About carlsbad Strawberry Company
And the ukegawa family
Our love for Strawberries is generations deep
The Carlsbad Strawberry Company is a symbol of perseverance, adaptation, and community spirit, deeply rooted in the agricultural heritage of North County, San Diego. Located along the scenic Agua Hedionda Lagoon in Carlsbad, California, this family-owned farm has been a cornerstone of local farming traditions for nearly a century.
The Ukegawa family’s farming journey began in the early 1900’s when Fukutaro and Tomoye Ukegawa emigrated from Japan and established a vegetable farm in Tustin, Orange County. Hiroshi Ukegawa was born in 1921. He graduated from Tustin High School, and shortly after, their family’s resilience was tested during World War II when they were interned in Poston, Arizona in 1942. Despite this, Hiroshi Ukegawa enlisted in the 13th Airborne Division. After being released in 1946, the family found that they had lost everything. They relocated to Oceanside and rebuilt their lives, starting a farm in the San Luis Rey Valley.
By the 1950’s, the Ukegawa family expanded their operations to Carlsbad, cultivating hundreds of acres of tomatoes, zucchini, cucumbers, bell peppers, and other vegetables. In 1959 they made the decision to settle in Carlsbad. Shortly after, Jimmy Ukegawa, the current owner of the company, was born. He graduated from Carlsbad High School and UC Berkeley, later joining the family business in the 1980s. At this time, the family’s farming business had reached its peak. However, increasing competition from inexpensive imports and high labor costs began to erode profitability.
Faced with these challenges, the Ukegawa family adapted by focusing on local markets and direct-to-consumer sales. By the late 1990’s, due to rising water and labor costs and nearby competition, they transitioned the farm to specialize in strawberries, which thrived in local farmers markets and produce stands.
In the early 2000s, Jimmy introduced the now-iconic “U-pick” experience, inviting visitors to harvest their own strawberries directly from the fields. This innovative approach turned the Carlsbad Strawberry Company into a beloved agritourism destination, drawing families and visitors from across the region. In 1996, Robyn Ukegawa was born. She graduated from Carlsbad High School and Bryant University, later returning to help run the family business in 2018.
Today, the farm continues to thrive under the Ukegawa family’s stewardship, and the Carlsbad Strawberry Company spans 40 acres of farmland. They are dedicated to producing some of the region’s finest and sweetest Albion strawberries and providing memorable experiences for visitors. Seasonal attractions, including an annual fall pumpkin patch and corn mazes, have further solidified the farm as a cherished community hub, blending agricultural tradition with a modern focus on community engagement.
