Alisha Taff – Regenerative farmer, entrepreneur and founder of Just Jujubes

Sometimes the best business opportunities are the ones you never saw coming. Just ask Alisha Taff, founder of California’s Rockfront Ranch and Just Jujubes, a brand introducing American consumers to one of the world’s oldest fruits. What began as a shift away from traditional cattle ranching has grown into a regenerative farming operation and an emerging consumer brand built around sustainability, quality and a willingness to forge her own path.

In this episode of Forktales, Alisha shares how she discovered the potential of jujubes, the challenges of turning an unfamiliar fruit into a consumer brand and the importance of mentorship and community in building a business. She also recounts the devastating 2025 wildfire that destroyed a third of her orchard and how she’s rebuilding with resilience, gratitude and an eye toward the future.