Quick Take:
Santa Cruz County’s agricultural economy grew 2.8% in 2025, driven largely by a 27% jump in strawberry value to nearly $279 million, while other major crops saw more mixed results.
Santa Cruz County’s strawberry growers had a banner year in 2025, with the value of the county’s highest-grossing crop increasing 27% to nearly $279 million.
That’s up from $218 million in 2024, according to the county’s 2025 crop report, released Wednesday. Agricultural Commissioner David Sanford attributed the increase to more strawberry fields, higher production per acre, and an increase in the price per ton.
The crop also benefited from an exceptionally long growing season that stretched into early November, with no major weather disruptions like flooding or heat waves, and ideal growing conditions throughout the summer.
“Prices held up quite well even with a lot of fruit on the market, partly due to the extended season, so there wasn’t a period of too much fruit hitting the market at any one time,” he said.
Strawberries weren’t the only berries to see strong results, although the three major berry crops had different outcomes. Blackberries increased slightly in value, while raspberries dropped from $124 million in 2024 to $104 million in 2025.
These three berries combined to earn nearly half a billion dollars, representing 64% of the county’s total crop value.
The gross production value for all of the county agricultural commodities was $762.9 million, an increase of 2.8%.
“Strawberries had an exceptionally strong year, but the report also shows how much conditions can vary from crop to crop,” Sanford said in a media release. “These figures reflect what growers produced and its estimated gross value, and do not account for the substantial costs of growing, harvesting and bringing products to market.”
Vegetable crops totaled $82.5 million, down 15.8% from the previous year. However, brassicas remain popular on the Central Coast. Broccoli rose from $5 million to $8.3 million, and Brussels sprouts rose from $8.9 million to $10.3 million. These gains were offset by decreases in lettuce production, including iceberg, romaine and leaf, and other miscellaneous vegetables.
Apple production rose last year from $13.3 to $13.6 million due to increase in yields per acre and a price jump per ton, despite losing 180 acres of orchard.
Poultry, livestock and animal products also had substantial growth, up 23.5% to $11.8 million. Nursery stock, cut flowers and greenery decreased 5%, and the value of timber dropped from $6.3 million to $5.5 million. The value of organic produce increased slightly from $142.6 to $143.9 million.
