At Frog Hollow Farm, we love celebrating fruit that tastes just as good as the story behind it—and Reed avocados are a perfect example. These creamy green gems come to us from our friends Jim Churchill and Mike Sullivan at Tangerineman, the distributorship of Churchill Orchards and neighboring farms. In this case, the Reeds are grown with care by Roger Essick and Mike Sullivan in the sunny hills of Ojai, California at Essick Ranch.

Nearly 20 years ago, Roger planted Reed avocado trees with a bit of an adventurous streak, wanting to experiment with new avocado varieties and to bring something different to market. Today, he and Mike are still pushing for one simple goal: “We want to grow quality fruit that tastes good. So that’s what we’re trying to do,” says Mike.

What Makes Reeds Special?

Most of us are familiar with Hass avocados. But Reeds are another story. They’re large and round, like the size of a softball, and packed with smooth, buttery flesh. Instead of the nutty flavor Hass is known for, Reeds are incredibly creamy and rich. What’s even better is that they don’t turn brown as quickly once cut open, thanks to lower levels of the enzyme that causes browning (polyphenol oxidase). That means your guacamole, toast, or salad stays gorgeous a little longer.

Reeds also have a California-born pedigree. They were developed right here in the Golden State, making them a homegrown treasure!

Why Roger and Mike’s Reeds Are Exceptional

Here’s the thing: not all Reed avocados are grown and harvested the same. Many growers pick them too early, before they’ve reached full maturity. But Roger and Mike take a slower, more intentional approach. They’ll sample fruit straight from the tree, waiting until flavor and texture are just right before harvesting.

Their Ojai location adds another layer of magic. The region’s hot climate encourages the fruit to develop a higher oil content, giving their Reeds an especially rich and satisfying mouthfeel. Once picked, the avocados ripen off the tree, but only after reaching their peak maturity. This results in avocados that are creamier, tastier, and simply better!

Roger and Mike also keep things fresh with a short supply chain. As Mike explains, “We pick all the fruit in the morning, it goes on the truck, and it gets to you the next day.” That quick turnaround means you’re enjoying avocados at their absolute best, just as the growers intended.

An Avocado Worth Savoring

For us, working with partner growers who share our values of growing fruit intentionally is part of what makes farming so rewarding. The care, craftsmanship, and high standards that Roger and Mike have for their Reed avocados shine through in every harvest. 

So next time you slice into one of these buttery beauties, know that you’re tasting nearly two decades of care, dedication, and a whole lot of Ojai sunshine. Order these Reed avocados today and savor the difference for yourself!