Farming since 1960, Grampa Joe helped modernize the family farm and later embraced organic methods, laying the groundwork for JR Organics. Though retired, he still hops on the tractor and shares his wisdom in the fields.

The heart of the farm since 1959, Cristina supported Joe Sr. through decades of hard work, from hauling produce to raising six children. Today, she remains the family’s matriarch, cooking daily meals and inspiring everyone with her faith and care.

Farming organically since 1986, Farmer Joe is dedicated to growing produce full of flavor and nutrition, showing what real food should taste like. He loves sharing the first harvest with his grandchildren and nurturing his community with every crop.

The youngest Rodriguez brother, Carlos has managed the La Jolla Open Aire Farmers Market for nearly 20 years and still lends a hand on the farm. Known for his detail, creativity, and humor, he’s the family’s wreath maker, floral designer, and biggest joker.

The eldest Rodriguez sibling, Irma kept the farm running behind the scenes for decades as office manager, bookkeeper, and trusted advisor. Though retired, she still comes to the farm weekly to help in the office and spend time with Mom and Pop.

Farmer Joe’s younger brother, Willie has done it all—picking, packing, piping, and running the Vista Farmers Market stand with his grandson. An outdoorsman at heart, he’s dedicated to both the farm and his growing family.

A cousin full of energy and passion for vegetables, Martha has worked on the farm for over 20 years. She runs the Laguna Niguel Farmers Market, drives deliveries, and is always ready with cooking tips and recipes for CSA members.

Farmer Joe’s nephew, Michael grew up on the farm and built lasting ties with markets, chefs, and local grocers. Today he manages CSA operations, works weekend markets, and leads wholesale partnerships across Southern California.

Farmer Joe’s eldest son, Goyo oversees CSA logistics and manages multiple farmers markets across San Diego and LA. A true farm lifer, he’s up before sunrise, running markets with his team—and sometimes with his eight children.

Farmer Joe’s first daughter, Adriana keeps the farm running as office manager, handling bookkeeping, accounting, and accounts receivable. Devoted and meticulous, she ensures JR Organics’ produce reaches stores and restaurants across Southern California.

Farmer Joe’s second daughter, Bea is the farm’s food and safety specialist, ensuring operations stay certified organic and compliant year-round. Dedicated and hardworking, she’s often the last to leave, making sure every detail is right.

Farmer Joe’s niece, Vanessa supports the office team with accounts receivable and compliance paperwork. She also secured key state grants that helped modernize farm equipment, all while balancing work as a full-time school nurse and mom.

The sons of Carlos, Daniel and Carlos Jr. grew up on the farm and now run the Old Town Temecula and La Jolla farmers market stands. Both juggle day jobs with their passion for healthy food, passing that love on to their own kids.

Farmer Joe’s nephew, Stephen oversees the packing house, deliveries, and quality control with dedication and reliability. A lifelong market presence and passionate vegan, he’s always ready to share his veggie knowledge—and a smile.

Farmer Joe’s youngest daughter, Alyssa manages wholesale invoicing and runs the Laguna Beach farmers market. With a theater background and a love for animals, she brings energy, creativity, and care to every part of the farm.