Juan Morales doesn’t do things by halves. Whether it’s starting a family business, supporting his local community, enacting sustainable business practices or nurturing Naughty Fruit, his growing dried-fruit snack company, Juan gives it 110%. Naughty Fruit, based in Teton Valley, Idaho, and inspired by his Mexican family heritage, combines a blend of unique spices, such as dried chili and lemon, and uses dehydrating techniques that allow the fruit to retain nutrientdense qualities. The result is a taste experience that sets the product apart in a crowded snack food space and “gives people a little zing in their life,” explains Juan.
Family is central to Juan’s life and values. The middle of five children, he took on the role of helping to support his parents, who had “busted their butts” to provide prospects for their children. Years of agricultural labor left his father with chronic back pain and limited his work options. In the face of difficulties, Juan saw an oppo r tuni ty for his first entrepreneurial venture and a solution for his parents: Rosa’s Tamales. The tamales are a local favorite at summer markets, and connoisseurs have learned to arrive early before they sell out. The Morales all have a role in the business, from cooking to preparing to selling. The community connection and bridging of cultures became an inspiration for Juan and instilled the value of fresh ingredients and buying local whenever possible.
In 2013 Start-Up Intensive, a 10-week entrepreneur boot camp offered by Silicon
Couloir and Central Wyoming College, graduated its first cohort, and Juan was part of it. Building on his success with the tamale business, Juan knew he could apply his passion for connecting with people through food to a more scalable enterprise. In 2017 he launched Naughty Fruit. Since that time the venture has grown tremendously through direct website sales, local partnerships with Yellowstone National Park and Ecotours, and has even landed shelf space in Whole Foods.
Sustainability and community are central to Naughty Fruit and are reflected in both the process and product. Packaging is biodegradable; processing is all-natural. Pears and apples are sourced from Idaho, and waste is minimized by sending fruit scraps to feed chickens at a Tetonia farm.
“People can taste the love,“ said Juan. “No matter what their culture, language or background, people want to be part of something local.”
So enthusiastic is he about his fellow Teton Valley food producers, Juan has created and marketed a gourmet gift box of local consumables that complement his fruit: Cheeses, jams and chocolate all made by his friends and neighbors. It’s just one of the ways Juan gives back.
With two businesses for Juan to run, Naughty Fruit has been, up until now, a part-time venture, and he is truly a solopreneur — sourcing, preparing, packaging and shipping product all on his own. Eager to take the next steps to grow the business, Juan applied to Trailmix this fall and was chosen from hundreds of applicants as one of seven finalists. Based in Boise, Idaho, Trailmix is a pitch competition that features all consumable products and awards cash prizes. Much like Silicon Couloir’s Pitch Day, Trailmix provides coaching with business experts to hone a pitch for a panel of judges. Juan didn’t win the competition, but what he gained was far more valuable: confidence, confirmation and a vision.
“I learned so much about myself. I don’t have a business degree, so I’ve been gaining skills as I go. The opportunity to dive into my finances, develop my pitch and plan a path for growth was incredible,” Juan said. “I’m going full time with Naughty Fruit in 2022 with the goal of expanding nationally.”
Juan envisions a larger facility in Teton Valley and a team of full-time employees. It’s a big step with the need for considerable planning and investment. Juan is returning to his Silicon Couloir roots to get there. He has applied to TEAMS, Silicon Couloir’s free business mentoring program, and has his eye on Pitch Day 2022.
“My product has been proven,” Juan said. “I’m ready to move forward. I’m all in.”
Visionary Ventures prints once a month. Rebecca Reimers works for Silicon Couloir. Reach her at rebecca@siliconcouloir.com.
Juan Morales is determined to take Naughty Fruit to the next level.
“My product has been proven.
I’m ready to move forward.
I’m all in.”
— Juan Morales