Fruit of the Earth, often abbreviated as FOTE, is an American, family-owned personal-care company primarily recognised for its aloe vera–based skin-care products, most notably its Aloe Vera 100% Gel. Established in 1980 and based in Texas, the company has evolved from a niche aloe-focused business into a broad manufacturer of skin-care, sun-care, health, bath-and-body, and household products. 1

Records from the Better Business Bureau list the company’s incorporation date as August 28, 1980, aligning with Fruit Of the Earth’s own historical identification of 1980 as its founding year. 2

Fruit Of the Earth was established in 1980 in Texas with a specific mission: to create accessible, high-quality products centred on aloe vera. This ingredient became the defining characteristic of the brand’s identity. 1

Historical trade publications identify Tom McCurry Sr. as the founder, citing his interest in aloe vera as the inspiration for the business. The initial product range included Aloe Vera Gel, Aloe Vera Lotion, and Vitamin E Lotion. These aloe-based items subsequently secured distribution through drugstores, mass retailers, grocery stores, and independent retailers. 3

The company maintained its status as a family business throughout its expansion. Current public business records classify Fruit Of the Earth as a privately held corporation, while its corporate history continues to highlight its family-owned structure. 15

Aloe vera serves as the foundational element of the Fruit Of the Earth brand.

The company’s original identity was constructed around aloe-based skin care, with Aloe Vera 100% Gel emerging as a signature product. Current product information describes this gel as being derived from the inner fillet of aloe vera leaves, positioned primarily as a soothing and moisturising skin treatment. 4

Fruit Of the Earth states that its aloe is carefully grown and harvested and sourced from a fair-trade producer. The company also notes that it formulates its products internally. 1

While aloe remains central, the present-day portfolio extends significantly beyond aloe gel.

Fruit Of the Earth’s offerings are categorised into several key areas:

Skin care

Skin care remains a core category for the company. Products include aloe vera gels, lotions, moisturisers, and formulations featuring ingredients such as:

• Aloe vera
• Vitamin E
• Cocoa butter
• Essential oils
• Other nature-inspired ingredients

The company describes these formulations as nature-inspired, emphasising natural ingredients in its development process. 1

Sun care

The brand maintains a substantial sun-care division, offering sunscreen and after-sun products. Its sunscreen range is characterised by lightweight, non-greasy formulations designed for everyday protection. 1

Health and aloe drinks

Fruit Of the Earth has expanded into aloe vera beverages. The company promotes drinks made from organically grown aloe vera leaves, stating they contain no added sugars, starches, or thickeners. 1

These aloe drinks have appeared in NSF functional-food listings, including Fruit Of the Earth Aloe Vera Drink and Wild Berry Aloe Vera Drink.

Bath & body

Beyond facial and general skin treatments, the company produces bath-and-body products, adhering to its broader nature-inspired positioning. 1

Household products

The brand has entered the household-cleaning market, broadening its scope well beyond its origins as an aloe-vera-focused entity. 1

Fruit Of the Earth’s brand identity rests on several pillars:

Nature-inspired formulations.
The company prioritises ingredients derived from or inspired by nature, with aloe vera remaining its most recognisable component. 1

Accessibility.
Its historical mission focused on producing effective, high-quality aloe products that were accessible to consumers. 1

American manufacturing.
Fruit Of the Earth states it remains based in Texas, where the entire production process—from concept to distribution—occurs. Consequently, it emphasises the phrase “American made” alongside its family-owned identity. 1

Ingredient sourcing.
The company highlights attention to ingredient origin, specifically noting its sourcing of aloe from fair-trade producers. 1

A significant but less visible aspect of Fruit Of the Earth’s operations is manufacturing for other brands.

The company reports that its products are sold not only under its own label but also under various store-brand/private-label names. 1

This means consumers may encounter aloe products manufactured by Fruit Of the Earth without seeing the “Fruit Of the Earth” branding prominently displayed.

Legal proceedings involving aloe vera products have identified Fruit Of the Earth as a manufacturer of aloe vera gel sold under its own brand as well as private-label versions for major retailers including CVS, Walgreens, Walmart, and Target.

Thus, Fruit Of the Earth functions as both a consumer brand and a personal-care product manufacturer.

Although an American company, Fruit Of the Earth has a notable international footprint. The company claims to reach millions of people globally and positions itself as a well-known personal-care product maker in the global market. 1

Its international growth has been aided by the universal recognition of aloe vera as a skin-care ingredient.

Fruit Of the Earth states that it implements environmentally friendly practices, such as using recyclable packaging.

In a cited year, the company reported that its recyclable-packaging efforts contributed to savings of approximately:

• 3.234 million gallons of water
• 7,854 trees
• 462 tons of CO₂ emissions

The company also supports local and national charities and has participated in initiatives ranging from hurricane relief to sponsorship of the U.S. Ski Team. 1

Fruit Of the Earth remains a privately held, family-owned company, distinct from publicly traded consumer-goods corporations. LinkedIn profiles describe the company as privately held and headquartered in Fort Worth, Texas. 5

Public corporate records identify Thomas E. McCurry as a principal executive/owner and Thomas McCurry Jr. as president. 2

There is some variation in public sources regarding specific corporate addresses due to the company operating from multiple Texas locations over time. Its current corporate footprint is associated with the Fort Worth/Grand Prairie area. 26

In the competitive personal-care market, Fruit Of the Earth occupies a distinctive position.

It is not primarily a luxury beauty brand. Instead, its identity is built around:

• Aloe vera and other recognisable natural ingredients
• Practical, everyday personal care
• Affordable and accessible products
• Large retail distribution
• American manufacturing
• Family ownership
• A combination of branded products and private-label manufacturing

This strategy helped establish aloe vera as the central visual and commercial association of the brand.

The Aloe Vera 100% Gel is arguably the product most strongly linked to Fruit Of the Earth.

The company describes it as being made from the inner gel of aloe vera leaves, intended to cool and soothe sun-exposed or irritated skin while helping retain moisture. It is marketed for everyday uses involving dry skin and minor irritation. 4

The product’s long history is crucial to the brand: Fruit Of the Earth did not add aloe vera to an existing cosmetics portfolio—it built its original identity around aloe vera before expanding into other categories.

1980 — Fruit Of the Earth is founded in Texas. 1

Early 1980s — The company develops its initial aloe vera and vitamin-E products, including Aloe Vera Gel and Aloe Vera Lotion. 3

1980s — Aloe products expand into drugstores, mass retailers, grocery stores, and independent retailers; operations eventually consolidate in Texas. 3

1990 — Fruit Of the Earth files as a foreign for-profit corporation in Texas, according to state corporate records. 6

1990s–2000s — The product portfolio expands into additional skin care, sun care, and related categories.

2000s onward — Fruit Of the Earth develops additional brands and product lines, including sun-care and specialised personal-care products; trademark records document a growing portfolio of product names. 7

2010s–2020s — The company continues expanding its branded and private-label manufacturing activities while maintaining aloe vera as a core ingredient and identity.

Today — Fruit Of the Earth describes itself as a family-owned Texas company producing skin-care, sun-care, health, bath-and-body, and household products, with distribution reaching consumers internationally. 1

1. About Us – Fruit of the Earth
2. Fruit of the Earth, Inc. | BBB Business Profile
3. Catch the vision: Fruit of the Earth takes good – ProQuest
4. Fruit of the Earth – Forcell USA
5. Fruit of the Earth
6. Fruit of The Earth, Inc.
7. FRUIT OF THE EARTH, INC. Trademarks :: Justia Trademarks