The Art and Science of Artesan Fruit

Eder Valle is in the business of carving whole watermelons into elaborate floral designs accompanied by bouquets of his fresh-dipped chocolate-covered strawberries. The finished products are a feast for the senses, serving as gifts for special occasions or as centerpieces to elevate a special event. And in one of those delightful instances of ‘I did not see that coming,’ the idea for his uniquely artistic business, Artesan Fruit, was born in a scientific laboratory.

Eder is a scientist. Several years ago he was in a position where he would often spend hours waiting between action and reaction, giving him lots of time to think. “I remember being in this fume hood,” he recalls, “I had to wait an hour for this reaction to complete, so what am I going to do in the meantime?” Questions began to unfurl in Eder’s mind: What else can I do with my time, what else can I do with my abilities? While bouncing ideas around with friends, those questions crystallized into an answer: “I want to start my own business.”

As many people who go into business for themselves have found, finding the balance point of time, talent and startup cost can be tricky. Many begin with a very specific concept but Eder, who was not married to any one plan, was able to follow the current of many ideas as they occurred to him. This process of sifting, winnowing and discerning left him open to inspiration when it came from an unexpected quarter: a memory from childhood. “I remembered that my dad used to make these apple swans when we were little,” says Eder. Finding video tutorials about carving apples into centerpiece swans led Eder down the virtual rabbit hole, finding more ideas, more challenges, until he was spending his weekends practicing, carving and bringing intricate roses to life from the glowing heart of a watermelon.

Skills honed, Eder began working out of FEED Kitchen in 2017. There, one of the managers referred him to the UpStart program as the place to go to launch the next phase of his business. The program helped him focus on concepts like identifying his target client base and how to discern those times when something is not working and how to pivot from there. The support within the UpStart program helps many new entrepreneurs make it through the difficult first steps, emerging with confidence to launch their business into the world.

Throughout the conception, launch and success of Artesan Fruit, Eder remained a scientist. His approach to the business side of things is notably scientific in the ways he observes, analyzes and adapts, but when it comes time to pick up a carving knife, he gives his artistic side free reign.

“When I’m a scientist I’m very analytical,” Edar says, “very detail-oriented.” The refrain of ‘don’t make any mistakes’ is a mantra to live by. “But,” he adds, “when I do the artwork I am less tense and okay with making mistakes. I have learned that with the artwork it’s okay to make mistakes, that it may even add beauty to the design.” Idealized forms can be beautiful but Eder finds greater beauty and reward in embracing and imitating the natural world; embracing imperfections and asymmetry as a sign that each of his creations is as unique as a wildflower.

Artesan Fruit just wrapped up an exciting summer; Breese Stevens Fields hired them for their summer concert series, creating unique centerpieces for all the bands and performers who came through. Eder worked on designs for Willy Nelson, Train, Allison Kraus, Plant, Hosier, and Cat Power, among others. “Hosier’s marketing people posted a video with their arrangement,” Eder says, and adds with a laugh, “I felt famous.”

Artesan Fruit is a proudly local and BIPOC-owned business providing artistic centerpieces for personal chefs, high-end hotels, and performing arts industries. They also work with customers to design custom edible centerpieces for weddings and business or private events around the Madison area.

Connect with Artesan Fruit via their website and Instagram.