{"id":99007,"date":"2026-10-02T13:33:57","date_gmt":"2026-10-02T17:33:57","guid":{"rendered":"https:\/\/www.rbcroyalbank.com\/en-ca\/?post_type=rbc_my_money_matter&#038;p=99007"},"modified":"2026-10-02T13:45:04","modified_gmt":"2026-10-02T17:45:04","slug":"how-fruit-of-the-land-grew-from-a-single-pop-up-to-gifting-destination","status":"publish","type":"rbc_my_money_matter","link":"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/business-stages\/grow-your-business\/how-fruit-of-the-land-grew-from-a-single-pop-up-to-gifting-destination\/","title":{"rendered":"Made in Ontario, Made with Love: How Fruit of the Land Has Grown from a Single Pop-Up into a Gifting Destination"},"content":{"rendered":"\n<section class=\"wp-block-rbc-section-block  pos-rel\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner\" style=\"border-radius:0x\">\n<div class=\"wp-block-rbc-rbc-block drop-shadow pos-rel top-line-blue block-wpr\">\n<div class=\"wp-block-rbc-rbc-block-inner-block block-inner\">\n<h2 class=\"wp-block-heading\" id=\"h-key-takeaways\">Key Takeaways<\/h2>\n<ul class=\"wp-block-rbc-list is-style-blue-disc\">\n<li class=\"wp-block-rbc-list-item\"><p class=\"wp-block-paragraph\">A successful business is a labour of love \u2013 the same ingredient in every great recipe.<\/p><\/li>\n<li class=\"wp-block-rbc-list-item\"><p class=\"wp-block-paragraph\">Strong relationships with property owners, staff, suppliers and customers can build lasting loyalty and fuel growth.<\/p><\/li>\n<li class=\"wp-block-rbc-list-item\"><p class=\"wp-block-paragraph\">Responding to economic conditions and customer interest can shape a path you never planned for.<\/p><\/li>\n<li class=\"wp-block-rbc-list-item\"><p class=\"wp-block-paragraph\">A family business can thrive when each member brings their own skills, creativity and passion to it.<\/p><\/li>\n<\/ul>\n<\/div><\/div><br>\n\n\n\n<p class=\"wp-block-paragraph\">Stacey Kurtz\u2019s grandmother had a theory about cooking: love is the secret ingredient in every recipe. Twenty-three years into building&nbsp;<a href=\"https:\/\/www.fruitoftheland.com\/\" target=\"_blank\" data-dig-id=\"LP-99007-36a94d5f\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"Fruit of the Land\" rel=\"noreferrer noopener\" class=\"rbc-link-format\">Fruit of the Land<\/a>&nbsp;with her husband, Michael, Stacey has extended that theory to business. \u201cEvery business that succeeds, I really believe, is a labour of love,\u201d she says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stacey and Michael met in the tasting room of an ice cream-making course at Penn State University, the same short course where the founders of Ben &amp; Jerry\u2019s learned the craft. Stacey, who had grown up in Manhattan, had recently finished an MBA at Wharton. She was working in new business development for a cosmetics company and ran a cookie store on the Upper East Side as a side venture. Michael had come from his family\u2019s farm in Niagara-on-the-Lake, where they made jams and jellies and were looking at adding frozen fruit bars.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The pair married and ran an ice cream farm in Niagara before deciding to leave rural life. Their next idea brought their two worlds together: farm-fresh food, in the city.<\/p>\n\n\n\n<h2 id=\"h-from-holiday-pop-up-shop-to-multi-channel-specialty-business\" class=\"wp-block-heading\">From holiday pop-up shop to multi-channel specialty business<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In 2003, Stacey and Michael opened a holiday pop-up shop at Promenade Mall in Thornhill, Ontario near where they had settled. It may have been the very first pop-up shop, and their graphic designer still tells them to put \u201coriginal pop-up shop\u201d under the logo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Malls always have units in transition, and an empty space over the holidays earns nothing for the property owner. \u201cWe approached the malls with the idea that it\u2019s a win-win if you have a space that\u2019s empty,\u201d Stacey says. They promised that the space would look permanent, and Michael, who grew up building out the produce stand at his family\u2019s farm market, delivered units filled with organic foods, brimming baskets and beautiful displays.