About Joray Fruit Roll

Great Grandpa George Shalhoub left Lebanon penniless in 1886, setting out for America in pursuit of the American Dream. His passion for baking and confections, along with a desire to introduce the unique sweets of Lebanon to the United States, fueled his journey.

 

Driven by determination and tireless effort, George worked day and night until he successfully opened his first shop, George’s Bakery. In time, he welcomed his son, Joseph, into the business and renamed the now well-established bakery to George Shalhoub & Son, Baker and Confectioner. Together, they built a loyal following for their fine handmade pastries and signature confections.

 

 

As the business continued to grow, Joseph brought his own son, Louis, into the family enterprise. With this new generation, the name evolved once more to Joseph Shalhoub & Son—further cementing the family tradition.

 

 

Like his great-grandfather, Louis held a dream of expanding the reach of the family's unique confections. In 1950, this vision was temporarily paused as Louis proudly served in the United States Army, earning a Bronze Star while keeping his hopes for the bakery alive.

 

 

Upon Louis’s return from military service, the bakery introduced several new, creative offerings. One standout was a beloved Lebanese treat known as amardeen—a handmade apricot paste, pressed, dried into a sheet, and sold by the pound. As word spread, customers from near and far came to experience this exceptional confection.

 

In a lightbulb moment, Louis discovered that their mouth-watering apricot sheets could be transformed into individually rolled pieces. Together with his wife, Madeline, they began hand-pressing the apricot paste and carefully rolling each piece by hand. In 1960, the first fruit rolls were sold—apricot only.

 

 

At the time, no one could have predicted just how popular the fruit rolls, then affectionately known as “shoe leather,”—would become. Staying true to family roots, the fruit rolls were packaged under the brand name JORAY®, a name inspired by their two sons, Joseph and Ray. In 1975, Joseph and Ray joined their parents in the business, continuing the tradition and helping grow JORAY® Fruit Rolls into the beloved brand it is today.

 

 

At Joseph Shalhoub & Son, fruit rolls are still handmade with the same care and quality as three generations ago. JORAY® Fruit Rolls have expanded from one flavor to nine and are now enjoyed across the United States and internationally.

 

 

This legacy stands as a tribute to a rich history, a strong family tradition, and Great Grandpa George’s enduring American Dream.