In the heat of midmorning, hundreds gathered at a farm in San Joaquin Valley, eager to collect nectarines from large blue bins. These fruits were available for free. Farmer Cesar Mora explained, “It was going to rot on a tree again, and I said let’s give it away. Let’s let people at least enjoy it, because I take pride in what I do.” Before work began, Mora embraced his wife Yuliana at their family farm, where they planned to distribute over 125,000 pounds of nectarines.
Mora is embroiled in a legal battle with Giumarra Brothers Fruit Co. over a marketing and sales contract for his nectarine crop. This conflict has led to an inability to sell the fruit, prompting him to give away a massive amount of nectarines. The giveaway, situated near Reedley, lasted from Monday to Friday. Participants arrived in large groups, eager with bags to collect the fruit.
Mora has been farming in Central Valley for over 30 years. His journey began with him learning about growing and harvesting stone fruit, always aspiring to own his farm. Financing was a challenge, leading him to manage independently. “So I’ve had to do this kind of on my own,” Mora stated. “I rented a ranch about 10 years ago.” On these 50 acres, Mora cultivates three plum varieties alongside peaches and nectarines. The Monalise nectarines affected by the dispute constitute about 15% of his farm.
Giumarra Brothers Fruit Co. responded to Mora’s “No Nectarines Wasted” campaign, saying, “At its heart, this is a disagreement involving two written agreements, and it is being resolved the right way — in court and on the facts.” Mora, unwilling to see the fruit wasted, chose to distribute it freely.
Initially, Mora’s team planned to distribute 5,000 pounds on the first day. As a larger crowd showed up, more nectarines were made available. By day’s end, they had given away over 20,000 pounds. The following day saw 50,000 pounds distributed, and then 55,000 pounds the day after. Christian Mora, his son, actively participated in handing out the bags during this challenging time.
By Friday, Mora had distributed 182,000 pounds of nectarines. The enthusiasm from visitors was a surprise. People arrived in groups, at times even causing traffic issues. Mora noted that appreciation is rare in his work. While driving through the event on his tractor, visitors applauded. “I mean personally that was really touching for me,” Mora remarked. “I’ve never been applauded like that for my job.” In the end, some visitors even collected fruit lying on the ground, demonstrating the event’s impactful reach.