CHICAGO — The Packer presented Julie DeJarnett, vice president of marketing and brand strategy for Washington-based grower and marketer Chelan Fresh, with the Apple Person of the Year award during the U.S. Apple Association’s Outlook 2025 conference.
Nominators recognize DeJarnett for her enthusiasm, perseverance, and strategic thinking in every initiative she undertakes.
“She is deeply invested in the people behind our apples, the growers, pickers, retailers, and families,” Brooke McGuire, chief financial officer of Gebbers Farms, wrote in her nomination letter. “Her leadership consistently lifts the entire industry.”
Those who nominated DeJarnett pointed to her role in taking an idea created in October 2023 — supported then by just three volunteers — and transforming it into a fully funded, industrywide pilot that launched in July, called Eat More Apples.
“Thanks to her tenacity and personal outreach, the initiative now includes over 441 volunteer partners, including 188 fresh apple growers representing 124 farming operations across 10 apple-growing states,” Apolinar Blanco, sustainability and social responsibility manager for Chelan Fresh, wrote in his nomination letter. “She also secured engagement and support from all major grocery retailers, a rare and impactful achievement.”
Nominators commended DeJarnett for her strategic thinking in building out a comprehensive committee structure for Eat More Apples that addresses both the supply and demand side of the apple industry under a trademarked name with a 501(c) designation and board of directors.
“Most of us can recognize challenges within the industry (and complain about them), but this person chose to call the industry to action in a meaningful way,” Jamie Kober, enhancement director for Riveridge Produce Marketing, wrote in her nomination letter. “The imminent roll-out of the pilot program marks a significant milestone in this project.”
Nominators also highlighted DeJarnett’s steadfastness in the Eat More Apples campaign, noting the importance of connecting with the consumer to educate them on the health benefits of apples to drive more consumption.
“The industry needs her talent and passion for this effort more now than it ever has,” Brenda Briggs, vice president of sales and marketing with Rice Fruit Co., said in her nomination letter. “The Eat More Apples campaign has the potential to help alleviate some of the economic pressure plaguing the industry and threatening its future.”
Nominators also commended DeJarnett’s selfless effort to bring the Eat More Apples campaign, often facing headwinds in the effort to do so.
“From the beginning, this person has doggedly championed this effort, working across states and overcoming industry resistance and bias to build alignment and forward momentum,” Tom Barnes, president and CEO of Category Partners, wrote in his nomination letter. “Her work is changing the way the industry thinks about building demand and connecting with consumers. Her vision and execution were not just for growing business for her own employer, but the entire industry’s benefit, which makes them more than fitting for this honor.”
DeJarnett’s Reaction
In accepting the award, DeJarnett gave a passionate speech about the vital role the Eat More Apples program can play in the future of the apple industry.
“We have the answers,” she says. “We’ve grown an amazing piece of fruit, and we need to be out there talking about it and promoting it in the one market that is our biggest and that we can influence. To see our industry come together behind that vision … to actually lean in and join and say, ‘You know what, I want to be a part of it.’”
DeJarnett says that while many in the industry may have considered the idea of increasing domestic consumption as a major hurdle, those who have joined the project recognize the need for action.
“Driving demand, driving consumption — it’s not the only thing that needs to happen in this industry, but why not try? Why not give it a go? It’s the one thing that we can control,” she says. “We can control what the U.S. consumer thinks about apples. We can recognize that we haven’t been loud enough, we haven’t been talking to them. We can start a conversation.”
DeJarnett recognized the project’s financial partners — Wilbur-Ellis, Storage Controls, PCA Packaging and Lockton Insurance — in helping to fully fund the Eat More Apples pilot program.
“I’m honored to accept this award,” she says. “It was a vision. It was a question, but it was all of you leaning in and saying, ‘We’re going to try and we’re going to do this.’ We are getting it done. We are pushing forward. I can’t wait to be here next year and say where we’re at.”
For those interested in joining and supporting the Eat More Apples campaign, visit eatmoreapples.org.
