Underwood family farms

What Underwood family farms does

Underwood Family Farms is a privately held, family-owned agricultural and agritourism business operating continuously since 1980 in Ventura County, California. The company grows fruits and vegetables using sustainable (rather than certified organic) practices, and monetizes the harvest and its farmland through a diversified multi-channel model: two physical farm centers (Moorpark and Somis) with farm markets, Pick-Your-Own fields, and Animal Centers; 15 weekly farmers' markets across Ventura and Los Angeles Counties; four major seasonal festivals (Tulip Garden Experience, Springtime Easter Festival, 29th Annual Fall Harvest Festival, and Christmas on the Farm); educational farm tours and summer Farm Camp for ages 5-12; private birthday party hosting at the Barnyard and Pony Paddock venues; and a nationwide e-commerce arm shipping Harvest Gift Baskets and Healthy Harvest produce boxes via FedEx.

Underlying operations are anchored by traditional farming infrastructure: a 50+ acre Fall Harvest site, a 12-acre Somis farm, and seasonal importation of 500,000 tulip bulbs from Holland for the Tulip Garden. Technology integrations are limited to commodity tools — TicketSpice for event ticketing, Constant Contact for email marketing, AgProBookIt for tour/party booking, and FedEx for nationwide shipping — with no proprietary technology stack or AI/ML capabilities disclosed.

The business makes money primarily through one-time/transactional revenue (admission fees, PYO produce by the pound, gift baskets, birthday party packages, farm camp tuition, market sales) plus a modest subscription line ($75 annual Season Passes). Customer segments are predominantly consumer-focused: families with children in Ventura/LA Counties (primary), K-12 school groups, local farmers' market shoppers, and gift basket buyers nationwide. The company is structured as a Limited Partnership (Underwood Family Farms, LP), has no disclosed institutional investors or parent company, and is publicly represented by co-owner Craig Underwood.

Name

Underwood family farms

Legal name

Underwood Family Farms, LP

Website

https://underwoodfamilyfarms.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Underwood Family Farms is a privately held Ventura County, California farm operating since 1980, running two farm centers with markets, pick-your-own fields, animal centers, seasonal festivals, educational tours, and nationwide FedEx-shipped gift baskets for consumer families and schools.

Ownership category

akta.pro rank

Headquarters

HQ city

Moorpark

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Farm Market Retail Sales: Direct retail sales of fresh produce, pickled products, honey, nuts, juices, dried beans, farm fresh eggs, and fresh cut flowers through farm market locations in Moorpark and Somis.
2. Pick-Your-Own Operations: Customers pay to harvest their own produce directly from fields. Available at both Moorpark and Somis locations with seasonal crops including strawberries, berries, tomatoes, and more.
3. Seasonal Events and Festivals: Admission fees for seasonal events including Springtime Easter Festival, Fall Harvest Festival, Christmas on the Farm, and Tulip Garden Experience. Events include themed weekends, live entertainment, and themed activities.
4. Educational Farm Tours: School group tours including strawberry, vegetable, pumpkin, and animal tours with pricing from $9-$19 per person. Farm camp programs at $375 per child per week during summer.
5. Gift Baskets and Produce Boxes: Online sales of harvest gift baskets (fruit, vegetable, or combo) ranging $27-$86, and Healthy Harvest Boxes at $45. Shipped via FedEx overnight anywhere in the US.
6. Farmers' Markets: Operates 15 farmers' markets each week throughout Ventura and LA Counties, selling fresh produce directly to consumers at local markets.
7. Birthday Parties and Private Events: Barnyard and Pony Paddock party packages ranging from $260-$2160 depending on package, group size, and season. Includes activity tickets, wagon rides, and party hosting.
8. Season Passes: Annual unlimited visit passes at $75 per person for single or discounted multi-packs. Provides free weekday admission during Fall Harvest Festival and other benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Underwood Family Farms is a working farm and direct-to-consumer agritourism business that grows and sells fresh fruits and vegetables through two farm markets (Moorpark and Somis), Pick Your Own fields, 15 weekly farmers' markets, and a nationwide FedEx-shipped e-commerce store. Its offering combines on-site farm experiences (animal centers, seasonal festivals, farm tours, farm camp, birthday parties) with shipped retail products (Harvest Gift Baskets, Healthy Harvest Boxes, Season Passes, and Gift Cards).

