sure you’re spraying safely and that the workers are wearing the proper gear.” Managing water is another key part of the operation, particularly as California tightens its rules. Compared to using overhead sprinklers, using micro sprinklers enabled Ito Bros. to decrease their usage 50%, with drip irrigation used once the plants are established. “The whole process has really evolved from when I started with my dad,” Ito says. “Now everything’s precise, doing all the groundwork, prepping it, making the strawberry beds, putting the fertilizer in the right slots, laying the plastic down. It’s very intense, but you’ve got to do everything right. If you miss it, you’re in for a long season.” Long-term loyalty Running a successful family business for more than a century is also a testament to the relationships that the Itos have cultivated over the years. For example, in 1958 they joined the Naturipe co-op, which continues to distribute their berries across the country to club stores and chain stores, including
one of the Itos’ biggest customers, Walmart. The Ito connection with California Bank & Trust dates back to Sumitomo Bank in the 1970s. “Every aspect of our relationship is great, from the tellers and our regular business banking to our private banker,” Ito says. “They’ve gone above and beyond for us, for any of our needs—and we respect and honor that.” Conventional wisdom once held the belief that there’s a “three-generation rule” in family businesses—that most don’t survive beyond a third generation. When the Harvard Business Journal investigated the original study that came to that conclusion, however, researchers found that it just wasn’t true: “That perception could not be further from the truth. On average, the data suggest that family businesses last far longer than typical companies do.” Now in their fourth generation of farming—with Steven transitioning into the business role and Dylan taking over his dad’s operations position—the Itos are living proof of the power of family business. And the next time you pick up a box of strawberries, you’ll also be enjoying a taste of history.
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