Sun Valley Berries, LLC. was established in 1993 by Rogelio Q. Ponce Sr. after acquiring the skills and knowledge to grow strawberries by working for various berry companies in Watsonville and also working alongside his father, Francisco Ponce, who was a strawberry share grower in the mid 1950’s.
After many years of successfully growing conventional strawberries, Rogelio Q. Ponce Sr. entrusted in his sons to help begin a new chapter for their family business. With the help of his two sons, Rogelio Ponce Jr. and Steven Ponce, Sun Valley Berries, LLC began to also grow Organic Strawberries, Organic Blackberries and Raspberries.
However, due to limited land availability in the Pajaro Valley, in particular, certified organic land, the Ponce’s realized that to remain viable in farming they would need to rotate crops within their current land holdings and diversify outside of berries and thus Sun Valley Farms began. Sun Valley Berries, LLC has continued farming conventional strawberries and raspberries, on a contract basis.