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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Wow, this place was great! We fell in love with the Driggs area. The host provided great info about what all was available in the surrounding area. It's a great location for seeing Yellowstone and the Grand Tetons. We hope to pass this way aga...

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What a beautiful home and ideal location. We are already planning our next trip! Thanks Jim for making our family getaway so much fun.

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July 26, 2022
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January 26, 2023
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August 10, 2022
We were headed up to Grand Teton and Yellowstone National Parks, and only got to spend one night in Jim's place, but what a gorgeous and comfortable home!! First let me say that Jim is a great communicator, kept us informed at all times, ensured o...

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April 10, 2022
Clean and comfortable

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June 9, 2022
We enjoyed our stay in this beautiful house. The bed was very comfortable. It was very clean and everythingnwe needed was supplied. It was a very quiet, peaceful neighborhood. Grocery store and restaurants minutes away. Jackson Hole and Tetons wer...

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This condo was great for a motorcycle trip 4 friends…

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June 26, 2022
This condo was great for a motorcycle trip 4 friends and I took to visit Jackson. Driggs is a great town to stay in and Jim’s condo was in a great location. Very clean, plenty of space, easy check in. Even extra toothbrushes, chapstick etc availab...

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Wonderful place, everything we needed and more. Fun for the…

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Wonderful place, everything we needed and more. Fun for the entire family. Very satisfied, thanks again!!

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Our group of 8 (4 adults and 4 children) had such a great stay! I truly believe that the pictures do not do this home justice. :) It is so comfortable and homey and has a nice open flow between the kitchen/dining/living space and a nice warm firep...

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September 5, 2022
We stayed here with some family for a wedding and we’re thoroughly impressed. There was plenty of space for everyone so we didn’t feel on top of each other. House was immaculate yet cozy. We loved being able to have coffee out on the porch and wat...

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June 21, 2022
Home was very clean and well appointed. The owner was very helpful with any request and responded promptly. Would highly recommend this home for your Grand Teton or Jackson trip.

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This place was great and Jim communicated quickly with us….

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This place was great and Jim communicated quickly with us. We enjoyed our stay and would definitely stay again!

Great place to stay and enjoy after skiing!

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Great place to stay and enjoy after skiing!

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June 30, 2022
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Great location, clean, and unimaginable views!

You will NOT regret staying here! Lots of room to…

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June 7, 2022
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