One fact about Laura Berryessa: Her expert mind is always at work, utilizing every valuable minute to serve as a bridge of connection between the buy-side and an incredibly vast network of table grape vineyards spanning Coachella, Arvin, Bakersfield, Delano, Ducor, Lindsay, and Reedley, California.
Another fact: She was born for this industry.
With over 15 years of experience under her belt as Sales Manager for Castle Rock Vineyards—and 25 more years of produce sales experience prior to that—the table grape trailblazer is no stranger to the many perks and challenges of growing, marketing, and selling fresh produce.
As the autumn weather colored the early days of fall, Laura took a break from her usually jam-packed schedule to give us a glimpse of her current role and fateful journey to the world of fresh.
Laura Berryessa, Sales Manager, Castle Rock Vineyards: It was honestly kind of a fluke. I got my start working in Accounts Payable at a brokerage firm, RJ Distributing Company, in Salinas, California. I was very privileged to meet Al Good early on in my career. He has taught me all aspects of the produce business: relationships, selling, and everything it takes to grow and deliver an excellent-quality product to our customers. He taught me that the customer always comes first, and to this day, I have never forgotten that!
It is an exciting business, and I latched onto it because I loved the fast pace; eventually, learning about the importance of building partnerships and nurturing those relationships. Produce—once it gets in your system, there’s no getting away from it.
LB: I was introduced to table grape sales when we branched into the farming end of the business, eventually growing and selling a full portfolio of table grapes. I was there when Castle Rock Vineyards packed and shipped its first boxes. Our focus from day one has always been to grow the best quality grapes and build strong partnerships to set the foundation for our growth. We started at a slow pace because, from the beginning, we always wanted to be the best, not the biggest. As the company developed, we became a bigger presence in the grape space, and I branched over to focus mainly on the Castle Rock operation.
LB: I love that I get to be part of the planning phase. Because of my close relationship with the customers, I am able to give that feedback to the farming side to help plan ahead. Speaking of planning ahead, we are currently working on some new varieties of organic grapes!
As Sales Manager, I train my team to foster partnerships with our customers. We recognize that our customers are confident in us as their grower/shipper. They trust that they can count on us in any situation. Being family-owned, Castle Rock has the control and ability to switch gears quickly.
What I enjoy most about my role is that, at Castle Rock, regardless of your position or title, we are all vital to the success of the company. We all have the same mission.
LB: The industry will always continue to change, but one thing remains the same: It is a relationship- and trust-based business. That’s the part I like the most about our industry.
Today’s grape industry is more varietal-driven than when Castle Rock was originally founded. Consumers are expecting big, juicy, flavorful grapes day in and day out. We are always trying out new varieties. We listen to the demands of the consumer, and that’s always been our focus. Whether it is a Flame seedless grape or a proprietary variety like Sweet Celebration, our customers know they are going to get excellent quality and great-tasting grapes.
“Our focus from day one has always been to grow the best quality grapes and build strong partnerships to set the foundation for our growth.”
Laura Berryessa, Sales Manager, Castle Rock Vineyards
LB: Our growth has been steady, and our philosophy will stay the same. We stay on the path that has made us successful, treating every year with the same ambition, drive, and dedication to planting and harvesting the best grapes out there. Our partners appreciate that we follow it all the way through the supply chain, from growing and harvesting to packing and selling.
LB: If you’re going to have a career in fresh produce, be sure that’s the path you want to take. When you do, give it your all. It is not an eight-to-five job. A lot of times you’re not turning the clock off. Don’t measure it by how many hours you put in. Embrace the work you’re doing, and if it’s meant for you, you won’t ever give it another thought.
Yes, our industry requires a lot of hard work, but the reward and the privilege of being able to do business as unique as ours is worth it. It won’t happen overnight, but if you roll with the punches and stay devoted, it won’t be hard at all—it will be something you enjoy doing.
There is much to be learned from someone as passionate about their work as Laura Berryessa. This deep connection to fresh produce is a true testament to her worthy place among other industry titans.
And in a space as unique as ours, the promise of leaders who value consistency, quality, and dependability cannot be overstated. Because, as Laura would happily remind us all: Your word is only as good as your last order. 
