Meet the Farmer
Queen of Vegetables
Yadira Mendiola
Established In 2020
Location Royal Oaks, CA
Acreage 10
What they sell Mixed organic vegetables and berries
When they began working with KTA 2024
Advising Focus Market diversification and expansion; business strategy
Support our ongoing advising work with Queen of Vegetables by giving to KTA.
While working at a conventional agriculture farm, Yadira Mendiola, a first-generation farmer, dreamed about what it might mean to run her own business. When a colleague introduced her to the Organic Farm Incubator created by the Agriculture and Land-Based Training Association (ALBA), she knew this was her opportunity to fulfill her dream. She enrolled at ALBA in 2019. As she deepened her knowledge of organic farming, Yadira’s true goal came into focus: keeping the people around her healthy and happy through nourishing, organic produce. She certified her farm as organic through California Certified Organic Farmers (CCOF) and officially launched her farm business, Queen of Vegetables, in 2020. She began her operation by leasing a half an acre; over the next few years, she expanded to 10 acres in Salinas and Royal Oaks. At her farm, Yadira grows mixed organic vegetables, including celery, kale, broccoli, beets, carrots, and broccolini, as well as strawberries. Selling at farmers markets, Yadira has cultivated close relationships with her customers, some of whom began relying on her for organic produce they wouldn’t normally find at their local farmers market.
Yadira’s drive to keep the farm growing isn’t just about her business; it’s about creating a strong future for her three kids while giving back to the community. Despite various challenges over the years, including intense flooding and storms that significantly affected her land in the winter of 2023, Yadira’s passion fuels her as a farm business owner, single mother, and advocate. That same year, Yadira traveled to Washington, DC to voice the needs of farmers as lawmakers prepared the 2023 Farm Bill that determines, among other issues, the availability of federal funding for private land.
Learn more about Yadira in CCOF’s short film, “A Day in the Life of the Queen of Vegetables.”
Where to Find
Hayward Farmers Market, Saturday 9AM-1PM
Richmond Farmers Market, Friday 7AM-2PM
Advising Snapshot: 2024
Yadira hopes to establish a completely independent farm, transitioning from leasing to owning land. Through Senior Farm Business Advisor Tania Zuñiga, Yadira was introduced to a land access project called Rancho Corralitos. As a collaboration between KTA, The People’s Land Fund, Manzanita Capital Collective, Dirt Capital, and The Cultiva, Rancho Corralitos reflects a new land ownership model enabling multiple Latino/a/x immigrant farmers to purchase land at a reduced cost. This project has been transformational for Yadira, opening a path to a long-term land lease and creating greater security, stability, and opportunity to own land in the future.
Yadira also hopes to continue diversifying her market streams and clients, which currently entail farmers markets, wholesalers, and school districts. Working with Tania, Yadira has been able to take a deeper look at her business strategy, including her plan for strategic growth, client relationships, bookkeeping, and capital and market access. Tania has also assisted Yadira in securing a vital business loan while helping her continue to apply for grants to support building additional infrastructure on her farm.
In the next few years, Yadira aims to streamline her farm's operations so that she can spend less time in the fields and more time with her family. With support from Tania and her fellow farmers, Yadira feels empowered and encouraged to reach her biggest goals. Community still looms large in Yadira’s vision: she is always hoping to make more connections, particularly with food hubs and community-oriented organizations, to feed even more people in her local community.