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It worked well enough that Cadillac Fairview, which owned Promenade Mall at the time, asked them into other malls. In the years since, they have run anywhere from two to twelve pop-ups in a season, including locations at the Eaton Centre and Yorkdale. \u201cA lot of malls approach us and say they have this great space, and they were thinking of us,\u201d Stacey says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The pop-ups in the strongest locations eventually became permanent stores, as the gift basket side of the business created year-round demand. \u201cIn communities, we all have anniversaries and birthdays,\u201d Stacey says. Today, they run three stores all year, with Promenade, their first location, as the flagship.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Their website plays a complementary role \u2013 when a pop-up closes for the season, customers in that community can still shop online. In-store and wholesale still drive the business, though online sales continue to grow year over year.<\/p>\n\n\n\n<h2 id=\"h-new-pathways-to-organic-growth\" class=\"wp-block-heading\">New pathways to (organic) growth<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When retail stores closed during the pandemic, Fruit of the Land was heavily dependent on in-person shopping. But the Kurtzes adapted, and the pivots that followed reshaped the company in ways they hadn\u2019t planned for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first was producing gift baskets for national retailers to sell in their own stores \u2013 something Stacey had never envisioned for the business. \u201cI had always thought of our baskets as proprietary; this was never a part of our mission, but [a retailer] approached us, and during COVID, we really had to pivot,\u201d she says. What started as roughly 1,500 baskets grew into a dynamic partnership, with the Fruit of the Land name on the product so shoppers could find them afterward. Several similar collaborations have followed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Corporate gifting grew along its own track. Companies order baskets and engraved boards for their clients and staff, and much of the new business arrives by word of mouth from people who received one. \u201cThey say, I got a basket from Fruit of the Land, and I loved it, and we\u2019d like to use you too,\u201d Stacey says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another pathway was private label. At wholesale trade shows, specialty grocers looking to capture demand for locally sourced foods began asking whether Fruit of the Land would produce under their labels. \u201cAfter COVID, there was a big emphasis on Ontario-made, so stores were looking for private label options from suppliers in Ontario,\u201d Stacey says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Their approach gives them an edge. \u201cWe don\u2019t simply fill orders,\u201d Stacey explains. \u201cWe also innovate for them. They know they can count on us to create for them.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Recognition helped open those doors. The company has won 11 sofi Awards from the Specialty Food Association, an honour the industry calls the \u2018Oscars of food,\u2019 along with an Ontario Made retailer award and a Vaughan Business Excellence Award for retail. \u201cThe awards have created a lot of attention,\u201d Stacey says.<\/p>\n\n\n\n<div class=\"wp-block-group has-rbc-bright-blue-tint-4-background-color has-background is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 id=\"h-four-things-stacey-kurtz-would-tell-a-growing-business-owner\" class=\"wp-block-heading\">Four things Stacey Kurtz would tell a growing business owner<\/h3>\n\n\n\n<ul class=\"wp-block-rbc-list is-style-blue-disc\">\n    <li class=\"wp-block-rbc-list-item\"><p class=\"wp-block-paragraph\"><strong>Hire customer-focused staff and keep them<\/strong>. Look for listeners with genuine service instincts and give them reasons to stay. Long-tenured staff help a seasonal model work.<\/p><\/li>\n    <li class=\"wp-block-rbc-list-item\"><p class=\"wp-block-paragraph\"><strong>Let the family business define its own shape<\/strong>. Divide roles around what each person does well and give the next generation room to arrive on their own terms.<\/p><\/li>\n    <li class=\"wp-block-rbc-list-item\"><p class=\"wp-block-paragraph\"><strong>Say yes to the right opportunities<\/strong>. Private label and corporate gifting weren\u2019t in the original vision, but both became major growth areas.