Kevin Hall – VP Sales @ Superior Fruit Equipment
Our Herd Freed Hartz executive search team was honored to partner with Superior Fruit Equipment on a nationwide retained executive search to find their new VP of Sales.
Superior Fruit Equipment stands at a defining moment in its growth journey. For nearly 30 years, this quietly exceptional company has built one of the most respected manufacturing operations in American agriculture. Headquartered in East Wenatchee, Washington—in the heart of orchard country—Superior Fruit produces premium pruning and harvesting tools with a legacy that spans generations and a reputation backed by a lifetime warranty. Their market leadership position attracted private equity investment from Bochi Investments to continue their growth story. A Made-in-America Growth Story [video].
The company’s flagship brand, Hickok, is widely regarded as the industry benchmark for commercial loppers. Superior Fruit also stewards the historic Vaca Shears and Wells & Wade lines and serves as the exclusive U.S. distributor for premium ARS tools from Japan. Nearly all production happens on-site: sourcing U.S. steel, precision machining, heat-treating, sharpening, assembly, and fulfillment—executed with care and speed.
The shop floor reflects pride and precision at every level. Team members frequently own multiple stages of production—from laser etching to heat-treating and hand-finishing—resulting in a clean, efficient, and scalable facility. The environment exceeds expectations: quietly advanced, high-performing, and deeply personal. It’s a place where quality matters, and everyone knows they’re part of something enduring.
Superior Fruit has grown by doing the work well—not by chasing trends or over-promising. The company supports a lean team of under 50 employees and generates significant annual revenue from its national distribution of premium tools. Though modest in size, its impact is felt across the industry—and many employees have been with Superior Fruit for decades, including multi-generational family members working side-by-side on the shop floor. This depth of loyalty and pride helps anchor the company’s consistent quality and reputation.
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