🍐 Family, Fruit, and $34M in Sales

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Ecommerce In Focus 📦

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Family Business

🍐Family, Fruit, and $34M: The Sweet Story Behind The Fruit Company

What if I told you that with a family orchard, a garage workspace, and a relentless drive to create something extraordinary, you could grow a small operation into a $34 million empire? Sounds ambitious, right? But that’s exactly what Scott Webster did with his start up The Fruit Company. Over the past 27 years, Scott transformed his family’s fruit-growing business into a multi-faceted enterprise that includes premium gift baskets, a scenic railroad tourism venture, and acres of top-tier orchards.

This is more than just a business success story—it’s a guide to scaling strategically, turning crises into opportunities, and building a legacy. Whether you’re just starting out or looking to grow your existing business, Scott’s journey offers actionable insights that you can apply to your own entrepreneurial endeavors. Let’s break down how he did it and the key takeaways you can learn from his approach.

The Numbers

📅 Business Launch: Late 1990s (Third-generation ownership)
💰 Annual Revenue: $34 Million (2024 projection)
🚛 Gift Baskets Shipped Annually: 400,000
🌟 Peak Sales Period: November–December (75% of sales)
🍎 Orchard Size: 650 acres of premium fruit orchards
🚂 Tourism Revenue (Mount Hood Railroad): $4.3 Million in 2024

Step 1: Turning a Crisis Into an Opportunity

When Scott took over the family business, the orchard was well-established, but growth opportunities were limited. In 2008, during the financial crisis, the company faced a massive setback, losing over $1 million in just one season. Instead of retreating, Scott leaned into the challenge, using the downturn to buy additional orchard properties at bargain prices and expand operations.

Why it worked:

• He viewed the crisis as a chance to acquire undervalued assets.

• The investment in orchards created a more stable supply chain for the fruit business.

• Diversification into tourism added a new revenue stream.

Takeaway: In tough times, look for opportunities to invest in growth while others are pulling back.

Step 2: Building a Brand Around Quality and Experience

The Fruit Company isn’t just selling pears or gift baskets—it’s selling an experience. Scott focused on curating high-quality, beautifully packaged gift baskets that stand out in the crowded holiday market. Products are rigorously graded to ensure only the best fruit and complementary items like smoked salmon or artisan chocolates make it into the final product.

To elevate the customer experience, Scott also launched a tourism venture centered on the Mount Hood Railroad. Visitors can ride through the picturesque Hood River Valley, explore the orchards, and see the gift-making process firsthand.

Why it works:

• Exceptional product quality builds trust and repeat business.

• Multi-sensory experiences (sight, smell, and taste) deepen customer engagement.

Takeaway: Focus on quality and create experiences that leave a lasting impression on your customers.

Step 3: Smart Marketing and Customer Loyalty

Scott’s team employs a blend of traditional and modern marketing tactics to drive sales. While Meta ads offer a strong ROI (300% in some cases), the company also invests heavily in print catalogs, sending over 500,000 annually to its best customers. This combination of digital and offline strategies ensures consistent engagement year-round, with a major push during the holiday season.

Why it works:

• Print catalogs create a tangible connection with customers.

• Social media campaigns build brand awareness and drive conversions.

Takeaway: Don’t rely solely on one marketing channel. A mix of traditional and digital approaches can maximize your reach.

Step 4: Investing in People and Processes

Scaling to $34 million in annual revenue required more than just great products. Scott streamlined operations by standardizing equipment and processes, such as using one type of tractor across all orchards to reduce maintenance complexity. He also focused on hiring the right people and placing them in roles where they could thrive.

Why it works:

• Efficient operations reduce costs and improve scalability.

• A strong team drives innovation and ensures smooth day-to-day operations.

Takeaway: Simplify your business processes and invest in a team that shares your vision.

Lessons from The Fruit Company

🍐 Turn Setbacks Into Opportunities: Use tough times to identify growth opportunities that others might overlook.
🚂 Diversify Smartly: Expanding into complementary ventures, like tourism, can create new revenue streams while supporting your core business.
📦 Focus on Quality: Deliver exceptional products and experiences that make customers come back year after year.
📣 Market Strategically: Use a mix of digital ads and traditional print to engage different segments of your audience.
👨‍💼 Build a Strong Team: Surround yourself with talented people and empower them to drive the business forward.

