In the midmorning heat, hundreds gathered at a San Joaquin Valley farm to collect vibrant red nectarines from large bins. These nectarines were free, an act of generosity by farmer Cesar Mora.
“It was going to rot on a tree again, so I said let’s give it away,” Mora expressed, emphasizing his dedication to his craft. He and his wife Yuliana manage their family farm, giving away more than 125,000 pounds of nectarines.
Cesar Mora has encountered a contract dispute with Giumarra Brothers Fruit Co. over his nectarine crop. Both parties have legal complaints concerning how the fruit should be marketed and sold. Mora’s ability to sell the fruit was restricted, prompting the giveaway of over a hundred thousand pounds of white-flesh nectarines.
The giveaway occurred outside Reedley, from Monday to Friday. People arrived in large groups, ready to collect the fruit. Mora has been farming in Central Valley for over 30 years, having grown up mastering stone fruit cultivation. Though challenging, he fulfilled his dream of owning a farm.
Mora’s farm includes rented land where he cultivates plums, peaches, and nectarines, with the Monalise nectarines being the focal point of the legal issue, representing about 15% of his harvest.
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.
This statement came from Giumarra Bros. Fruit Co. in response to Mora’s “No Nectarines Wasted” initiative.
Mora refused to see the fruit wasted, launching the giveaway instead. On the first day, although the crew planned to distribute 5,000 pounds, the turnout led them to share more. They handed out 30-pound bags and ultimately gave away over 20,000 pounds that day. The volume reached 50,000 and then 55,000 pounds over the subsequent days.
Christian Mora, Cesar’s son, distributed free bags at their farm, where a legal battle over crop ownership unfolds. People flocked in numbers, some even blocking roads.
By Friday, a total of 182,000 pounds had been given away, much to visitors’ delight. Mora was touched by the applause from visitors as he drove his tractor, acknowledging he seldom receives thanks in his profession.
People even picked up displaced nectarines from the orchard at day’s end, showing appreciation for the family’s efforts.
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