Columbia Marketing International cherry grower Jack Raines introduces himself to customers and consumers in a new video.

“I get out here and work with my crew just as hard as they do and I’m 80 years old,” Raines said in the video. “It forces you to exercise and work where maybe a person that age would have more fun playing golf.”

“It gets me away from the office,” he said.

It also gets him away from predictable temperatures.

“Last year we had to put up with 100 degree weather every single day of harvest,” Raines said. “That was a tremendous challenge. I never dreamed I’d have to turn around and do it again this year. There isn’t anything you can do about Mother Nature.”

“I guess the biggest joy I get out of orcharding is the challenge… to try to create something better than it was,” he said.

CMI is based in Wenatchee, Wash.