“We were almost exclusively a wholesale farm operation until I came on board,” said Mike Jr., Tony and Sheila’s son. After graduation from New Paltz High School in 1980, he followed in his father’s footsteps and enrolled at Cornell University to study the science, trends, chemistry and biodiversity of farming. Mike’s thesis at college, well-researched and prepared and received, was on the viability of farm markets. “What I find to be one of the greatest joys of the farm is that I had a dream in college, I pursued it, Jean [Moriello, his wife and childhood sweetheart] jumped on board and within one year of graduating, we had a farm market and it worked!”
That thesis did not sit on a dusty shelf, but became what is now Moriello or Apple Hill Farm’s greatest success: its roadside farm market stand. Jean and her mother-in-law Sheila, Tony, the grandchildren, cousins, nephews and nieces all work there to provide pick-your-own apples with hayrides and an antique fire engine ride, as well as freshly grown and cut flowers, homemade apple cider, apple pies and cider donuts that fly off the baking racks, as well as a plethora of wholesome farm-flavored offerings.
What was once a wholesale market, where the fruit grown and harvested traveled the world, is now a real hometown, regional operation where the majority of the Moriellos’ sales are from their loyal customers, both regionally and from the tri-state area. “We did a little retail before,” says Mike Jr., who is also a prominent land use attorney in the area, along with his uncle Joe Moriello, who lives on the farm as well.
“Pop would write a chalkboard sign by the farm advertising our harvests, but when people would come to him and ask for a Golden Delicious, he would say ‘Nah! That’s not what you want, you want a MacIntosh!’” The entire family exploded with laughter. “He was a great farmer, but not the best retail guy,” said Mike Jr.’s wife Jean. “We loved him, but that wasn’t his niche.”
On a hope and a prayer, Mike Jr. and Jean enlisted local contractors like Dave Rhoers to help them move a 125-year-old barn on top of the hill to the current farm market site on Route 32 South so that they could open a farm market. “We were newly married, excited and did farm markets in New York City; we even did one on the hairpin turn and had a cop give us a ticket!”
“It’s the hairpin turn!” exclaimed Jean. “There are so many climbers and hikers in need of food and cider, we didn’t see any violation in that.” The married couple bursts out laughing.
“Heck, we swam Low Falls for free; why can’t we sell fresh apples and ciders to climbers?” asked Mike Jr. rhetorically.
But the couple reined it in, and opened their roadside farm market in 1985. From that moment on, the Moriellos’ Apple Hill Farm Market was born and flourishes to this day.
Jean and Mike recall their first pick-your-own-apples day. “It was insane!” said Jean. “We were working one register, people were flocking to the farm, we had no system — it was beautiful chaos!” Mike chimed in: “We called in all of our friends and relatives to work the pick-your-own, as it was out of control; but then we came up with a system.”
That system? Tony Moriello had a hay wagon built by his automotive cousin in Highland. “He built the base and then we built the sides, the decking…” That hayride brings exuberant locals and tourists up to the top of Apple Hill, where they not only get to pick and sample the freshest apples in the world, but also have a view of the Shawangunk Mountains and Catskill Mountains that is breathtaking.
“We owe an enormous gratitude to the Smiley family,” who have run and operated Mohonk Mountain House for centuries and given the Mohonk Preserve thousands of acres for preservation, said Tony. “Without their vision and dedication to preserving the Ridge, we wouldn’t have the views and the trails and the beauty we have today.”
Another Moriello family member who is also a professional firefighter asked them decades ago if they’d be interested in purchasing an old off-line firetruck to help them carry apple-picking folks up the hill and back. They did, and now that fire engine, circa 1950, is a staple of the Moriellos’ pick-your-own, which their cousin drives. “We have a professional firefighter driving our antique engine up and down the hill!” said Mike.
Asked what they love most about farming, the Moriello family — full of wit and love and humor, but also a palpable shyness and humility — paused for several moments. Tony said, “My greatest joy is working on this farm with my entire family!” Sheila, his wife and the best baker in the county, said, “I’m an old schoolteacher. So seeing these families come to our farm when their children are newborn, and then watching them grow and have children of their own and keep on coming back to the farm: That’s so beautiful. We’ve become a constant in their life, and they’ve become a constant in ours.”
Both Mike and Jean said much of the same: “Our local customers give us a sense of pride and love and community that I can’t describe; and our weekenders make us so happy, because we get to see them and their kids have a true farm experience. We’re not into agri-entertainment. We love to have people come, experience a real working farm, have a picnic, romp around the farm.”
Chelsea Moriello, one of two daughters of Mike and Jean, said, “It’s just a family affair. We all love this farm, love our customers and enjoy what we do. I hope we help to create community. That’s what we’re all about.”
There is no farm family more welcoming, loving and community-minded than the Moriellos. They’re people we all aspire to be, as they work hard, play hard, love unconditionally and continue the noble pursuit of farming.
