Field Fresh Farms

What Field Fresh Farms does

Field Fresh Farms is a privately held, fourth-generation family-owned produce grower and packer headquartered in Watsonville, California, with a secondary growing and packing site in Yuma, Arizona. The company was originally founded as Carl Dobler & Sons in 1951, was rebranded to Dobler & Sons in 1995 when the third generation took over, and was reorganized under the Field Fresh Farms name in 2005 alongside the launch of its Beach Road Organics certified-organic sub-brand. Operations are vertically integrated across growing, processing, packing, and shipping, with fields sited minutes from the coolers so that harvest-to-ship cycles collapse into the same day.

Its core product line is conventional and certified-organic leafy greens and vegetables, including arugula, romaine hearts, spinach, spring mix, kale, baby greens, leaf and head lettuce, broccoli, sweet baby broccoli, cauliflower, green onions, brussels sprouts, and herbs, with a flagship "Mega Mix" premium blend. The company serves two primary end markets through direct enterprise field sales: foodservice operators (restaurants, hotels, caterers, institutional buyers) and retail grocery chains, each supplied via purpose-built packaging formats (bulk bags, clamshells, liner packs, wrapped lettuce). Manufacturing technology includes AI-powered Carbon Robotics LaserWeeders for in-field weed control, advanced optical sorters to remove foreign objects, and vacuum cooling systems for post-harvest quality.

The revenue model is straightforward goods sale of fresh produce under two consumer-facing brands (Field Fresh Farms conventional and Beach Road Organics), with no disclosed pricing tiers or subscription mechanics. Distribution runs through the company's own sales team plus participation in industry trade shows such as IFPA Foodservice Conference (Booth #401). Food safety is a central operating requirement, with active certifications under PrimusGFS, LGMA (California and Arizona), GAP, World Quality Service, and Organic Certifiers. Headcount is in the 11-50 range, and the company has explicitly extended its product set with Organic Baby Hemp Greens in 2026 and refreshed its website that same year.

Name

Field Fresh Farms

Legal name

Field Fresh Farms, LLC

Website

https://fieldfreshproduce.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

11–50 employees

Short description

Field Fresh Farms is a fourth-generation, family-owned vertically integrated grower and packer of conventional and certified-organic leafy greens and vegetables, serving foodservice operators and grocery retailers from dual growing regions in California's Central Coast and Arizona's Yuma/Imperial Valley.

Ownership category

akta.pro rank

Product category

Fresh Produce

NAICS

Vegetable and Melon Farming (11121), Other Vegetable (except Potato) and Melon Farming (111219)

SIC

Agricultural Production-Crops (100), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard) (AFAGADAA)

akta.pro secondary industries

Organic Vegetable & Melon Farming (Open-Field) (AFAGAKAC), Organic Produce Wholesale (AFAIACAE)

Keywords

• Fresh produce
• Leafy greens
• Organic vegetables
• Foodservice distribution
• Vertically integrated farming

Headquarters

HQ city

Watsonville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Fresh Produce Sales: Field Fresh Farms generates revenue through the sale of fresh produce including leafy greens (arugula, romaine hearts, spinach, spring mix, kale), head lettuce, broccoli, cauliflower, green onions, brussels sprouts, herbs, and more. Products are sold under Field Fresh Farms brand (conventional) and Beach Road Organics brand (organic). Both foodservice and retail packaging formats are offered.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Field Fresh Farms grows, processes, packs, and ships fresh conventional and organic leafy greens and vegetables from fields in California's Central Coast and Arizona's Yuma region. The company sells its produce under the Field Fresh Farms brand (for foodservice and retail customers) and the Beach Road Organics sub-brand (certified organic products), with operations structured to harvest, cool, and ship within 24 hours.

