Babé Farms, a grower of specialty vegetables and greens, traces its roots from a humble beginning 40 years ago to a mainstay in the category that ships more than 70 items across the country and to Canada.

The family-owned Santa Maria, CA, grower celebrates its 40th anniversary this year by highlighting the innovation that drives the company’s growth, and recognizing the work of its founders, current leadership and generations of employees.

At the same time, Babé Farms acknowledges the revolution that has transformed the specialty vegetable and greens category — which was dominated by iceberg and romaine when the company formed in 1986.

“Forty years ago, specialty vegetables were a niche concept with little mainstream exposure,” said Jeff Lundberg, president and CEO of Babé Farms. “Today, while still a distinct segment, they’re far more embraced across the produce industry. We’re proud to have helped shape that evolution.”

Babé Farms now grows and harvests an array of vegetables, ranging from baby carrots, radishes, beets and lettuces to specialty greens, organic kales and spring mix. Overall, Babé Farms offers nearly 600 customized pack options, shipping to foodservice operators and retailers.

An ‘Experiment’ Flourishes

Wilbur Souza, a third-generation farmer from a pioneering Santa Maria Valley farming family, founded the company. Inspired by trips to Europe, where mesclun mixes and baby vegetables were staples, Souza was determined to bring the European-style vegetables to the U.S., according to the company.

Babé Farms was an offshoot of Souza & Boster Farms in the valley, supporting the “experimental platform” for new the new varieties and farming methods. Other growers in the area were dubious, but Babé Farms pushed the boundaries of the time, according to the company. What began as a small, family-run operation was soon one of the first to introduce packaged spring mix, specialty greens and colorful baby vegetables to North America.

Babé Farms evolved as the specialty category did, relying on instinct as a maverick in the early years, according to the company.

“Today, production is far more precise, guided by demand forecasting and careful planning to reduce waste,” according to a news release. “Diversification became essential, drawing chefs in with variety and color while ongoing collaborations with seed companies keeps innovation at the core of the operation.”

Most of the delicate specialty items are hand-harvested, with highly skilled crews have refined methods over decades in the field, according to the company.

Along with Souza, founding partners are Greg and Cherrie Pedigo and Frank and Judy Lundberg. They and farm employees, many who represent multiple generations from the same family, have shaped the spirit of Babé Farms, according to the company.

Babé Farms is led by Jeff Lundberg, the president and CEO and son of founding partner Judy Lundberg-Wafer, the current chairman of the board.

“When we started, the goal wasn’t to build a national brand — it was to grow something meaningful and take care of our employees,” said Lundberg-Wafer. “The growth followed because of the trust we built with our team and our customers. Seeing the next generation take an interest in the company makes this milestone even more special.”

Jeff Lundberg said the company is most proud of the people who work there.

“Babé Farms exists because of their skill, loyalty and heart,” he said. “From day one, food safety and quality have gone hand in hand—everything else follows.”

Through strong customer relationships built from cold calls, sales road trips and presentations — with a chef-first mindset — Babé Farms is known for its service and reliability. Babé Farms has a simple philosophy, according to the company: “Don’t limit expectations — anything is possible.”