June 19, 2024


Outstanding health & fitness

Brown Deer High graduate sells subscription boxes at Flora Fruit Co.

Kristine M. Kierzek

Jalen Greenlee is the founder of Flora Fruit Co., a Milwaukee-based subscription fruit box service that delivers to southeastern Wisconsin.

Jalen Greenlee embraces healthy habits in his daily life. But when he got to college, he saw healthy eating was an obstacle for many. 

The more he learned, the more he wanted to create change. Looking for opportunities to build a business, the 21-year-old aspiring entrepreneur began thinking. 

Tapping into his love of fresh fruit and wanting to make healthy eating more convenient, he launched Flora Fruit Co. in November. Based in Brown Deer, Flora Fruit Co. subscription boxes feature fresh fruit delivered to customers throughout southeastern Wisconsin and the Fox Cities region weekly, biweekly and on-demand. Prices start at $19.99, and delivery is free. To order, go to florafruitco.com.

His background

I grew up in Brown Deer. I went to Brown Deer High School, graduated in 2017. I just turned 21 in August. I was a big sports guy in high school. I played basketball, then I went to River Falls to play basketball for two years. I stopped playing, and I transferred to UW-Oshkosh, a little closer to home. That’s where my entrepreneurial spirit took off. I was studying small business entrepreneurship. … I got a hold of some books, found some mentors and everything started to take off. Now I’m a full entrepreneur, and my focus is business and buying real estate. I’ll be purchasing my first home in January.