The fountain of youth lies in Bobalu’s strawberry fields.
Those luscious crops spanning across California, Florida, and Mexico have forged one of the ag industry’s most coveted treasures: a new generation of farmers. Managing Partners and brothers Bobby and RC Jones have kept the dream of Bobalu’s Founders alive, eager to build on a generational foundation that has allowed the company to remain a family-run farming operation for over six decades.
“Loving what we do keeps us engaged and passionate about being strawberry farmers,” RC told me, the twinkle in his eye revealing more than words could express. “My brother and I are young and have the energy to keep building this company for years to come. While there are larger companies out there looking to grow, we don’t see a lot of young people looking to get into farming and being entrepreneurial, building a program like ours from the ground up.”
This is not to say that Bobby and RC do not appreciate the generations of farmers who came before them. In fact, it is quite the opposite.
“Thankfully, our grandparents had a vision that set the groundwork for what we have today behind the Bobalu brand, and we don’t take that for granted. Our employees are engaged, they feel empowered as decision-makers, and work side by side with both Bobby and me,” RC continued.
A common theme we have the opportunity to explore here at The Snack Magazine is the social responsibility component of a company. Bobalu is unique in that its familial atmosphere is authentic—sourced from the passion of pioneering ag visionaries who have brought a legion of loyal employees into the fold.
“At Bobalu, our employee relationships are what make us most proud and successful, from our sustainability initiatives to the fruit eaten every day by our consumers,” RC explained. “Mike has been running our cooler for 50 years, Jorge has been with us for 40 years and manages our harvesting operation here in Oxnard, and Javier has been supporting our ranch operation for 40 years. These are just three key examples of the family developed by our grandfather back in the ’60s, who we value today and every day.”
“My brother and I are young and have the energy to keep building this company for years to come.”
RC Jones, Managing Partner, Bobalu
This united front plays to Bobalu’s strength when attacking industry challenges. As RC pointed out, various obstacles have emerged throughout the company’s 60-plus-year history, and will continue to do so long into the future. Plus, with strawberries being a labor-intensive crop, it is of the utmost importance to the Jones brothers that Bobalu creates an environment for its employees to thrive.
“Without a good team, we don’t have a good end result. The rising farm costs along with increasing regulatory pressures here in California are a significant challenge,” RC continued. “This year, we are thankful that water is not at the top of the list due to so much rain we have had recently. Our wells are at an optimum level, and water is not a current challenge, but we have plenty of other priorities to focus on as we move through this season and begin to look at next year.”
Another secret weapon in Bobalu’s arsenal is the harmony between its identities as a farmer, shipper, and processor. RC noted that this quality gives Bobalu the unique opportunity to truly utilize every step in the farming and harvest process to use every berry and achieve zero waste.
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One example of this is Bobalu’s philosophy to use every berry in the harvest process, ensuring fruit either goes into a fresh container or is diverted to its processing plant for further uses. The grower does not simply drop lesser quality into the furrow. Through this initiative, Bobalu utilizes every berry and helps keep the fields clean, ultimately reducing pest and disease pressure on the plants.
“Because we are the farmers and own much of our land and our own cooling operation, we are able to remain nimble and efficient. Together with our employees, we focus much of our effort on being sustainable in everything we do,” RC expressed. “While we are third-generation strawberry farmers, we know there are generations behind us, so we have a responsibility to carry this program forward for our kids and grandkids.”
There has been concern expressed in the produce industry in recent years about labor aging out and ensuring the industry has the hands needed to harvest crops into the future. Bobby and RC share those concerns as well.
“At Bobalu, our employee relationships are what make us most proud and successful, from our sustainability initiatives to the fruit eaten every day by our consumers.”
“This is one of the reasons my brother and I are passionate about maintaining and building our company,” RC said. “We feel we all have a responsibility to support the growth of our industry. So, in 2022, Bobby and I launched a scholarship program that provides first-year college scholarships to high school graduates in our California farming regions. We look specifically at students that are the first in their family to attend college, and for those looking to study in the agricultural field. This is one way we try to give back to our community and the future of ag in California.”
Indeed, Bobalu’s strawberry farms are a fountain of youth. Bobby and RC are tackling one of the industry’s largest long-term concerns head-on—the mortality of the farm and its resilience in the future—leading first by example, and second through action.
While I cannot predict who will be at the helm of Bobalu 60 years from now, I have no doubt that the family name will still hold strong. 
