Tell us a little about yourself.
My name is Wesley Wade, I’m the Founder and CEO of Freshfruit, a queer media and technology company. I was born and raised on the island of Jamaica. I’m a gay man, a graduate of Middlebury College and Columbia University, and currently live in New York City.
Who has had the most significant impact on your life?
I’ve been fortunate to have had many supportive people in my life, be they friends, family members as well as teachers and professors. But none has had the same kind of influence that I accredit to Oprah Winfrey. Certainly, Oprah has led a successful career as a self-made, multi-hyphenate businesswoman, which I admire. However, as a young teen, it was her character, generosity of spirit, and the overarching message of The Oprah Winfrey Show that had the most profound impact. By examining the ugly in life, she managed to unravel its infinite beauty. She challenged each viewer to be ever more attuned to themselves and to be more present in their own lives to avoid the common trappings of denialism, self-defeatism, regret, and trauma. She also encouraged us to think beyond the confines of the self to connect to a greater spiritual and cosmic force. She mass marketed empathy and understanding, perhaps, more so than car giveaways and other “favorite things.” It forever shaped my outlook and how I committed to live with more purpose and intention. It allowed me to walk in the world differently. It was a true gift, which was so key to an impressionable and questioning teen.
What’s your professional background?
I’m a former journalist and have worked for nearly two decades consulting with the largest media companies, Fortune 500 brands, and the foremost ad technology providers.
Why did you decide to create Freshfruit?
Freshfruit was born from the belief that queer people deserve more than survival—we deserve to thrive. For far too long, we’ve lived in the shadows—silenced, sidelined, and denied the platforms to tell our stories or build wealth on our own terms. Now, with a measure of freedom in places like the U.S., we have a critical opportunity not just to be visible, but to shape the world in our image. Freshfruit exists to showcase the brilliance within the queer community, to create pathways for queer businesses and employment, and to offer marketers an authentic, community-rooted way to support and engage with us. It’s a synthesis of everything I am—my academic background, ad tech experience, and the lived reality of being Black, gay, and Jamaican. But more than that, it’s a blueprint to change the way queer people are seen and treated—especially in places still hostile to our existence. I want to help queer youth see what many of us never could: a future that’s joyful, self-determined, and beautifully ours.
What has been your experience creating Freshfruit as a black, queer entrepreneur?
It is difficult to start a new venture for anyone. But women, BIPOC and queer folks have unique challenges with finding resources, funding, and making key connections. Less than 1% of funding in Silicon Valley is invested in projects spearheaded by people like me. You’d be surprised to learn that even at firms that cater to BIPOC and queer founders it can be incredibly hard to break through. Fortunately, I know how to hustle and make my own way. I use what privileges I have, where I can.
How do you see Freshfruit evolving in the next 5-10 years?
My dream for Freshfruit is that it becomes synonymous with the queer experience. I have clear goals and plans, none of which I will share here. But my yardstick to measure our success will depend on the extent that we have made an economic and material difference for queer people and queer businesses in reorienting society and the business world to our awesomeness and to finally dismantle the unrelenting stigma that is used to malign us.
If you weren’t working on Freshfruit, what else would you be doing?
Not a damn thing else!
