One of the most valuable constants in our industry is its people. As each year brings new and unique challenges seemingly more impossible to predict than the year before, our reliance on community is paramount to success.
Nowhere do I see this philosophy more prominently displayed than I do at Homegrown Organic Farms. Reflecting on a banner year of expanded acreage, brand launches, and the importance of education in promoting fresh produce, the company’s commitment to agriculture is stronger than ever.
“For over 25 years, Homegrown Organic Farms has built its reputation on a foundation of care—care for the land, the people, and the future,” Scott Mabs, Chief Executive Officer, begins. “From our earliest days, we’ve understood that organic farming is more than just a method—it’s a commitment to sustainability that ensures our practices nourish the planet and its people. Our journey has always been one of innovation and leadership, with an unwavering focus on doing what’s right for the environment and those who depend on it.”
With such a strong foundation of care, it’s little wonder that throughout 2024, Homegrown Organic Farms has maintained its mission of fostering an environment where the well-being of farmworkers is as essential as the health of the land.
“In partnership with our sister company, AgriCare, which leads the Equitable Food Initiative (EFI) certification and program for our family of companies, we ensure that every individual involved in the production process is treated with respect, fairness, and dignity,” Scott adds. “EFI aligns seamlessly with our vision by promoting transparent labor practices and ethical treatment, creating a culture that prioritizes the safety and rights of the individuals who make our work possible.”
Throughout 2024, the company strategically expanded its EFI-certified acreage to reflect its belief in the power of social responsibility to drive meaningful change.
“We’re ensuring that farmworkers are valued contributors who benefit from safe working conditions and fair wages. This approach naturally strengthens our relationships with grower partners, who share in the benefits of an engaged, motivated, and well-treated workforce. In turn, this creates a more resilient and sustainable farming system, one where people and land thrive together,” notes Gunnar Avinelis, Chief Executive Officer of AgriCare.
For retail partners, the value of this approach couldn’t be more clear.
“Consumers are increasingly drawn to brands that prioritize transparency and social responsibility, and EFI certification serves as a tangible assurance that the produce they purchase has been grown with integrity. Retailers can confidently offer their customers products that not only meet high standards of quality but also support a broader commitment to ethical labor practices,” Scott indicates. “This differentiation in the marketplace allows retailers to stand out as providers of produce that is not just organic, but also grown with care for both the land and the people.”
Gunnar echoes Scott’s perspective on how EFI certification shows a shared commitment and vision between Homegrown Organic Farms and its partners.
“The benefits extend across the entire supply chain, from the farmworkers who cultivate the crops to the consumers who enjoy the fruits of their labor,” he asserts. “This holistic approach reflects a core belief within our family of companies: that caring for people and the planet is not only the right thing to do but also the key to long-term success.”
However, the key to long-term success lies not only in strategic acreage expansion and a deep commitment to the well-being of its people. Another element driving growth for Homegrown Organic Farms has been the launch of its Little Pranksters kiwi berries brand.
“Our teams worked diligently to bring Little Pranksters to life, from creative development to logistics and operations,” Elise Smith, Marketing Manager, chimes in. “By offering a fresh and exciting choice, Little Pranksters is set to redefine snacking and capture attention on grocery store shelves. As we look ahead, we are excited about the potential of kiwi berries to redefine snacking with their perfect blend of flavor and fun.”
The milestones the company has made along the way stand as a testament to its continued leadership in responsible farming. In 2020, Homegrown Organic Farms became Bee Better Certified® at its Oregon blueberry farms, setting a standard for creating environments where pollinators thrive. The same year, it earned the first Equitable Food Initiative certification for stonefruit.
“Retailers can confidently offer their customers products that not only meet high standards of quality but also support a broader commitment to ethical labor practices.”
Scott Mabs, Chief Executive Officer, Homegrown Organic Farms
“We also became the first fresh fruit provider to achieve ROC Gold status for our stonefruit program,” Scott remarks. “This milestone marks a significant new chapter in our journey. As we look to the future, our focus remains on advancing the principles that have guided us for over two decades. Every decision—from field operations to sales—upholds our commitment to the land, the people, and the planet. Our achievements are not just milestones but the result of years of dedication, passion, and the belief that farming can be a force for good. Through our Regenerative Organic Certified stonefruit program, we are proud to offer customers fruit that embodies the highest standards of sustainability and care while continuing to cultivate a healthier planet for generations to come.”
One way the company is fostering this vision is through its GROWN by video series, which highlights growers in their element and paves the way for educating consumers on agriculture.
“The journey of responsible farming doesn’t end with cultivation—it extends into education,” Elise emphasizes. “In an evolving landscape like agriculture, where new practices such as regenerative farming are still being defined, sharing knowledge becomes essential. The more we learn, the better we can refine our practices, creating a deeper understanding of how these efforts directly impact the food we produce and the people who consume it.”
Acting as a bridge between the farm and the broader community—both buy-side and consumer—Homegrown Organic Farms’ GROWN by series offers a unique opportunity to bring consumers and customers closer to the people and practices that define the produce they eat.
“By offering tools like the GROWN by series, we invite everyone—whether they are growers, retailers, or consumers—to engage in the conversation and learn alongside us,” Elise says. “As we continue to tell the stories of the land and the people who farm it, we hope to inspire a greater appreciation for the work that goes into each piece of fruit and, in turn, cultivate a deeper connection to the food we eat and the values that guide its production.”
Each of these elements—expanded acreage, deep care for its people, a strategic regenerative pivot, a new brand launch, and a video series—would be dynamic enough on its own. It’s fitting, though, that Homegrown Organic Farms is not content with only one and continues to push the envelope on operational excellence all the way up until the year’s end.
