Meet Jimmy Ukegawa, third-generation farmer and the mastermind behind Carlsbad Strawberry Company. Jimmy jokes that he was “drafted” into ag, but it’s clear that he has a passion for the family’s thriving San Diego u-pick farm. We caught up with Jimmy to learn more about why u-pick farms are an essential part of ag education…and of course, to taste their beloved berries. 

Opening the farm to the public

Farming is always a tough job. Farming in an urban area comes with an additional set of challenges. During the late 1990s, the Ukegawa family’s San Diego farm struggled with rising costs and dwindling income. Jimmy recalls, “Wholesale prices were cheap. Interest was high. We were going backwards in a big way. So we knew that unless we changed something, we would’ve gone the way of the rest of the growers locally.” 

In the early 2000s, Jimmy’s proposal was to incorporate u-pick days at the end of the season to garner additional income. The concept was admittedly a bit of a Hail Mary, but something he was genuinely excited to try. “When I first brought up my u-pick idea to my father, he kind of joked it off as another one of Jimmy’s harebrained ideas,” Jimmy confesses with a sly smile. However, opening the farm to the public wasn’t an entirely out of left field idea.

Finding inspiration in one of his childhood memories, Jimmy shares, “When I was in grade school, my mom would invite some of our teachers to the field at the very end of the season. We’d be jumping around in front of the tractors, picking off the last few berries that were ripe. Everybody enjoyed it so much. It was really something that stuck with me.”

Jimmy’s “harebrained” idea caught on, steadily attracting interest from both San Diego locals and tourists. The farm’s choice location is an additional asset. Carlsbad Strawberry Company is well located. It is just off the 5, within minutes of some of Carlsbad’s most popular attractions – the Flower Fields, the Outlets and Legoland. Twenty-five years later, Carlsbad Strawberry Company is one of San Diego’s most popular u-pick farms. 

U-pick farms blend ag education with family fun

Jimmy enjoys the ability to give people an opportunity to experience California agriculture that running a u-pick because provides. He notes, “People don’t know where their food comes from these days, and if they get to pick it and enjoy it, it’s really something else. Something unique. We see tons of kids every day that come to the farm, and it’s a different world to them. They light up when they’re able to see the strawberry, pick it, and eat something new.” Jimmy pauses and then adds, “Kids these days need to learn that the food doesn’t come out of a plastic bag or a clamshell.”

For many families, a visit to Carlsbad Strawberry Company is an annual tradition. Jimmy and his team work hard to keep things fresh and to offer something new each year, from new attractions to updated photo opportunities. Jimmy reflects, “Just sitting out there watching what people do, it’s my favorite part of my day. That’s where a lot of the new ideas come from – seeing where people are having fun and how we can expand on that and what we can try next.

How strawberries grow at Carlsbad Strawberry Company 

Carlsbad is not just a popular tourist destination – it’s also a great place to grow strawberries. The cool, coastal weather allows for a longer growing season, encouraging perfectly ripened fruit. Jimmy explains, “Rarely does it get over 75 degrees, and it never freezes. So, we have ideal strawberry weather.” 

The process begins in the summer, when Carlsbad Strawberry Company orders Albion strawberry seedlings from Lassen Canyon Nursery in Northern California. The seedlings are planted in October, and the first strawberries are typically harvested around the beginning of the year. Albion strawberries are everbearing and continue to produce fruit through July. 

“We never sell a day-old strawberry”

Carlsbad Strawberry Company exclusively grows Albion strawberries, a delightful, disease-resistant variety developed by UC Davis. Albions are popular for their fabulous flavor, but the delicate variety doesn’t ship well. At Carlsbad Strawberry Company, this isn’t an issue – every berry sold is picked that same day. Jimmy boasts, “We never sell a day-old strawberry. Whatever we have leftover, we wholesale – and we have a line of people waiting for our strawberries because they’re sweet.” 

You can find Carlsbad Strawberry Company strawberries at three strawberry stands in Del Mar/Carlsbad or, of course, pick your own at their Carlsbad U-pick field. 

When is the best time to visit Carlsbad Strawberry Company? 

Carlsbad Strawberry Company has two distinct “seasons”: strawberry season and pumpkin season. They also host special events on holidays like Mother’s Day and the Fourth of July. 

Strawberry season typically runs from March through July, although precise dates always depend on the weather. Jimmy notes, “We’d like to open up the U-pick by Valentine’s Day, but weather’s gonna dictate that we will always be open by Easter.” 

Pumpkin season amps up towards the end of September, when the strawberry farm transforms into a u-pick pumpkin patch, complete with a corn maze, games, live music and even a speakeasy! During the busy season, the pumpkin patch pulls in up to 1500 people each night! 

Whether you’re visiting in spring for sun-ripened berries or in fall for festive pumpkin fun, Carlsbad Strawberry Company offers a seasonal slice of California charm—and plenty of reasons to come back year after year.

Visit Carlsbad Strawberry Company

1050 Cannon Rd

Carlsbad, CA 92008

(760) 603-9608

Open seasonally. Call ahead or check the website for the most up-to-date information.

You can also pick up their sumptuous strawberries at their three local Strawberry Stands! 

Ready to explore Carlsbad? 

Carlsbad and the neighboring town of Oceanside are popular year-round tourist destinations. Jimmy notes, “There’s a lot to do here. If you’re coming to visit Carlsbad during spring, The Flower Fields are right up the street, only a mile away. All the colors are in bloom, you don’t get it anywhere else. We’ve got hotels close by, really good restaurants, we’ve got Legoland, we’ve got the beach.” He pauses, laughing, and adds, “If you’re ever in Carlsbad, please come on by Carlsbad Strawberry Company!” 

Article by Hilary Rance. Photography by James Collier and Hilary Rance.