Product overview

Underwood Family Farms operates as a multi-location agritourism and retail farm business with two physical farm centers (Moorpark and Somis, California) and an online e-commerce platform. The core offering consists of farm market retail and pick-your-own produce experiences, complemented by seasonal event festivals (Tulip Garden, Easter, Fall Harvest, Christmas), educational farm tours, birthday party hosting, and summer Farm Camp. The e-commerce arm offers subscription Healthy Harvest produce boxes, Harvest Gift Baskets in fruit/vegetable/combination varieties, Season Passes, and Gift Cards. The business combines agricultural production with experiential retail, serving both direct-to-consumer farm visits and remote customers through FedEx shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• Healthy Harvest Box A weekly or monthly produce subscription box containing seasonal fruits and vegetables produced on the farm. Available for pickup at Moorpark or Somis farms or shipped via FedEx anywhere in the US.
• Harvest Gift Baskets Pre-packaged gift baskets in fruit-only, vegetable-only, or combination varieties, offered in multiple sizes and price points ($27-$86). Shipped same-day for next-day FedEx delivery nationwide.
• Season Passes Annual unlimited visit passes to the Moorpark Farm Center, priced at $75 per person, available in 1-through-6-pack bundles. Includes free weekday admission during regular farm hours and special events like Fall Harvest Festival.
• Farm Market (Moorpark and Somis) On-site farm markets at Moorpark and Somis locations offering fresh produce, jarred products, honey, nuts, juices, dried beans, farm fresh eggs, fresh cut flowers, and Underwood gear. Open daily 9am-6pm (5pm beginning 11/1/26).
• Pick Your Own Customer-harvest produce experience at both Moorpark and Somis locations, including tractor-drawn wagon rides to fields. Seasonal availability for berries, citrus, tomatoes, and other produce including strawberries ($3.50/lb), raspberries ($5.50/lb), blackberries ($4.50/lb), blueberries ($6.50/lb), tangerines ($1.69), and navel oranges ($0.69/lb).
• Birthday Party Packages Private party hosting with themed Barnyard Birthday (up to 60 people, $260-$720) and Pony Paddock (up to 200 people, $780-$2,160) packages. Includes wagon rides, animal center access, activity tickets, and a party host.
• Educational Farm Tours School and group tours including strawberry picking, vegetable picking, animal Ed-Venture, and combination tours. Feature farmer presentations, tractor-drawn wagon rides, and Farm Animal Center visits. Priced at $9-$19 per person; teachers and aides free.
• Farm Camp Summer day camp for children ages 5-12, priced at $375 per child per week. Eight one-week sessions from June 8 to August 7, 2026. Includes animal interactions, fruit/vegetable picking, craft projects, and a weekly Open Barn demonstration.
• Animal Center Interactive animal attractions at both Moorpark and Somis locations featuring goats, ponies, alpacas, chickens, ducks, sheep, bunnies, and Scottish Highland cattle. Includes play structures and feeding/petting areas.
• Springtime Easter Festival Annual spring event featuring Easter egg hunts, photos with the Easter Bunny, wagon rides, animal center access, and seasonal activities. Runs March-April with weekday gate admission ($15) and weekend online tickets ($20).
• Fall Harvest Festival Annual fall event (29th Annual for 2026) featuring a gigantic pumpkin patch, Pick Your Own, corn maze, live entertainment, themed weekends (Friends of the Farm, Farm Country, Antique Tractor, Wild West, All About Pumpkins), pig races, and animal shows. Runs September-October on a 50-acre site. Weekday gate admission $16; weekend online tickets $25-$38.
• Tulip Garden Experience Annual February event featuring 500,000 tulip bulbs imported from Holland. Includes Pick Your Own tulips, photo opportunities with Dutch-themed displays, Dutch Cottage, and Dutch Clog. Mon-Fri $15, Weekends & Holidays $20; Season Pass holders included.
• Christmas on the Farm Holiday event featuring Santa visits, holiday photo ops, tractor-drawn wagon rides, holiday train rides, gem mining, animal shows, and California 'sleigh rides' with draft horses. Runs late November through December. Weekdays $12, Weekends & 11/27 $16.
• Gift Cards Prepaid gift cards available in $25, $50, $75, and $100 denominations. Available for purchase online or at Moorpark and Somis farm stand locations.
• Farmers Markets Weekly presence at 15 Farmers Markets throughout Ventura and LA Counties. Customers can purchase fresh produce directly from the farm at various market locations.

