Martinelli’s Ends Pajaro Valley Apple Contracts After 2027 as Growers Weigh Shifts From a $400-a-Ton Crop
Updated
Updated · FreshPlaza.com · Jun 4
Martinelli’s Ends Pajaro Valley Apple Contracts After 2027 as Growers Weigh Shifts From a $400-a-Ton Crop
3 articles · Updated · FreshPlaza.com · Jun 4
Summary
Several Pajaro Valley growers said S. Martinelli & Co. will stop renewing apple purchase contracts after the next few seasons, with some families guaranteed set prices only through 2027.
Martinelli’s has long been the main buyer for the region’s Newtown pippin cider apples and also supplied labor, equipment and orchard support, leaving growers with few replacement outlets.
Peter Knego has already begun pulling out multigenerational orchards to lease land for berries, while others are considering grafting new varieties, direct sales, u-pick operations and value-added products.
The pressure reflects a wider crop shift in Santa Cruz County: 2024 berries were valued at more than $446 million across 2,181 hectares, versus apples at $13.3 million across 725 hectares.