Santa Cruz County's strawberry crop hit $279 million in 2025, up 27% from $218 million the year before — driven by expanded acreage, higher yields per acre, and better pricing. Crucially, the season extended into early November with no major flooding or heat events, meaning supply came to market in a steady stream rather than a flood that could have cratered prices.
Not all berries shared in the good news: raspberry value dropped from $124 million to $104 million in the same period. Blackberries gained slightly. Combined, the three berry crops generated nearly $500 million, accounting for 64% of the county's total crop value. Vegetable crops were down 15.8% overall, with iceberg, romaine, and leaf lettuce all declining — partially offset by gains in broccoli and Brussels sprouts.
For buyers building berry programs, the 2025 Santa Cruz strawberry data offers a useful baseline heading into discussions about 2026 season performance. The extended harvest window and stable pricing suggest strong grower confidence in the category — worth watching whether California Giant's recently announced multi-region expansion adds further supply depth in the year ahead.