In the warm hours of midmorning, a significant number of people gathered outside a farm in San Joaquin Valley. They formed a line to collect free nectarines from large blue bins brimming with the ripe, red fruit. Farmer Cesar Mora decided to give away the nectarines, stating, “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.”
Cesar Mora, alongside his wife Yuliana, operates their family farm in the Central Valley. Together, they have chosen to donate more than 125,000 pounds of nectarines. For years, Mora has been involved in a contract dispute with Giumarra Brothers Fruit Co. over the marketing and selling terms of his nectarine crop. Due to ongoing legal battles, Mora decided he couldn’t sell the fruit, leading to this massive giveaway.
The event, held near Reedley, ran from Monday to Friday. Large groups of people made the trip to the farm, carrying bags to collect the nectarines. Mora, who has been farming for over 30 years in the Central Valley, learned the trade of growing and harvesting stone fruit at a young age. Despite facing financial challenges, Mora continues to rent a 50-acre ranch, cultivating three varieties of plums, along with peaches and nectarines. His Monalise nectarines, which are part of the legal dispute, account for about 15% of his farm’s production.
In response to Mora’s “No Nectarines Wasted” campaign, Giumarra Bros. Fruit Co. stated, “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 emphasized his desire to prevent waste, leading him to organize the giveaway.
On opening day, Mora’s team planned to distribute 5,000 pounds of nectarines. However, as the crowd grew, they increased the supply. On the first day, more than 20,000 pounds were given away in 30-pound bags. By the end of the second day, the total reached 50,000 pounds, followed by 55,000 pounds on the third day.
Christian Mora, helping at his father’s farm, distributed the fruit amidst the ongoing legal contention over crop ownership. The enthusiasm for the free nectarines has proved gratifying for the Mora family. By Friday afternoon, they had distributed 182,000 pounds of fruit. The unexpected excitement of the crowd was a pleasant surprise for Cesar Mora, who noted groups of people even blocking the street in their eagerness.
Driving near the event on his tractor, Mora received applause from visitors, a heartening moment he cherished deeply. He mentioned, “I mean personally that was really touching for me. I’ve never been applauded like that for my job.” At the end of the day, some visitors even returned to the orchard to collect any nectarines that had been left behind.