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The Carlsbad Strawberry Company | How a Family Farm Became One of Carlsbad’s Most Beloved Traditions

a bowl of fruit

When most people think of Carlsbad, they picture sandy beaches, colorful Flower Fields, and charming village streets. But for generations of local families, another tradition signals the arrival of spring and summer—the taste of a freshly picked Carlsbad strawberry.

The Carlsbad Strawberry Company is more than a roadside farm stand. It’s a reminder that long before Carlsbad became a popular tourist destination, agriculture was the heartbeat of the community.

Today, the farm continues to connect visitors with that heritage, offering fresh strawberries, seasonal festivals, and memories that span generations.

A Rich Agricultural Heritage

Agriculture has shaped Carlsbad since the late 1800s.

The city’s mild Mediterranean climate, fertile soil, and cool ocean breezes created ideal conditions for growing crops. Beans, tomatoes, avocados, flowers, and strawberries flourished across the coastal valleys, and farming became one of the area’s most important industries.

As flower growers like Edwin Frazee and Mellano & Company helped make Carlsbad famous for its ranunculus, local farmers were also building a reputation for producing exceptionally sweet strawberries.

The Carlsbad Strawberry Company proudly carries that farming tradition into the present day.

More Than Just Strawberries

Photo of tractor rides

Located along Interstate 5 near The Flower Fields, the Carlsbad Strawberry Company has become one of North County’s favorite family attractions.

Each spring, visitors can wander through rows of ripe strawberries and pick their own berries directly from the field. The experience has become a cherished tradition for countless families, offering children—and adults—the simple joy of harvesting fruit straight from the vine.

The farm also features a market filled with fresh produce, locally made treats, jams, honey, and seasonal gifts that celebrate Southern California agriculture.

A Family Rooted in Farming

Jimmy Ukegawa | Guest: Carlsbad: People, Purpose and Impact podcast

The story of the Carlsbad Strawberry Company is also the story of the Ukegawa family, who have been farming in Southern California for more than a century.

The family’s agricultural roots began in the early 1900s when Jimmy Ukegawa’s grandparents farmed in Orange County. Following World War II, the family rebuilt their farming business and, during the 1950s, expanded their operations to Carlsbad, growing tomatoes, zucchini, cucumbers, bell peppers, strawberries, and other crops. In 1959, they made Carlsbad their permanent home.

Current owner Jimmy Ukegawa grew up in Carlsbad, graduating from Carlsbad High School before earning a degree from UC Berkeley. He joined the family farming business in the 1980s, becoming the third generation to continue the family’s agricultural legacy.

Recognizing that farming was changing, Jimmy introduced the U-Pick Strawberry Experience in the early 2000s. Instead of simply selling strawberries, he invited visitors into the fields to harvest their own berries, creating an experience that connected families with agriculture. That idea transformed the Carlsbad Strawberry Company into one of North County’s most popular agritourism destinations.

Today, the tradition continues with the fourth generation of the family. Jimmy’s daughter, Robyn Ukegawa, returned to Carlsbad after college and joined the family business in 2018, helping carry the farm into its next chapter while preserving the values and traditions that have guided it for generations.

Celebrating Every Season

Photo

While strawberries are the star of spring, the farm transforms throughout the year.

In autumn, it becomes home to one of North County’s most popular pumpkin patches, complete with giant pumpkins, corn mazes, sunflower fields, games, and family-friendly activities. The seasonal events have made the Carlsbad Strawberry Company a destination that families return to year after year.

Carlsbad Strawberry Company: Farming, Family and Fun - California Grown

Whether it’s picking strawberries in May or choosing the perfect pumpkin in October, the farm has become woven into the traditions of the community.

Preserving Carlsbad’s Farming Legacy

Tomatoes were once big on Carlsbad's strawberry fields – San Diego Union-Tribune

 

As Carlsbad has grown into a thriving coastal city, much of its agricultural land has given way to neighborhoods, businesses, and resorts.

The Carlsbad Strawberry Company serves as an important reminder of the city’s farming roots. By continuing to cultivate strawberries and welcome visitors onto a working farm, it helps preserve a piece of Carlsbad’s identity that might otherwise have been lost.

Like the nearby Flower Fields, the farm demonstrates that agriculture can remain an important part of a modern community.

Carlsbad Strawberry Company’s century of resilience: How one family built a farming legacy – YouTube

If These Fields Could Talk…

“I’ve watched children fill their baskets with strawberries, grandparents share stories of farms that once covered Carlsbad, and families return year after year to begin new traditions. Every season reminds me that some of life’s sweetest memories grow close to the earth.”

Cherimarie’s Reflection

One of the things I love about the Carlsbad Strawberry Company is that it isn’t just a place to pick strawberries—it’s a family story.

The Ukegawa family has spent generations caring for this land and sharing it with our community. When you walk through the fields, you’re not just visiting a farm; you’re experiencing a tradition that has been passed from one generation to the next.

As a longtime Carlsbad resident, I appreciate families like the Ukegawas, the Frazees, the Mellanos, and the Eckes. Their dedication has helped preserve the agricultural heritage that makes Carlsbad so unique. They remind us that our community was built not only by entrepreneurs and visionaries, but also by hardworking farming families whose legacy continues to enrich Carlsbad today.

Did You Know?

  • Carlsbad’s coastal climate produces exceptionally flavorful strawberries thanks to cool ocean breezes and mild temperatures.
  • The Carlsbad Strawberry Company operates as a working farm while welcoming visitors each season.
  • The farm’s annual pumpkin patch has become one of North County San Diego’s most popular fall traditions.
  • Carlsbad was once home to thousands of acres of farmland, including strawberries, beans, tomatoes, avocados, and flowers.
  • The Strawberry Company and The Flower Fields together help preserve Carlsbad’s agricultural heritage.

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