The Takeaway

Scott Webster didn’t just inherit a business—he transformed it. By combining family traditions with modern strategies, he built an empire that thrives on quality, customer experience, and smart growth. His story is proof that with focus, resilience, and a commitment to excellence, you can scale your business to new heights.

If Scott’s journey inspired you to take action and create something extraordinary check out more of his story on the Up Flip Youtube channel here.

Last editions polling results coming soon…

Recommended Resources

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Cross-Selling

🍟 Cross-Selling Like McDonald’s: eCommerce Strategies That Convert

What if I told you that a simple phrase like “Would you like fries with that?” could add up to 40% to your revenue? That’s the power of cross-selling—a strategy McDonald’s and Amazon have perfected to rake in billions. Whether you’re running an eCommerce store or dreaming about it, learning the ins and outs of cross-selling can transform your sales game.

In this guide, we’ll break down the art of cross-selling, highlight why it’s such a powerful tool, and share seven actionable strategies to implement in your online store today. Ready to supercharge your profits? Let’s dive in.

What Is Cross-Selling (and How Is It Different from Upselling)?

Cross-selling is about offering a complementary product to the one your customer is already buying—think fries with a burger. Upselling, on the other hand, encourages customers to upgrade to a more expensive version of the product they’re considering.

For example:

• Cross-sell: Adding a bath bomb to a body scrub purchase.

• Upsell: Upgrading to a larger size of body scrub for $2 more.

While both are great tools, cross-selling has proven to boost average order value and customer satisfaction in ways upselling can’t always match.

Why Cross-Selling Works

If you’re not sold on cross-selling yet, here are three reasons to jump on board:

• 📈 Boosts Average Order Value: Customers in the checkout process are in buying mode, making them more likely to add an additional item.

• 💰 Maximizes Long-Term Profits: By increasing the average order size, you get a better return on your marketing spend.

• 😊 Enhances Customer Satisfaction: Pairing the right product with the original purchase can improve the customer’s experience and build loyalty.

Ready to implement? Here are seven tried-and-true cross-selling strategies for your online store.

1. Product Suggestions

When done right, product suggestions can subtly nudge customers toward complementary purchases. Take a cue from Zappos, which uses a “Wear It With” section to encourage customers to complete their look by adding matching items.

Tip: Keep it simple and relevant—customers should feel like your suggestions are tailored to their needs.

2. Add-to-Cart Opportunities

Place cross-sell suggestions near the “Add to Cart” button. For example, if a customer is buying a bike, suggest a lock or helmet alongside it.

Why It Works: Customers are already considering a purchase, so adding related items feels natural and convenient.

3. Bundle Sales

Bundling products is a win-win: customers feel like they’re getting a deal, and you increase your average order value. For instance, GoPro bundles cameras with accessories, adding $100+ to each order without offering massive discounts.

Pro Tip: Bundles don’t have to be discounted. Simply grouping items can drive perceived value.

4. Pop-Ups

Love them or hate them, pop-ups work—when done right. Brands like Harry’s use pop-ups strategically during checkout to recommend related products.

Key Rules for Success:

• Make it relevant to the customer’s purchase.

• Time it well (e.g., during checkout, not within seconds of landing on your site).

• Ensure the design is sleek and non-intrusive.

5. Cart Drawer Page

This subtle approach involves displaying cross-sell suggestions in the cart drawer (the slide-out panel that appears when customers add items to their cart).

Why It’s Effective: It doesn’t disrupt the shopping experience and keeps the focus on the checkout process.

6. Cart Page Cross-Sells

Think of this as the online equivalent of impulse purchases in the checkout line at a store. Add related items to the cart page to encourage last-minute add-ons.

Example: Offer a small item like a travel-sized lotion or a keychain that pushes the customer’s total closer to a free shipping threshold.

7. Thank You Page Offers

Don’t miss out on the post-purchase phase. The thank you page is the perfect place to offer customers an exclusive deal on complementary products.

Why It Works: Customers who just bought are already in a buying mindset. The offer feels like a bonus, not a pushy upsell.

Final Thoughts

Cross-selling isn’t just about increasing your sales—it’s about creating a better shopping experience. By offering complementary products that enhance the original purchase, you can build trust and loyalty while boosting your revenue.

Whether it’s through bundles, pop-ups, or thank you page offers, there’s a strategy here for every store. What’s stopping you from turning “Would you like fries with that?” into your next big revenue driver?

Want to dive deeper in these strategies and methods? Check out Re-Converts video on the topic here

That's it for this week, hope you got some value out of it.

Cheers,