California Agriculture

The fresh market berry industry in Santa Cruz and Monterey counties has contributed significantly to the agricultural vibrancy of the two counties and the state of California. Dramatic growth in strawberry, raspberry and blackberry production has been documented over the last 50 years, and most notably since the 1980s. Factors influencing this growth include innovations in agricultural practices and heightened consumer demand. Here, we review the historical context for the berry industry in Santa Cruz and Monterey counties. Organic production, production economics and challenges for the future are also discussed.