Teton Shops: Naughty Fruit

February 22, 2021

Visitors to Teton Valley often look for ways to immerse themselves in the culture and community of the area. Many take to the slopes or the trails, while others hit the water or go for a drive. But Juan Morales, the owner of the Teton Valley snack company Naughty Fruit, has his own suggestion. 

“One of the best ways to experience a community is to eat local,” he says. “Everywhere I go, I try to get off the beaten path and connect with local people. I never have a dull moment when I try local stuff. There is always something amazing, something to learn. And it is just really fun.”

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Since starting Naughty Fruit in 2016, Juan has become one of the area’s most compelling spokespeople — and he makes extraordinarily tasty (and healthy) snacks to boot.

Juan had worked previously selling art in the Jackson area before he began selling tamales, fruit cups, and shaved ice at farmers markets and soccer games. But he began to consider what he could do with his leftover produce, wanting to do something that was “delicious, nutritious, and healthy.” 

He sought inspiration from his Mexican heritage. There, in the local markets, it is a popular practice to take fresh fruit and add lemon, salt, and chili powder, among other ingredients. “It’s almost like a flavor enhancer,” says Juan. “And if you dry it and pack it, it is perfect for the mountain or the trail.”

(Courtesy of Naughty Fruit)

Having taught himself the basics of business through reading and research, Juan dove headfirst into Naughty Fruit. He made connections with fruit growers throughout the state, country, and world. He buys apples and pears from Idaho growers, while he has sourced pineapple, mango, and banana from growers in Costa Rica and Mexico. 

From there, the process is straightforward: Juan mixes the fruit with just a handful of natural ingredients — the aforementioned lemon, salt, and chili powder — then dehydrates it, packs it, and sells it. Unsurprisingly, these tasty treats were an immediate hit with locals and visitors alike. Naughty Fruit was stocked at area markets, hotels and resorts, and airports. 

But, like many other small business owners, COVID-19 struck Naughty Fruit a sizable blow last summer. “In March 2020, news of COVID hit and about 95% of my clientele … all stopped ordering” because the world was in chaos, Juan says. All his business — and his plans for it — halted. “It was scary for a few months. … It hurt a lot.”

Juan was then delivered a remarkable affirmation of his mission and his importance to the Teton Valley community. Through Kickstarter, he was able to raise more than $19,000 to secure the supplies necessary to keep his business afloat through the hardest months of the pandemic. Juan says that was initially uncomfortable asking for help, but he was soon overwhelmed by the support of valley residents and other businesses. “It was awesome. I’m super grateful, knowing that even though people were separated, they were still giving,” he says. “It was such a huge affirmation of what we’re doing. … I’m just so grateful.”

(Courtesy of Naughty Fruit)

With new wind in its sails, Naughty Fruit looks like it is bound for even bigger and better things, expanding the reach of Juan’s taste of the valley to more and more people. But while he wants his business to thrive, Juan is quick to encourage Naughty Fruit fans and other valley visitors to seek out a connection with the people and the land to make the most of their time here.

“If anybody wants a soulful, meaningful, unique experience, travel [to the valley] and seek out the local breadmakers, cheesemakers, and food makers,” he says. “Check out the trails and the mountains. … We have amazing variety and beauty here. That’s what makes my community so great.”

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Michelle (review from Airbnb)
5star rating
November 6, 2020
Great place! Good location, close to town, hiking, with a walking/bike path steps away from the house. The property itself is cozy and warm, spacious, with lots of amenities including a hot tub, fireplace, and grill. The hosts were very responsive...

Brian (review from Airbnb)
5star rating
July 10, 2021
This home was perfect for our visit to the Grand Tetons, Jackson Hole and Yellowstone. Victor is a great little town only 35 minutes from Jackson Hole that is out of the crowds and has several great restaurants and a perfect Market for groceries a...

Stacey (review from Airbnb)
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July 30, 2022
This place was great and Jim communicated quickly with us. We enjoyed our stay and would definitely stay again!

Greg (review from Airbnb)
5star rating
July 9, 2020
This space was absolutely perfect for my family of 5. It was spacious, clean and provided an opportunity for complete comfort and relaxation during our stay in Driggs. We loved the host's attention to detail, ease of communication and we found ...

Dana (review from Airbnb)
5star rating
August 22, 2022
Such a great spot! Location is perfect… check in was flawless! Nice rooms w plenty of space and very clean!

