Each May, California Strawberry Month offers an opportunity to celebrate more than just one of the state’s most iconic crops. It’s a chance to recognize the people, innovation, and stewardship behind an industry that helps feed families across the country while supporting communities here on the Central Coast.
As a Latino farmer in Monterey County, Strawberry Month is especially meaningful. It’s an opportunity to share the story behind the fruit so many people enjoy every day — a story rooted in hard work, family, resilience, and a deep responsibility to care for the land.
For many Californians, especially those living farther from farming communities, agriculture can feel disconnected from everyday life. But strawberries help bridge that gap. They are part of school lunches, weekend farmers markets, family desserts, and grocery carts in nearly every neighborhood. Behind every berry is a network of people committed to producing fresh, healthy food while protecting the resources that make farming possible.
California produces nearly 90 percent of the strawberries consumed in the United States. Despite this tremendous contribution, strawberries use less than one percent of the state’s farmland while supporting more than 50,000 jobs across roughly 30 sectors, including farming, harvesting, transportation, research, food safety, and distribution. Along the Central Coast, those numbers translate into real opportunity for local families and businesses.
Strawberry farming supports farmworkers, truck drivers, irrigation specialists, researchers, equipment suppliers, and small business owners throughout Monterey, Santa Cruz, and neighboring counties. Approximately 95 cents of every dollar earned from strawberry farming stays within California communities, helping strengthen local economies and create pathways for future generations.
The strawberry industry is also helping shape the future of agriculture through research and innovation. Students and graduates from UC campuses, Cal Poly, and other California universities are entering the field as scientists, agronomists, engineers, and sustainability leaders. Their work is helping farmers improve efficiency, conserve resources, and continue growing healthy food responsibly.
For many of us, farming is more than a business — it is a legacy.
Strawberry farming also reflects a deep commitment to stewardship. California farmers operate under some of the strictest environmental standards in the world, but our responsibility goes beyond regulations. We understand that protecting our soil, water, and natural resources is essential to the future of farming itself.
That commitment is visible in the way strawberries are grown today. Advanced drip irrigation systems allow growers to deliver water directly to plant roots, minimizing waste and improving efficiency at a time when every drop matters. Farmers also continue adopting integrated pest management practices that combine monitoring, beneficial insects, and innovative technologies to protect crops while reducing reliance on broad chemical applications. These efforts demonstrate that productivity and environmental responsibility can go hand in hand.
At the center of the strawberry industry are the people whose work makes every harvest possible.
Strawberries are still harvested by hand, requiring precision, care, and extraordinary skill. Each berry must be picked at exactly the right moment to ensure freshness and quality. Harvest crews take pride in knowing their work helps deliver nutritious fruit to families across the nation.
The industry also continues to create opportunities for advancement and leadership. As a second-generation farmer, I’ve seen firsthand how agriculture can open doors through hard work, innovation, and education. Today, California’s strawberry community reflects the diversity and strength of our state — multigenerational farm families, immigrant entrepreneurs, and an increasing number of women leaders all contributing to a vibrant future for agriculture.
California Strawberry Month is ultimately a celebration of all of this: the people, the science, the stewardship, and the shared commitment to feeding others.
For many consumers, strawberries are simply a favorite fruit. But behind every berry is a much bigger story — one of innovation, opportunity, environmental care, and community.
That story continues to grow here on the Central Coast, rooted in tradition and carried forward by the next generation.