Growing a Better Future
We're excited to begin a brand-new series: Meet the Farmer.
Every regenerative farm has a story. Behind every piece of fruit, every vegetable, and every handful of healthy soil is someone making thousands of intentional decisions each day.
In the months ahead, we'll introduce you to the incredible growers and producers who are helping reshape our food system, one farm at a time.
Today, we'd like you to meet Victor. His commitment to regenerative farming and producing exceptional French Plums is reflected in the land he stewards, the trees he nurtures, and every harvest he brings to life. We’re excited to share his story and give you a closer look at the people behind the food you enjoy.
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Meet Victor
Victor didn't begin his farming career as a regenerative farmer.
Like many growers, he was raised in a conventional farming family. Farming with synthetic fertilizers, herbicides, and pesticides was simply how it was done.
Then something changed.
While selling produce at farmers markets in San Francisco during the 1970s, Victor began noticing a handful of farmers growing organically.
"At first, I thought it was just a fad."
But year after year, those questions stayed with him.
"Why do I think it's a good idea to spray chemicals on food before feeding it to people?"
The more he studied, the more he found answers that pointed him toward farming in harmony with nature instead of against it.
Eventually he made the decision to leave synthetic chemicals behind.
Today his farm proves something many once believed wasn't possible:
You can farm commercially while improving the land instead of degrading it.
As Victor puts it,
"I moved from doing harmful things to the earth...to stopping those things and doing good for the land, the food, and the people."
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Why Victor Loves Growing Cover Crops
As a fruit grower, you might expect Victor's favorite thing to grow to be fruit.
But it's not.
His favorite crop is actually cover crops.
Why?
Because, as Victor puts it,
"One good thing generally leads to more good things happening throughout the cycle of food production."
Cover crops are the perfect example.
By planting them, Victor builds healthier soil, attracts beneficial insects and pollinators, increases biodiversity, protects the land from erosion, improves water infiltration, and creates better growing conditions for future crops.
One simple decision creates a ripple effect throughout the entire ecosystem.
That's what Victor loves most about regenerative farming, working with nature instead of against it.
He even planted an entire section of wildflowers simply to attract beneficial insects.
"The best part," he says, "is getting to see all the wildflowers."
For the people enjoying his harvest, however, Victor has a different favorite: French Plums (prunes).
Research suggests prunes may help support bone health, and Victor loves knowing that the food he grows can genuinely improve the health of the people who eat it.
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A Life-Changing Turning Point
Victor's transition happened gradually.
In 2006, half of his operation became organic.
Then in 2017, he received a cancer diagnosis.
While no one can say with certainty what caused it, Victor believes years of chemical exposure in conventional farming likely played a role.
The experience only strengthened his commitment to producing food in a healthier way, for himself, his team, consumers, and future generations.
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Wisdom from the Field
When asked about the biggest lesson he's learned, Victor doesn't talk about yields or profits.
He talks about mistakes.
"Mistakes are God's tutor. The question is whether we truly learn from them, or keep making the same ones again and again."
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What Keeps Him Going?
On the difficult days, Victor remembers why he farms.
He thinks about:
- The families eating the food he grows.
- His employees and their livelihoods.
- The beauty of the land around him.
- The opportunity to care for God's creation.
Those things make every hard day worthwhile.
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The Legacy He Wants to Leave
When asked what legacy he hopes to leave behind, Victor's answer wasn't about acres farmed or boxes sold.
It was about stewardship.
"When I leave this earth, I hope the people, the soil, the land I cared for, the food I grew, and the lives I touched are all better because I was here."
That's the heart of regenerative agriculture.
Not simply growing crops.
Growing a better future.
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Just for Fun...
If your farm had a theme song, what would it be?
Victor didn't hesitate.
🎶 "Peaches" by The Presidents of the United States of America.
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Stay Tuned
This is just the beginning of our Meet the Farmer series.
Over the coming months, we'll introduce you to more of the incredible growers behind Earth Wake Foods. Each has a unique story, a different journey, and a shared commitment to producing food that nourishes people while restoring the land.
We hope you'll follow along and get to know the people who are helping cultivate a healthier future, one harvest at a time.