How Buying Smaller Fruit Could Save California’s Drought-Stricken Family Farms

Masumoto Family Farm hopes to start a #SmallFruitRevolution.

Climate, Local Eats

Second-generation organic peach grower David “Mas” Masumoto describes the difference between a farming disaster and a crisis this way: A disaster is when he harvests nothing, while a crisis is when he’s not making any money. Four years into California’s worst drought in history, and like many West Coast farmers, he’s in crisis mode.

To conserve, Masumoto gave his peach trees between 20 and 30 percent less water, yielding a fruit Mas calls “very small” but “great tasting”—the Gold Dust Peach. Now, the fruit isn’t selling. Even at Berkeley Bowl, a popular supermarket in food-progressive Berkeley, shoppers just aren’t reaching for the smaller peach.

“What’s worse: composting the peaches back into the soil or knowing they are sitting in a store and no one wants to buy them?” laments his daughter, Nikiko Masumoto, 29. “This is happening right now. It’s heartbreaking.”

This is especially bad news for the 60-acre, 47-year-old family farm, because the Masumotos see the smaller fruit as the product of a long-term philosophical shift rather than just a short-term way to ride out the drought.

Masumoto Family Farm sits on the Kings River watershed and has historically drawn its irrigation water from two sources: “ditch water” that originates as snowmelt from the Sierra Nevada mountain range upstream, and water pumped from the ground. Despite relying on the Kings River for a “significant amount” of the water they use to irrigate, the Masumotos have had no ditch water for the last two years.

back Mas, Marcy front Korio, Nikiko MasumotoIn addition to the challenges presented by decreased water availability and mandatory restrictions, the last few winters have been historically warm. Peach and other stone fruit trees require “chill hours”—exposure to sub-45 degree temperatures—for maximum health and a larger yield. The past two winters have been the warmest on record for California, leaving some varieties of the typically resilient peach at 10 percent of their typical size.

Informed by researchers from Stanford University who say climate change will likely result in even more drought and warmer winters, the Masumotos are adapting.

“The last year or two made us very aware of how we have to change some of our practices, and really this question of sustainability—the way we were farming, believing that water was an unlimited resource, and how incorrect that was,” Mas says.

Many growers facing such a shortage invest money in high-tech equipment or dig even deeper wells—a practice that is causing the entire state of California to sink. Most farmers adjust their irrigation levels accordingly, says Dr. Ken Shackel, a professor in plant/water relations at UC Davis. But no one knows for sure just how much water will be necessary in the coming years.

“Is it going to be worth continuing to grow peaches if I have to spend $10,000 or $50,000 to buy a pump or make my well deeper?” he asks.

Instead of using technology to draw more water from a diminished supply to maintain the size of their peaches, the Masumotos are embracing the smaller fruit. In fact, after tasting the sweetness and juiciness of his smaller Gold Dusts, Mas actually wondered whether he’d been overwatering his peaches for years.

“We had these peaches that were small, but had this wonderful, concentrated taste,” he adds. “It made us think—maybe this is the natural state of most fruit. Why are we chasing the bigger fruit? Because of the market.”

In the end, the future of Masumoto Family Farm may be determined by whether consumers will rally around a smaller, but just-as-tasty peach—a result that is very much in question at this point.

“A lifetime of conditioning says we’re going to reach for the most perfect looking produce and leave the uglier, smaller, less perfect produce behind,” says Ron Clark, whose new business Imperfect Produce will promote and sell “ugly” produce directly to consumers at 30 percent less than market prices.

“It’s the American consumer who bears the choice and has the power to enforce changes in the system,” he adds.

Inspired by the ugly fruit campaigns, the Masumotos are using slogans like “small is delicious, too” and hope to see the hashtag #SmallFruitRevolution go viral. They’re reaching out to their customers on social media and starting a candid conversation about their challenges and opportunities. Response within their circle of supporters have been overwhelmingly positive: A recent Facebook post urging them to “eat small fruit” was the farm’s most popular post ever, eliciting dozens of comments and shares.

If their grassroots campaign doesn’t work? Nikiko says she’d consider ditching peaches altogether for drought resistant crops like olives or figs—but only if all else fails.

