AgNet News Hour

A California olive oil company that began as a way for a longtime farming family to reinvent its operation is now growing into something much bigger. In Part 2 of his interview on the AgNet News Hour, Vincent Ricchiuti explains how Enzo Olive Oil is using direct-to-consumer marketing, new products and technology on the farm to build the next chapter of the family business.
For Ricchiuti, producing high-quality California olive oil is only half the equation. The other challenge is convincing consumers why they should choose it over lower-priced imports.
Ricchiuti said imported oils can contain blends sourced from several countries, while California producers face a considerably different cost structure. His strategy is to emphasize freshness, quality and the connection consumers have with the farm producing their food.
That relationship with consumers has become increasingly important to Enzo's business model.
"We're really going after direct to consumer," Ricchiuti said. "Cut out the middlemen, cut out the grocery store, cut out the brokers and the distributors."
The approach appears to be gaining traction. Enzo mails eight catalogs annually, and Ricchiuti said an extraordinary 60 percent of the company's revenue comes between Thanksgiving and Christmas, fueled heavily by holiday gifting.
Olive oil also isn't the only thing Enzo is selling anymore. The family has expanded into balsamic vinegars, pesto, biscotti, granola and other specialty foods, many produced using ingredients grown on the family's own farms.
Innovation continues in the orchard as well. Ricchiuti described using soil sensors, flyovers and olive sampling to closely manage irrigation and determine the optimal time to harvest for oil production. He said California's willingness to embrace technology is one way producers can compete with the centuries-old European olive oil industry.
And for Ricchiuti, that growth ultimately comes back to family. He hopes his three young children will someday find their own place in the operation and become the family's fifth generation in agriculture.
It's a conversation about much more than olive oil—it's about how a California farm can adapt, build a brand and create opportunities for another generation.
Listen to Part 2 of the full interview with Vincent Ricchiuti on the AgNet News Hour.

A fourth-generation California farming family made a major decision nearly two decades ago: move away from thousands of acres of stone fruit and bet on a crop that could offer a different future. On the latest AgNet News Hour, Vincent Ricchiuti shares how that decision ultimately led to Enzo Olive Oil and a California olive oil operation now competing on the world stage.
Ricchiuti's family has deep roots in Central Valley agriculture. His great-grandfather came to the United States from Italy in 1914, and subsequent generations built the operation around crops including peaches, plums, nectarines and almonds.
But by 2008, the economics of stone fruit were changing.
Ricchiuti said declining consumption, increasing competition from year-round imported produce and the labor-intensive nature of stone fruit led the family to reconsider its crop mix. Ultimately, they removed roughly 2,500 acres of stone fruit, expanded their almond acreage and dedicated several hundred acres to something new: olives for olive oil.
"We were able to rechart the course of the business," Ricchiuti said. "You don't get a lot of opportunities to be able to do that."
The family didn't enter the olive oil business casually. Ricchiuti traveled to Italy with his grandfather to study olive mills, equipment and production methods before the operation's first harvest in 2011.
Today, Enzo uses a distinctly California approach. Instead of the widely spaced, traditionally hand-harvested orchards common in Europe, its olives are planted densely and mechanically harvested, allowing fruit to move quickly from the tree to the mill.
The results have gained international recognition. Ricchiuti said Enzo has earned more than 500 awards for taste and quality since 2012, including honors in Italy.
Yet Ricchiuti sees an enormous opportunity still ahead. He said roughly 96 percent of olive oil consumed in the United States is imported, making one of the industry's biggest challenges convincing American consumers to reach for California-grown oil instead.
From changing crops to studying production in Italy and building a vertically integrated brand, Ricchiuti's story offers a fascinating example of how a multigenerational California farm can adapt without walking away from agriculture.
Listen to Part 1 of the full interview with Vincent Ricchiuti on the AgNet News Hour.

