The Story of Rodriguez Brothers Ranch

A Family Farm Built From The Ground Up

Roberto and Manuel walking the fields.

From a single squash field to a thriving organic farm, Roberto and Manuel Rodriguez have built a family legacy rooted in resilience, flavor, and community connection.

The fields of Watsonville are a long way from the mountains of Michoacán, where brothers Roberto, Manuel, and Rosario Rodriguez first learned to farm alongside their grandfather. Their mother encouraged them to help after school, tending crops of corn, beans, and berries.

Rosario, the eldest, was the first to leave for the U.S., arriving in Watsonville in 1985 in search of new opportunity. Roberto and Manuel followed in 1993. Like many who came from rural Mexico, the brothers found work picking strawberries—drawing on the skills they learned back home.

“It was a lucky shot,” Roberto says, reflecting on their journey from field workers to farm owners.

Squash and a Turning Point

It started with Rosario. “He was one of those guys—always looking for something else,” Roberto remembers. Tired of working for other people, Rosario found a small piece of land for rent and planted squash. It was a good year. Prices were strong, and the harvest turned a profit.

Roberto helped in the afternoons, harvesting and hauling squash to brokers. Manuel joined not long after. As the farm grew, so did the brothers’ commitment.

But brothers will be brothers. When Roberto found a chance to take over a berry farm, he saw it as a natural extension of the operation. Rosario wasn’t on board. So Roberto and Manuel worked the berry plot on the side while continuing to support their elder brother’s farm.

Then came the turning point. Leading up to Memorial Day weekend, the berries were ripening late. Roberto and Manuel were short for the upcoming holiday weekend market and asked Rosario to help cover the gap. He turned them down with little explanation. That moment made their path clear—it was time for Roberto and Manuel to strike out on their own.

In 2001, Rodriguez Brothers Ranch was born.

Building the Farm, One Season at a Time

In the early days, the brothers made a point not to compete directly with Rosario — instead, they looked for new markets, new places to sell.

“I remember one funny story,” Roberto says. “I was on Highway 1 at the beach, selling strawberries. There was a huge line of people wanting fruit.” A police officer approached and let him know he didn’t have the proper permit to sell there.

Roberto gave an apologetic, sheepish shrug—the kind that says, But look at all these people. The officer let him serve the line before packing up.

Over the years, the brothers added crops like broccoli and cauliflower to support healthy crop rotation and diversification. What began as soil stewardship grew into a vibrant, seasonal offering sold at farmers markets across the region.

The work is constant. Winter brings fewer sales but steady expenses. “We’re not afraid of hard work,” Roberto says. “But bad weather, disease, weeding, months without income… with organic, it’s even harder. Every year it’s, ‘Will we make it?’ I think somebody up there is taking care of us.”

Why They Keep Going

For Roberto, it’s simple: the customers.

“The feedback we get from people means everything,” he says. “When someone tells us, ‘These are the best strawberries I’ve ever had,’ that gives you the energy to keep going. It’s like applause from the audience.”

The brothers have built a loyal following at markets stretching from San Carlos, California to Carson City, Nevada.

Full Circle

Today, the family is all in. Roberto rattles off a long list of relatives involved in the farm: his wife Alva, Manuel’s wife Melania, their daughter Monce, niece Melissa, brother-in-law CG, CG’s wife and children, and his sister Annie and her husband Miguel.

“A lot of family members have worked with us over the years,” he says. “Even if they move on, they’re proud of the time they spent here.”

At one point, mom stepped in— she encouraged the brothers to repair and stop talking about the farm when they’re together. It worked. Even as  they continue to run their farms independently, the bond with Rosario is strong.

Looking to the Future

Monce and Melissa grew up helping at markets. Roberto and Manuel assumed they’d find other careers—but now, they’re showing interest.

“If they want it, we’ll guide them,” Roberto says. “But I hope they find balance. They’ve given a lot—and they deserve a weekend too.”

Roberto is excited about Rootstock as a way to educate customers and reach those who can’t make it to the market every weekend. It also gives him more time at the farm.

“When I look at Rootstock, I see innovation,” he says. “I want more customers to get this produce at peak freshness—and this is a good way.”

Try some Rodriguez berries—and let us know what you think. We’ll pass it on to Roberto and Manuel!