In Hopewell Junction, New York, Joshua Morgenthau has successfully transformed Fishkill Farms, a 112-year-old family-owned apple farm, into a sought-after fall destination. Established in 1913 by his grandfather, Henry Morgenthau, who served as the U.S. Secretary of the Treasury from 1934 to 1945, the farm has undergone significant changes under Joshua’s leadership since he took over in 2008. Following the death of his father’s legacy, Robert Morgenthau, the former owner of the farm in the 1960s, Joshua took this heritage and mixed it with a contemporary approach to agriculture.
Fishkill Farms, a 270-acre county-certified agricultural district. It’s perhaps best known for producing over 80 different varieties of apples, which account for the bulk of its agricultural production. As a Manhattanite, Joshua looked forward to his family’s summer visits to the farm. He did not come to this enterprising perseverance with much practical experience in the agricultural arts. His love of farming inspired him to extensively study horticulture. He studied organic farming techniques to ensure that the farm would thrive.
“By his stewardship, Fishkill Farms has more than quadrupled its might. “Our gross revenue has grown to over $4 million in 2024, from only about $350,000 in 2008,” Joshua noted. Such exceptional growth is a strong indication that apple production skyrocketed during this period. More broadly, it points to a deeper change in the farm’s business model.”
Understanding that the days of being solely a destination for apple picking are numbered, Joshua has sought out other revenue streams. Fishkill Farms offers pick-your-own fruit activities that have been part of its operations for decades, drawing families and individuals seeking an authentic farm experience. Joshua stated, “Especially as our lives are moving more and more out of the physical world into the digital world, coming to a farm and picking produce is a really, really meaningful experience.”
Fishkill Farms harvests the majority of its annual revenue during September and October. Through these fall months, visitors flock to the farm for fun, festive apple picking. This heavy dependence on a short time span of peak activity proved difficult. Joshua recalled a particularly difficult season: “It was the worst season we’ve ever had,” adding that he was “very concerned that we weren’t going to be able to weather another season like that and stay in business.”
The farm is supported by a core group of 20 full-time staff who are employed year-round. During peak hours, more than 100 seasonal workers help staff the high-volume onslaught of visitors. Joshua acknowledged the complexity of running such operations, stating that “the learning curve for farming is extremely steep.” He described how the farm’s activities shift dramatically during peak times: “We sort of switch what we’re doing from being farmers to running a bit of a carnival, or a festival.”
To help combat the damaging effects of conventional agriculture, Joshua has a deep commitment to leaving the land better for future generations. He expressed his commitment: “At the end of the day, I feel a sort of duty to preserve the land and keep going here.” He understands that farming requires more than just financial motivation: “You have to do it for the love, not the money.” His enthusiasm for sustainable farming practices is indicative of a growing farm-to-table movement, consumer demand for organic, locally-sourced products and experiences.
Joshua understands that agriculture and consumers are quickly evolving. He emphasized that the tide cannot be turned back. He lamented the difficulty for his community to meet soaring new consumer demands and tastes, but praised the efforts to innovate while honoring farming traditions.
As Fishkill Farms grows and changes, Joshua Morgenthau is clearly devoted to mixing innovation with legacy. This one’s easy, their farm is a successful, profitable enterprise. It’s one of FLP’s most treasured community spaces where visitors can reconnect with nature and delight in the simple joys of a harvest.