Whenever I sit down to write an article, a variety of narrative choices are at my disposal. Do I begin with an anecdote, perhaps, or an allegorical device? Do I call upon the senses and draw the reader into a memory?
For this story, I won’t need to. I’ve seen what I’m about to describe, firsthand, and I’ve yet to disprove the adage that actions speak louder than words.
To understand the specificities of California Giant Berry Farms’ company culture, all I need is my firsthand account. I’ve seen its values play out at trade shows and events like the company’s Chef Invitational—which I’ve been fortunate enough to cover—and experienced the community-driven initiatives and attention to quality that make the company the standout it is.
So, it’s easy to imagine why I leapt at the chance to learn more about the specificities of California Giant’s company culture—and why this strategic investment into its people is the way of the future.
“A few things seem to set our company culture apart: community focus, multi-generational partnerships, and a focus on quality,” begins Joe Barsi, President. “While these pillars of our culture may sound abstract—they’re simple. We think our people appreciate being part of something bigger than themselves, and that our commitment to fresh, high-quality berries goes hand-in-hand with building a strong community.”
Before we dive deeper, let’s break down the particulars of each pillar.
“While these aspects aren’t entirely unique in the business world, our emphasis on all of them together contributes to a strong and positive company culture at California Giant,” Joe notes.
Let’s return momentarily to the second pillar. Nearly 40 percent of the company’s staff have been there for over 10 years, and some grower partnerships span generations. The staff statistic alone is an incredible feat, as I’m quick to point out to Joe.
“Our investment in our people takes a holistic approach, as we prioritize education, community development, and employee welfare, all while nurturing the berries we grow,” he tells me. “This is exemplified by the sense of community within our offices that spans into our communities and our vendors and growers. This support is not only beneficial for the organization, but helps our people feel seen and appreciated.”
Through the California Giant Foundation, employee volunteers execute various fundraising events throughout the year. An annual Skirt Steak BBQ has become a Watsonville-wide tradition in California.
The BBQ—now in its 18th year—was initiated by the California Giant Berry Farms sales office in 2006 and provides funds for the causes and local organizations that the company supports. What began with a lunch for about 50 people has transformed into a community-wide tradition and is now one of the largest fundraising events put on by the California Giant Foundation.
California Giant’s innovative approach to fundraising doubles as a powerful team-building exercise. Employee-led events, happening monthly, foster friendly competition and camaraderie among staff. From carnival dunk tanks (with company leadership as targets!) to after-hours poker tournaments, these creative fundraisers are a blast to participate in. Last year’s collective efforts culminated in a remarkable achievement: over $80,000 donated to worthy non-profit organizations.
Joe himself does an internal videocast where he gets to know the staff and their stories. Such videocasts work to share compelling stories and foster connections with staff and seek to share the stories of tenured and new staff alike. A favorite feature among the office is Joe’s interview with Manuel Lara—a Field Man that’s been with the company for 31 years, who attributes California Giant’s family-first culture with his longevity.
There’s also an internal, employee-led wellness committee. Here, employees take a holistic approach to wellness with company-supported initiatives. There’s an on-site gym, frequent guest speakers to discuss a range of topics from mental health to fitness, and employees are provided a monthly wellness stipend, along with free fruit to encourage a healthy lifestyle.
“While these aspects aren’t entirely unique in the business world, our emphasis on all of them together contributes to a strong and positive company culture at California Giant,”
Joe Barsi, President, California Giant Berry Farms
This isn’t even every initiative currently underway at California Giant. There is no shortage of good ideas churning out of the Watsonville-based operation, and that stems largely from its staff of engaged and invested employees.
“Engaged employees provide a better customer experience, and those passionate about the company can speak to our product offering naturally,” Joe explains.
Not only does California Giant’s investment in its people keep it running smoothly, but it also keeps its retail and foodservice partners happy.
“We also find that positive employee experiences lead to a more positive company culture. This translates to better communication and collaboration with our retail and foodservice partners—and this translates into a better end-product for our consumer,” he concludes.
Since he began his role as President in 2020, Joe has continued to build upon the stellar reputation of the legacy grower. With pillars for California Giant Berry Farms that are more than just words—but actions—Joe knows the best way forward is together. 
