A First-Generation Farm Rooted in Passion and Perseverance
Written by Erin Maidlow, Umpqua Valley Farm to School
Nestled in the quaint town of Sutherlin, Latitude 43 Berry Farms LLC embodies the spirit of first-generation farming. Owners Cole, Camille, Chris, and Colette took an unconventional path to farming, driven by a desire for a fresh start and a deeper connection to the land. Their story is one of resilience, community, and a commitment to producing the highest quality blueberries in the Umpqua Basin.
A Journey to Farming
Cole’s journey to farming began in an unexpected place: the construction industry. As a contractor building commercial greenhouses across California and Washington, his travels often took him through Oregon. Drawn by the state’s natural beauty and central location, the group decided to settle in the Oakland area after a fortuitous meeting with a local real estate agent.
Farming wasn’t initially on their radar. A visit to Holland Farms, owned by a friend’s uncle, sparked the idea of starting a blueberry farm. In March 2018, they found the perfect property in Sutherlin and began their farming journey. With life changes pushing them toward a new direction, they planted 13,000 blueberry bushes by hand, learning as they went.
“We’re a first-generation farm, so there’s been a lot of trial and error,” Cole shares. “Figuring out equipment, processes, and how to overcome obstacles—it’s been a learning curve, but the local community has been incredible, lending equipment and offering advice to help us get started.”
Growing with a Vision
From the beginning, Latitude 43 Berry Farms aimed to do more than just grow blueberries—they wanted to connect people to the source of their food. Their initial focus on wholesale markets has since expanded to direct-to-consumer (DTC) sales, a shift that has brought unexpected rewards.
“We didn’t realize how much we’d enjoy the direct connection with customers,” Cole explains. “It’s been amazing to build relationships and hear people’s feedback about our berries.”
Looking ahead, their goals are clear: grow the DTC market, pay off the farm, and ensure long-term profitability. Social media, a user-friendly website, and community engagement are key to achieving these goals.
Challenges in Farming
The road hasn’t been without its challenges. Competing with the global blueberry market, where prices are driven down by large-scale operations, is a constant hurdle. For small farms like Latitude 43, freshness is their greatest asset.
“Store-bought blueberries are often picked weeks before they hit shelves,” Cole says. “Our berries are picked at peak ripeness, often just the day before you buy them. When you purchase directly from local farms, you’re not just getting fresher produce—you’re supporting the farmers who grow it.”
Funding is another significant obstacle, but the couple remains optimistic. By focusing on quality and building strong customer relationships, they are carving out a niche in a competitive market.
What Sets Latitude 43 Apart
Latitude 43 Berry Farms stands out for its meticulous approach to farming. From tending the crops by hand to ensuring berries are picked at the perfect ripeness, their dedication to quality is evident.
The Umpqua Basin’s unique microclimate provides an ideal environment for blueberries, and the farm specializes in late-season varieties like Ochlockonee and Overtime. These berries bloom later than most, giving Latitude 43 an advantage in the market.
“Hand-picking our berries, as opposed to machine harvesting, preserves their natural ‘bloom’ and ensures minimal damage,” Cole explains. “It’s a labor-intensive process, but it makes a huge difference in quality.”
Where to Find Their Berries
You can experience the exceptional taste of Latitude 43 blueberries at the Umpqua Valley Farmers’ Market or by ordering directly through their website, latitude43berryfarms.com. Follow them on Instagram for updates and a behind-the-scenes look at farm life.
A Bright Future
Latitude 43 Berry Farms is more than just a farm; it’s a testament to the power of hard work, community support, and a love for the land. As they continue to grow, Cole, Camille, Chris, and Colette remain committed to their vision of connecting people to fresh, local food while building a sustainable future for their farm.
Whether you’re savoring their blueberries fresh from the market or following their journey online, Latitude 43 invites you to be part of their story—one berry at a time.