For the sixth consecutive year, strawberries retained the top spot among Monterey County’s agricultural commodities, while the wine industry continued to decline, according to the 2025 Monterey County crop report released July 7.
While several commodities reported gains, the overall gross production value of agricultural commodities declined 3 percent from 2024-25, dropping from $5 billion to $4.8 billion.
“But, it's a very good figure,” Agricultural Commissioner Juan Hidalgo said at a July 7 press conference. “It shows how stable agriculture is in our county, given the challenges that our growers face.”
Strawberries’ gross production value rose 3 percent from the previous year to $1.1 billion in 2025. Leaf lettuce, which includes Romaine and other varieties, topped $1 billion for the first time, an increase of 7 percent from 2024. Head lettuce, the county’s third most valuable crop, declined 2 percent in value.
“Margins continue to shrink for many of our farming operations,” said Norm Groot, executive director of the Monterey County Farm Bureau. He detailed how a study they commissioned in 2025 showed that 13 percent of production costs go toward regulatory requirements in California. “That's about $1,600 per acre each year. Doing business in California is tough, but for farming operations, the reality is that it's a marketplace challenge.”
Last year was largely characterized by fluctuating tariffs impacting the export of commodities, pest challenges like the diamondback moth, and high production costs linked to farm machinery costs and fertilizers produced in other countries.
Overall, vegetable crops saw a decrease in value by 4 percent; the fruit and nuts category saw a decrease of 1 percent. Wine grapes are part of that category, which dropped from the eighth top commodity to the ninth, declining for a second year in a row with a 25-percent loss in gross value.
Amid growing scrutiny from the public over pesticide use, the crop report’s theme is “25 Years of Organics.” The report highlights “how organic agriculture has grown into a trusted, nationally regulated system defined by strong standards.”
While organic agriculture accounts for 18 percent of the entire value of the crop report, organic acreage has decreased by 2,143 acres since 2024, something Hidalgo said "is not entirely uncommon because of the [nature] of crop rotations.”
“We still see strengths in specialty crops locally, particularly for Brussels sprouts, cabbage, carrots,and onions,” Groot said. “It's the diversity of our crops that keeps Monterey County as the fourth-highest producing county in our country.”