The fruit cart delivers products directly to your door

Childhood friends and business partners, Avi Weisman and Larry Davidson had no plans to launch a home fruit and vegetable delivery service – it just grew organically.

Davidson was already established in the business as the third generation owner of North American Produce, a fruit and vegetable supplier to large chains and small retailers, which has operated out of the Ontario Food Terminal on the Queensway since 1960. .

Weisman, who also practices corporate commercial law, said the couple were working on a few projects together at the Food Terminal when the pandemic hit. “Everyone was really hypersensitive and no one wanted to walk into the stores,” he says, so family and friends started asking if Weisman and Davidson could deliver fresh produce to their homes. What started out as favors for around 50 people turned into a business when they launched The Fruit Cart in April 2020, a website with weekly boxes of premium fruit and veg. They now deliver around 1,000 packages each week throughout the GTA and have recently added cheese and flowers to their offerings.

Providing people with fresh, seasonal fruit is something Weisman and Davidson are passionate about, as well as introducing them to more exotic items that they might not otherwise be able to buy – be it dragon fruit, pluots, persimmons. or an apple hard to find.

“The average consumer thinks of a plum as a plum or a peach as a peach, but there are literally dozens if not hundreds of varieties of nectarines, peaches and pluots,” Davidson explains. “This week, Avi boxed a variety of apple called Lucy Rose,” which is red in flesh and tastes like Honeycrisp with a hint of berry. “Avi takes the time to research and try out a bunch of the dozens of apples available.”

All of this research has paid off with some of their harshest critics: children.

“When you give the kids good fruit, they worship it, they devour it,” Davidson says. “I always try to develop (in them) a love for fresh fruit.”

Weisman and Davidson, both 46 and living in the city center, say they are looking to their own children for advice when choosing what to put in a box. Davidson turns to Rebecca, 16, Judah, 12, and Leah, 11, while Roey, 12, Lev, 10, and Nessa, 6, serve as an advisory committee to Weisman. “Children are the best guarantee of quality,” he says. “And they don’t lie. They love what is the most beautiful, the best and the sweetest.

Another mission of the couple is community engagement, something Davidson’s grandfather Morris Shroom, founder of North American Produce, greatly appreciates. “He was very philanthropic,” Davidson says. “I like to think my grandfather is looking down, is happy to see how things have turned out.”

One of their efforts is to donate food to the St. Michael & All Angels Church Food Bank on St. Clair West. “With the increased financial instability created by COVID-19, families and individuals who may have lived up to now or just above the poverty line are now in a precarious position,” lay pastor Jenni said. King Feheley. “Fresh produce is often overlooked as a luxury – how much our world has turned upside down. “

Davidson and Weisman will also partner with Campfire Circle (formerly Camp Ooch & Camp Trillium) to provide products for families and children affected by cancer.

“At the end of the day,” Weisman says, “we both value the same things, including family, friends, and hard work. Some friendships take work to maintain, especially over the years. This one never did, which makes it easy to have lasted that long.

“Our wives and children being friends now,” he adds, using a fruity metaphor, “that’s the icing on the cake”.


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