Rosa Brothers Milk Company has turned a family dairy into a recognizable California brand, and in Part 2 of his AgNet News Hour interview, president Noel Rosa explained how innovation, sustainability and value-added products are helping the Tulare-based operation continue to grow.
One opportunity Rosa is particularly excited about is renewed interest in whole milk in schools. He believes giving students better-tasting milk could help introduce a new generation to dairy products and potentially create lifelong consumers.
Rosa Brothers has also built its identity around its distinctive glass bottles. Approximately 75 percent of the company's refillable bottles are returned, allowing them to be washed, sanitized and used again. Rosa believes glass could become increasingly valuable as California looks for ways to reduce plastic packaging.
But the company isn't relying on bottled milk alone.
Rosa Brothers continues experimenting with new products and flavors based on consumer demand. Rosa discussed the company's growing ice cream business, including a new Lemon Cream Pie flavor and a line of artisan ice cream sandwiches. The company also produces flavored milk, lactose-free milk, heavy cream and flavored coffee creamers.
That growth is creating an unusual challenge: Rosa said the dairy has enough milk and enough customers, but processing capacity is becoming a limiting factor.
"We're making some tweaks on our facility to accommodate growth," Rosa said.
The future isn't without challenges. Water availability, energy prices, insurance, freight and other rising costs remain concerns for operating a dairy business in California. Still, Rosa Brothers continues expanding while maintaining its focus on producing and processing its products locally.
From bringing whole milk back to younger consumers to developing new products and expanding distribution, Rosa's conversation offers an inside look at how one California dairy is finding ways to grow in a difficult agricultural environment.
Listen to Part 2 of the full interview with Noel Rosa on the AgNet News Hour.

Trade pressure on American specialty crop growers and an innovative approach to California dairy production highlight the latest AgNet News Hour. Mike Joyner of the Florida Fruit and Vegetable Association discussed the stakes surrounding USMCA and the Farm Bill, while Noel Rosa of Rosa Brothers Milk Company shared how his family's Tulare dairy transformed from a commodity operation into a growing value-added business.
Joyner, who also serves as co-chair of the Specialty Crop Farm Bill Alliance, offered a stark assessment of competition from imported produce.
"I don't think it's an exaggeration to say that the survival of the Southeast specialty crop industry is at stake," Joyner said.
He pointed specifically to low-priced Mexican fruits and vegetables entering the United States during domestic production seasons. One potential solution being advocated by the industry is the use of tariff-rate quotas on vulnerable commodities, allowing a certain volume of imports before additional duties take effect.
Joyner also discussed efforts to complete a new Farm Bill. Specialty crop priorities include improved crop insurance, a more consistent disaster relief framework, stronger Buy American provisions and additional research into automation and mechanization. Despite recent setbacks, Joyner said he remains optimistic Congress could complete a Farm Bill late this year.
The program then headed to Tulare, California, where Noel Rosa explained how Rosa Brothers Milk Company took a different approach to surviving the ups and downs of dairy.
Rosa and his brother Roland began as commodity milk producers before deciding to process and market their own products. In 2012, they made the jump into value-added production and built their own processing facility, eventually making glass-bottled milk a centerpiece of the business.
The operation now controls much of the process from the ground up—growing feed, caring for and milking the cows, processing and bottling the milk, producing ice cream and distributing products throughout California. Rosa said developing a branded, value-added product has helped provide more predictable income compared to relying entirely on volatile commodity milk prices.
From the future of specialty crop trade to finding new ways to add value on the farm, both conversations provide a look at how American agricultural businesses are working to remain competitive.
Hear the full interviews with Mike Joyner and Noel Rosa on the AgNet News Hour.