Product overview

Field Fresh Farms operates as a vertically integrated farming operation offering produce through multiple product lines. The company sells conventional and organic leafy greens and vegetables under the Field Fresh Farms brand (Foodservice and Retail divisions), and certified organic products under the Beach Road Organics sub-brand. Products include Mega Mix, Spring Mix, Kale, Arugula, Spinach, Baby Greens, Leaf Lettuce, Iceberg Lettuce, Romaine Lettuce, Broccoli, Sweet Baby Broccoli, Cauliflower, Green Onions, Brussels Sprouts, and Herbs. The company grows, processes, packs, and ships products from California's Central Coast and Imperial Valley.

Differentiator

Problem solved

Functional benefit

Brands

• Beach Road Organics: Certified organic product line under Field Fresh Farms, offering baby lettuces, spring mix and baby spinach grown across California's Central Coast and Imperial Valley. Distributed for foodservice customers.

Products and services

• Field Fresh Farms Foodservice Line
• Field Fresh Farms Retail Line
• Beach Road Organics
• Mega Mix
• Organic Baby Hemp Greens

Quantifiable outcome

• Harvest, process, and ship within 24 hours
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Dole Food Company: Dole is a global incumbent across fresh produce, including leafy greens and value-added salads. Overlaps with Field Fresh Farms on bagged and pre-washed lettuce, spring mix, and spinach SKUs, particularly in foodservice and retail private-label channels.
• Grimmway Farms: Grimmway Farms is one of the largest vegetable producers in the U.S. and parent of Cal-Organic Farms. Comparable through its organic vegetable operation and vertically integrated Bakersfield-to-nation distribution, with overlap on organic leafy greens and conventional vegetables.
• Bonduelle Fresh Americas: Bonduelle Fresh Americas (formerly Ready Pac Foods) produces fresh-cut salads, leafy greens, and prepared vegetables. Competes with Field Fresh Farms in retail and foodservice packaged salads, with overlapping food-safety regimes (e.g., LGMA-adjacent operations in CA and AZ).
• Fresh Express: Fresh Express (a Chiquita Brands company) is the leading bagged-salad and leafy-greens producer in North America. Comparable on product categories and food-safety standards, but operates at substantially broader national scale with private-label dominance.

Direct peers

• Tanimura & Antle: Tanimura & Antle is a Salinas, CA-based grower-packer-shipper of fresh vegetables, including romaine, leaf lettuces, and broccoli. Operates a comparable vertically integrated model across California's Central Coast with shared buyer relationships with major retailers.
• Earthbound Farm: Earthbound Farm is one of the largest organic produce growers in the U.S., also based in California, with deep overlap in organic and conventional leafy greens, salads, and value-added produce serving the same retail and foodservice channels.
• Taylor Farms: Taylor Farms is the largest producer of fresh-cut salads and leafy greens in North America. Both companies operate as vertically integrated grower-processors of leafy greens serving foodservice and retail, competing directly on the same product categories.
• Organic Girl Produce: Organic Girl is an organic leafy-greens and specialty salads brand. Directly comparable to Field Fresh Farms' Beach Road Organics sub-brand in product mix (spring mix, baby spinach, baby lettuces), target consumer (organic/premium), and channel mix (retail clamshells).

Others

• Driscoll's: Driscoll's is a California-based, privately held market leader in berries rather than leafy greens. They are not a direct competitor but operate a comparable vertically integrated grower-packer-shipper model, family-controlled governance, and west-coast production footprint — useful as a strategic benchmark for Field Fresh Farms' growth and brand-build playbook.

Regional players

• Babé Farms: Babé Farms is a Santa Maria, CA-based specialty vegetable grower producing baby lettuces, baby greens, heirloom beets, and other specialty produce. Direct comparable on the Central Coast growing footprint and the same foodservice/retail fresh-leafy-greens customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fieldfreshfarmsllc
• LinkedInlinkedin.com/company/field-fresh-farms-llc-
• Instagraminstagram.com/fieldfreshfarmsllc

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Field Fresh Farms