Babé Farms Celebrates 40 Years of Innovation, Family, and the Specialty Veg Revolution

Santa Maria, CA — This year, Babé Farms proudly celebrates its 40th anniversary, marking four decades as a pioneer and driving force in the specialty produce category. From humble beginnings in 1986 to becoming one of the most recognized labels in baby vegetables and gourmet greens across the U.S. and Canada, Babé Farms’ story is rooted in curiosity, family, and commitment to quality.

Babé Farms was founded in 1986 with a bold idea and an entrepreneurial spirit. Visionary founder Wilbur Souza, a third-generation farmer from a pioneer farming family in California’s Santa Maria Valley, was inspired by his travels throughout Europe, where delicate mesclun mixes and baby vegetables were already staples of refined cuisine. Seeing opportunity where few others did, Souza returned home determined to introduce these European-style vegetables to the U.S. market—at a time when iceberg and romaine still dominated grocery shelves.

The company grew out of Souza & Boster Farms, which supported Babé Farms in its earliest years as an experimental platform for new varieties and growing methods. Early on, neighboring farmers questioned the idea of growing “baby” vegetables, but Babé Farms’ willingness to push boundaries quickly set it apart. What began as a small, family-run venture—where everyone pitched in wherever needed—soon became one of the first companies to introduce packaged spring mix, specialty greens, and colorful baby vegetables to North America.

“Forty years ago, specialty vegetables were a niche concept with little mainstream exposure,” says 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.”

As the specialty produce category evolved, so did Babé Farms. In the early years, farming relied heavily on instinct. Today, production is far more precise, guided by demand forecasting and careful planning to reduce waste. Diversification became essential, drawing chefs in with variety and color while ongoing collaboration with seed companies keeps innovation at the core of the operation. Though mechanization has improved efficiency, Babé Farms remains largely hand-harvested, relying on highly skilled crews whose expertise has been refined over decades in the field.

People have always been at the heart of Babé Farms. Alongside Souza, founding partners Greg and Cherrie Pedigo and Frank and Judy Lundberg helped shape the company’s culture and direction. Many long-tenured employees—often spanning multiple generations of the same families—have played a critical role in building not just the operation, but the spirit of the company itself.

Babé Farms’ growth was fueled by strong customer relationships and a chef-first mindset. Early cold calls, sales road trips, and countless presentations helped establish a loyal customer base in California, New York, Washington D.C., and beyond. From memorable trade show moments to chartering a plane to deliver product in time for a customer’s dinner party, service and reliability became hallmarks of the brand. Over time, Babé Farms earned a level of brand recognition that set the standard for baby vegetables in the specialty produce category.

Today, Babé Farms grows and harvests more than 70 varieties of specialty vegetables—ranging from baby carrots, radishes, beets, and lettuces to specialty greens, organic kales, and spring mix—and offers nearly 600 customized pack options for chefs and retailers. Based in Santa Maria, California, the company benefits from a mild, Mediterranean coastal climate with year-round growing conditions ideal for specialty crops.

Still family-owned and operated, Babé Farms is led by Jeff Lundberg, son of founding partner Judy Lundberg-Wafer who now serves as Chairman of the Board. As the company looks ahead, a new generation is beginning to take interest, ensuring the business continues to move forward rather than wind down.

“When we started, the goal wasn’t to build a national brand—it was to grow something meaningful and take care of our employees,” says 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.”

“What we’re most proud of is our people,” says Lundberg. “Babé Farms exists because of their skill, loyalty, and heart. From day one, food safety and quality have gone hand in hand—everything else follows.”

After 40 years, the philosophy remains simple: don’t limit expectations—anything is possible.

About Babé Farms
Founded in 1986, Babé Farms is a Santa Maria, California–based grower, packer, and shipper of specialty vegetables and leafy greens. A pioneer of spring mix and baby vegetables in North America, Babé Farms is committed to food safety, innovation, and building genuine relationships with chefs, retailers, and distributors across the U.S. and Canada.