PUBLISHED MAY 2025
Hard work bears fruit for generations
From a single man’s dedication to his Riverhead orchard, a beautiful legacy has blossomed. The Jelas Foundation, established by Steve Jelas, is showing that vision and determination can cultivate generations of success for Aotearoa.
Steve Jelas outside his roadside shop where he sold produce from the orchard in Riverside.
Hard work sowed seeds of success
Steve Jelas, or ‘Yelash’ as pronounced in Croatian, was born in 1926. His parents, Andrija and Matija Jelas, came to Aotearoa from Croatia, seeking a brighter future for their family. Steve, the sixth child, grew up with his hands in the soil of the family orchard and vineyard in Riverhead. He went to local schools in Riverhead and Helensville, but his education also came from the land itself. He learned the rhythms of the seasons and the rewards of hard work.
In 1946, Steve acquired ten acres of his own. He promptly established Riverhead’s first roadside shop to sell what he grew. His niece, Julena Moors, a trustee of the Jelas Foundation, recalls his offerings with awe.
“Apples, pears, peaches, nectarines, grapes, strawberries, garlic; you name it, he grew it! There was kiwifruit, capsicum, chillies, gherkins, pumpkin, figs, tomatoes, and even sunflowers”.
Julena paints a picture of “a beautifully kept orchard, many varieties of fruit trees, straight rows, grass mowed, surrounded by large hedges”. She often found him there, “sleeves rolled up above the elbows, sometimes up a ladder pruning with secateurs and a saw”.
Steve was known for his unwavering positivity and his love of good conversation. He would happily chat about his latest crops, the All Blacks, or talkback radio. He also kept himself fit as a champion ballroom dancer and continued to work until his late 80s.
When the land was eventually sold to developers, he would quip that he was now “growing houses” where fruit trees once stood. It was his wish that his success would benefit the community after his passing. Steve passed away in 2018.
The Jelas Foundation now nurtures the future
Steve set up the Jelas Foundation with a clear purpose: to give back to the community. Supporting education is a key part of this. Today, the Foundation has four trustees dedicated to honouring Steve’s vision: Julena Moors, Judge June Jelas, Bernie Allen, and Simon Papa. Together they aim to stay true to his values of hard work, initiative and self-responsibility.
Julena explains, “First Foundation champions the idea of offering a ‘hand up, not a handout and we know Steve would appreciate this. He built his success from the ground up through perseverance and personal effort.”
“First Foundation empowers young people who demonstrate drive and talent but lack the necessary resources or networks to realise their full potential. It’s about giving these young people the tools and support to find their own paths, much like Steve did with his orchard and roadside shop.”
“As trustees, we’re not just looking to distribute funds; we want to nurture Steve’s same sense of industriousness. Together we aim to stay true to his values of hard work, initiative and self-responsibility.”
First Foundation chair, Michael Harper with Jelas Foundation trustees Julena Moors (left) and June Jelas (right).
Partnering is working faster
The Jelas Foundation trustees were impressed when they heard about First Foundation’s programme. “We thought, well, wow, this is a good one. We’ll back this because their team has done all the hard work”.
What caught their attention was that First Foundation prioritises students who show talent and grit, but face barriers of circumstance. The multifaceted support means it’s not your traditional scholarship. Julena likens the wrap-around care to “the village that brings the child up… It’s not just any one person”. She’s been so impressed by the approach that she’s considering becoming a mentor.
First Foundation’s 25-year history of impact was another compelling factor for the Jelas Foundation. “It was successful. We saw the transformation of each scholar from Year 12 to graduating and starting their careers.”
Julena says the process of choosing which scholars to support can feel harrowing because there are so many deserving candidates. Since 2023, they’ve already chosen 12 outstanding scholars. They look for applicants who show initiative and willingness to work, says Julena.
“We identify those that look as if they have tried hard and have some get up and go. This mirrors Steve Jelas’ own life. If his orchard required attention, he would prioritise it, even if it meant leaving a party early or rising before dawn.”
Generosity today will bear fruit tomorrow
Julena says the Jelas Foundation is delighted to be part of the programme and their scholars’ journeys.
“We congratulate First Foundation on its efforts and look forward to our partnership growing”.
First Foundation’s ambition is significant: to accelerate the delivery of the next 1,000 scholarships. This goal directly addresses the inequality gap in Aotearoa by helping to ensure that talented young people can succeed, regardless of their background. It’s a beautiful reflection of Steve Jelas’ own life.
Steve’s story began with cultivating land; his legacy now cultivates human potential. The Jelas Foundation, by partnering with First Foundation, is keeping his values alive.
Julena encourages other philanthropists, trusts, and businesses looking to make a genuine, lasting impact. “Consider how your support might help unlock the next bright mind, the next community leader, or the next innovator. The seeds of today’s support will undoubtedly become tomorrow’s strong, fruit-bearing trees.”
