Tree Top: Creating a Fruit Revolution

In mid-1900s Washington, most orchardists grew apples for the fresh fruit trade, and had little access to markets for their low-grade leftovers. Immense piles of culls were left to rot or dumped into landfills or the Columbia River--until beverage salesman William Charbonneau started using them to create his own brand of 100% apple juice. In 1960, his company became a growers’ cooperative, and Tree Top Inc. was born.

Over the next fifty years, the innovative cooperative continued to expand and revolutionize the industry. Tree Top was the first processor to produce and market frozen apple juice concentrate. They devised modern processing methods and equipment. Multiple strategic acquisitions enabled Tree Top to introduce new consumer items and compete in the industrial marketing category, providing dried ingredients to makers of oatmeal, ice cream, cake mixes, and other foods. The corporation navigated many challenges, including two devastating fires, the 1989 Alar scare, frequent apple shortages, and intense competition from China.

Today, Washington is still the nation’s leading domestic apple producer, and the fruit is the state’s top-ranked agricultural commodity. Tree Top, which has continually maintained its commitment to growers and nutritious, natural products, has been a significant contributor.

David H. Stratton is professor emeritus of history at Washington State University. He is a former WSU History Department chair, and is a noted, long-time specialist of the history of the American West and the Northwest region.