<\/p><\/li>\n    <li class=\"wp-block-rbc-list-item\"><p class=\"wp-block-paragraph\"><strong>Approach every relationship with the long-term in mind<\/strong>. Property owners, suppliers, staff and customers all move around. If you\u2019re easy to work with, they\u2019ll find a reason to come back.<\/p><\/li>\n<\/ul>\n<\/div>\n\n\n\n<h2 id=\"h-what-keeps-people-coming-back-after-more-than-two-decades\" class=\"wp-block-heading\">What keeps people coming back after more than two decades?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When asked what drives loyalty after over 20 years in business, Stacey talks about the people, starting with staff. Fruit of the Land hires for customer service instincts: good listeners with the talent to make a gift basket that resembles a work of art. \u201cWe want there to be a wow factor when the person receives the gift,\u201d she says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many staff have stayed well over a decade, and a number of retired employees come back every season.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a people business on the wholesale and leasing side, too. Some of the specialty leasing managers they work with have been alongside them since the beginning, changing roles and companies along the way but keeping the connection with Fruit of the Land. \u201cRelationships are everything,\u201d Stacey says. \u201cWe try to be honourable, to be easy to work with, and to make it a win-win for everybody.\u201d<\/p>\n\n\n\n<h2 id=\"h-when-a-family-business-becomes-a-legacy-business\" class=\"wp-block-heading\">When a family business becomes a legacy business<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In the early years, the division of labour was clear: Stacey handled administration, and Michael was out building stores and looking after small business customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, there are more hands in the business. Their older son studied civil engineering and runs his own woodworking company, Kurtz Karpentry, making the live-edge charcuterie boards to giftwrap along with Fruit of the Land products or sells separately. He has a strong operations and logistics sense, no doubt honed from the many years spent setting up stores with his father. Their younger son, pursuing a business degree, has always been drawn to finance. He has worked the past two summers with his parents. This year, he sat in on the major client pitches and is building relationships with a new generation of buyers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neither was pushed. \u201cI never even brought it up,\u201d Stacey says, who explains they encouraged their sons to pursue their individual interests and studies. All the same, she says, \u201cit\u2019s like a dream come true.\u201d<\/p>\n\n\n\n<h2 id=\"h-a-banking-relationship-that-has-grown-with-the-business\" class=\"wp-block-heading\">A banking relationship that has grown with the business<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Stacey credits her RBC relationship managers with a role in the company\u2019s growth, starting with the one who saw them through COVID. He arranged the seasonal financing they needed when the gift basket opportunity presented itself, and forwarded them opportunities as they crossed his desk, including a trade council seminar on expanding into other markets.<\/p>\n\n\n\n<div class=\"wp-block-group has-cool-white-background-color has-background is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"has-text-major-sm-font-size wp-block-paragraph\"><em>\u201cHe was a cheerleader. We came out of the pandemic stronger \u2013 and I did not think that would be the case.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>&#8211; Stacey Kurtz<\/strong><\/p>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The relationship continued through a transition to their current relationship manager, Sarah Zhu, who came out to the Promenade Mall store before their annual review. \u201cI just feel she could get a better feel for who Fruit of the Land actually is,\u201d Stacey says. \u201cThat store captures it.\u201d At the review, the couple laid out what the business would need to keep growing, and the team at RBC put the plan in place.