The Fruitful Life

5 Questions with “Work Dad” Joe Fulco

5 Questions with “Work Dad” Joe Fulco

Some may walk into any of our Fruitful Yield stores and think we have it all together. Behind the counter, however, we’re just like any other loving, nutty family. Not only are we family-owned, but the staff is full of real people who care about each other and our customers like family. This stems from our roots as a local, family-operated chain, but also from our leadership.

Meet Joe Fulco, Fruitful Yield “work dad” and real dad to three college-aged children. He also happens to be President of Fruitful Yield. A Downers Grove native, he started working in retail at age 9, helping his dad at their own family business. Now he's had 31 years of retail experience and counting, and has been leading the way at Fruitful Yield since 2015! Unconventional in the best way, he is funny, open, sentimental, and apologetically himself. This Father’s Day, we're getting to know him a little more as we celebrate all things Fruitful Yield and Dad.

FY: Is it true that you’re always singing around the office?

Joe: That is true, yes. Some may say unfortunately yes, because I don’t sing very well, but yes. I truly believe you need to find a positive in every day.

FY: Are you for or against "dad jokes?"

Joe: I am definitely for dad jokes because there’s nothing funnier than your own wit and humor! My kids and wife just roll their eyes at my humor.

Joe with FY Managers and teams for a holiday 5k

FY: We don't know if you already know this, but many of us at Fruitful Yield see you as a type of father figure around the office. What are your favorite memories of being a “work dad”?

Joe: Hmm, we’ve done so much... I’d have to say one of my favorite memories is when we moved our first store in Elmhurst to its new location. For many of our people this was the first time they experienced moving and opening a new store. To see everyone work together so well and successfully open the new store was very rewarding.

FY: Do you have a motto that helps you get through the busy times as both a company president and busy pop?

Joe: Yep! I wear it on my wrist, "Never give up; take every day inch by inch," and just, "Never give up."

FY: Though we have a lot of health-forward and innovative products, we have a theory that everyone has a favorite "good" product and a favorite guilty pleasure product. What are yours?

Joe: OMG ooo! I would say NOW CurcuBrain. Yay, love this stuff; it has allowed me feel more focused and less forgetful. It provides more blood flow through the brain barrier, which I noticed helps me think clearer.

FY: And your favorite guilty pleasure product?

Joe: Where do I start? I LOVE Deep River Kettle Chips, 50% Less Fat, Original Flavor. Love! The crunch is awesome.

Joe and his youngest

FY: What have you learned since being a dad that also helps you at work?

Joe: There’s 2 sides to every story. That people truly are out to do their very best. Patience and commitment are key to keeping the stress low, and the love for one another high.

FY: You’ve had many retail experiences from Jewel to different supplement shops. What makes FY different?

Joe: It's family-owned, which reminds me a lot of working for my family as a young man. That entrepreneurial spirit is not only what drives Fruitful Yield, but what makes it so special.

Thanks to Joe for celebrating Father's Day with us. We look forward to spending Father's Day with all the awesome local dads at our upcoming Father's Day events. Share this story and leave your best "dad joke" for us in the comments below!


  • Dale Bates June 15, 2019 at 10:27 am

    Was that a university of Georgia hat?

    • Fruitful Yield June 17, 2019 at 10:32 am

      Joe says yes! He lived in GA back in the day.

  • Kim Soliman June 16, 2019 at 3:49 am

    you are truly an inspiring man (similar to my own Father) who I will never forget!

    Glad to see you are doing well as always.....

    Kim Soliman
    Vitamin Shoppe

    • Fruitful Yield June 17, 2019 at 10:32 am

      Great to hear from you! We passed along your kind words to Joe. Thanks for reading.

  • Sharon Wong June 20, 2019 at 9:10 am

    Joe has a big heart & puts his all
    Into his work family!

    • Fruitful Yield June 20, 2019 at 9:58 am

      We think so too!

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