Few stories better illustrate entrepreneurial resilience than those of the Dixon’s Apple Orchard owners-the Mullane family. Dixon’s Apple Orchard has a long history in New Mexico and was once one of the state’s most recognized apple-growing operations. The orchard was located near Peña Blanca, north of Albuquerque along the Rio Grande corridor, and became especially famous for its unique Champagne Apple, a variety discovered growing wild in a New Mexico canyon and cultivated by the family for generations.
The family built one of New Mexico’s most beloved agricultural destinations, dating back to 1944 and their orchard was more than a business; it was a treasured tradition for families throughout northern New Mexico. Then disaster struck. A devastating wildfire, followed by severe flooding in 2011, destroyed much of the orchard and ultimately made it impossible for the family to continue operating in New Mexico. Faced with the loss of their home, livelihood, and decades of hard work, many business owners might have just called it- the end period! Instead, the Mullane family chose a different path. Becky Mullane described the fire and subsequent flooding as the fall forward event that ultimately led them to relocate and rebuild.
That decision led them to Chippewa County Wisconsin, where they planted new roots and began the challenging process of recreating their orchard from the ground up. Rebuilding an agricultural business is not a quick endeavor. Apple trees take years to mature, customer relationships must be reestablished, and new markets must be developed. Yet the Mullane’s with some Champagne Apple Trees-embraced the challenge with determination, innovation, a long-term vision for success and started back to work! What makes their story especially remarkable is that they never abandoned the loyal customers who supported them in New Mexico. Around 2016, the Mullane family started making annual trips back to New Mexico with truckloads of apples and cider. This time serving those longtime loyal customers with the Chippewa County Champagne Apple. Their commitment to those relationships demonstrates an entrepreneurial principle often overlooked: successful businesses are built on trust, loyalty, and community.
The Mullane family’s entrepreneurial journey did not stop with rebuilding their orchard. As demand grew for unique rural experiences, the family successfully expanded beyond agriculture by developing Dixon’s Wedding Venue, a modern event facility that has become a sought-after destination for weddings, celebrations, corporate gatherings, and community events. The venue attracts visitors, supports local tourism, and continues to contribute to the Chippewa County economy. In 2021 the Mullane’s continued to look toward the future with the acquisition and growth of the first winery in the Chippewa Valley-Autumn Harvest Winery-which is located a few miles away. The addition of the winery complemented the orchard and event venue, creating an even more complete visitor experience. Together, the orchard, winery, and wedding venue offer guests a unique destination where they can enjoy locally produced beverages, picturesque countryside views, special events, and memorable celebrations all in one location.
The Mullane family’s story is an excellent example of Business Expansion And Retention (BEAR) in action. What began as a family orchard became a diversified enterprise that capitalizes on multiple market opportunities, including agriculture, tourism, hospitality, weddings, events, and locally produced products. Each expansion created new reasons for visitors to spend time and money in Chippewa County, benefiting nearby businesses and strengthening the local economy. Their journey from rebuilding after disaster to creating a multi-faceted destination enterprise is a testament to resilience, innovation, and the power of entrepreneurship and why entrepreneurial ecosystems matter. When talented, determined founders find a welcoming community, access to resources, and local support, they can transform adversity into opportunity. From there they can continually look for new opportunities to grow, adapt, and create value for their customers and communities.