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Three partnerships are on record, tiered minor.

• Food ShareminorOthersUnderwood Family Farms donates healthy fruits and vegetables to Food Share throughout the year to support those in need in the community.
• Ventura County Non-ProfitsminorOthersFall Harvest event contributions exceeding $200,000 to non-profit groups over the years including Adolfo Camarillo High School, Boys and Girls Club of Moorpark, Ventura County 4-H, Ventura County Search and Rescue, and many others. School giveback program donates $4 per paying customer to registered schools.
• Big Wave Dave's Christmas TreesminorOthersChristmas tree vendor operating on-site during Christmas on the Farm event, offering fresh cut Noble, Grand, Fraser, Nordman and Douglas Fir trees.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Alstede Farms: New Jersey farm operating pick-your-own produce, farm market retail, CSA subscriptions, and seasonal events including birthday parties and farm camp. Comparable multi-revenue agritourism and produce-box model in a different geography.
• Lucky Ladd Farms: Tennessee agritourism farm featuring pick-your-own produce, animal center, seasonal festivals, school field trips, and birthday parties. Comparable diversified farm-experience and agritourism revenue mix.
• Suzie's Farm: San Diego, California organic farm with on-site farm stand, pick-your-own, agritourism events, and a CSA produce box subscription. Comparable D2C model pairing retail farm market operations with produce-box subscription and farm visits.
• Hardy Farm: Oregon pick-your-own pumpkin farm with fall festival, animal barn, and family activities. Comparable seasonal agritourism and PYO event-driven business, though without year-round produce operations.
• Apple Holler: Wisconsin apple orchard with pick-your-own, farm market restaurant, seasonal festivals, and farm-to-table dining. Comparable farm-to-table agritourism and pick-your-own model with strong event programming.
• Great Country Farms: Virginia farm offering pick-your-own produce, CSA boxes, farm market, and seasonal festivals plus educational tours. Closely mirrors Underwood's blended PYO, CSA, agritourism, and family-experience revenue model.
• Tanaka Farms: Irvine, California working farm operating a year-round farm stand, pick-your-own produce, seasonal festivals, school tours, and a CSA produce box program. Highly comparable to Underwood on geography, multi-revenue mix, and Southern California agritourism positioning.
• Riley's Farm: Oak Glen, California apple orchard offering pick-your-own fruit, farm dinners, school tours, and seasonal harvest events. Comparable as a Southern California agritourism farm combining fresh-produce retail with festivals, tours, and event-driven revenue.

Regional players

• Snow-Line Orchard: Riverside, California pick-your-own apple and berry farm with school tours and seasonal festivals. Comparable operating model to Underwood's pick-your-own and agritourism offering but serves the Inland Empire rather than Ventura/LA Counties.

Emerging players

• Stonewall Farm: New Hampshire working farm offering educational programming, farm tours, and seasonal events with on-site farm store. Comparable as a heritage working farm combining education, retail, and agritourism, though more education-mission driven.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/UnderwoodFamilyFarms
• Instagraminstagram.com/underwoodfamilyfarms
• Xx.com/UnderwoodFarmCA

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Underwood family farms