Freshfruit, Inc. is Open for Business
I had an idea in early January of 2019. Having spent most of my professional career on the editorial and business sides of magazine publishing and advertising, I wanted to create a media organization that truly represented the modern queer person. From the beginning of time, there have been lesbian, gay, bi, trans, queer, intersex, asexual, and the myriad identities that fall among the broad spectrum of “queer.” But today’s queer youth have ushered in something new. They have amplified considerations on gender identity and sexual orientation and are defying social constraints that prior generations of queer-identifying individuals found acceptable.
Perhaps their revision is derived from seeing what transpired in the struggle for equality the last 50 years or from liberties acquired through recent political gains. What is, however, unquestionable is that the queer youth of today see themselves as bold, unbothered, and unbound. They also don’t consider their identity the liability that it once was. This led me to two questions: Is this attitudinal shift reflected in today’s queer media publications? Do the leading queer publications resonate with this new generation of LGBTQ+ youth?
While as a group, the LGBTQ+ community still endures discrimination and oppression and still faces unrelenting stereotypes and stigma, it is undeniable that there have been material advancements that have made being queer acceptable in certain corners. Due to hard-fought political and legislative battles, attitudes about LGBTQ+ equality have considerably shifted corporate and public opinions. The question is, how do we export such attitudes into other near- and far-reaching places that are still behind the times? How do we educate those who are less exposed to the LGBTQ+? How do we showcase the incredible humanity, talent, spirit, and economic value of queer people? And how do we inspire young, queer people to make further advancements with their new-found privileges?
Enter Freshfruit.
There have been efforts to socialize queer culture through the storied work of Out, Advocate and Curve magazines, and most recently Conde Nast’s, them. But the appeal of these publications have been limited in their circulation relative to the population of queer people. What older magazines exist are stuck in a bygone era and no longer invoke much enthusiasm, while newer ones like Into, Queerty, LGBTQ Nation, although a bit more contemporary, are not arresting enough. It raises the question: is the idea of being “out'' relevant anymore? Are there many among the younger queer community who are still in the closet? Do they consider themselves “them”? How do we capture the verve of an entirely new generation of LGBTQ+ people who defy labels, who don’t ask for approval, and who choose to live their lives freely and honestly? Given many of the advancements of the gay-rights movement, it is high time that queer media catches up with the queer youth of today. Freshfruit is that change agent.
Our mission is simple: we intend “to bring power and hope to the LGBTQ+ community with better representation and journalism.” Our aim is to achieve this by undermining the media’s propensity for shock value, and rather, focus on who LGBTQ+ people really are in our extraordinariness and ordinariness. At Freshfruit, we want to highlight how LGBTQ+ people contribute to society and tell our stories in our own words. Our publication aims to avoid common editorial trappings, inject more imagination, and be cognizant of the inherent differences between the individual groups represented in the letters – L, G, B, T, Q+, so as not to paint one monolithic queer experience. We aim to broaden the public perception of our societal contributions and successes, beyond the narrow focus on struggle and equality, and challenge the stereotypes unfairly imposed on us. We will educate, entertain, and inform with greater depth, nuance and substance than has become all too common in queer media in recent years. We will open minds, change hearts, and do our part to dismantle systems that have disenfranchised the LGBTQ+ community from places of power and influence. We will know that Freshfruit is delivering upon its mission when LGBTQ+ people, especially the most marginalized, are no longer obscure, feared or caricatured and are, instead, considered common in virtue and dignity as cis-gendered heterosexuals.
Over the next few months we will launch our content website of similar name, Freshfruit, which will be a website for LGBTQ+ millennials who are the backbone of this new energy in queer culture, and who will carry on the mantle for LGBTQ expression and civil rights and bring the rest of us along. For those that are interested in joining Freshfruit’s movement as investors, contributors, collaborators and supporters, we invite your interest and participation. You can find us on social media: Facebook, Instagram, Twitter and LinkedIn. Although, Freshfruit’s editorial focus is on uplifting the LGBTQ+, it is by no means exclusive to the community. If you are an ally, you, too, are equally as fresh, though perhaps not quite as fruity, and are welcome to join our ranks.
We encourage our staff, audience, followers, allies, business affiliates and clientele to stand firmly and unabashedly in their authenticity, and to draw strength and vigor from their individuality. We have, therefore, adopted the corporate motto: "Make bitter sweet" as a metaphor of the queer community's resilience and ability to make lemonade out of lemons, turning challenges into opportunities with talent, creativity, and humor.
For more information, send me a personal note on my personal page or reach out to us at our website.
Freshfruit, Inc.
Freshfruit revolutionized the queer landscape in media and marketing with game-changing brands Kiki and Freshfruit magazine. Grounded in creating better representation and fostering connections, our innovative products showcase the rich tapestry of the community, make it easier for queer people to navigate the world, and to connect the global queer population. With queer-forward solutions, we cater to the unique needs of queer folk and prioritize discretion and safety. Our premium brands meet the moment, making the LGBTQ+ experience accessible to allies and marketers alike. We aim to reorient society to recognize the community’s historical contributions as chief cultural architects and to empower queer youth to further champion our common cause. We've embraced the tagline: "Make bitter sweet" as a metaphor to symbolize the queer community's resilience, creativity, and enduring magic. Visit our website freshfruitinc.com or follow @freshfruithq and @freshfruitmag on all platforms.