On today’s episode of the AgNet News Hour, Jeff Smutny, president and managing director of the Raisin Administrative Committee (RAC), returned for Part 2 of his conversation about the future of California raisins. This time, the focus turned toward rebuilding demand through innovation, modern marketing and reaching a new generation of consumers.
Smutny believes innovation will be critical. Raisins are no longer competing only against other traditional dried fruits. Today's snack aisle is crowded with new products, making packaging, flavors and new uses increasingly important.
He pointed to efforts such as sour-flavored raisins and other product innovations as examples of how the industry can make an established commodity relevant to younger consumers.
"There's room to grow in that space and maybe even expand our category overall," Smutny said.
Schools could also play an important role. Smutny called the school lunch program "huge" for the industry and said introducing children to raisins as an all-natural snack could help develop consumers at an early age.
Meanwhile, California growers themselves may need to continue changing.
Converting older vineyards to newer trellis systems can cost approximately $20,000 to $22,000 per acre, according to Smutny. However, newer varieties and production systems have the potential to dramatically increase yields while reducing dependence on expensive labor. The industry is also researching varieties that mature earlier, resist mildew and produce four to five tons per acre.
Marketing may ultimately be just as important as production.
Smutny said social media offers an opportunity to specifically reach parents and families through chefs, dietitians, nutritionists and other digital creators. He also wants the industry to increase its presence at trade shows to reach food manufacturers, school lunch decision-makers and other major buyers.
California raisins also face growing competition from Turkey, South Africa and South America. Smutny said the industry is examining ways to ensure imported raisins entering the United States face appropriate grades and standards comparable to requirements placed on California producers.
Despite the challenges, Smutny remains optimistic.
His goal is to reverse declining acreage, increase global and domestic demand, encourage adoption of higher-yielding varieties and find new ways to put California raisins in front of consumers.
Listen to Part 2 of the full interview below or on your favorite podcast app.

On today’s episode of the AgNet News Hour, two conversations offered a look at both the opportunities and challenges facing American agriculture. USDA Under Secretary Luke Lindberg discussed agricultural trade and expanding markets for U.S. products, while Jeff Smutny, president and managing director of the Raisin Administrative Committee, shared his outlook for an iconic California specialty crop.
Lindberg, who has now served a year as USDA Under Secretary for Trade and Foreign Agricultural Affairs, said improving America's agricultural trade position has been a major focus.
According to Lindberg, the U.S. agricultural trade deficit has been cut by approximately 50 percent over the past year. He pointed to new trade agreements, expanded market access and an aggressive schedule of international trade missions as important parts of that progress.
Those trade missions aren't simply diplomatic visits. Lindberg said more than 250 companies have participated in missions over the past year, resulting in more than 2,700 business-to-business meetings designed to connect American agriculture directly with buyers.
For California specialty crop producers, Lindberg also discussed opportunities in growing markets such as Vietnam, the upcoming USMCA review and USDA efforts to address technical barriers that can prevent U.S. products from reaching foreign customers.
Later in the program, the conversation turned to California raisins.
Smutny acknowledged that the industry has changed significantly from its peak. California raisin production that once reached roughly 350,000 tons annually is now closer to 220,000 tons, while acreage has declined as vineyards compete with less labor-intensive crops for Central Valley farmland.
But Smutny sees a path forward.
New higher-yielding varieties, dried-on-the-vine production and increased mechanization could help growers remain competitive. He also discussed opportunities to rethink how raisins are marketed and used, including developing raisin pastes and concentrates for products such as snack and protein bars.
Together, the interviews provide an interesting look at what it will take to keep American agriculture competitive—from opening markets overseas to reinventing one of California's most historic crops.
Listen to the full interviews below or on your favorite podcast app.