Randi (review from Airbnb)
5star rating
July 18, 2022
This was the best possible condo for our trip to Grand Teton National Park. The location was excellent and the condo was absolutely beautiful! We loved the porch in the mornings for coffee and the super comfy furniture inside after a long day of a...

Cj (review from Airbnb)
5star rating
May 5, 2022
Beautiful location, very clean and cozy!

Kyle (review from Airbnb)
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March 12, 2022
Everything was great

Callie (review from Airbnb)
5star rating
August 30, 2020
We spent 2 weeks at Jim’s place and had a great time! Very clean and modern. The drive to Jackson is about 45 min and to grand Teton is about 1:30. The drive is not bad at all in the summer as you go up and down steep grades. We would 100% recomme...

Jennifer (review from Airbnb)
5star rating
May 20, 2022
This house is amazing! Everything we needed and more! Highly recommend. Everything seems to have been thought about in advance. We definitely will be back! Jim was quick to address a small issue. Very open for questions!

Alida (review from Airbnb)
5star rating
July 28, 2022
Great location! Communication with Jim was easy and the cabin was well equipped and had a nice veranda. We loved staying there!

Dawn (review from Airbnb)
5star rating
June 9, 2022
The townhouse was great! It had everything we needed for our vacation. The kitchen was well stocked with pots, pans, dishes, bakeware, cleaning supplies, spices, coffee, and paper products. The unit itself was brand-new and very clean. The host wa...

See What Our Guests Are Saying!
Benjamin (review from Airbnb)
5star rating
March 31, 2021
Great amenities in close proximity to Driggs and Grand Targhee. Our group especially enjoyed the well stocked kitchen, hot tub, and grill. Jim is a very responsive host and made our stay totally hassle free.

Kat (review from Airbnb)
5star rating
January 6, 2023
We have stayed in 4 different powder valley units, and Jim's are by far the best! Very well appointed with great energy and a speedy response to any needs/questions. Thank you Jim and family!

Christi (review from Airbnb)
5star rating
June 19, 2020
Awesome house. Very clean and spacious. We had a great trip and enjoyed the beautiful Tetons.

Nice Stay!

Rosie R. (review from Vrbo)
5star rating
September 20, 2022
Nice new townhome a short drive from downtown. Tastefully decorated and equipped with everything we needed. Hosts were very accommodating .

Much Needed Getaway

James/Amy R. (review from Vrbo)
5star rating
September 7, 2020
This property is as great as it looks! My family needed to get together in a safe and cozy place and this filled the bill perfectly! The pictures are accurate, the cleaning was superb! The property manager left plenty of cleaning supplies, basics ...

Nichole (review from Airbnb)
5star rating
January 14, 2023
This is the second time that we have stayed at one of Jim’s listings… Wydaho Property Management has it down. We loved staying at this location— the neighborhood is quiet, the view is amazing, and rolling our cars into the garage especially during...

The place was clean, spacious and had everything we needed. The location was also great.

Lisa J. (review from Vrbo)
5star rating
August 3, 2022
The condo was spacious and clean. It was an easy place for the whole family to relax. Super nice touches of a couple extra razors and toothbrushes for anyone who forgot. We would love to stay here again.

Hannah (review from Airbnb)
5star rating
May 21, 2021
Just go ahead and book this place!!! The Airbnb is big, clean, and well-stocked with absolutely everything that you would need for your visit to the parks. We loved that there were two patio areas to sit and enjoy the weather. Jim was a great host...

Kaitlin (review from Airbnb)
5star rating
August 31, 2020
This place was PERFECT. It was about 2 hours from one entrance of Yellowstone and 1 hour from Jackson Hole, Grand Teton National Park. The beautiful views in both directions make you not even realize how long the drive is. The views at the house a...

Terri (review from Airbnb)
5star rating
July 30, 2021
This was the cleanest rental we've ever stayed at! It was well stocked with toiletries and linens. It was everything it was listed as and more. Would definitely stay there again!

Jonathan (review from Airbnb)
4star rating
May 18, 2022
This is basically a luxury three-room home and a garage, which you can use. One bed is the master, the middle is the kitchen/living room, and then another room with a king and two big bunk beds. Wished for a slightly deeper cleaning but the host w...

Sarah (review from Airbnb)
5star rating
September 8, 2021
Wonderful home with a perfect location. The house and yard are so relaxing after the adventures of the day. The walking path near by is beautiful. We have enjoyed this property twice and hope to return soon!

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