FEEDING THE FUTURE FROM COLORADO SOIL By Michelle Rivera, Senior Communications Manager
For the Petrocco family, farming runs deeper than business—it’s a way of life, built on generations of hard work and tradition. Based in Brighton, Colo., Petrocco Farms has grown into one of the state’s largest vegetable operations, producing lettuce, cabbage, sweet corn, peppers and more across an estimated 3,000 acres. Joe Petrocco, a third-generation grower and Vice President of Petrocco Farms, helps lead the family business. His great-grandparents emigrated from Italy in the early 1900s. Sadly, his great-grandfather died in a mining incident, and his great-grandmother Maria and her children started the farm after being compensated with legal papers and money. The farm has evolved significantly since those early days, but its integrity, quality and resilience remain firmly planted. “I was working on the farm my whole life—I was the only one that could make straight rows,” Petrocco said. “I was raised on the tractor, basically. That’s why college was so important to me because it gave me a break from the tractor.” For Petrocco, the choice was clear. After earning a degree from Metropolitan State University of Denver with a bachelor’s degree in Botany and minor in Spanish, he returned to the farm full-time. Despite its growth, Petrocco Farms is still very much a family affair. Joe farms alongside his father Dave, Sr. and brother Dave, Jr., while his sister Julie helps out part-time. Decisions are made at the kitchen table. Employees, many of whom have worked there for decades, are treated like extended family. That trust and continuity have helped the Petroccos adapt to a constantly changing agricultural landscape. One of the operation’s key strengths is its direct relationship with customers. The farm sells most of its produce directly to retailers and processors, allowing greater control over quality and pricing. This model, however, comes with high stakes. As always in ag, a missed harvest or weather event can mean major losses. That unpredictability is something Petrocco knows all too well. Colorado’s semi-arid climate, coupled with increasing pressure on water resources, keeps growers on edge. Over the years, Petrocco Farms has faced drought, hailstorms, labor shortages and economic swings—but Petrocco believes the biggest challenge now is political. “There are fewer and fewer farmers making more and more food,” he said. “But the people writing the laws often have no idea what it takes to grow a crop. That disconnect is frustrating.” To bridge that gap, Petrocco has become a vocal advocate for agriculture. He serves on local water boards
and industry groups, sharing firsthand insights on water use, farm labor and sustainability. He also partners with schools and community organizations to educate the next generation about where their food comes from. He’s also made several trips to Washington, D.C. to promote the fresh produce industry. “I like getting involved with Western Growers. They have brilliant people on their staff who coach me and help me along and prepare me for what to say,” he said. Just as he’s found guidance and encouragement from Western Growers, that same spirit of support is mirrored in Petrocco’s approach to labor. Petrocco Farms relies heavily on the H-2A program to bring in skilled seasonal workers from Mexico, many of whom return year after year. Petrocco sees the program as essential but flawed, and he and continues to push for reforms that support both growers and workers. Looking ahead, Petrocco remains cautiously optimistic. He sees opportunity in expanding regional markets and increasing demand for locally grown produce. And with the next generation stepping up, he’s hopeful the farm will stay strong for decades to come. “I love what I do. I’ve always done it, and I feel a connection out here to God, the earth and my ancestors’ spirits. It’s very important to me, so that’s why I continue to do it,” he said.
Joe Petrocco
26 Western Grower & Shipper | www.wga.com July | August 2025
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