chemicals are used abstemiously, and they rely on insects to help control the environment. Their orchards may appear messy, with what look like weeds growing between the rows, but those aren’t weeds at all; rather, they’re a blend of substances like peas, barley, wheat, rye and oats that provides important nutrients to the soil.

While Fitzgerald Fruit costs a little more, our loyal customers know it’s worth every cent. Watch our Facebook page for an update on the arrival of Fitzgerald Fruit.

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