On today’s episode of the AgNet News Hour, Kris Caputo, marketing director for the California Fig Advisory Board and California Fresh Fig Growers Association, discussed renewed momentum for California figs as consumer awareness grows and producers plant additional acreage to meet demand.
California's Central Valley remains the heart of the nation's fig industry, particularly in Fresno, Madera and Merced counties. Caputo said 100 percent of commercially grown figs in the United States come from California, giving the state's growers a unique position in both domestic and international markets.
"There is big fig momentum for sure," Caputo said. "We're really seeing an increase in awareness and actual sales."
That growing interest is translating into new plantings. Caputo said California growers are adding fig trees as they work to keep pace with increasing demand for both fresh and dried fruit. Fresh fig season runs roughly from mid-May through November, while dried Mission and Golden figs provide a year-round market.
Despite that momentum, California's fig industry remains relatively small. Caputo estimated there are approximately 9,000 acres of figs, with the industry producing about 6,300 tons in 2025, up from approximately 5,900 tons the previous year.
Reaching new consumers is an important part of continuing that growth.
Caputo said figs are increasingly appearing beyond the traditional produce aisle in snack bars, jams, dressings and other products. Manufacturers are also incorporating diced figs, fig paste and juice concentrate into new foods. That versatility could help introduce the crop to younger consumers who may not have grown up eating figs.
Health and nutrition are also helping drive interest. Caputo highlighted figs as a source of fiber, potassium, calcium and antioxidants, characteristics that align with growing consumer interest in nutrient-dense foods.
California growers still face challenges, including expensive farmland, regulatory costs and competition from major international fig-producing countries. But Caputo said California's production standards, farming practices and generations of experience distinguish the state's crop in the global marketplace.
Availability may actually be one of the industry's biggest hurdles. Caputo said consumers in other parts of the country often ask where they can find California fresh figs, making expanded production and distribution critical to continued growth.
With new varieties, growing consumer interest and additional acreage going into production, California figs may be positioned to reclaim some of the prominence they once enjoyed throughout the Central Valley.
Listen to the full interview below or on your favorite podcast app.

California agriculture is facing a growing list of challenges, but Westside farmer Joe Del Bosque says the industry’s future depends on practical solutions, innovation, water and ensuring the next generation has a reason to stay involved in farming.
In the latest episode of the AgNet News Hour, “the Ag Meter” Nick Papagni and Sir Josh McGill welcome Joe Del Bosque of Del Bosque Farms for an in-depth conversation about the realities of farming on California’s West Side.
Del Bosque, who farms in the Firebaugh-Los Banos area, discusses his specialty-crop operation and the challenges facing growers of cantaloupes, honeydews, watermelons and tomatoes. He explains that California farmers face high labor costs, extensive regulations and ongoing water challenges while competing against lower-cost imports.
Agriculture, Food Security and California-Grown Produce
A central theme of the conversation is the importance of California agriculture to the nation’s food supply. Del Bosque emphasizes that California has some of the country’s best soils and climate for producing specialty crops that cannot be grown as effectively in many other areas.
Papagni and McGill also encourage consumers to pay attention to where their food comes from and, when possible, choose California-grown fruits, vegetables and nuts. The discussion highlights the difference between produce grown under California’s strict standards and products shipped thousands of miles from other countries.
The hosts argue that consumers should consider quality and food safety—not simply price—when purchasing fresh produce.
Technology Is Changing the Farm
Del Bosque also describes how dramatically agriculture has changed since he began farming. Irrigation, crop varieties, weed control and sophisticated packing-house technology have all advanced, while automation, drones and robotic equipment are creating new opportunities.
However, harvesting crops such as melons and table grapes remains highly dependent on skilled human labor. Del Bosque says the modern farm increasingly needs college-educated workers capable of managing technology, regulations and sophisticated production systems.
Water Remains the Biggest Challenge
Water is another major focus. Del Bosque discusses the potential impacts of SGMA and the importance of capturing storm flows and using them to recharge depleted groundwater supplies.
He also stresses the need to remove politics from agricultural issues and find solutions that allow farmers to continue producing food.
A Future for the Next Generation
Despite the challenges, Del Bosque sees opportunities ahead. More young people are studying agriculture and preparing for careers in farm management, pest control, human resources, technology and other agricultural fields.
The conversation also covers crop conditions, market pressures, rising wages, organic production and the importance of improving marketing for California-grown products.
Listen to the full AgNet News Hour podcast to hear Nick Papagni, Sir Josh McGill and Joe Del Bosque discuss what it really takes to keep California farming productive—and why protecting the state’s agricultural future matters to everyone.
Listen to the full Part 2 interview below or on your favorite podcast app.