The 2025 Monterey County crop report, released today, highlights a slight dip in overall production value compared to 2024, as growers contend with shifting consumer preferences, pests, and rising costs. Strawberries, leaf lettuce, and head lettuce remain the county’s top crops, with strawberries holding the top spot for six consecutive years. However, the wine industry is facing significant challenges, with a 25% drop in total value last year. “Simply because consumer preferences are changing. People are not drinking as much wine, and they’re really having to cut back on production at this point,” said Norm Groot with the Monterey County Farm Bureau.In Soledad, Valley Farm Management, a 51-year-old family vineyard, was forced to close due to an oversupply of wine grapes and insufficient demand.”People are drinking alcohol 2% less than they ever used to. And wine is taking the 10 to 12% of that loss demand,” said Jason Smith, president and CEO of Valley Farm Management. “It’s difficult. We’ll figure it out. We are still in literally one of the most beautiful counties in the world. We have really good farmers and really good farm workers and people that, they want to make it all work,” Smith added. Growers are also battling destructive pests and crop diseases. “We have two right now that are pretty much out of control. The diamondback moth and the ironus virus in lettuce,” said Groot.”At this point, a federally approved chemical to help control diamondback moth, which California at this point has not approved and is refusing to approve. So we are at a disadvantage here when we have this pest. Cannot control it when the rest of the country can through this new chemistry. So until California recognizes this newest chemistry, we’re going to have a big challenge with this pest,” Groot added. Global trade issues and skyrocketing supply costs have also contributed to the overall decrease in production value, leaving growers hopeful for improvement. “We’re hoping this year that market pricing improves and that the input costs stabilize to a point where we really can continue farming and make money. Each year, from year to year, without making money. They don’t farm,” said Groot.
SALINAS, Calif. —
The 2025 Monterey County crop report, released today, highlights a slight dip in overall production value compared to 2024, as growers contend with shifting consumer preferences, pests, and rising costs.
Strawberries, leaf lettuce, and head lettuce remain the county’s top crops, with strawberries holding the top spot for six consecutive years.
However, the wine industry is facing significant challenges, with a 25% drop in total value last year.
“Simply because consumer preferences are changing. People are not drinking as much wine, and they’re really having to cut back on production at this point,” said Norm Groot with the Monterey County Farm Bureau.
In Soledad, Valley Farm Management, a 51-year-old family vineyard, was forced to close due to an oversupply of wine grapes and insufficient demand.
“People are drinking alcohol 2% less than they ever used to. And wine is taking the 10 to 12% of that loss demand,” said Jason Smith, president and CEO of Valley Farm Management.
“It’s difficult. We’ll figure it out. We are still in literally one of the most beautiful counties in the world. We have really good farmers and really good farm workers and people that, they want to make it all work,” Smith added.
Growers are also battling destructive pests and crop diseases.
“We have two right now that are pretty much out of control. The diamondback moth and the ironus virus in lettuce,” said Groot.
“At this point, a federally approved chemical to help control diamondback moth, which California at this point has not approved and is refusing to approve. So we are at a disadvantage here when we have this pest. Cannot control it when the rest of the country can through this new chemistry. So until California recognizes this newest chemistry, we’re going to have a big challenge with this pest,” Groot added.
Global trade issues and skyrocketing supply costs have also contributed to the overall decrease in production value, leaving growers hopeful for improvement.
“We’re hoping this year that market pricing improves and that the input costs stabilize to a point where we really can continue farming and make money. Each year, from year to year, without making money. They don’t farm,” said Groot.
Dining and Cooking