FirstFruits Strengthens Applewood Fresh Team with Strategic Leadership Additions
March 25, 2026 | 2 min to read
Yakima, WA – FirstFruits is expanding its Michigan leadership team as the company continues building on the growth and opportunities created by its 2023 acquisition of Applewood Fresh. With recent expansions of growers and record crops, the supplier has announced the addition of a new general manager, Scott Morrison, and sales account manager, Mike Fuher, in the Michigan office. They will be joining FirstFruits’ recently promoted Senior Sales Account Manager, Tristan Hauck.
Starting in agriculture at age 12, Scott has built a career spanning transportation, logistics, production, finance, forecasting, and food safety within packing house operations. As Business Manager, he led key operational, financial, and data-tracking initiatives that strengthened facility performance and grower insight. FirstFruits is excited to welcome Scott’s strategic leadership as the multi-regional company continues strengthening its integrated sales and marketing efforts.
“I value working directly with growers and believe strongly in open communication. I am committed to creating an environment where questions are encouraged, and problems are solved through honest conversation.”
– Scott Morrison, General Manager, Applewood Fresh
Mike Fuher joins the team with more than three decades of experience in the fresh produce industry, having held roles in both operations and sales. Fuher is known for his deep industry knowledge and long-standing relationships across the produce sector. FirstFruits is honored to bring Mike on for his expertise in customer relationships and market-responsive sales strategies. Mike will make an exceptional addition to FirstFruits’ Michigan-based team, Applewood Fresh.
“I’m excited to join FirstFruits and look forward to working alongside the teams in both Michigan and Washington to continue building strong relationships and delivering value to our customers.”
– Mike Fuher, Sales Account Manager, Applewood Fresh
“Bringing Scott and Mike onto the team represents an exciting step forward for our Michigan operations at Applewood Fresh. Their experience and leadership will help strengthen our team and further our mission of delivering the highest quality fruit to our customers.”
– Chuck Zeutenhorst, VP of Sales and Marketing, FirstFruits
With the addition of Scott and Mike, FirstFruits continues to build a strong foundation for growth while expanding its ability to serve customers across its growing multi-regional network.