Why we drive to Petaluma for strawberries in June

There is a version of this business where the strawberries arrive on a truck from the Central Valley, cost forty percent less, and nobody says anything about it.

We tried that version. For one season we ran two bowls side by side and asked people which one they liked. It was not close.

So now, from roughly the second week of June through the end of August, the strawberries come up from a grower outside Petaluma. It is a longer drive and a shorter shelf life, and it is the single easiest quality decision we make all year.