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stacey also points to her nomination for the RBC Canadian Women Entrepreneur Awards. \u201cThat was huge for me and for us,\u201d she says. \u201cThat network really opens doors.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More than two decades on, Stacey still comes back to her grandmother\u2019s secret ingredient. It\u2019s in the products, and it\u2019s baked into every part of the business.<\/p>\n\n\n\n<div class=\"wp-block-group has-rbc-bright-blue-tint-4-background-color has-background is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/commercial.rbcroyalbank.com\/specialist\/index.php\" data-dig-id=\"LP-99007-99fd0081\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"Connect with an RBC Specialist\" class=\"rbc-link-format\">Connect with an RBC Specialist<\/a>&nbsp;or speak to your RBC Relationship Manager about accessing tailored solutions to help your retail business stand out in a competitive marketplace.<\/p>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-rbc-rbc-default-collapsible\"><p><button class=\"collapse-toggle collapsed\" data-target=\"#collapse834a1009\" data-toggle=\"collapse\" aria-expanded=\"false\" aria-controls=\"collapse834a1009\" data-dig-id=\"LP-57738-834a1009\" data-dig-category=\"LP\" data-dig-action=\"accordion closed\" action-closed=\"accordion closed\" action-opened=\"accordion open\" data-dig-label=\"Things our lawyers want you to know\"><span>Things our lawyers want you to know<\/span><span>Things our lawyers want you to know<\/span><\/button><\/p><div class=\"collapse-content collapse\" id=\"collapse834a1009\">\n<div class=\"wp-block-rbc-collapsible-inner-block collapse-inner\">\n<p class=\"wp-block-paragraph\">This article is intended as general information only and is not to be relied upon as constituting legal, financial or other professional advice. A professional advisor should be consulted regarding your specific situation. Information presented is believed to be factual and up-to-date but we do not guarantee its accuracy and it should not be regarded as a complete analysis of the subjects discussed. All expressions of opinion reflect the judgment of the authors as of the date of publication and are subject to change. No endorsement of any third parties or their advice, opinions, information, products or services is expressly given or implied by Royal Bank of Canada or any of its affiliates.<\/p>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>From its early days as a seasonal pop-up shop to an award-winning brand, Fruit of the Land has grown by focusing on quality ingredients, meaningful relationships and adapting to market demands.<\/p>\n","protected":false},"author":90,"featured_media":99009,"parent":57329,"menu_order":0,"template":"wp-custom-template-mmm-sticky-nav","meta":{"_acf_changed":false,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","editor_notices":[],"footnotes":""},"tags":[573],"rbc_content_type":[31],"rbc_audience":[],"rbc_lob_group":[35],"rbc_difficulty_level":[],"rbc_mmm_category":[305,323,382],"rbc_mmm_author":[],"class_list":["post-99007","rbc_my_money_matter","type-rbc_my_money_matter","status-publish","has-post-thumbnail","hentry","tag-commercial-client-success-stories","rbc_content_type-article","rbc_lob_group-business","rbc_mmm_category-business","rbc_mmm_category-business-stages","rbc_mmm_category-grow-your-business"],"acf":{"contently_publication_id":"","custom_author":"Diane Amato","rbc_video_header":"","rbc_media_duration":"","rbc_video_keywords":"","rbc_video_description":"","rbc_video_upload_date":"","rbc_toc_for_mmm_tag":"h2","rbc_toc_for_mmm_limit":6,"rbc_toc_for_mmm":[{"title":"Key Takeaways","url":"#h-key-takeaways"},{"title":"From holiday pop-up shop to multi-channel specialty business","url":"#h-from-holiday-pop-up-shop-to-multi-channel-specialty-business"},{"title":"New pathways to (organic) growth","url":"#h-new-pathways-to-organic-growth"},{"title":"What keeps people coming back after more than two decades?","url":"#h-what-keeps-people-coming-back-after-more-than-two-decades"},{"title":"When a family business becomes a legacy business","url":"#h-when-a-family-business-becomes-a-legacy-business"},{"title":"A banking relationship that has grown with the business","url":"#h-a-banking-relationship-that-has-grown-with-the-business"}],"rbc_toc_for_mmm_action":"Generate Table Of Contents"},"yoast_head":"<!-- This site is optimized with the Yoast SEO 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