“It would be hard to imagine,” says Nikiko, who just celebrated her fourth year working full-time on the family farm. “I literally have peach tattoos on my body. It would be a real loss.”

 

Photos, from top: Gold Dust Peaches on Masumoto Family Farm; the Masumoto family before the drought. Both photos courtesy of the farm.

View Comments

  1. Monday, June 22nd, 2015
    I would buy fruit and vegetables that are misshapen in a heartbeat, especially, like these peaches which are tastier even though smaller!! Especially for a lesser price. I keep reading that the nutrient content is just as high as the more beautiful produce.
  2. Mfiglin
    Monday, June 22nd, 2015
    Take Trader Joes as an example. They responded to the consumer asking for single portions and have thrived as a result . Given the U.S. food waste, I for one would prefer portions to match our goals for obesity reduction.

    Smaller, tasty peaches beat huge, tasteless peaches pumped up on chemicals to look good .
  3. Margarita Estrada
    Tuesday, June 23rd, 2015
    Thank you to the Masumoto Family for your
    demonstration of sustainability of our resources.
    SMALL IS GOOD!
  4. Catheboal
    Tuesday, June 23rd, 2015
    i try to by as much small fruit as i can for sure smaller is sweeter
  5. Marilyn
    Tuesday, June 23rd, 2015
    Please consider drip irrigation rather than a deeper well
  6. Tuesday, June 23rd, 2015
    I'll like to buy a case of these if they are organic. Can be purchased anywhere in Sonoma County?
  7. Barbara Gemmill-Herren
    Tuesday, June 23rd, 2015
    This is a lovely article! Today in my CSA box that I receive from a collective of organic producers around Rome, Italy, I have gotten a pound or so of very lovely, tiny pears, "Bella di Guigno" - June beauties- so they are intended to be harvested at this time, and to be small. And also quite small, intensely flavored Apricots "San Castresse" and small/medium sized Nectarines "Gialle Big Bang". I think we need to change the mindset in the US, about the size of fruit (and what is most seasonal/sustainable). I can send pictures if asked.
  8. Tuesday, June 23rd, 2015
    ,,why not dry them? already less water and concentrated flavors........got to be a solution that makes sense..and money. no one will see how big or small the wet fruit were....and since they will taste great, demand will rise...
  9. Mary Ellen
    Wednesday, June 24th, 2015
    Knowing this (that David Matsumoto is conserving 20-30% of his normal water and growing smaller but delicious peaches) I will go find these peaces at the Berkeley Bowl. Without knowing I might not select them, thinking they would not be sweet and delicious. This is a story that needs telling at the point of sale. I think many people will want to support this grower IF they know.
  10. Gale Garza
    Wednesday, June 24th, 2015
    We will eat your delicious peaches! Have read your book and want your farm to succeed. We are with you.

    Take care and we will spread the word. It is a new world and we have to adapt. What could be more important than supporting our farmers.

    Gale Garza
  11. Kathleen McKinley
    Thursday, June 25th, 2015
    I will be going to Berkeley Bowl to buy some of these today.
  12. Saturday, June 27th, 2015
    This is the first piece of news I've read about a farmer who is attempting to adapt to drought conditions. And it's good news, too. What a shame that consumers don't get it, that they don't realize they can be part of solution, not just part of the problem. Even in Berkeley! Bravo to Mas for giving this a try. Don't give up!
    (PS-How I wish I could buy your peaches!)
  13. Mary Harte
    Sunday, June 28th, 2015
    Sounds like you could use better marketing -- how about:

    the Small is Beautiful peach?

    the Flavor Punch Peach?
    the 50 Shades of Incredible Flavor peach?

    and that's just for starters...
  14. B Franklin
    Friday, July 3rd, 2015
    Flavor and nutrition - that is what food is about. Oversized, overwatered nearly tasteless fruit is a pale imitation of what it can be. (Like the huge, tasteless strawberries exclusively sold in grocery stores which are nothing like the real thing...) In addition to finding the right way to market those flavor-intense but smaller peaches, hopefully these farmers will implement crop diversity and other practices to increase the resilience of the eco-system on their farm, and their business.
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