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ABOUT US
Our Process
Our Family Journey
Joe and Emily launch a family farm and food legacy that continues today
Our farm and food business heritage began with Joe and Emily Nicholson in Beth Page, N.Y. Nicholson’s Poultry Farm, with its prepared food offerings, demonstrated the family’s innovative and entrepreneurial approach that’s been a hallmark of our food and farming ventures ever since.
Pre-1958
The Nicholsons sell their turkeys and buy a fruit farm
Relocating to Geneva, where they’d attended Cornell conferences, Joe and Emily and their children Grace, Joe, Mary Claire, and Jean (John wasn’t on the scene yet) moved to a fruit farm purchased from the Brownlee family. Red Jacket Orchards was formed in 1918 and consisted of apples, tart cherry trees, and various nursery stock. With no previous fruit growing experience, Joe and Emily (with a fair amount of help from their kids) set out to build a successful fruit farm and roadside retail stand.
1958
Joe brings the 2nd and 3rd generations home to Geneva
Following service in the U.S. Navy during the Vietnam War and a brief career as a Wall Street analyst, Joe Jr. and his wife Marylin, an elementary school teacher, relocated with their young family (J.J., Mark, and Brian – Amy arrived a few years later) from the New York City suburbs. Those early years included getting situated in the family business and finding a home to raise their young family.
1972
Red Jacket grows into a year-round retailer and wholesale fruit packer
Like his father, Joe Jr. did not have formal training in fruit growing (he did have an MBA, though) and spent his early years learning the delicate art with the support of Cornell researchers based in Geneva. From this solid foundation he expanded the orchards from 100 to 400 acres, adapting many of the newest orchard systems, production techniques, and apple varieties (like Empire, Crispin, and Cortland) that Cornell was pioneering.
1980
Red Jacket Orchards launches a 20-year run in NYC farmers markets
The third-generation of the Nicholson family has been involved since their youth (think driving through orchards in the back of Joe Jr.s’ pickup truck). That kicked into high gear with the launch of farmers markets in New York City, where J.J. Brian, Mark, and Amy all had a hand at helping to grow the markets and landing Red Jacket fruits and juices on top chefs’ menus.
1993
NYC Launch
Joe Jr. was not content with parking a truck at farm markets and challenged his kids to sell to nearby stores. Soon, this Direct Store Door delivery (DSD) program grew to reach over 50 accounts with multiple weekly deliveries. Many of our top-selling juices were launched in the farmers market, including Fuji apple juice and Spiced apple cider.
1995
Major Expansion
Red Jacket Orchards grew to include a broad array of summer fruits, many of which were unique varieties developed or tested locally by Cornell. The farm reached a peak of 600 acres, about half of which were apples. Brian and Mark returned to the business full-time, wearing many hats as they learned from their father and built their own unique areas of expertise. During this time, Red Jacket was a direct farm market retailer (in Geneva and NYC), as well as growers, packers, distributors, and juice processors. It was a lot!
2008
A Transition
As markets changed and growing conditions evolved, so too did the family business. Red Jacket built its LEED and food safety-certified juice processing facility in 2010. The following years were focused on building our beverage lines focusing on freshness, quality, and flavor (think, “Pure, Fresh, Delicious”). The farm’s ability to continue growing, packing, and selling diverse product lines was challenged by extreme weather events, labor shortages, and more consolidated retail buying, leading to a downsizing of operations and re-focusing on apple production and pressing all-natural, 100% fruit juices.
2017
Beverage Pivot
As consumers sought healthy food and drink options, valuing convenience, freshness, and flavor from trusted local and regional brands, Red Jacket’s juice business flourished. And as with all multi-generational businesses, Red Jacket evolved to reflect the demands of its family members and customers. Joe Jr. turned his focus to farming 300-acres of high-density orchards, planted with many new and popular varieties that he expertly cultivated in his own on-farm nursery. Mark departed to pursue policy advocacy for federal programs increasing access to healthy foods for low-income Americans, while also supporting local farmers. Brian steered the company through the challenges of restructuring and eventually into a successful period of sustained growth.
2020
Pure, Fresh, Delicious
Today, Red Jacket brings Juice Joy! to customers far and wide. Building on more than 65 years of experience crafting healthy, delicious products, the Nicholson family remains committed to delivering pure, fresh, and delicious in every sip. We are looking forward to building on the past three generations’ contributions and greatly appreciate your support! Please enjoy exploring our website for more information on our apple ciders, orchard blends, stomps, and lemonades, and for info on where to find them. And feel free to drop us a line and let us know what you think (tkarban@redjacketorchards.com) We’d love to hear from you!
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