B.C. Tree Fruits brand to live on after construction group buys intellectual property

Andrew Kurjata · CBC News

· Posted: May 16, 2025 9:26 PM EDT | Last Updated: 4 minutes ago

Yet different iconic Canadian marque volition unrecorded on, arsenic a company based successful Penticton, B.C. has announced the acquisition of B.C. Tree Fruits logo and trademarks.

The quality comes the aforesaid week that Canadian Tire publicized its volition to acquisition Hudson's Bay's stripes and logo for $30 million.

Though not arsenic big, the $23 cardinal woody successful British Columbia sees the merchantability of respective assets that had belonged to B.C. Tree Fruits to the Wildstone Capital and the Wildstone Group of Companies, amended known arsenic Wildstone Construction. The assets include equipment, existent property and the greenish leafage logo that has adorned effect packaging and pome stickers for decades arsenic a motion of prime local food.

"This marks a important milestone for growers and the cultivation assemblage crossed the Okanagan Valley and the state astatine large," Wildstone CEO Mark Melissen said successful a release.

B.C. Tree Fruits was founded arsenic a co-operative successful 1936 and implicit the decades it grew to correspond much than 230 farming families and included a grower proviso company, a caller effect marketplace successful Kelowna and, successful 2014, a trade cider company branded with the B.C. Tree Fruits logo. 

But past twelvemonth the co-operative dissolved, citing "extremely debased estimated effect volumes, upwind effects and hard marketplace and fiscal conditions." 

Assets belonging to the co-op person been sold off, including 1 of its main acold retention facilities, which was purchased by a pharmaceuticals group.

Wildstone says it is partnering with Ontario-based Algoma Orchards to renew B.C. Tree Fruits in the weeks ahead, taking effect grown by section farmers astatine its Oliver, packing works and reviving operations astatine receiving facilities successful Summerland and Keremeos, arsenic well.

"It's an honour to assistance reconstruct spot and stableness for farming families successful the Okanagan, galore of whom faced uncertainty erstwhile B.C. Tree Fruits announced it would beryllium winding down," Melissen said successful the release.