Long before Martinelli’s canceled contracts with some local growers this year, the Pajaro Valley’s apple industry had been in steady decline, squeezed by competition from Washington state, shifting consumer preferences and the lure of more profitable crops. Now, as orchards are ripped out across the region, farmers and industry leaders are searching for new ways to preserve one of Santa Cruz County’s oldest agricultural traditions.
Martinelli’s pullback
Coverage of Watsonville-based S. Martinelli & Co. canceling contracts with Pajaro Valley apple growers and the effects on the local economy.
Posted inFood & Drink
As Martinelli’s pulls back, local schools and nonprofits rally to support Pajaro Valley apple growers
After Martinelli’s announced it would not renew contracts with local apple growers, one Pajaro Valley farmer has been flooded with calls, ideas and offers from community members eager to help replace the major buyer. While potential partnerships with school districts, nonprofits and other local organizations show promise, growers say finding markets large enough to absorb the thousands of tons of apples once sold to Martinelli’s remains a significant challenge.
Posted inFood & Drink
As Martinelli’s cancels contracts, Watsonville apple farmers lose their biggest buyer – and a way of life
For decades, Pajaro Valley apple farmers relied on S. Martinelli & Co. as their primary — and often only — buyer, but the company’s decision to stop renewing some grower contracts has left longtime orchardists scrambling for alternatives and questioning the future of local apple farming.
